The New Bet of the Cuban Regime to Stop the Tourism Debacle
Faced with the decline in visitors from Canada and Europe, the Government tries to attract more Russians and Mexicans.
HAVANA TIMES – Cuba is wrapping up its first tourism law, which should be approved in December 2025. The news broke this Thursday in Montevideo when the Observatory of Tourism Law of the Americas and the Caribbean was inaugurated, a venue agreed on last May in Varadero.
Juan José Álvarez, legal director of the ministry headed by Juan Carlos García Granda, represented Cuba at the inauguration of the Observatory, where the regime will expose – he said – “the values that support its tourism policy, based on peace and security.”
The first task of the new body is to perform a diagnosis of regional tourism legislation in order to subsequently develop proposals and carry out best practices. The basis is sustainability, accessibility and inclusiveness, according to the Cuban official, who did not expand on how this will be transferred to the national context, whose policy has been marked for decades by the exclusion and overexploitation of resources, including natural ones.
Experts in Law and Tourism from the University of Havana are working on the elaboration of the Cuban law, and the only clue about its content is that it will be “a moment of consolidation of what the country has done in tourism,” which is not exactly a good omen.
Despite the fact that the Island joined the Spanish Smart Tourist Destination program in 2023, neither of the cities that applied – Cayo Largo del Sur and Guardalavaca – have yet managed to advance in the designation. Cities that aspire to enter this category must demonstrate a high level in the five segments that are valued – governance, sustainability, accessibility, innovation and technology – to advance to the fifth and final stage. Montevideo, at level three, is among the cities in the world that are achieving this goal.
The Cuban tourism strategy, despite the repeated declarations of intent, is still anchored in the past: a lot of hotel construction and an apartheid attitude towards the national tourist that is no longer a written rule but is still the usual practice.
The result had been positive until, shortly before the pandemic, things began to change. Since then, the tourism data have disappointed by leaps and bounds, and the Island has been unable to catch its breath after the pandemic. In addition, even with the excessively bad investments in relation to both the results and the money, which could have been allocated to food, health and education – the data are worsening.
In July, the last month with available figures published by the National Bureau of Statistics and Information (ONEI), 153,261 travelers arrived in Cuba, similar to the same month of 2022, but lower by 13.56% than last year, when 177,306 tourists were received. In addition, if we count since January, the number of tourists is 1,463,097 – 26,230 fewer, or 1.8% – than for the same period of the previous year, which suggests that the goal of 3.2 million for 2024 is further away than ever. The 2023 target was not met either, when 2.4 million tourists were received compared to the 3.5 million planned.
Given the evidence of a reduction in travelers from some of its traditional markets, starting with Spain and continuing with a worrying setback for Canada, which was first in numbers for decades, Cuba’s strategy has been to seek new horizons.
This attempt frames the efforts to capture the Russians, who arrived in record numbers even before the pandemic and, to this day, continue to be among the countries with the highest growth (41% in July). The increase in Mexican travelers, which in June was already 40,146, 221% more than in the same period of the previous year, has not gone unnoticed by the authorities of the sector.
Hence, the regime has pulled out all the stops to continue attracting citizens of the neighboring country, for which it has reserved an online visa program making it possible to obtain the document up to 72 hours before the trip, for a cost of 575 Mexican pesos, about 29 dollars.
The Cuban ambassador to Mexico, Marcos Rodríguez Costa, presented the tourist strategy in the country, stating that the Island, despite the difficulties, “is more than ready to offer an unforgettable experience, full of flavors, colors and a great diversity of places to discover, both on its beaches and in its vibrant cities.”
Aeromexico, Viva Aerobus and Magnicharters connect both countries, and Mexicana de Aviación also plans to fly to Cuba, according to the ambassador, after a meeting at the end of August with the company’s executives.
“Our job is to bring more Mexicans to Cuba and recover the high presence of Mexican tourists that we used to have,” said Rodríguez Costa. However, Mexican media specialized in tourism have echoed the debacle of the sector on the island. This Thursday, Preferente points out in a note entitled “Tourism for the Dominican Republic, Cancun and Cuba,” that the three main destinations in the Caribbean have recorded an “uneven first half of the year, with the enclave that covers Punta Cana at the head, in contrast to the Island, whose tourist axis is located between Havana and Varadero.”
The Dominican Republic has, it emphasizes, an outstanding year-on-year growth of 11%, compared to the 5.4% expected by Quintana Roo, which they consider poor. Cuba’s data, however, are in negative territory.
Translated by Regina Anavy for Translating Cuba.
I have been going to Cuba for five years. The experiences have been great. I met my Cuban fiance in Veradero. She lives in Havana and I stay with her frequently. I have seen and experienced the tough life they live. The people are great and friendly. Yes, some of the resorts are in desperate need for repairs. I will still go to Havana and Veradero obviously for my fiance but also help in what ever little way I can.
