During the opening of the International Tourism Fair FITCuba 2025 in Havana, Prime Minister Manuel Marrero Cruz once again resorted to the official rhetoric, holding the United States embargo accountable for the collapse of Cuba's tourism industry. This comes despite numerous internal issues that have tarnished the island's image as a global destination. Marrero declared, "Recovering and developing tourism in Cuba is a matter of honor," while addressing the audience, as reported by the state-run newspaper Granma. However, he failed to offer any genuine self-criticism regarding the structural deficiencies plaguing the sector.
Power Outages, Shortages, and Dilapidated Hotels
The regime's attempts to revive what they call the "engine of the economy" clash with the stark decline in tourism. According to the National Office of Statistics and Information (ONEI), Cuba welcomed 571,772 international visitors from January to March 2025, marking a 29.7% decrease compared to the same period the previous year. Major source markets—such as Russia, Canada, and the Cuban diaspora—have significantly reduced their travel to the island due to growing concerns over safety, shortages, power outages, currency exchange rates, lack of air connectivity, and deteriorating services.
Previously, Rafael Durand, CEO of PriceTravel, succinctly encapsulated the situation in comments to REPORTUR.co: "There is no way to get to Cuba. Tourists have lost confidence."
Bold Promises, Same Failures
In his speech at FITCuba, Marrero unveiled a series of "bold" initiatives, including incentives for foreign investment and currency exchange facilities, new business ventures related to leasing tourist properties, elimination of the health fee at airports and marinas starting May 1, and promotion of niche tourism such as medical, nature, community, and event-based tourism. Yet, many of these strategies have been announced in the past without tangible results, while the real causes of declining interest—such as inadequate visitor conditions, outdated infrastructure, and political interference—remain unaddressed.
Dolphins and Propaganda Displays
Simultaneously, the regime reintroduced dolphin-assisted therapies at luxury hotels in Cayo Guillermo, a desperate attempt to boost medical tourism, which was showcased as a novelty at the Salud para Todos 2025 fair. These initiatives, disconnected from the sector's urgent needs, resemble more of a propaganda spectacle than a serious recovery plan.
Faulty Diagnosis and Lack of Self-Criticism
Despite ongoing complaints from travel operators, foreign tour agencies, tourists, and even media outlets allied with the regime, the government continues to cite the "embargo" as the sole reason for the tourism downturn, ignoring issues such as unpaid suppliers, corruption, logistical mismanagement, and institutional decay that distance Cuba from its Caribbean competitors. Rather than taking responsibility, Marrero expressed gratitude for the understanding of foreign partners and only praised the country's "resilience," a worn-out narrative that neither investors nor travelers buy into anymore.
As the government embellishes statistics and delivers speeches on "resilience," Cuba's tourism industry continues to sink amidst blackouts, rubble, and broken promises.
Understanding Cuba's Tourism Crisis
What is the main reason cited by the Cuban government for the tourism decline?
The Cuban government primarily blames the United States embargo for the tourism decline, despite internal issues contributing significantly to the crisis.
How have visitor numbers changed in recent years?
Visitor numbers to Cuba have decreased, with a 29.7% drop in international arrivals from January to March 2025 compared to the same period in the previous year.
What are some of the internal issues affecting Cuba's tourism industry?
Cuba's tourism industry is affected by safety concerns, shortages, power outages, currency issues, lack of air connectivity, and deteriorating services.