A TikTok video by Cuban content creators @kary_y_jony has once again spotlighted the dire state of tourism in Cuba. Shot on June 26, 2025, in the heart of Varadero, the footage reveals virtually empty streets in the island's premier tourist destination, despite it being the peak of summer. "We're walking down 59th Street and it's only 11 a.m.," the video's creator comments, showcasing deserted sidewalks and little vehicular traffic. "We walked to the boulevard and didn't see a single foreigner; everything is empty," she asserts.
The journey, which passes by areas near the Starfish Cuatro Palmas hotel and Varadero boulevard, highlights the absence of international tourists in the vicinity. Although some social media users suggested that visitors might be at the beach or relaxing in hotels, many others confirmed the perception of emptiness. "I just went, and there were at most 15 people at the hotel," one user commented. Another added, "Varadero isn't what it used to be, everything is expensive and lacking services."
Social Media Reactions: Between Resignation and Criticism
Comments on the video reveal a split in opinions. Some point to the low season or the heat as reasons for the low tourist turnout on the streets. Others highlight structural issues: power outages, high prices, insecurity, urban decay, and poor hotel conditions. "Cuba is too expensive and unsafe. The electricity fails, there's no food or services," wrote one internet user. Another was more blunt: "The hotels are empty. No one wants to visit your socialist paradise."
There were also those who blamed the country's poor image abroad or the lack of tourist incentives. "Americans are canceling trips because they're afraid of blackouts," one commentator noted. "Cubans are wonderful, but the country is ruined by the dictatorship," summarized another user.
A Crisis Confirmed by Official Statistics
This recording comes amid a sustained decline in international tourism to Cuba. According to data from the National Office of Statistics and Information (ONEI), only 991,103 visitors arrived between January and April 2025, a 27% decrease compared to the same period in 2024. The drop is even steeper among international tourists, with only 741,106 visiting in the first four months of the year.
Hotel occupancy fell to 24.1%, even during the traditionally strong quarter. Overnight stays plummeted from over 5 million to just 3.6 million, and sector revenues fell by 21.5%, affecting foreign chains like Meliá, which has reported significant losses on the island. The poor quality of services, food shortages, and the energy situation have led to reservation cancellations. Experts like economist Pedro Monreal describe the issue as "structural" and warn about the disconnect between official policies and the sector's profitability.
Not Just Varadero: Havana Also Empty
Similar situations have been documented in other key tourist spots like Havana. Recent videos show Obispo Street and Chinatown nearly deserted, with tourist shops closed or without customers, even on weekends. The crisis also affects Varadero's international airport, whose entrance has been reported to be in total darkness, lacking lighting and road signage, according to social media complaints.
Meanwhile, the Cuban government persists with its promotional strategies and new hotel investments, with no visible results. It seems that, as in 2024, the island will once again fall short of its annual tourist target. The video by @kary_y_jony thus adds to a growing visual archive documenting the deterioration of Cuba's tourism sector, confirming that recovery, instead of taking hold, seems increasingly out of reach.
FAQs on Cuba's Tourism Crisis
What recent evidence shows the decline of tourism in Cuba?
A TikTok video by @kary_y_jony highlights empty streets in Varadero, a major tourist area, showcasing the lack of international tourists during peak season.
What are the main reasons for the drop in tourist numbers?
Issues such as power outages, high prices, insecurity, and poor hotel conditions are cited as reasons for the declining tourist numbers in Cuba.
How has hotel occupancy been affected by the tourism decline?
Hotel occupancy has fallen to 24.1%, with a significant drop in overnight stays and revenues, impacting foreign hotel chains operating in Cuba.