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Cuba's Tourism Plummets: Island Sees Over 300,000 Visitor Decline in Five Months

Sunday, June 29, 2025 by Amelia Soto

Official figures have revealed a sustained decrease in international tourism to Cuba, with significant drops from key markets like Russia, Canada, and the Cuban diaspora. The island's tourism sector is struggling to bounce back and continues its downward spiral. According to preliminary data from the National Office of Statistics and Information (ONEI), by the end of May 2025, Cuba welcomed a total of 1,171,228 travelers. This figure represents just 79.4% of the total number accumulated in the same period the previous year.

The country has seen a reduction of 303,299 visitors compared to the same timeframe in 2024, marking a steep decline of 20.6%, further contributing to a downward trend that began in 2020. More alarming is the decline in international visitors, with only 862,343 arrivals by May, amounting to 73.4% compared to 2024, indicating a loss of 312,219 foreign tourists.

If we consider the average spending of tourists in 2022, which was approximately $500 per visitor, the decrease in tourist numbers translates to an estimated $156 million loss in revenue for the sector controlled by the military-run Business Administration Group S.A. (GAESA). Despite these figures, the drop in international visitors exceeds the total visitor loss due to the higher proportion of foreign tourists in 2024.

This indicates that while all segments experienced a decline, the impact was particularly severe among foreign travelers, who are the primary revenue generators. Among the leading countries of origin, the most significant drop occurred with Russian tourists, decreasing by 45.6% from 102,756 in 2024 to just 56,089 in 2025. Canada, traditionally Cuba's top tourism market, saw a 28.5% reduction, from 541,851 to 387,404 visitors.

The Cuban diaspora, another crucial visitor source, declined from 129,520 to 100,212 people, a 22.6% decrease, while visitors from the United States fell to 57,177, representing 80.9% of the previous year's total. Other markets also experienced notable declines: Germany (-33%), France (-26.8%), and Italy (-25.7%). Only Argentina and Mexico maintained figures close to 2024, with declines of less than 10%.

The extent of the decline becomes even more apparent when compared to pre-pandemic levels. From January to May 2018, Cuba received approximately 2.5 million international visitors, and in the same period of 2019, that number was around 2.2 million. In stark contrast, 2025 saw just 862,343 visitors, a contraction of over 60% compared to pre-COVID-19 standards.

Structural Challenges in Cuba's Tourism Sector

The data underscores that the downturn in tourism is not merely a temporary issue but a structural one. Hotel occupancy in the first quarter was only 24.1%, meaning more than 75% of available capacity remained unused, even during peak season.

Nights stayed in accommodations dropped from over 5 million to 3.6 million, and revenue plummeted by 21.5%, from 44,411 million to 34,860 million Cuban pesos, according to official sources. The Melia hotel chain reported a 20.8% decline in revenue per available room and an average occupancy rate of 40.5%, highlighting the poor performance of the Cuban market compared to other Caribbean destinations.

Despite the grim outlook, the Cuban regime continues to invest in hotel construction and tourism infrastructure, a strategy heavily criticized by economists and industry experts. "International tourists occupied less than a quarter of hotel capacity in the first quarter. This is a worse outcome than in 2024 and contradicts the official narrative of recovery," warned economist Pedro Monreal.

Hurdles to Achieving Visitor Targets

The government set a goal of 2.6 million international visitors for 2025, yet only 33.2% of this figure has been achieved in the first five months. It appears likely that, as in 2024, the island will fall significantly short of its target.

Challenges such as inflation, insecurity, lack of air connectivity, power outages, and shortages of food and medicine, along with a general decline in public services, have made Cuba less competitive compared to other Caribbean tourist destinations.

As setbacks accumulate, doubts about the sustainability of an economic model reliant on a declining tourism sector continue to grow. The official statistics leave no room for doubt: the crisis in Cuba's tourism industry is deep, and any recovery seems more distant than ever.

Key Insights on Cuba's Tourism Decline

What are the main reasons for the decline in Cuba's tourism?

The decline is attributed to factors such as inflation, insecurity, lack of air connectivity, power outages, food and medicine shortages, and deteriorating public services, making Cuba less competitive.

How has the drop in international visitors impacted Cuba's economy?

The drop in tourists has led to an estimated $156 million loss in revenue for the Cuban tourism sector, significantly affecting the economy reliant on tourism.

Which countries have shown the most significant decline in tourist numbers to Cuba?

Russia and Canada have shown the most substantial declines, with 45.6% and 28.5% reductions, respectively, in tourist numbers visiting Cuba.

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