Tourism, Cuba’s Economic Engine, Remains in Decline
By Francisco Acevedo
HAVANA TIMES – With great fanfare, Cuban media celebrated this week the arrival of the first flight of the spring 2025 season carrying Russian tourists, even as the sector struggles to reach even modest numbers.
On March 28, the first 285 visitors from the largest country in the world arrived at the International Airport in Matanzas. Interestingly, one wouldn’t think that country is at war, as everything outside of Ukrainian territory seems to be business as usual.
The flight, organized by the Russian oil company Rosneft and operated by the airline Nordwind, launched a two-week stay in the Varadero resort. This goes beyond traditional hotel accommodation and includes various activities aimed at boosting Russian tourism, which has seen growth in recent years after virtually disappearing following the fall of the socialist bloc.
However, the reports related to this arrival made no mention of the current state of the “smokeless industry” in Cuba, which has failed to experience the expected rebound after the COVID-19 pandemic.
When the 2024 figures were released, a significant drop was evident compared to 2023. In the past year, 2,203,117 visitors were received—90.4% of the 2,436,980 reported the year before, according to the state-run National Office of Statistics and Information (ONEI).
According to that agency, there was a 2.1% increase in revenue, but the occupancy rate also fell—to just 23%, down from 25% in 2023.
The increase in revenue might be explained by the more luxurious—and clearly more expensive—facilities, such as the newly inaugurated K-23 Tower.
Although Russia is now filling the tourism role once held by the Soviet Union, there were declines in major source markets. Canada (the most significant) reached only 91.9% of the visitors reported in 2023, the Cuban community abroad 82.2%, the United States 89.6%, Germany 94.3%, France 91.5%, Italy 84.1%, Argentina 93.1%, the UK 54.8%, and Spain 72.9%, in order of the total number of visitors from each country.
Increases were seen from Mexico, Portugal, Brazil, Turkey, Peru, and China, but only Mexico managed to send more than 40,000 people—none of the others surpassed 34,000.
Far from improving, the situation in 2025 appears to be stagnant. Even in the peak season, tourism is sharply declining, with no light at the end of the tunnel.
While the post-pandemic period is showing encouraging numbers around the world, Cuba still cannot get back on its feet. Among the reasons are lack of financing, supplies, and resources, which severely damage the price-quality ratio of the tourism product compared to its regional competitors.
According to Tourism Minister Juan Carlos García, who spoke before the National Assembly in December, a major communication campaign against Cuba has also negatively impacted tourists’ perception of safety.
The cancellation of flights, repeated disconnections of the National Electric System, and weather events also didn’t help—although the latter were relatively mild in 2024.
The electric energy crisis is especially serious, it has already shown its first signs in 2025. Hotels have had to operate at half capacity or transfer guests due to a lack of backup generators, compromising operations.
ONEI reported that in January 2025, 264,492 travelers arrived—84.1% of the same period in 2024, meaning 49,852 fewer visitors. Walking through Old Havana, for example, it’s clear that international tourist traffic is down compared to previous years.
The numbers went up in February, with 374,267 foreigners arriving in Cuba, but still fell short of the same period the previous year—which itself was below 2023. Of the 527,916 tourists reported in February 2023, only 70.9% arrived this time.
If the 2024–2025 high season—which ends in March—is in this state, it will be very difficult to meet the year’s projected goals. A miracle would have to occur from October to December to reach the dream of 2,600,000 international visitors.
It’s worth noting that this target would represent an 18% increase compared to 2024, but still amounts to 4.3 times fewer tourists than the Dominican Republic received last year—so it’s not exactly an ambitious total.
With just over half a million tourists so far, it seems crazy to imagine reaching 2 million by the end of 2025.
Customer service and Cuba’s natural appeal have long supported a decent tourism product, but today’s demand requires basic supplies that are often lacking amid the country’s deep economic crisis. Sometimes, hotels don’t even have enough sugar to sweeten coffee or make cocktails.
A tourism fair is currently underway in China with Cuban representation, and from April 30 to May 3, Havana’s Morro-Cabaña Complex will host FITCUBA 2025—the country’s top tourism event.
Still, these efforts must translate into market diversification, more visitors, and increased revenue.
Partnerships with local Micro, Small, and Medium businesses could help improve hotel supply chains, but the electric system must also do its part. A tourist who suffers a blackout during their vacation doesn’t return—and worse, spreads negative word of mouth.
I was in Havana in January staying in a lovely apartment on old Havana and overall enjoyed the experience except for the constant harassment as soon as we stepped out on the street “change money ” etc etc. Also couldn’t get used to the piles of garbage piled up along the pavements, not exactly inviting.
I work the phone for an airline that flies to Cuba from the usa. The number one complaint about Cuba is surprisingly the food. Everyone i ask says the same thing. The food is bad and expensive.
