Cuba has set itself the goal of reaching 3.5 million international tourists in 2023, as he said this Thursday in an interview with EFE its Minister of Tourism, Juan Carlos García Granda, who recognized that the goal is very high, but that despite the “limitations” that the island has, they are working to achieve it.
García Granda is in Madrid heading the delegation of his country at the International Tourism Fair (Fitur), which is held from this Wednesday to Sunday, and from which he hopes to reach agreements that help Cuba reach the levels of visitors prior to the pandemic.
the booth #Cuba ?? in #Fitur2023 welcomes representatives of national companies and foreign managers who show the attributes and offers of #CubaUnicapromoting our tourist destinations.@IFEMA pic.twitter.com/Yd9z1vRmpq
— Juan Carlos Garcia Granda (@JuannCarlosGG) January 19, 2023
Tourism prospects for 2022 were far from reaching the forecast of 2.5 million visitors to the Caribbean island, something recognized by the minister, who puts the total number at approximately 1.7 million.
Last year “was the year of reopening without restrictions (due to the pandemic) starting in April, when the high season for tourism in Cuba had already passed,” recalled García Granda.
“We had set ourselves a difficult goal as we almost always do, because tourism plays a fundamental role for the Cuban economy,” the minister acknowledged, despite which he considers that the figure achieved is “a good result.”
For this year, “we have set ourselves an equally difficult goal, of 3.5 million tourists. Our country is prepared for the more than 4 million that it always had in recent times, like the rest of the countries that want to reach the figures of 2019, before the pandemic.
Although he pointed out that, in the case of Cuba, it is more complicated, due to “all the limitations we have on the largest issuing market in the world, our natural market, which is the United States, whose citizens, due to the blockade, are prohibited from visiting our country”.
And, for this reason, “we have to go to other markets such as Europe, where there are also measures to harm the good development of tourism, such as the prohibition of the use of the ESTA document – which allows travel to the United States without the need for a visa – if you visit the country.
«And despite this scenario we are not going to stop working to reach the goal of 3.5 million. According to what we have seen at this fair, it is an achievable goal », he stressed.
Cuba leads the list of destinations that in 2023 “set trends” for Tripadvisor
More airlines with a focus on Latin America
García Granda pointed out that one of the objectives to increase the number of tourists in Cuba is to incorporate more airlines, despite the fact that 55 airlines already fly to the island, that is, some “600 flights.”
From Europe, through Fitur, “there is commitment and planning from almost all the airlines to recover the flight plans they had in 2019,” he said.
But Cuba’s main objective is Latin America, “because we have an air capacity that is arriving, but it is not ideal, since the occupancy rates are below 50%.”
«Even in the airlines to the United States. And I think that is a market for which we are attractive and that is where we are going to focus, “he added.
“Unique” Cuba
The tourist base of the Caribbean country is the sun and the beach, but García Granda recalls that the island is also culture, nature and heritage, “to the point that recently the New York Times recommends us as a destination to visit in 2023″.
However, he emphasizes that Cuba’s greatest strength is the Cuban people, which is why the campaign in Fitur bears the name of “Cuba Única.”
The New York Times recommends Cuba among the destinations for 2023
Another strength is, as a complement to tourist activity, private activity, “which is now growing in small and medium-sized companies and which can contribute to the quality of services.”
“For the first time, the country is opening up to foreign investment in the wholesale and retail market. We can dream of having clients from higher-class markets”, says the minister.
Among regular tourists, Cuba had a significant number of Russian visitors, which has been reduced since the “conflict” with Ukraine began.
«The Russian market for us is fundamental. It’s not much, but we have ten biweekly flights. We want to continue gaining confidence, “said García Granda.
They will also work to attract other countries, including the United States: «We are open to the American people. We do not work with a country because of its nationality, we offer ourselves so that all the countries of the world enjoy a unique destination as our campaign says.
Alida Juliani / EFE
