Tourism Struggles Continue In 2025 has always been one of the most important industries in Cuba’s economy. The country’s historic cities, stunning beaches, and rich heritage draw in millions of international visitors every year. Cuba has always been a go-to country for travelers from all around the world, and it is home to places such as Varadero, Havana, and Viñales.
A Promising Start in Tourism
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The collapse of the Soviet Union in the early 1990s, coupled with the loss of Cuba’s primary trading partners, led to a grave economic crisis on the island. The government sought to resolve the issue by focusing on the tourism industry. By the mid-1990s, the Cuban government was investing billions of dollars on new airports, hotels, and transport networks which stimulated the economy. The surge in international visitors helped to revive the economy, and the hiring of domestic workers to boost the tourism industry made the economy further stabilize.
Tourism experienced significant growth between the late 1990s and early 2000s. From 1990 to 2005, the volume of international tourists surged from slightly over 340,000 to 2.3 million, creating significant economic value. Due to improved diplomatic relations between Cuba and the United States, Cuba emerged as one of the most popular Caribbean destinations by 2017, attracting over 4 million international tourists annually.
The Decline of Cuba’s Tourism Sector
In contrast, the last few years have been much more challenging for Cuba’s tourism sector. The U.S. election of Trump in 2016, along with the new travel restrictions for U.S. citizens, hit Cuba’s tourism economy hard. The 2019 ban on U.S. cruises to Cuba further decreased American visitors. From 2019, the number of international tourists fell from 4.7 million to 4.3 million.
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The COVID-19 pandemic was especially disruptive, as international tourism to Cuba reached a historic low of 356,470 visitors in 2021. Cuba’s tourism sector has not fully recovered from the pandemic’s impact, as in 2024, Cuba only managed to attract 2.2 million visitors, a persistent decline relative to the previous peak.
Struggles in 2025
In the first half of 2025, there were no signs of improvement to Cuba’s tourism sector. A 25% decline in international visitors compared to the same period in 2024 is particularly concerning. Regaining the 2.6 million visitors mark in 2025, as projected by the Cuban government, now seems to be a moving target.
An important contributing factor to the decline in visitors is the reduced availability of flights to Cuba from major hubs, particularly the United States. Key U.S. carriers like Southwest Airlines and United Airlines have cut back on direct flights or have ceased entire routes. For example, Southwest reduced its daily flights from Tampa to Havana from two to one, and United has completely dropped the Havana-Houston route.
Both increased sanctions and bureaucratic complications, as well as a decreased demand for travel to Cuba, have resulted in the recent cuts. Consequently, there is a decreased number of North American tourists, which exacerbates the decline in tourism.
Global Tourism Decline
Tourism decline is a global issue, and I would assert that Cuba is suffering from this. There is a decline in the number of tourists from other countries, as well. The market for Russian tourists, which had been a growing market in recent years, dropped by 45.6% from January to May of 2025 compared to the same period in 2024. The primary reason behind this decline is the rampant service dissatisfaction stemming from the poor state of hotel maintenance and the lack of food, water, electricity, and other basic services.
The failure to maintain infrastructure that once supported a flourishing tourism market, as well as rampant economic problems, have Cuba suffering. The decline of public services, increasing crime, power outages, and streets overflowing with trash are additional reasons why Canada, which has historically sent the most tourists to Cuba, would be deterred from traveling to the island.
Revitalization Plans for the Tourism Industry
In spite of the persistent challenges, the government of Cuba continues to work on the tourism sector’s recovery. In an attempt to strengthen ties with China and attract more visitors, Cuba hosted the FITCUBA International Tourism Fair in 2025. During this year’s event, the government announced plans for several prominent hotel renovations and construction launches. Among these is the luxury Iberostar Selection Havana which is set to open with 594 rooms and will marvel visitors with its stunning Malecón views.
To further aid the tourism industry, the government of Cuba has earmarked 8.2% of its 2025 investment budget to infrastructure and development projects specifically for the tourism sector. This spending is aimed at addressing the persistent concerns with the island’s tourism facilities and services, upgrading infrastructure, and restoring Cuba’s reputation as a premier travel destination.
Will Tourism Recover?
There are still many ambiguities concerning the Cuba Tourism industry. Investments in tourism infrastructure made by the Cuban government, along with efforts to rebuild the industry, are indeed positive in scope. However, the country’s persistent economic difficulties, along with worsening infrastructure, continue to work against its attractiveness to foreign visitors. Moreover, Cuba’s flexible and greatly changing economy faces competition from other, more developed parts of the world that are usually more accessible and better capable of accommodating large volumes of tourists.
Overcoming the deep-seated problems within the tourism infrastructure of Cuba is admittedly much more difficult than simple monetary investment. Cuba’s international tourism efflorescence is therefore conditioned by their ability to adapt to shifting global traveler demands coupled with resolving internal challenges.
As of now, Cuba is still losing out to other vacation spots in the Caribbean. Though, eventually the Cuban government’s continued investment will bear tourism benefits in the region.
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