As a Canadian, I’ve been going to Cuba for nearly twenty years. In fact, my wife and I have just completed our fourth trip down in the last twenty months. I agree that the value to price is not what is used to be prior to the pandemic, but we still enjoy Cuba nonetheless. We simply take more time in being selective of where we want to go. Some trial and error is required but it works for us. So what if the food isn’t the best; the beaches are the most beautiful of anywhere I’ve been, the authentic culture prevails and we go to bed every night with a full belly. Enjoying the authentic environment, mingling with Cuban nationals, getting to know their culture and appreciating their customs is what keeps us returning. We will return!
I feel sorry for Cuba as some hotels try hard to give you their best. For 60 years they suffered with the US trade embargo and I feel for their people. So if the Russians and the Mexicans are going to replace the Canadians I feel sorry for the Cubans even more. Anyway as a Canadian I’m not concerned about the food as I go there for the sun, sea and the warm weather. So I will continuously go there. – Sam from Toronto.
Cuba is a joke this days. Last time I was there 10 years ago and switched to Punta Cana. Imagine if you can’t get even Coca Cola. People think they will save a couple hundred dollars but experience is not the same. Now, I am enjoying 6 months every year in Punta Cana. There is nothing to do except beautiful beach in Guardavallaca where I stayed 3 months in Aquada La Pedra, 2 km from the beach in Casa Particular with Cuban family.
Cuba has been very very good and very safe for me in the past 30 years plus, but 1 of the reason that people stop going to cuba, the government needs to be very strict when it comes to tourism. The customs are making their own laws when they see from the extra of your bags and they want something they come together and take it away. For example I was just there a few days ago and they took about $800 food away and share it among themselves, so if someone can please tell me how can this be fair for tourists especially in varadero.
It’s a shame how all of Cubans are treated unless you have $$$. The lack of food and drink in a Al inclusive resort was terrible. Was there in March 24. Until they get their shit together I will not be back
I’ve been coming there for over 25 yrs!!
I have quit going to Cuba because it became out priced for the quality of vacation. The last time I was there the resort condition was mediocre and the food was pumpkin for every meal. Going outside the resorts is getting more dangerous as the locals are getting more desperate for essentials
The lack of essentials and the unsure medical facilities have made me go elsewhere in the Caribbean. What a shame I went to Cuba with my children and it was safe, affordable and paradise.
Canadian ! My Visit to Cuba ! Tourists , appreciate my location the people ! It had my 5 star support , from my experience !
One thing which makes it difficult is the fact that one can not buy Cuban pesos outside the country. So after arrival it is a lineup to buy them at the airport. Since I do not go to resorts exchanging there is not an option. Then figuring out how much because they can not be changed back. And who wants to go home with a surplus of Cuban money? As a Canadian I do not want to buy US dollars to spend in Cuba. There also should be more places to exchange.
Cuba has been reheating food for decades. What’s left over at lunch will reappear at supper. I had money stolen by the maid. The room safe had no door so I hid my money in my suitcase. She found it. They did nothing about it. I return now only to see my girl.
These tourists apparently think the US embargo shouldn’t affect THEIR luxuries; only the Cubans should suffer shortages.
There is a reason for the decline in tourism from Canada. Petty theft from hotel rooms, a lack of basic food and beverage items and deteriorating hotels.
As a Canadian, the reason I stopped going to Cuba are a few. One, I got sick and I didn’t feel like the doctor in Varadero (International clinic) met my standards of care.
Also, there is a ridiculous rule that they don’t allow you to take guests to your hotel room in a resort. Even if they are from neighboring resort. They are also very strict and leave no room for negotiation. If you want me to come back, at least try to provide single people something to enjoy lol.
The other reason is also they are overly trying to extract money from tourists. Really expensive food and cigar prices at the airport for example. Come on, I am going to Cuba not Paris so why are you charging everything so high? Even their massage is priced in dollars, and prices as in Canada. Why? At that price I’ll just go to Europe.
My plan to support the regional tourism in the Caribbean, not just Cuba, is to build the Cuban American pendulum wheels called Animal Powered Electricity Generator…inexpensive electricity to explore at your own Independence by using electric busses, cars. Tricycles and all sorts of vehicles. Maximo Gomez, Founder of Zoo-Mechanics, Inc. Gravity Buoyancy USA
https://www.spokeo.com/Maximo-Gomez?loaded=1
Canadians are going else where and getting a bigger bang for their money . Cuba has food issues and hotels are run down with maintenance. Lack of running water and clean rooms . Lack of booze and mix . I was there in May Cayo Coco . Every night the same food was served at the buffet and ala cart was every thing from the buffet . Never the less I will travel where ,not Cuba
I have traveled there the last 10 years.
God help cuba if the Canadians are replaced by Russian and Mexicans we love cuba but the attitude of Russians it’s not the one we are accustomed to we love good behavior
You need to have better food. And have the things that people have been coming to Cuba for. It’s no mystery why Canadians arnt coming.
No toilet paper. No bread. No butter. No bacon. And so on.