Cuba’s tourism sector has ambitious but achievable goals, says minister

By Daily Pérez Guillén

The culture, warmth and hospitality of Cuba as a tourist destination in the Caribbean was once again on display in Madrid in an event that brought together representatives of hotel chains, travel agents and many of the partners that have contributed to the development of tourism in the archipelago alongside their counterparts in the Caribbean country.

The “Cuba Night” event, hosted by the Meliá Castilla hotel, saw Cuban Tourism Minister Juan Carlos García Granda thank all the hotel chains that continue to be committed to Cuba. “Their commitment to quality, sustainability and innovation has been essential for the development of our industry,” he stressed, making special mention of the groups Meliá Hotels International, Iberostar, Blue Diamond Resorts, Muthu and Roc.

He acknowledged that 2024 was a year of significant challenges, in which the economic crisis and the restrictions imposed by the US economic, commercial and financial blockade, which prohibits US citizens from visiting Cuba as tourists and penalizes foreign companies supplying fuel and other products to the country, have deterred many visitors.

However, “Tourism development continues to be a priority for the Cuban government and a series of decisions have been taken that have allowed us to see a gradual recovery of competitiveness,” he noted.

The minister reported that work has been done to enter new markets and improve hotel infrastructure, while investments in hotels and restaurants have increased. He also highlighted the projects that promote sustainable tourism and respect for the environment.

According to the information provided, Cuba has strengthened flight connections and diversified its cultural and nature offers, to position it as an attractive destination for emerging markets.

“Looking ahead to 2025, our goals are ambitious but achievable. We plan to increase international tourist arrivals, expand our hotel infrastructure and consolidate events and congress tourism, a line in which FITUR represents a strategic partner,” the minister explained.

In an adverse media scenario, the Cuban Ministry of Tourism (MINTUR) continues to work to enhance authentic experiences that connect visitors with the local culture and heritage.

“Sustainability will continue to be a fundamental pillar, thanks to the commitment of our hotel chains and tour operators,” García Granda stressed.

The Cuban Tourism minister closed his speech by paying tribute to Gabriel Escarrer Juliá, founder of Meliá Hotels International and the first foreign investor to venture into hotel management in Cuba.

Reginald Curbelo, head of sales for Europe of the Blue Diamond Resorts chain, presented the sun and beach destination of Cayo Largo del Sur, considered the jewel of southern Cuba for its natural wealth.

Luis Martínez de Armas, president of the Cubasol Business Group, also presented the opportunities for foreign investment in golf courses in the west and south of the island.

To close the MINTUR presentations, Yadira Morera, director of Communications, launched the call to participate in the next edition of the Havana International Tourism Fair, to be held from May 1 to 5, with China featuring as guest country.

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