The decline in tourist arrivals is driven by a combination of structural and cyclical factors. Among them, the shortage of fuel stands out, forcing reductions in air transport operations and significantly limiting international connectivity. This situation is compounded by a decrease in routes operated by international airlines, which have adjusted their schedules in response to weak demand and logistical difficulties on the island.
The impact of these constraints directly affects the performance of the hotel sector. Occupancy rates have fallen to historically low levels, barely reaching 18.9% in 2025, one of the lowest figures in decades. This scenario has forced hotels to lower prices, offer additional incentives, or even temporarily close due to lack of profitability.
Globally, Cuban tourism is also losing competitiveness compared to other Caribbean destinations that have managed to recover more quickly from the health crisis. Factors such as limited service quality, shortages of supplies, and internal economic instability have negatively influenced the destination’s perception among international travelers.
The downturn is not an isolated phenomenon limited to this year. Since 2018, the sector has experienced a significant contraction, with cumulative declines that reveal a structural crisis. In 2025, the country closed the year with just 1.81 million visitors, the lowest level since the beginning of the century, reinforcing a trend that has worsened in 2026.
External factors further shape the sector’s outlook. Economic sanctions and travel restrictions, particularly from the United States, continue to affect tourist flows and foreign investment. At the same time, the ongoing energy crisis, driven by reduced fuel supplies, has led to recurring power outages that directly impact the tourist experience and the operation of services.
The consequences of this situation extend beyond the economic sphere. Thousands of workers linked to tourism, from hotel employees to small business owners, are facing declining incomes and growing job uncertainty. The contraction of the sector has also triggered a ripple effect on other economic activities that depend on visitor flows.
At the same time, some initiatives aim to revive the sector by diversifying source markets, including efforts to attract visitors from Asia. However, these measures have not yet managed to offset the decline in traditional markets such as Canada, Europe, and Russia, which have historically accounted for a significant share of arrivals.
The current outlook presents major challenges for the recovery of tourism in Cuba. The combination of internal limitations and external pressures creates a complex scenario in which a short-term rebound appears unlikely. Without structural changes in the economy, improvements in infrastructure, and greater stability in the international environment, the sector will continue to struggle to regain previous levels.
In this context, Cuban tourism remains in a critical phase, marked by sustained contraction and the absence of clear signs of recovery, underscoring the need to rethink strategies to ensure its future viability.
