During the FitCuba 2025 event, Miquel Fluxà Rosselló, President of the Spanish hotel group Iberostar, expressed to Cuban Television his ongoing faith in the island's tourism potential. "We believe that Cuba has room for improvement, and it can achieve this through the development of tourism," remarked the businessman, who has been operating in the country for over three decades and stated that he feels "respected and loved" by the Cuban people.
His optimism sharply contrasts with the bleak reality of Cuba's tourism industry, which is experiencing one of its darkest times. According to data from the National Office of Statistics and Information (ONEI), Cuba welcomed only 571,772 international visitors between January and March 2025, marking a 29.7% decline compared to the same period the previous year.
Optimism of Iberostar vs. Structural Crisis
Fluxà emphasized Iberostar's commitment to the urban tourism sector, noting that "we are striving to do things with the best intentions and quality." Currently, Iberostar operates 20 hotels across various tourist destinations in Cuba and plans to refurbish several facilities, including lobby enhancements at the Origin Taínos hotel in Varadero and the revival of services and offerings at other locations.
Nevertheless, the real conditions tourists face on the island challenge the narrative of progress. Many customers report experiences that fall short of these ideals of perfection in the hotels. Complaints about deteriorating infrastructure, lack of maintenance, poor service, and shortages of basic goods, including food options at Iberostar resorts in Cuba, are rampant on platforms like TripAdvisor, Google Reviews, and social media.
Renovations Fall Short in Attracting Travelers
Iberostar's corporate discourse focuses on resilience and long-term commitment. "The important thing is not to do things out of obligation, but out of devotion," said Fluxà, who believes his team "loves the company" and does "everything possible" to train and motivate workers. However, the island's economic and logistical context does not facilitate the changes that international chains aim to promote. There's no stable energy supply or basic provisions in the facilities. Renovation plans risk becoming empty promises.
The Lost Decade of Cuban Tourism
The critical state of Cuban tourism is not a new issue. Experts like economist José Luis Perelló do not foresee a recovery before 2030, labeling this period as a "lost decade" for one of the country's historically highest foreign currency earners. In this scenario, Fluxà's optimism, while valuable from a foreign investment perspective, seems to clash with a harsher reality, where countless hotels lack basic conditions, airports remain nearly empty, and infrastructure, rather than renewing itself, is crumbling.
Challenges Facing Cuban Tourism
What are the main challenges currently facing Cuban tourism?
Cuban tourism is battling declining visitor numbers, deteriorating infrastructure, lack of maintenance, poor service, and shortages of basic goods, which heavily impact the guest experience.
What is Iberostar's strategy to overcome these challenges?
Iberostar is focusing on urban tourism and refurbishing its facilities to improve quality and services, despite the challenging economic and logistical context in Cuba.
Why is the period referred to as the "lost decade" for Cuban tourism?
Experts predict that the recovery of Cuban tourism will not occur before 2030, leading to a "lost decade" where one of the country's key economic sectors continues to decline.