Cuba confident in tourism recovery despite challenges in first quarter

Floridita Bar, Havana, Cuba. Photo: Abel Rojas Barallobre

The Cuban tourism industry faces a challenging start to the year, although authorities remain optimistic about reactivation in the coming months, supported by the destination’s resilience and ongoing strategic actions.

According to data from the National Office of Statistics and Information (ONEI), Cuba received 298,057 international tourists in the first quarter of 2016, a lower figure than in the same period of the previous year. March closed with 35,561 visitors, following 77,663 in February and 184,833 in January. However, industry analyses highlight that this situation is due to concentrated external factors, such as the restrictions imposed by the tightening of the US blockade and its effects on fuel availability, and not to a loss of the destination’s appeal.

Despite the challenging circumstances, markets like Argentina and China showed positive performance, with increased arrivals during the period. These results demonstrate that, when operational conditions allow, demand for Cuba remains strong. The Cuban community residing abroad also continues to visit the island, with 34,233 people arriving in these three months.

Canada, the island’s traditional top source market, contributed 124,794 tourists, while Russia brought in 20,917 visitors. The disruptions to air connectivity resulting from the fuel crisis have been the determining factor in these declines, but tour operators and airlines have expressed their interest in resuming operations as soon as fuel supplies normalize.

The Cuban Ministry of Tourism is working on a package of measures to reverse this trend, which includes diversifying markets, promoting new products such as meetings tourism, health tourism, and the LGBT+ segment, and strengthening partnerships with international tour operators. The latest edition of FITCuba 2026, although in a virtual format, will serve as a platform to showcase the vitality of the destination and establish business contacts with more than 30 countries.

Hotel chains have taken advantage of this period to invest in the maintenance and renovation of their facilities. Iberostar Cuba, for example, announced an improvement plan for the Iberostar Origin Laguna Azul, including the remodeling of 250 rooms and the restructuring of the spa, while other hotel groups are maintaining their active offers with special discounts.

Experts agree that the summer low season could become a window for gradual recovery. Furthermore, the “Back to Cuba” campaign, launched by Iberostar, and other similar initiatives seek to remind the world that the destination’s strengths—its sargassum-free beaches, its cultural heritage, its safety, and the warmth of its people—remain intact.

“Every trip to the island is an act of trust and shared hope,” the campaign states. And it is precisely this hope that is driving Cuban tourism professionals today to prepare to welcome, with open arms, the visitors who have never stopped loving Cuba. History demonstrates that the Cuban tourism sector has overcome previous crises and will undoubtedly be reborn stronger than ever.