Statistics and challenges for 2025 in Cuba

By TTC Editorial Staff

Cuba seeks to diversify its outbound markets from the Americas, Europe and Asia. While in 2024 Canada confirmed its number one position in the table of arrivals, accounting for 39% of travelers visiting the archipelago, countries such as Brazil and Peru grew by 11% and 25%, respectively.

In a meeting with the press at the beginning of the year, Gihana Galindo Enríquez, commercial director of the Ministry of Tourism of Cuba, pointed out that China increased by 48%, Türkiye by 12%, and Portugal broke its historical record for 2019, reaching a 20% increase in tourist arrivals.

Even though maintaining and increasing air operations represents a challenge for Cuba, the restart of Avianca airline operations was announced, which allows for an expansion of this diversification strategy in the Latin American area. From Canada, Sunwing Airlines started flights to the international airports of Cienfuegos and Manzanillo; while World2Fly and Iberojet operated direct flights from Lisbon to Santa Clara and Jardines del Rey, and from Madrid to Santa Clara.

The director highlighted the fifth frequency of Turkish Airlines, an element that favors the growth of this market in 2025; the fifth of Latam Airlines and the third of Copa Airlines to Cayo Santa María.

Air China remains part of the hub in Madrid, which allows the connection of other markets in Europe with this route to Havana. World2Fly also began direct air operations from the Czech Republic.

Cuba is also making a notable effort to digitalize its entire system of tourism offers, including e-commerce, diversification of distribution channels, operations associated with corporate tourism and multi-destination programs.

By the end of 2025, the authorities of the sector expect to reach the figure of 2,600,000 foreign visitor arrivals. In order to achieve this goal, foreign investment projects are being implemented, the export of health, wellness and quality of life tourism services is being boosted, efforts are being made to expand offers in alliance with the private sector, and specialized products that have always been a reference in the Caribbean region, such as diving, nature, adventure and rural tourism, are being promoted.