Cubans Express Dismay Over Deserted Plaza América Complex in Varadero

A resident of Varadero recently shared a video on Facebook showcasing the emptiness and desolation of the Plaza América Complex, a convention center once bustling with shops and recreational spaces. This site, which used to be teeming with people, now stands eerily silent.

The video, which has garnered nearly 240,000 views, sparked a wave of nostalgia and sadness among those who remember this location as a central hub in Cuba's most famous resort town.

The video creator, Nayrobis MY, reminisced about the past excitement when people flocked to the complex for any reason. She reflected, "We used to say, 'Hey, guess who I saw at the Plaza. Hurry up, we're heading to the Plaza. Do you know if they have anything new at the Plaza?' That was then, now it's like this," expressing her disappointment.

The cherished memories of visitors starkly contrast with its current state: empty storefronts, areas blocked by metal panels, and a stillness described by many commenters as reminiscent of a desert.

Numerous internet users shared their experiences, lamenting the loss of what once was.

"It was always so lively, with music, activities, packed shops, and bustling businesses. I loved stopping by after work, more than 20 years ago," said a Cuban living in Uruguay.

"Everything they sold was top-notch," added another user.

Another émigré recalled, "What nostalgia, the center would be filled with musicians, cold beer. I loved eating at the restaurant on the second floor, outside, overlooking the sea."

Another Cuban detailed, "In the 90s, that place was wild, with renowned brands like Banana Republic and Mango, not to mention the events."

"I have such fond memories of that place, I prefer not to see it now, honestly. I adored the supermarket at Plaza América," remarked another.

Opened in 1997 at km 11 of the Autopista Sur in Varadero, the Plaza América Convention Center once stood as the leading venue for congresses, events, fairs, and meetings within the tourist hub, featuring a significant commercial area as well.

It housed over 32 boutiques, a Casa del Habano, a supermarket, a pharmacy, a bank, restaurants, and cafes. More than 1,500 events were held there, including the Varadero Gourmet Festival and international tourism and health congresses.

Nearly 30 years later, the reality is bleak. October 2025 traveler reviews on TripAdvisor already warned of empty stores and limited offerings. By 2026, comments noted "many shops have closed," with areas under demolition, leaving only the bank, the supermarket, and a few stalls selling cigars, rum, and pizza still operational.

The decline of Plaza América mirrors the collapse of Cuba's tourism sector. Prime Minister Manuel Marrero admitted in late July that 73% of the country's hotels were closed, leaving around 25,000 sector workers without full employment.

From January to June 2026, international tourist arrivals in Cuba plummeted by 60.7%, with only 387,591 visitors compared to 985,606 during the same period the previous year.

Varadero has been hit particularly hard. The resort town saw a 70% drop, with hotel occupancy rates sometimes not exceeding 10%.

In April, a content creator highlighted empty streets and closed hotels in Varadero, and in May, two YouTubers toured the resort, contrasting their childhood memories with the current reality: non-operational attractions, deserted avenues, and a silence that starkly contrasts with what the destination once was.

The Cuban regime blames the crisis on fuel shortages and U.S. sanctions, but the accumulated deterioration of infrastructure and decades of mismanagement in the tourism sector point to deeper structural issues that no official narrative can conceal.