Havana/Tourism in Cuba does not raise their heads. According to the National Office of Statistics and Information (ONEI), until July of this year, only 1,123,987 international visitors arrived, representing a 23.2% drop compared to 2024. The island has received 338,922 tourists less than last year. The “locomotive that had to drag to the Cuban economy” is derailed and, to top it off, the numbers of the neighboring Dominican Republic mark records that leave the failure of the national tourism model.
At a meeting prior to the fifth ordinary session of the National Assembly, the Minister of Tourism, Juan Carlos García Granda, recognized that “this has been the worst moment since the collapse of the Twin Towers, in 2001, not counting the pandemic period.” For his part, the economist Pavel Vidal said that it is “the worst numbers in his history since records” and anticipated that the 1.8 million tourists will be touched this year, far from the official goal of 2.6 million.
Russia, considered in recent years a strong bet of the government, collapsed almost halfway
The setback is widespread. Canada, who was always the main provider of tourists, has reduced its figures by just over 23% (478,388 tickets, while there were 622,204 in the first seven months of 2024). Russia, considered in recent years a strong bet of the government, collapsed almost halfway (from 123,351 to 71,797). Europeans do not escape and none of those countries send more than 30,000 tourists to the island: Germans, French and Spanish decrease between 25% and 36%. Even the Cuban community abroad has traveled less to the island, with a fall of more than 22% (from 179,625 to 141,046). The lack of confidence in internal conditions weighs more than nostalgia.
Only two markets show a slight rebound. Colombia, with 1,357 more tourists during the first semester (for a total of just 19,916 travelers), and Argentina (30,120), which increased its visits by 1,143. The Argentine case is curious, despite the tensions between Javier Milei and Miguel Díaz-Canel, the trips grew. However, the increase is not significant if one takes into account that Argentina has lived this year a boom of trips abroad, with the best figures in almost a decade.
Airports also show deteriorated clues, closed bathrooms, poor air conditioning and endless delays in migration and customs
The reasons for this crisis are divided into two blocks. In the internal front, the problems are well known, with blackouts, food shortage, infrastructure deterioration and hotels unable to guarantee the minimum. The Minister of the Food Industry, Alberto López, admitted a few weeks ago the “inability to production right now to meet the demand for tourism.” Airports also show deteriorated clues, closed bathrooms, poor air conditioning and endless delays in migration and customs.
On the external front, the bad international reputation ravages. The testimonies of travelers who complain about blackouts, shortages and feeling of insecurity abound on the Internet. In a world where tourists compare destinations in seconds from their mobiles, Cuba loses the battle against competitors that offer higher quality and better prices.
Havana tries to hold on to the Chinese market
Before the collapse, Havana tries to hold on to the Chinese market. This year was inaugurated direct flights from Air China and the visa requirement was eliminated. In 2024, tourists from that country grew 50%, although they are insignificant numbers. García Granda has insisted that the strategy will be to strengthen relations with Beijing, although it is very unlikely that empty hotels can be filled with Varadero, Cayo Coco or Trinidad.
The contrast to the Dominican Republic is brutal. While Cuba sinks, the neighboring island received more than 3.3 million travelers only between January and March. Tourism represents 15% of GDP, generates more than 10,000 million dollars annually and more than one million jobs. And it is not only about sun and beach: Dominican has diversified its offer with cultural, nature and sustainable tourism. That model bear visible fruits and further exposes Cuban stagnation.
While other Caribbean destinations reinvent and grow, Cuba sinks between blackouts and tails
The Prime Minister, Manuel Marrero Cruz, clings to the usual speech: tourism “when it goes to a good step, the entire economy reproaches” and “ensuring its operation does not imply disregarding the population, but enable income to respond to their needs.” But the reality is another: tourism in Cuba neither marches nor reimpulsa. Official data, semi -empty hotels and complaints from the workers of the sector denies government rhetoric.
The 2025 tourist collapse is the result of years of improvisation and a model that lifted hotels while neglecting the daily life of Cubans and basic services for visitors. Now, while other Caribbean destinations reinvent and grow, Cuba sinks between blackouts and tails. And tourists, with all logic, choose other beaches.
