Madrid/The Cuban tourism delegation has once again been lucky at Fitur, one of the most anticipated events in the sector, which opens its doors this Wednesday in Madrid. His standlocated in pavilion 3 of the Ifema fairgrounds, like the rest of the representations on the continent, is not one of the largest, but it is right next to that of Brazil, the guest country of this 45th edition.
In its shadow, at the International Tourism Fair, the Island hopes to concentrate some of the attention it has lost in recent times, just now that the fleeting expectation of recovering the European travelers it claimed to have lost due to US sanctions is fading. Since Cuba entered the list of states that sponsor terrorism, European citizens visiting the Island could no longer benefit from the ESTA visa waiver program, which, in the opinion of the Cuban Government, had damaged the destination in the European market. .
Specifically, Spanish travelers are the ones who have fallen the most, with a considerable difference. Until November 2024, the country has left 26.8% fewer travelers than in the first eleven months of 2023. It is not surprising, therefore, that the Cuban Minister of Tourism, Juan Carlos García Granda, has arrived in Madrid underlining that His Government works in the face of “difficult, complicated scenarios” in the tourism sector.
“No one can steal our optimism,” he insisted at a press conference in which he introduced the delegation.
Despite this, and the gray and rainy sky that covered the Spanish capital this Tuesday, the minister did not want anything to spoil his trip. “No one can steal our optimism,” he insisted at a press conference in which he presented the delegation, made up of Luis Martínez de Armas, president of Cubasol, and José Alberto Pérez Lazo, general director of Investment and Business Development of the ministry. .
“We cannot foresee what the North American Government is going to decide,” he highlighted in reference to Donald Trump’s return to the White House and how it may affect Cuba. The tourist market, he argued, “is also impacted by other factors, such as the growth in fuel prices, such as the shortage of aircraft from the main airlines that fly to Cuba.”
“The goals we set are always very tense, but as the optimists that we are, we always fight to grow,” he insisted. The Island, which had planned to close 2024 with 2.2 million international travelers, has proposed to attract 2.6 million by 2025, objectives that it considered “ambitious”, but not impossible. Just a year ago, García Granda had planned to attract 3.2 million tourists, but he had to lower the count twice, first to 2.7 and finally to 2.2 million, which it is still not known if they were achieved, since the Closing statistics for 2024 have not been published yet.
Taking into account the data for November, which ended with 2,005,390 international travelers, some 200,000 people should have arrived on the Island in December to reach the last official goal. Although in any year that figure was perfectly feasible in that month, in the middle of the high season, nothing is surprising in a sector for which 2024 was lethal because, having left the pandemic behind, it was Of course, not only were the numbers not going to recoverbut they fell month after month since April.
This Tuesday, García Granda set the objectives they have in new markets, although without leaving aside the old ones.
This Tuesday, García Granda set the objectives they have in new markets, although without leaving aside the old ones. The Canadian “is essential, therefore, we will not neglect it,” he said about the North American country, which continues to account for around 40% of the total (with 780,000 visitors until November 30). He also asked to take care of the European one “despite the fact that it is very contracted today”, as well as the Russian one, which did not achieve its goal of reaching the 200,000 expected visitors but is the only one expanding. “Russia is already the third sending country to Cuba. Therefore, due to its importance, the role it plays and the levels of satisfaction we are having, we undoubtedly intend to grow,” he noted.
In addition, room to grow, with China, which is the priority – “we already have direct flights, which were restarted last year and during the 25th year we intend to grow,” he highlighted – and other emerging issuers. “We are working in the Turkish market and a group of Arab countries that really have interest in investing in Cuba,” he explained.
According to the minister, “around 40% of foreign investment in Cuba went to tourism last year, especially from countries like Spain,” although the return is not being noticed judging by the results. Despite this, García Granda insisted on the benefits of the Island as a destination. “We are a unique island, we are a charming island and its main virtue is its people, its people. But no, not only that, we have beaches, we have nature,” he said.
The official spoke of the historical heritage and scientific potential, although he specifically highlighted the security of the destination, at a time when crime figures are beginning to cause image problems inside and outside Cuba. “You can talk, you can talk with your people, with your people and, furthermore, the difference is security in all aspects, that is a competitive strength. “Everyone says that we are safe, nobody really questions that it is one of the great strengths that destiny has,” he replied.
He did not comment, of course, on problems such as the lack of electricity, medicine, fuel or, increasingly known, theft and scams that have led some countries to pay attention to their official travel alerts.
García Granda took advantage of his stay in Spain to pay tribute to the late Gabriel Escarrer, founder of Meliá, whom he described as “a visionary and ally of Cuban tourism.”
In addition, Cubasol has brought to Spain the portfolio of opportunities related to tourism, which includes at least 85 projects to attract foreign direct investment.
“We intend to diversify our offers, betting on modalities that transcend the classic sun and beach. This includes nature tourism, adventure, cruises, marinas, events and cultural heritage, always committed to guaranteeing leisure and at the same time sustainable development and innovation “said the president of Cubasol.
Among the plans are the creation of theme parks, more improvements to hotel infrastructure and promoting health tourism.
