A video shared by Cuban content creator @kary_y_jony has ignited a discussion on social media by labeling Varadero as an "overrated" tourist destination compared to other beaches in the country like Guardalavaca. "Varadero is overrated," the young woman declares at the outset of the video, where she explains that despite the city having numerous hotels and stores, access remains exceedingly challenging for average Cubans. "All of us from the eastern part of the country dream of visiting Varadero, and I say dream because it’s a luxury," she remarks, while also noting that Guardalavaca, though smaller and with less infrastructure, seems "prettier" to her.
The TikToker encouraged her followers to debate which beach is more beautiful, leading to divided opinions. Some users staunchly defended Varadero's beauty and fame. "Varadero without a doubt," commented one. Others, however, supported the creator's view. "For me, it's Guardalavaca. There are beautiful hotels and beaches," noted another user. Even other alternatives were mentioned: "Better than Varadero is only Playa Pilar in Cayo Guillermo."
Debate Amidst Cuba's Tourism Crisis
Her opinion arrives at a critical time for tourism on the island. Just days earlier, the same creator posted another video showcasing empty streets in the heart of Varadero during peak season, reinforcing the notion that the country's top tourist hub is experiencing a significant downturn.
According to official figures, Cuba lost over 300,000 visitors in the first five months of 2025 compared to the same period of the previous year. Hotel occupancy barely reached 24.1%, and the sector's revenue declined by 21.5%. The contraction has been particularly severe in source markets like Canada, Russia, and the United States.
Experts and economists have described the situation as a "structural crisis" of tourism on the island, worsened by power outages, inflation, food and medicine shortages, and the deterioration of basic services. Meanwhile, the Cuban government continues to promote new hotel investments, but without visible results in visitor numbers or service quality.
Varadero or Guardalavaca?
The video by @kary_y_jony not only highlights the gap between official tourism marketing and the experiences of Cubans themselves but also raises broader discussions about access and equity in enjoying national tourist destinations.
Varadero, located on the Hicacos Peninsula in Matanzas Province, is Cuba's premier sun-and-sand tourist destination. With over 20 kilometers of white sandy beaches and turquoise waters, it offers a wide range of tourist services, including luxury resorts, golf courses, and nautical activities. In contrast, Guardalavaca, situated in Holguín Province in the eastern part of the country, is known for its natural beauty and more tranquil atmosphere. Its white sandy beaches and crystal-clear waters are surrounded by lush vegetation and provide opportunities for diving and ecotourism.
The conversation continues on social media, where more and more Cubans share their experiences and preferences in a country where tourism seems more inaccessible than ever for the majority.
Exploring Cuba's Beach Destinations: Key Questions Answered
What makes Varadero a popular tourist destination?
Varadero is known for its extensive white sandy beaches, turquoise waters, and a variety of tourist amenities including luxury resorts, golf courses, and water sports activities.
Why do some people prefer Guardalavaca over Varadero?
Some prefer Guardalavaca for its natural beauty and tranquil environment, with opportunities for diving and ecotourism, despite having less infrastructure than Varadero.
How is Cuba's tourism sector performing recently?
Cuba's tourism sector has faced significant declines, with a loss of over 300,000 visitors in early 2025 and a sharp decrease in hotel occupancy and revenue, exacerbated by economic and infrastructural challenges.