Cuba’s tourism industry is facing an unprecedented crisis, with international arrivals dropping by more than 50% in the last seven years.
In 2017, the island welcomed 4.7 million visitors, but by 2024, that number had plummeted to just 2.2 million. Even before the pandemic, in 2019, Cuba still saw 4.2 million tourists, showing how rapidly interest in the country has declined.
Meanwhile, other Caribbean destinations like the Dominican Republic, Puerto Rico, and Jamaica have rebounded strongly, drawing travelers away from Cuba with higher-quality services, competitive prices, and modern infrastructure. As a result, Cuba has been left struggling to maintain its position as a leading tourism destination in the region.
Canada Still Leads, But Other Markets Shrink
Despite the overall decline, Canada remains Cuba’s largest source of tourists, with 860,877 Canadians visiting the island in 2024. Other significant source markets included Russia (185,816), the United States (142,450), Germany (65,487), Spain (65,054), and Mexico (62,839). However, only Russia and Mexico showed slight increases in visitor numbers compared to the previous year.
European markets have been particularly affected, with Spanish arrivals dropping by 27.1% and Italian arrivals falling by 15.9%. The downturn suggests that even Cuba’s traditionally strong tourism ties with Europe are weakening.
What’s Driving Tourists Away?
Several major issues have contributed to Cuba’s tourism crisis, including:
- Economic and Energy Crises – Shortages of food, medicine, fuel, and other essentials have led to unreliable services, impacting the tourist experience. Power outages and infrastructure problems have caused cancellations and poor reviews, damaging Cuba’s reputation.
- U.S. Sanctions – Restrictions imposed by the Trump administration remain in place, limiting travel options for Americans and discouraging foreign investment in Cuban tourism.
However, due to Trump’s new tariffs, Canadian travelers are canceling their trips to the United States. Instead, they are redirecting their travel budgets to other international destinations, with the Caribbean seeing a notable boost in interest. This shift could present an opportunity for Cuba, as Canadian tourists, who already make up the largest visitor group to the island, may increase their numbers if they seek alternative tropical destinations outside the U.S.
- Stronger Competition from the Caribbean – Countries like the Dominican Republic, Jamaica, and Puerto Rico have made significant post-pandemic recoveries, offering modern resorts, better infrastructure, and more reliable services.
- Declining Hotel Conditions – Reports indicate that many hotels, especially in Cayo Santa María, are struggling with food shortages, including a lack of basic items such as flour and bread.
Cruise Tourism Also Takes a Hit
Cuba’s cruise industry has also suffered, largely due to U.S. restrictions on cruise ship stops in the country. As a result, many cruise lines have rerouted to other Caribbean destinations, reducing the number of visitors arriving by sea.
According to sources from the Cuban Board of Directors, some hotels are experiencing severe food shortages, leading to negative guest experiences. Reports from Reportur.us highlight complaints from tourists about a lack of bread and pastries in hotels, further damaging Cuba’s image as a premium vacation spot.
Where Are Tourists Going Instead?
As Cuba struggles to regain its footing, neighboring destinations are thriving.
- The Dominican Republic has surpassed 10 million visitors annually, offering affordable luxury, vibrant nightlife, and high-quality all-inclusive resorts.
- Jamaica continues to attract travelers with its pristine beaches, reggae culture, and adventure tourism.
- Puerto Rico, benefiting from U.S. travel ease, has seen a surge in visitors looking for Caribbean experiences without international travel restrictions.
With its declining infrastructure, economic hardships, and increasing competition, Cuba faces an uphill battle to regain its position as a top travel destination. Unless significant investments are made to modernize its tourism sector and improve visitor experiences, the island risks falling further behind in the Caribbean tourism race.
