A recent video shared on Facebook reveals the deserted exterior of the Grand Aston Hotel in Havana, devoid of tourists, painting a stark picture of the Cuban tourism sector's collapse in 2026.
"Look at this, it's embarrassing. I don't know what's going to happen to us," laments Arnold Caraballo as he captures the street once bustling with vintage American cars, taxis, and guests frequenting the luxury five-star hotel in El Vedado.
"It's empty, there are no tourists, nothing here. It's unbearable," the video's creator comments with a tone of resignation.
Impact on the Tourism Industry
The Grand Aston stands as one of Havana's most contemporary hotels, boasting 600 rooms since its opening in 2022. Managed by the Indonesian group Archipelago International in partnership with Gaviota S.A., a subsidiary of the Cuban military's GAESA, it now faces an uncertain future.
The bleak images do not surprise those keeping track of the industry's statistics. In the first quarter of 2026, Cuba welcomed a mere 298,057 international visitors, marking a 48% decline compared to the same period in 2025.
Stark Decline in Visitor Numbers
March saw an even more dramatic drop; only 35,561 tourists arrived on the island, a staggering 79% decrease from the previous year. Russian tourism, once a cornerstone of the sector, dwindled to just 249 visitors that month.
Hotel occupancy has plummeted to around 21.5%, meaning over eight out of ten rooms remain vacant across the island. Gaviota has shut down 20 hotels in Cayo Santa María, leaving over 7,000 workers jobless. Altogether, approximately 300,000 people linked to tourism are now without income.
Political and Economic Pressures
The situation worsened last Thursday when Secretary of State Marco Rubio officially designated GAESA under Executive Order 14404, signed by President Trump on May 1st. These sanctions target the regime's financial core, affecting chains like Cubanacán, Gran Caribe, and Islazul, with a deadline of June 5th for foreign companies to sever ties with the military conglomerate.
Meliá Hotels International ended the first quarter with 50% of its capacity inactive and a 68% drop in net profit. Other chains resorted to emergency discounts of up to 30% in an attempt to salvage the season, with no visible success.
Government's Response to the Crisis
While the Grand Aston remains empty, Prime Minister Manuel Marrero inaugurated the 44th FITCuba 2026 International Tourism Fair last Thursday through a prerecorded video speech, starkly contrasting with the grim reality.
Marrero optimistically predicted "a very strong upcoming winter" and assured, "We are optimistic, we believe these U.S. sanctions will not last long."
His assertion that "Every time a tourist travels to Cuba, they are helping the Cuban people" sparked backlash on social media, as tourism revenues channel through GAESA and the military, rather than reaching the general populace.
Since the record high of 4.7 million visitors in 2018, Cuba has seen a 62% decline in tourists. The year 2025 ended with 1.81 million visitors, the worst record since 2002, excluding the pandemic years, and projections for 2026 indicate a further downturn.
Frequently Asked Questions on Cuban Tourism Collapse
Why is Cuba's tourism industry collapsing?
The collapse is due to a combination of factors including political instability, U.S. sanctions targeting military-run companies, and a significant drop in visitor numbers, particularly from key markets like Russia.
How have U.S. sanctions impacted Cuba's tourism sector?
U.S. sanctions have targeted GAESA, the military-controlled conglomerate, affecting major hotel chains and their operations, leading to reduced international collaboration and investment in the tourism industry.
What are the consequences for Cuban workers in the tourism industry?
With numerous hotels shutting down and a drastic drop in tourist numbers, many workers in the tourism sector have lost their jobs, leading to a wider economic impact across the island.