This Thursday, Meliá Cuba launched a flash sale scheduled for May 6, offering discounts of up to 30% on selected hotels, valid for just 24 hours. Meanwhile, Gaviota teamed up with Cubatur this Saturday for an outlet event, featuring significantly reduced prices across various tourist hotspots, in a bid to revive a struggling industry.
Both companies are using aggressive discount strategies as they face a persistent downturn in tourism, showing no signs of recovery. Official figures reveal that Cuba welcomed only 298,057 international visitors in the first quarter of 2026, marking a 48% decrease from the same period in 2025.
Meliá urged its customers to visit their website or app to seize the promotional offer. "Travel until October 31 with a child staying for free at selected hotels. Remember the date! This offer will only be available for 24 hours," the company posted on social media.
Gaviota, the hotel group managed by the military's business arm, is offering rates starting at $45 per person per night, along with a complimentary stay for one child, for bookings between May 22 and October 31.
"Book on May 2 and 9 during our outlet event and enjoy your vacation from May 22 to October 31. Don't miss this opportunity, remember that availability is limited," stated their invitation.
The backdrop of these promotions is a devastating decline in the sector. Hotel occupancy in 2026 has plummeted to just 21.5%, with more than eight out of ten rooms unoccupied nationwide.
The immediate trigger was February's energy crisis, which led to a Jet A-1 fuel shortage at nine international airports, resulting in the cancellation of over 1,700 flights and the forced repatriation of more than 27,900 Canadian tourists and 4,300 Russians.
Eleven airlines have halted services to Cuba, including Air Canada, Air Transat, Iberia, Air France, and Turkish Airlines.
In response to the crisis, Gaviota shut down 20 hotels in Cayo Santa María, leaving over 7,000 employees without jobs overnight.
Impact of Economic and Political Factors
Since February, the regime has been implementing a "tourism compaction" strategy, consolidating the few visitors in selected facilities to conserve energy.
Meliá, operating over 30 hotels in Cuba, already reported losses of about five million euros in management fees during the first quarter of 2025, with an occupancy rate of 40.5% and no clear signs of improvement, according to the company itself.
In April, Meliá organized an event at the Tryp Habana Libre Hotel to present offers that include pet-friendly stays, weddings, and quinceañera celebrations.
The situation is further exacerbated by external factors. On May 1, President Donald Trump signed an executive order tightening sanctions against the Cuban government, imposing secondary measures on foreign companies and banks doing business with the island, directly impacting international chains like Meliá.
Cuba ended 2025 with only 1.81 million international tourists, the lowest figure since 2002. Tourism has plummeted 62% since 2018 when the island received 4.7 million visitors.
The 2025 hotel occupancy rate was just 18.9%, the lowest in decades, reflecting a collapse that these emergency discounts are unlikely to reverse.
Understanding Cuba's Tourism Decline
Why are Meliá and Gaviota offering significant discounts in Cuba?
Meliá and Gaviota are offering substantial discounts to attract tourists and boost occupancy rates in response to a severe decline in Cuba's tourism sector.
What factors contributed to the tourism crisis in Cuba?
The tourism crisis in Cuba has been exacerbated by an energy crisis, leading to a fuel shortage and flight cancellations, as well as international sanctions and economic challenges.
How has the political situation affected tourism in Cuba?
The political situation, including tightened sanctions from the US, has further strained Cuba's tourism industry by affecting foreign investments and operations of international hotel chains.