In a bid to rejuvenate its struggling tourism industry, three travel agencies signed a multi-destination tourism agreement between Cuba and Mexico last Saturday in Mexico City. This effort by the Cuban regime comes amid the most severe tourism downturn in its recent history.
The agreement was formalized by Turismo Popular, Taíno Tours, and Prelasa Tours during a ceremony held at the Benny Moré Cultural Center in Mexico's capital, as reported by Prensa Latina.
Aiming to boost Cuba's faltering tourism sector, the deal seeks to expand the "Mundo Maya" circuit—which features archaeological and heritage sites in southeastern Mexico—to include Cuba. The plan is to link these tours with visits to Havana, Varadero, and other Cuban destinations through direct flights between Cancun and Havana.
The first joint package is set to launch in August, leveraging the Varadero Josone Festival, scheduled from August 25 to 31, marking its fifth edition.
Aleinor Zerquera, the Tourism Counselor at the Cuban Embassy in Mexico, detailed the agreement's scope: "We will connect the Maya world with our Varadero beach, and also with Havana, incorporating nature-oriented products."
Nonetheless, Zerquera acknowledged the political dimensions of the agreement: "Tourism is crucial for Cuba as a revenue source, so every tourist operation we manage to increase, every person visiting the island is helping to break the blockade," she stated. This term is used by the Cuban government to describe the U.S. embargo and highlights Mexico's ongoing support for the Havana regime.
This agreement is part of the Cuba-Mexico Tourism Cooperation Program 2025-2028, signed in July 2025 by Mexican Tourism Secretary Josefina Rodríguez and Cuban Minister Juan Carlos García, marking its first concrete commercial implementation.
Under the presidency of Claudia Sheinbaum, Mexico maintains close diplomatic ties with the Havana regime.
Following the pressure from the Trump administration—which, via executive order, penalized fuel shipments to Cuba—Mexico halted its oil supplies in 2026, which had reached 17.25 million barrels in 2025.
Faced with this, Sheinbaum's government has redirected its support towards tourism cooperation as a new means of backing the regime.
This agreement comes at a critical juncture for Cuba's economy, particularly its travel and hotel sectors.
From January to May 2026, tourism in Cuba plummeted by 58.4%, with only 359,491 international visitors.
Throughout 2025, the island attracted a mere 1.81 million tourists, the lowest figure since 2002 and 62% less than the record 4.7 million in 2018.
Beyond impacting the regime's coffers, the sector's collapse has direct consequences for the populace: over 300,000 tourism workers are either unemployed or underemployed, and foreign currency earnings could drop from $1.8 billion to just between $400 and $600 million in 2026.
Expectations for this year estimate between 700,000 and one million total visitors, a number that, if confirmed, would represent the lowest level in decades for a sector contributing between 10% and 15% of Cuba's GDP.
Key Questions on Cuba's Tourism Crisis
What is the purpose of the tourism agreement between Cuba and Mexico?
The agreement aims to revitalize Cuba's tourism industry by integrating it into the "Mundo Maya" circuit, linking Mexican archaeological sites with Cuban destinations like Havana and Varadero.
How has the tourism sector in Cuba been affected recently?
Cuba's tourism sector has experienced a significant decline, with a 58.4% drop in international visitors in the first five months of 2026 compared to previous years.
What are the potential impacts of the tourism decline on Cuba's economy?
The tourism downturn may lead to substantial job losses, with over 300,000 workers affected, and a sharp decrease in foreign currency earnings, dropping from $1.8 billion to as low as $400 million.