Amidst ongoing challenges such as power outages exceeding 24 hours, hospitals lacking essential medications, and streets overflowing with garbage, the Cuban Ministry of Tourism (MINTUR) unveiled a series of idyllic images this week on its official X account. These images, showcasing Varadero, Havana, Viñales, and Santiago de Cuba, are accompanied by the slogan, "Cuba is Experienced, Not Told," painting a picture of a country that seems worlds apart from the current reality.
Between Wednesday and Friday, the ministry shared images of tourists lounging on turquoise beaches, playing golf by the sea at Varadero's Xanadú Mansion, and stilt walkers performing in Havana's colonial plazas. The hashtags #UniqueCuba, #CubaTravel, and #TravelToCuba add to a campaign seemingly crafted in a parallel universe, starkly contrasting the everyday lives of millions of Cubans.
The grim reality that MINTUR overlooks is staggering. Government data reveals that from January to September 2026, Cuba saw a 65% drop in international visitors compared to the same timeframe the previous year, with a mere 477,707 arrivals. September marked the lowest point, with only 27,354 tourists visiting the island.
Even Prime Minister Manuel Marrero Cruz admitted in July that 73% of hotel facilities were closed, leaving approximately 25,000 sector workers inactive. Seven international hotel chains, including Blue Diamond Resorts, Iberostar, and Meliá, exited the island that year. Hotel occupancy plummeted to 12.9% in the first quarter, reflecting a near-total collapse of Cuban tourism.
Airlines also couldn't withstand the pressure: Air Canada, Iberia, Turkish Airlines, and Sunwing, among others, either canceled or slashed routes due to an aviation fuel shortage. By April, more than 1,700 flights had been suspended.
While MINTUR promotes Viñales as a dreamlike valley, reports from October describe it as a deserted area, with closed businesses and no regular potable water supply for over six months, accompanied by blackouts lasting up to 30 hours. The Soroa complex had been closed to the public for more than four months. Rental cars faced fuel rationing, with travelers receiving nearly empty vehicles after waiting up to 12 hours, being limited to ten liters daily in some areas.
The IX Report from the Cuban Observatory for Human Rights, published in August, highlights that 94% of Cubans live in extreme poverty, and eight out of ten have skipped breakfast, lunch, or dinner at least once in the past six months due to financial or food shortages. Additionally, 87% rate garbage collection poorly, 82% criticize the condition of hospitals, and 95% disapprove of the electrical grid.
The healthcare system operates "on the brink of collapse," as described by Health Minister José Ángel Portal Miranda, with only 30% of essential medications available and nearly 98,500 patients, including about 12,000 children, awaiting surgery.
The MINTUR's approach is not unprecedented. In March 2020, during the height of the COVID-19 pandemic, the ministry's marketing director, Bárbara Cruz, publicly encouraged tourism to Cuba, claiming the health system was "strong," despite five confirmed coronavirus cases on the island.
Understanding the Tourism Crisis in Cuba
What challenges is Cuba facing in its tourism sector?
Cuba is grappling with a significant decrease in international visitors, with a 65% drop compared to previous years. This has been exacerbated by hotel closures, lack of fuel for flights, and poor infrastructure, among other issues.
How has the Cuban government responded to the declining tourism?
The government has attempted to promote tourism through campaigns highlighting idyllic destinations, despite the ongoing economic and infrastructure issues. However, this has not addressed the root causes of the decline.
What impact has the crisis had on the Cuban population?
The crisis has left many Cubans in extreme poverty, with a significant portion of the population unable to access regular meals, proper healthcare, and basic utilities, further straining their quality of life.