The Cuban Prime Minister, Manuel Marrero Cruz, kicked off the 44th edition of the International Tourism Fair FITCuba 2026 with a recorded video shared on the Cuban Ministry of Tourism's YouTube channel.
Marrero boldly claimed that "every time a tourist travels to Cuba, they are assisting the Cuban people." He emphasized that despite the crisis, "investments in the Cuban tourism sector have not ceased."
What the regime touts as a step towards "technological modernization" with the virtual format is instead a stark indicator of the collapse of Cuban tourism, once celebrated with grand in-person galas and receptions for international operators.
In his address, Marrero expressed gratitude to foreign business partners and delivered an optimistic message seemingly out of touch with reality: "We are optimistic; we believe these sanctions won't last long and that we can gradually return to normal."
He assured that Cuba is prepared to welcome visitors: "They may block us energetically and economically, but they cannot block our sun, our beaches, or the hospitality of the Cuban people."
Crisis Behind the Optimism
What Marrero failed to mention is the plight of approximately 300,000 individuals linked to the tourism sector who lost their jobs and income due to the industry's downfall, with the regime suggesting they shift to garbage collection or agriculture.
The statistics are grim: Cuba saw only 298,057 international visitors in the first quarter of 2026, a 48% decline compared to the same period in 2025.
In March alone, the number plummeted to merely 35,561 tourists, compared to around 170,000 the previous March—a staggering 79% drop.
Impact on Key Markets
Russian tourism dwindled to 249 visitors in March, while Canadian tourists—traditionally the leading market—numbered just 511 that month, compared to 98,663 in March 2025, marking a 99.48% decrease.
Gaviota S.A., a hotel company managed by GAESA and the Cuban Armed Forces, shuttered 20 hotels in Cayo Santa María, resulting in over 7,000 employees losing their jobs.
Hotel occupancy rates fell to 18.9%-21.5% in the first quarter, with more than eight out of ten rooms unoccupied.
Geopolitical Tensions and Tourism
Marrero's speech coincided with heightened geopolitical tensions. On the same day as the FITCuba inauguration, the U.S. Office of Foreign Assets Control (OFAC) added new Cuban entities to its restricted lists, and the U.S. Navy completed Flex 2026 military exercises in Key West, just 140 km from Cuba, declaring its "hybrid fleet is ready."
Cuban President Díaz-Canel warned on April 16 of a "possible U.S. military aggression" and urged the Cuban people to prepare for a confrontation, as the impact of sanctions on Cuban tourism worsens week by week.
While the prime minister encourages the world to "help the Cuban people" by visiting the island, the same people have endured years of blackouts, shortages, and a structural crisis caused by 67 years of communist dictatorship, not the external sanctions that the regime uses as a propagandistic shield.
The year 2025 ended with 1.81 million international visitors, the lowest number since 2002 excluding the pandemic. Since 2018, Cuban tourism has lost 62% of its visitors, dropping from 4.7 million to fewer than 300,000 in the first quarter of 2026.
FAQs on Cuban Tourism Decline
What did Manuel Marrero claim about tourists visiting Cuba?
Manuel Marrero stated that every tourist visiting Cuba is helping the Cuban people, despite the ongoing crisis.
How has the Cuban tourism industry been affected recently?
The tourism industry in Cuba has seen a significant decline, with a 48% drop in international visitors in the first quarter of 2026 compared to the same period in 2025, and a substantial reduction in key markets such as Canada and Russia.
What are the contributing factors to the decline in Cuban tourism?
Contributing factors include the global economic crisis, geopolitical tensions, U.S. sanctions, and the structural issues within Cuba's socialist system.