Juan Carlos García Granda, Cuba's Minister of Tourism, has expressed a positive outlook regarding the revival of the tourism industry in the upcoming winter season of 2025-2026. This optimism comes even in the face of a stark 29.7% decline in international visitor arrivals recorded in the first quarter of the year.
Following the conclusion of the 2025 International Tourism Fair (FITCuba) at the Tropicana Cabaret, García Granda reported that the event "exceeded expectations," not only in terms of organization but also in participation. The fair attracted over 1,500 international professionals and 2,573 local participants, representing both the state and private sectors.
The 43rd edition of the fair, which took place at the Morro-Cabaña complex in Havana from April 30 to May 3, saw representation from 58 countries. The minister highlighted positive feedback from tour operators concerning the quality of services provided during the previous winter and asserted that recent measures, such as supplier financing and increased business autonomy, will enhance the industry's performance for the winter of 2025-2026.
"These strategies are part of an ongoing effort already showing results," he stated, advocating for initiatives like hotel leasing agreements and regulatory restructuring to boost foreign investment and competitiveness. García Granda also emphasized the government's aim to deepen tourism integration with Latin America and the Caribbean, particularly through partnerships with countries in the Bolivarian Alliance for the Peoples of Our America (ALBA-TCP) on matters like insurance and destination marketing.
Moreover, he expressed confidence in the Chinese market, describing it as "key" with significant potential to become one of the primary sources of tourists to Cuba. The 2026 edition of FITCuba is scheduled to be held in Varadero, focusing on sun and beach products, with Canada as the guest of honor, coinciding with the 80th anniversary of diplomatic relations between the two countries.
While the minister's remarks suggest an imminent recovery, previous data and reports call for a more cautious analysis. Cuba's tourism sector has faced stagnation since the pandemic, with visitor numbers still below 2019 levels and an infrastructure burdened by economic crises, shortages of essential supplies, and a deteriorating service environment.
Compounding these issues are persistent power outages, connectivity problems, and internal restrictions that hinder the competitiveness of the national private sector. According to the National Office of Statistics and Information (ONEI), Cuba welcomed 571,772 international visitors between January and March 2025, a decrease of 237,169 compared to the same period the previous year.
This decline is mainly due to reduced tourist numbers from Russia, Canada, and the Cuban diaspora. Experts like economist José Luis Perelló predict that Cuba will not reach pre-pandemic tourism levels until 2030, marking a "lost decade" for one of the island's traditional economic drivers.
Despite governmental efforts to attract more visitors, challenges such as energy insecurity, poor management of basic services, and competition from other Caribbean destinations with superior services continue to impede recovery. The focus on markets like China and Latin America also faces serious logistical hurdles, including limited air connectivity, low visibility of Cuba as a safe and modern destination, and geopolitical tensions affecting the island's international promotion.
Meanwhile, the perception of FITCuba as a successful showcase contrasts with many visitors' experiences, who encounter high prices, service shortages, and a lack of diverse offerings.
Challenges and Prospects for Cuban Tourism
What are the main challenges facing Cuba's tourism industry?
Cuba's tourism industry is challenged by energy insecurity, poor management of basic services, competition from other Caribbean destinations, and issues like limited air connectivity and geopolitical tensions affecting international promotion.
How has the pandemic affected Cuba's tourism sector?
The pandemic has led to stagnation in Cuba's tourism sector, with visitor numbers still not reaching pre-pandemic levels, compounded by economic crises, shortages of supplies, and a deteriorating service environment.
What measures are being taken to improve Cuba's tourism industry?
Efforts include financing for suppliers, increased business autonomy, hotel leasing, regulatory restructuring to encourage foreign investment, and deepening tourism integration with Latin America and the Caribbean.