In a critical analysis of the Cuban government's rhetoric surrounding national tourism, economist Pedro Monreal has highlighted how the low wages and pensions of the average Cuban citizen make it virtually impossible for them to partake in these offerings. Through a series of posts on X (formerly known as Twitter), Monreal took aim at a recent state-run Round Table program titled “Cuban Tourism: The Destination is You,” suggesting that it is more akin to a "bolero" than a realistic public policy. This wordplay nods to José Antonio Méndez's well-known bolero, ‘La gloria eres tú’.
“The national tourism they claim is for 'you' cannot be afforded with 'your' salary or 'your' pension,” Monreal asserted, backing his argument with official data from the National Office of Statistics and Information (ONEI). A graph shared by Monreal illustrated that in the first quarter of 2025, the average income per national tourist at tourist entities was 2.1 times higher than the average monthly wage in the state sector, a ratio that has remained consistent since 2024, though slightly below the 2.5 recorded in 2023.
The Decline of National Tourism
Monreal's analysis further uncovered the extent of the decline in national tourism: only 310,318 Cubans accessed tourist services in the first quarter of 2025, a sharp drop from the 596,221 recorded in the same period of 2022. Hotel occupancy rates plummeted from 9.7% in 2022 to a mere 5.9% in 2025, underscoring the collapse in domestic demand.
Despite official propaganda, national tourism has failed to fill the gap left by the downturn in international tourism. According to ONEI statistics, the country welcomed just 991,103 travelers by April 2025, amounting to 78.9% of the total registered during the same period in 2024. Overall hotel occupancy remains below 25%, and tourism revenues fell by 21.5% in the first quarter of the year.
An Exclusive Tourism Model
The regime's narrative, which attempts to position tourism as a driver of development and inclusion, is at odds with reality. Monreal argues that the current model “requires extra income” beyond state salaries or pensions, such as remittances or informal earnings, thereby “limiting the clientele and scale of that market.” In essence, tourism in Cuba has not only contracted but has also become elitist, out of reach for the average worker.
This situation is exacerbated by widespread economic hardship. A recent video from Santiago de Cuba depicted entire streets in blackout, while hotels like the iconic Casa Granda remained fully illuminated. This scene, common across the “paradise island,” vividly illustrates the regime's priorities, as it ensures power for tourist enclaves while the population endures blackouts lasting up to 20 hours a day.
Massive Investments, Minimal Benefits
While public services deteriorate, the Cuban government, through GAESA, continues to pour billions into hotels and tourist complexes. In 2024 alone, tourism-related investments surpassed 36.8 billion Cuban pesos, compared to just 1,977 million allocated for public health and 2,645 million for agriculture. The stark contrast between the luxury of hotels like the Torre K-23 in Havana and the neglected, under-maintained thermoelectric plants has sparked growing criticism.
No Recovery in Sight
Amid an increasingly challenging environment—marked by an energy crisis, lack of air connectivity, deteriorating services, and rampant inflation—Cuban tourism is facing a structural crisis. The goal of attracting 2.6 million international visitors in 2025 appears unachievable, having only drawn 28.5% of that target in the first four months.
Monreal's words not only offer a technical critique but also resonate with a population that feels excluded. In today's Cuba, the Round Table's slogan “the destination is you” sounds more like a reggaeton twist on a bolero performed by La Cintumbare than a genuine invitation.
Understanding Cuba's Tourism Challenges
Why can't average Cubans afford national tourism?
The low wages and pensions in Cuba are insufficient to cover the costs of national tourism, which is often more expensive than the average income.
What is the impact of the decline in national tourism?
The decline has led to decreased hotel occupancy rates and reduced tourism revenues, contributing to the overall economic challenges in Cuba.
How do investments in tourism compare to other sectors in Cuba?
Investments in tourism are significantly higher than those in public health and agriculture, highlighting a disparity in resource allocation.