Cuban content creator Katherin, known on social media as @aprendedorajeje, has sparked a conversation surrounding the portrayal of tourism in Cuba and the romanticization of the island's hardships.
In a video she shared on Instagram, the influencer challenged the notion of marketing the country as a "vintage" destination. She argued that this concept involves choice and symbolic value, which she believes does not align with the everyday experiences of many Cubans.
"Cuba is not a vintage paradise; Cuba is old, and that's different," she stated. "A classic car restored for pleasure is vintage; a classic car patched up because you can't afford another one is just old," she remarked.
Katherin emphasized that while retro might seem appealing from the outside, it often stems from scarcity within the country.
"Vintage is an aesthetic choice; old is frequently an economic condition," the young woman explained, concluding her video with a reflection aimed at those who idealize Cuba's tourism image.
"Before calling something charming, ask yourself a simple question: is it like that because someone chose it, or because they can't change it?"
The Impact of Declining Tourism on Cuba's Internal Struggles
This debate arises during a critical time for Cuba's tourism sector. Data from the National Office of Statistics and Information (ONEI) reveals a significant drop in visitor numbers for January 2026.
One of the most concerning figures is the decline in Cuban expatriates visiting the island. In January, 12,574 members of the diaspora traveled to Cuba, compared to 21,015 in the same month of 2025—a decrease of 8,441, over 40% less.
The sharpest decline is from the United States, with arrivals plummeting from 14,027 in January 2025 to just 6,997 in January 2026, nearly halving.
Overall, Cuba welcomed 240,578 travelers by January 2026, reaching only 90.8% of the level from the previous year, representing a decrease of 24,255 tourists.
The energy crisis, exacerbated by reduced Venezuelan oil shipments, results in prolonged blackouts, transportation issues, and basic service disruptions.
Given these circumstances, many Cubans abroad opt to send remittances or packages to their families rather than visiting. The ongoing economic and political challenges continue to hamper Cuba's ability to attract visitors in 2026.
Understanding Cuba's Tourism and Economic Challenges
Why is the "vintage" image of Cuba controversial?
The "vintage" image is controversial because it romanticizes the country's hardships, presenting them as aesthetic choices rather than the result of economic necessity.
What are the causes of the decline in tourism to Cuba?
The decline in tourism is attributed to the economic crisis, energy shortages, and political challenges, which deter visitors from coming to the island.
How has the energy crisis affected Cuba?
The energy crisis, worsened by reduced oil supplies from Venezuela, has led to prolonged power outages, transportation problems, and basic service disruptions in Cuba.