The Cuban regime has strengthened its partnership with the Spanish entities Ávoris Corporación Empresarial and Meliá Hotels International. This announcement, made public this week, has sparked considerable discussion on social media. The Cuban government's objective is to address the dramatic decline in the island's tourism industry, which has been plagued by shortages, power outages, and a deteriorating international reputation. This collaboration with Spanish companies is linked to a travel agency contest provocatively titled: "Selling Cuba Comes with a Reward."
Understanding the European Partnership
From September 12 to 19, over 400 travel agents from Spain and Portugal are set to visit Cuba as part of an extensive commercial initiative led by Travelplan, a tour operator under Ávoris. This collaboration will be directly with Gaviota S.A., part of the Business Administration Group S.A. (GAESA), a conglomerate run by the Revolutionary Armed Forces (FAR) that controls over 70% of Cuba's dollarized economy.
Promoting Cuban Destinations
The initiative forms part of the VII Gaviota Destinations Tourism Exchange, aiming to boost travel to Cuba among industry professionals through direct flights from Madrid and Lisbon to Santa Clara. The agents will stay at luxury resorts such as Paradisus Los Cayos and Meliá Trinidad Península, engaging in a program that combines training with tourism activities.
Timing Amid Crisis
Why now? This campaign emerges during a profound political and economic crisis in Cuba, perfectly aligning with the regime's aspirations. Despite lacking medical supplies in hospitals and food for its people, the government prioritizes developing the tourism sector. Launched by Travelplan in 2025, the contest "Selling Cuba Comes with a Reward" aims to boost Cuba's marketability in Europe. The Spanish travel company claims that this experience will empower agents to become "strategic promoters."
Tourism's Uncertain Future
The push to bolster international tourism harks back to the latest financial report from Meliá Hotels International, which notes Cuba as its only destination with negative global results. The company attributes the sector's collapse on the island to supply issues, power outages, and news highlighting the country's severe crisis.
The report also cites a 20.8% drop in revenue per available room (RevPAR), hotel occupancy slashed to 40.5%, and a loss of five million euros in management fees. Additionally, flights have been canceled from key countries like the United Kingdom, Belgium, and Argentina.
Despite the sector's decline, the Cuban regime remains committed to enhancing its international image through strategic alliances with foreign tour operators and hotel chains, even as the internal situation continues to deteriorate.
FAQs on Cuba's Tourism Strategy
What is the purpose of the alliance with Ávoris and Meliá?
The alliance aims to revive Cuba's declining tourism industry by leveraging the expertise and resources of Spanish corporations Ávoris and Meliá.
How will the travel agents' visit contribute to Cuba's tourism sector?
The visit will allow travel agents to experience Cuba firsthand, equipping them to promote it as a destination, thereby potentially increasing tourist arrivals from Europe.
Why is Cuba's tourism industry struggling?
Cuba's tourism industry is struggling due to supply shortages, frequent power outages, and negative international news coverage of the country's crisis.