Cuba Welcomes Over 400 Travel Agents in September to Revitalize its Ailing Tourism Sector

In an effort to breathe new life into its struggling tourism industry, Cuba is set to host more than 400 travel agents from Spain and Portugal between September 12 and 19. This ambitious initiative is spearheaded by Ávoris Corporación Empresarial in collaboration with the state-run Grupo de Turismo Gaviota and the Meliá hotel chain. According to the specialized website HostelTur, this event is part of the VII Bolsa Turística Destinos Gaviota, aiming to familiarize European sellers with Cuban offerings and rekindle interest in the island as a travel destination.

The promotional campaign includes direct charter flights operated by Iberojet from Madrid and Lisbon, with accommodations at the luxurious Paradisus Los Cayos and Meliá Trinidad Península resorts. Participants will also enjoy catamaran rides, hiking in Topes de Collantes, and visits to the colonial city of Trinidad, offering a sensory experience intended to be shared with potential travelers back home.

Challenges Amid Optimism

Despite the optimistic outlook of this event, it contrasts sharply with Cuba's current tourism challenges. The island witnessed a nearly 30% drop in international visitors during the early months of 2025 compared to the previous year. Official statistics from the National Office of Statistics and Information (ONEI) showed that only 571,772 tourists visited between January and March, many of whom left disappointed.

Key tourism markets for Cuba, such as Canada, Russia, and Spain, have seen visitor numbers plummet by up to 50%. Even the number of Cubans living abroad visiting the island has decreased significantly, with only 59,896 doing so in the first quarter, a steep decline from over 75,000 the previous year. Many have chosen to reunite with family in other locations like the Dominican Republic.

Underlying Issues and Reforms

The reasons behind this downturn are well-known, including power outages, food shortages, deteriorating hotel infrastructure, and poor customer service, exacerbated by a lack of basic supplies. Tourists frequently voice their complaints, which are echoed on social media, and hotels that once symbolized Caribbean luxury now barely manage to stay afloat.

In an attempt to incentivize travel to Cuba, Travelplan launched a sales contest earlier this year under the slogan “Selling Cuba Has a Prize.” However, the underlying question remains whether such marketing efforts are sufficient to rescue a sector teetering on the brink of structural collapse.

Cuban Tourism Minister Juan Carlos García Granda has announced reforms aimed at allowing the use of foreign currency and cards, as well as leasing facilities to international operators. Nevertheless, analysts caution that as long as economic restrictions, lack of transparency, and insufficient investment in basic infrastructure persist, Cuba will struggle to compete with destinations like the Dominican Republic or Mexico, which offer a more stable and modern tourist experience.

Economic Uncertainty and Future Prospects

From the United States, the outlook is equally bleak. The State Department recently warned that conducting business in Cuba entails “high risk” due to the regime’s systemic corruption and its opaque economic model. While this operation may highlight Cuba as a destination, it could also be seen as another desperate attempt to put a positive spin on a faltering industry, where hotel investments are prioritized over essential sectors like health and education.