Would it really kill them to implement a bus in veradero so tourists can travel to clubs and resturaunts besides getting hustled by greedy taxi drivers. And asking for 200 american for a guest to stay with you in the same hotel room? Or a bus that goes from veradero to havana everyday? They are allowing greedy taxi drivers who demand American dollars to hurt tourism. By the time you pay for taxis and rides, its cheaper to go to Mexico or Dominican, which offer better food and alcohol and cleaner hotels without pests. I will go back but navigating over there is something you need to learn. And not having access to using my credit card or debit machines is also pathetic. How many tourists I see in Facebook asking for money because they ran out. Well if they ran out they won’t be spending anymore. Not smart. In cancun there is a bus that passes every hotel to bring the tourists to a strip or clubs and resturaunts for 1 dollar american. In cuba it’s 30 to 40 american each way from some hotels to downtown.
I have been to Cuba 30 times since 1991. I still like the people,.the beaches, the weather. Cuba always seems safe to me. But we hear so much in the news about powere outages and in some parts of the country the roads are a mess and getting around is difficult. I also resent the attitudes of a few Cubans who want you to be their friend ie give you money and gifts. Very tiresome though I do understand some people are desperate..love the Holguin area and most of the people are lovely.
Just returned from Varadreo, things were great ( for tourists) generator solved any electrical issues and food staples were good.
Cindy Solda, Obama was president for 8 years and what did he do for Cuba and the Cuban people. When Obama was president and visited Cuba he landed in the pour down rain and his plane didn’t land at a terminal for him to exit his plane and stay dry. Obama had to deplane on the tarmac under pouring down rain. Raul Castro was the president of Cuba at the time and he did not meet Obama at the airport, he had one of his flunkies meet Obama. What does that tell you about what Raul Castro thought of Obama. Why do you blame President Trump for Cuba’s problems that have been going on since it became a Communist governed Country. Educate yourself and place Cuba’s problems on the real reason. Communism.
Had a great experience in Varadero at the Royalton resort. No shortages, great people and hospitality. Will certainly revisit next year . Sun wing out of Windsor ont canada
My long-time gripe about visiting Cuba is the mood of the employees at the Marti International Airport in Havana. Is it just me or has anyone else noticed how dour the attitude of the airport staff is? To be sure, anyone who has ever landed at JFK in New York can understand what I mean when I say that it sets a tone when everyone you come in contact with acts like they are pissed off about something. But NYC is famous for that attitude. A destination like Havana should avoid that vibe like the plague. When you arrive in Honolulu, people give you leis. OK, maybe that’s over the top, but Havana could do better than they do. I so bad want to say, “Get over yourself” to some of the folks at the immigration checkpoints and in baggage claim. Is this crappy attitude just for yumas or do others feel it too?
We have been to Cuba many times over the years since 1985. The natural beauty and stunning beaches are among the best in the world. The Cuban people are hospitable and those working at the resorts and hotels are top notch. We have always felt safe and welcomed and never once experienced a negative issue in Cuba, from Havana to the islands. Some people complain about food shortages or maybe a temporary blackout, but the positives clearly outweigh any negatives compared to other destinations, and it’s only 3.5 hours flight from Toronto! We’ll be back!
Cuba has become very dangerous with lack of electricity , fuel, medicine. Canada has seen too many people get hurt robbed. Without a plan to put in foreign ATMs to provide dollars and Euros
Don’t blame Trump Cindy. When Cuba holds free elections, Americans will flock there. Don’t be so naive. I was there this February. Support the Cuban people visa. Stayed in airbnb and ate a private homes and restaurants. Despite power outages and fuel shortages, we were treated wonderfully and not blamed for lack of US tourists. We know where the blame lies.
Been to Cuba several times. Cuba has seemingly missed a great opportunity with POTUS pissing off Canadians, to lure them back. Yet several of the properties were falling into disrepair, and today’s basic amenities like Wi-Fi are sporadic in their operation. On my last visit in 2020, I got the distinct feeling the military and the government were not in sync. This is usually the beginning of the end for tourism.
I love Cuba and have been four times . I have had no issues. I have not been since before Covid. I hope to return one day. Sad with Trumps return I don’t see the world opening for the Cubans at this time. I did with President Obama. How can I return and enjoy myself with so much food shortages, etc…that the Cuban people are having and living with. Always on my mind. I am a Canadian and live in Canada.
My wife and I have been to Varadero some years ago and had a reasonably good time. But times have certainly changed. We started hearing stories of fellow Canadians having problems with local medical facilities. ie doctors not signing off on insurance claims or hospitals refusing to let patients go home without paying cash. As a result, a local lady ended up dying due to not being given proper medical attention. Also, a couple weeks ago a local man from Winnipeg was murdered in Varadero. No one was charged. Police were not too interested in finding the killer.
As of late, the general impression in Canada is that Cuba is a dangerous place. Medical facilities are inadequate, doctors apathetic, and police just don’t give a damn much either.
While I can’t but admire the many and varied initiatives undertaken by local residents, groups, collectives and such like which often give me pause for thought and joy I only wish such basic small scale efforts were employed by more ranking officials. Enormous capital investment in high class K23 type product is for nothing if John Tourist is confined there, for want of street wares and comforts such as electricity,bread, and other staples. But still such a beautiful place.