A young Cuban woman recently spotlighted the stark downturn in Cuba's tourism sector through a video showcasing the nearly deserted streets of Varadero, the crown jewel of the nation's tourism industry. "Tourism here keeps dwindling every day," remarks TikTok user @briana_matancera as she captures the empty avenues and shuttered businesses in what was once the island's most bustling destination.
As she narrates her impromptu journey to the beach, Briana urges her followers to contemplate the reasons behind this decline. "I'm not sure what's happening—or maybe I do—but I want you to tell me in the comments," she says. Her tone, a mix of irony and melancholy, resonates with many Cubans facing a harsh reality: the country's systemic crisis has deeply impacted one of its key sectors.
Reflecting on the stark contrast with the past, she notes, "You used to be unable to walk these streets because they were packed with people," while her video depicts a resort seemingly frozen in time. "Judge for yourselves," she implores, sparking a conversation already raging on social media.
The most striking aspect of her account is not just the absence of foreign tourists; Cuban visitors, who once thronged Varadero in July and August, are also missing. Many cannot afford the trip due to high transportation costs, fuel shortages, and the country's general crisis.
The sharp decline in Cuban tourism is corroborated by official statistics. Between January and June 2025, the island welcomed over 319,000 fewer visitors than during the same period the previous year, a staggering 25% drop. National hotel occupancy barely exceeds 24%, and for many Cubans, destinations like Punta Cana have become the new meeting spots for families separated by emigration.
Varadero's Lost Allure: Discrimination and Discontent
The issues extend beyond foreign tourists. Dominican influencer @toxicaliz27, known as "the most Cuban Dominican," shared her disappointment after being treated like a local in several Varadero establishments. "I was in shock," she recounted, describing how a waiter revealed the price of a mojito before serving it or how she was denied entry to a bar while others were allowed in.
Her experience, far from being isolated, highlights a growing sentiment that tourism in Cuba has lost its edge, charm, and warmth. Meanwhile, authorities, led by Prime Minister Manuel Marrero, persist in declaring tourism the country's "economic savior," while the public witnesses a visible collapse.
The phrase "more hotels and less food" has become a mantra among Cubans, frustrated by resources being funneled into infrastructure that yields no economic benefit or social improvement. Power outages, food scarcity, low wages, and the breakdown of public services render official statements increasingly hollow. As one social media user put it: "How much longer will Marrero keep spinning this yarn?"
Understanding Cuba's Tourism Crisis
What factors are contributing to the decline in tourism in Varadero, Cuba?
The decline in tourism in Varadero is attributed to several factors, including economic hardships, high transportation costs, fuel shortages, and a general crisis affecting the country. These issues have deterred both foreign and local tourists from visiting.
How has the tourism sector in Cuba changed compared to previous years?
Compared to previous years, the Cuban tourism sector has experienced a significant decline, with official figures indicating a 25% drop in visitors. This decrease is reflected in the lower hotel occupancy rates and reduced local tourist activities.