Despite these adversities, tourism in Cuba continues to operate and offer experiences that many travellers describe as authentic and unforgettable. The hospitality of the Cuban people stands out as a defining feature—one that can rival the everyday challenges faced by both residents and tourists. The music that fills the streets, the colourful architecture of cities such as Havana, Trinidad and Santiago de Cuba, the white-sand beaches and crystal-clear waters of places like Guardalavaca and Cayo Bariay, and the warmth of Cuban daily life all help create a unique atmosphere that continues to captivate those seeking experiences beyond conventional tourism circuits.
Safety is another element that reinforces the island’s appeal as a destination, since—despite the living conditions faced by citizens—levels of violence remain low compared with other destinations in the region. This, together with the added value of deeply rooted cultural experiences—such as cultural festivals, popular art and local traditions—and the chance to see classic cars cruising historic avenues, provides a sense of authenticity that many travellers consider irreplaceable.
However, the sector’s structural challenges cannot be overlooked. Dependence on imported fuel to sustain the electricity and transport systems makes tourism a sensitive indicator of the country’s broader economic situation. Longer and more frequent blackouts, combined with fuel scarcity, have strained the capacity of hotels, services and visitor care, which in some cases has generated dissatisfaction among tourists and international operators. This reality calls for strategic responses to mitigate negative impacts on the destination’s competitiveness in an increasingly competitive Caribbean market.
In terms of figures, various analyses indicate that Cuba’s visitor numbers have fallen in recent years, in contrast to the broader recovery of global tourism after the pandemic. Neighbouring countries in the region have recorded significant increases in international arrivals, while the island’s economy struggles to return to its strongest levels. This trend underscores the need to diversify source markets, strengthen air connectivity, and improve tourism infrastructure and services in order to attract international flows again in a sustained way.
Beyond the economic challenge, tourism management is shaped by broader geopolitical and macroeconomic factors. Ongoing restrictions and the pressure of sanctions have affected business operations on the island, including the provision of supplies, foreign investment, and the expansion of high-standard services. In this context, initiatives aimed at opening new markets and fostering strategic partnerships with traditional and emerging source markets are important elements to consider for revitalising the sector in the medium and long term.
Cuba emerges as a destination where human warmth, cultural richness and natural landscapes compete with serious economic and structural constraints. The island continues to offer singular and emotionally resonant experiences for travellers willing to explore beyond the conventional, while its tourism industry seeks strategies to adapt, reinvent itself, and regain momentum in an increasingly demanding global environment.
