In a bid to reinvigorate its increasingly struggling tourism industry, the Cuban regime has inked a fresh agreement with the Russian agency Rus Cuba Dive to boost diving tourism in the Zapata Swamp, as announced during the International Tourism Fair (FITCuba 2025). This deal, established with Cubanacan Hotels, aims to tap into the Russian market's interest in recreational diving, particularly in locations like Varadero and the Zapata Peninsula nature park, which boasts four specialized centers and pristine diving conditions, according to the Facebook profile "TTC Travel Trade Caribbean."
The strategy, as detailed in the post, seeks to diversify nature and adventure tourism services by offering packages specifically tailored for Russian clients. This partnership emerges amidst a sharp decline in international visitor arrivals, with a 29.7% drop recorded between January and March 2025, based on official data from the National Office of Statistics and Information (ONEI).
During the opening of FITCuba on April 30, Prime Minister Manuel Marrero Cruz acknowledged the severity of the situation and announced a series of "reforms" to revive the tourism sector. These measures include leasing tourist facilities to foreign entities, increased flexibility in foreign currency payments, the use of international cards, acceptance of dollars, euros, and Canadian dollars, the removal of health taxes at airports and marinas starting May 1, as well as new flight operations and cash ticket sales.
However, many of these policies have been previously announced with little tangible impact on the tourism market. The internal causes of the downturn—blackouts, shortages, high prices, insecurity, and deteriorating services—remain unresolved, while the government continues to solely blame the U.S. embargo for the crisis.
The new alliance with the Russian market appears more as a survival tactic than a comprehensive strategy. Russia has been one of the few countries maintaining a steady flow to Cuba, although it too has seen reduced numbers recently.
The announcement coincides with other promotional initiatives such as dolphin therapy at luxury hotels in Cayo Guillermo or the relaunch of medical tourism, events that experts say do little to reverse the overall sector collapse. Despite numerous warnings from tour operators, agencies, and travelers about the lack of basic conditions for international tourism, the Cuban regime remains unaccountable, relying on isolated agreements and narratives of resilience that fail to address the sector's fundamental crisis.
Between January and March 2025, Cuba received only 571,772 international visitors, falling significantly short of official targets and pre-pandemic levels. PriceTravel CEO Rafael Durand bluntly summarized the situation: "There’s no way to get to Cuba. Tourists have lost trust."
While the island embellishes statistics and celebrates bilateral deals, hotels deteriorate, blackouts persist, tourism infrastructure collapses, and Russian visitors recount nightmarish experiences on the island, further distancing Cuba from its Caribbean competitors.
FAQs on Cuba's Tourism Challenges and Russian Diving Deal
What is the purpose of Cuba's agreement with Rus Cuba Dive?
The agreement aims to boost diving tourism in the Zapata Swamp by attracting Russian tourists interested in recreational diving.
How has the Cuban tourism sector been performing recently?
Cuba’s tourism sector has been struggling with a significant drop in international visitors, as evidenced by a 29.7% decrease in arrivals between January and March 2025.
What measures has the Cuban government announced to revive tourism?
The government has announced reforms such as leasing tourist facilities to foreigners, easing foreign currency payment options, and removing health taxes at airports and marinas.