A video shared on Facebook by Arnold Caraballo captures live musicians performing in a nearly deserted El Floridita, one of Havana's most iconic bars. The scene has sparked a flurry of comments likening the musicians to those on the Titanic, playing as the ship went down.
The stark image is a far cry from the venue's heyday, when it welcomed 250,000 visitors annually. Before the pandemic, a staggering 80% of American tourists in Havana would stop by its doors.
"Like the musicians on the Titanic, they're playing while the ship sinks," commented Odelmis Robles Lopez, echoing what became the most repeated sentiment on the post.
Other users chimed in with their observations. "More musicians than customers," noted Ned López. Yanetsis Sarduy reminisced, "It used to be very busy. Now, not even the flies visit."
Ana Ley added, "Empty, and it's one of Havana's landmarks."
Recalling its glory days, Juan Rodriguez-Loeches said, "Before the pandemic, you could barely reach Hemingway's statue for a photo. Sixty daiquiris were made in a minute. It was packed."
Olga Alvarez-Ramírez provided a somber note, "They're singing a Celia Cruz song, yet she was never allowed to return to Cuba."
Meanwhile, in Old Havana's Obispo Street, El Floridita's musicians continue to play to an empty room. "It seems Hemingway might just get up and leave," summarized Mariano Vidal.
The video surfaces during the worst downturn in Cuban tourism in over 20 years. In the first quarter of this year, Cuba attracted only 298,057 international visitors, a drastic 48% drop compared to the same period in 2025.
March saw a mere 35,561 tourists, in stark contrast to the approximately 170,000 in March 2025—a 79% reduction. Canadian tourists, traditionally Cuba's largest market, plummeted from nearly 99,000 to just 511 that month, while Russian visitors shrank to 249.
Hotel occupancy rates tumbled to 18.9%-21.5%, leaving more than eight out of ten rooms unoccupied, and about 300,000 people in the tourism sector without jobs or income.
This viral video coincides with the 44th edition of the FITCuba International Tourism Fair 2026, launched virtually by Prime Minister Manuel Marrero Cruz, reflecting the nation's energy limitations.
The Prime Minister's promise of "a very strong upcoming winter" and assertion that "each tourist traveling to Cuba helps the Cuban people" were met with widespread sarcasm. Social media users urged Marrero to experience the hardships he optimistically describes.
On the same day as the fair's opening, Secretary of State Marco Rubio announced new sanctions against the Grupo de Administración Empresarial S.A. (Gaesa), the military conglomerate controlling much of Cuba's hotel infrastructure, with a deadline of June 5 for foreign companies to cease operations.
Canadian mining company Sherritt International was the first major firm to announce its departure, while Spanish hotel chains face mounting financial and reputational pressure.
Nevertheless, Marrero disregarded the sanctions and made his tourism pitch. "We are optimistic, believing these U.S. sanctions won't last and that we can gradually return to normal."
Understanding the Impact of Tourism Decline in Cuba
What led to the decline in Cuban tourism?
The decline in Cuban tourism has been attributed to a combination of factors, including the global pandemic, economic sanctions, and a significant drop in visitors from key markets like Canada and Russia.
How has the tourism decline affected employment in Cuba?
The downturn has left about 300,000 people in the tourism sector without jobs or income, as hotel occupancy rates have dramatically fallen.
What measures have been taken by the Cuban government to address the tourism crisis?
The Cuban government has expressed optimism about future tourism prospects and has attempted to hold events like the FITCuba International Tourism Fair to attract attention, despite ongoing challenges.