Friday, July 25, 2025
Cuba’s tourism industry had a tough time in the first half of 2024, with a 25% fall in international arrivals for the same period last year. This fall 327,799 fewer visitors — can be explained by a combination of decreased arrivals from important markets such as the United States, Europe and the Cuban diaspora. Canada is still the largest source of tourists, but has also experienced a decline. (10) In addition to the difficulties derived from the perennial nature of the administrative policies, the current economic crisis and global political strategies, sectorialism has made it even more difficult for the Cuban tourist industry to emerge with a strategic alternative to recover and expand to new national and international markets.
Cuba’s international tourism sector has faced a significant setback in the first half of this year, recording a 25% drop in the number of international visitors. From January to June, the island welcomed only 981,856 tourists, a decrease of 327,799 compared to the same period in 2023, according to the National Statistics and Information Office (ONEI).
Canada continues to be Cuba’s largest source of tourists, with 428,125 Canadians visiting the island. However, this figure represents only 75% of the total number of Canadian visitors in 2023, highlighting a noticeable decline in the Canadian market. While Canada maintains its lead as Cuba’s primary tourism market, the significant reduction in arrivals points to broader challenges facing Cuba’s tourism sector.
Several other key international markets also reported major declines. Russia, Germany, France, and Spain all saw considerable decreases in the number of tourists coming to Cuba. Of particular note is the United States, which experienced an 80.6% drop in its visitor numbers. The decline in U.S. tourism to Cuba, a trend that has been continuing for some time, underscores the complexities of political and economic factors influencing the flow of visitors between the two countries.
In addition to declines in these international markets, the number of visits from the Cuban diaspora also fell sharply. The Cuban community abroad contributed to a 77.6% reduction in visits, with 120,423 fewer tourists compared to last year. June saw a particularly low number of arrivals, with Cuba receiving only 119,513 visitors during the month. This drop represents a continuation of a difficult trend for Cuba’s tourism industry, which had already been struggling to maintain growth amid global and domestic economic challenges.
Despite these widespread declines, Colombia proved to be an exception, showing a 2.4% increase in the number of visitors. The country saw 338 additional Colombian tourists compared to the same period last year, offering a small but significant bright spot in an otherwise difficult first half of the year. Mexico and Argentina, on the other hand, also posted low figures, further adding to the strain on Cuba’s tourism industry.
The downturn in international visitors has been particularly impactful on Cuba’s economy, which has long relied on tourism as one of its primary sources of revenue. The sector, which has already faced numerous challenges due to the ongoing economic crisis, now finds itself in a precarious position as it attempts to recover from this significant drop in arrivals.
Efforts to revive Cuba’s tourism industry have become a priority, with a focus on improving connectivity between Cuba and its traditional tourist markets. Cuba’s government has emphasized the need to bolster its connections with countries such as Colombia, Mexico, and Brazil, where there is still potential for growth despite the overall declines in tourism numbers. In addition, Cuba is looking to expand its reach into emerging markets in Asia and the Middle East, seeking to diversify its tourist base and reduce its dependence on a few key markets.
The government also recognizes the importance of reactivating tourism from the Cuban diaspora, who traditionally contribute a significant share of visitors to the island. By reinforcing ties with the Cuban community abroad, Cuba aims to increase the flow of visitors and encourage them to return to their homeland, helping to sustain the tourism sector.
Looking ahead, the Cuban government is also exploring the potential for new tourism initiatives and partnerships aimed at attracting tourists from new regions. With the tourism sector facing a combination of economic pressures and declining arrivals from traditional markets, diversifying Cuba’s tourist base and investing in new infrastructure will be crucial for the sector’s long-term recovery.
The overall picture for Cuba’s tourism industry has been mixed in recent years. In 2022, the island welcomed 1.6 million tourists, a figure that increased to 2.4 million in 2023. However, the positive trend was short-lived, as the total number of visitors for 2024 dropped back to 2.2 million. This decline highlights the ongoing volatility and challenges Cuba faces as it tries to rebuild and sustain growth in its tourism sector.
Cuba’s tourism sector has faced a twenty-five percent drop in international arrivals in the first half of 2024, driven by declines in key markets like the United States and Europe, as well as ongoing economic challenges. Efforts are underway to revitalize the industry by strengthening traditional markets and exploring new regions.
Hopeful for a tourism recovery still, the Cuban government is persisting with a tourism push that it wants to make the pillar of the island’s economy. With a focus on the tightening of its traditional markets, penetration of new territories and improvements in the visiting experience, Cuba aims to lift tourism numbers out of the doldrums and remake an industry that has long been a mainstay of government finances.
