As countless Cuban families struggle without basic necessities such as electricity and food, the Cuban government recently hosted a summer promotional fair at the Comodoro Hotel boulevard in Havana. This event featured state-run travel agencies showcasing tourism deals for the upcoming season, despite the sector's dramatic decline.
Organized by Grupo Cubanacán Hoteles, the fair brought together agencies including Ecotur, Habanatur, San Cristóbal, Cubatour, and Viajes Cubanacán, along with other entities under the Ministry of Tourism.
The official coverage of the event vaguely acknowledged that these offers were rolled out "despite the current situation."
Tourism Offers Amidst Economic Hardships
The highlight of the fair was the reopening of the Brisas del Caribe hotel in Varadero, scheduled for June 26, featuring free vacations for children aged zero to 12.
Marcia Leite Villavicencio, the commercial director of Viajes Cubanacán, also emphasized excursions to Punta Perdiz in the Zapata Swamp and to Viñales in Pinar del Río, with pricing available in both national currency and foreign exchange.
The "context" mentioned in passing by the regime is, in reality, a crisis of unprecedented proportions.
Plummeting Tourism Figures
Cuba's tourism industry has been in freefall for four years. In the first four months of 2026, only 328,608 international tourists visited the island—a 55.8% drop compared to the same period in 2025.
The collapse of the Canadian market, traditionally the most significant, underscores the dire situation. In March 2026, a mere 511 Canadian tourists arrived, compared to 98,663 in March 2025, marking a staggering 63.8% decrease.
Major Canadian airlines have either suspended or significantly reduced their flights to Cuba for this summer. Air Transat ceased sales between mid-June and late October, Sunwing extended its suspension until October 9, and Air Canada postponed its return until November 1, 2026.
Domestic Struggles and Economic Decline
Hotel occupancy hovered around 21.5% in the first quarter, with some analyses suggesting rates fell below 10% at times, reflecting the reality of empty hotels and slashed prices.
While the regime promotes excursions, Cuban families endure power outages lasting up to 20-25 hours daily. On Sunday, the Electric Union forecasted a nighttime peak deficit of 1,915 MW, a figure that sees minimal daily variation.
According to the Food Monitor Program, almost one in three Cuban households reported that at least one member went to bed hungry within the last month. A staggering 79.75% of respondents blamed this scarcity on poor government management.
Since 2019, the economy has contracted by 23%. Projections for 2026 from The Economist Intelligence Unit predict an additional 7.2% GDP decline, while CEPAL estimates a 6.5% contraction, the worst in Latin America.
Economist Pedro Monreal warns that the downturn could reach 15% if currency shortages, energy crises, and inflation persist.
Government's Response and Future Prospects
A day before the tourism fair, Díaz-Canel announced a package of emergency economic reforms, including decentralization, opening the currency market, and gradually eliminating subsidies, implicitly acknowledging the severity of a situation his own media describes euphemistically.
It is against this backdrop that the regime organizes fairs to sell "summer" to families lacking electricity, food, and prospects, while official media assert that Mintur's facilities are striving to enhance service quality and provide options for this summer.
Frequently Asked Questions About Cuba's Tourism Crisis
What is the current state of Cuba's tourism industry?
Cuba's tourism sector is experiencing a severe decline, with a significant drop in international visitors and reduced operations from key markets like Canada.
How has the collapse of the Canadian market affected Cuba?
The collapse of the Canadian market has been dramatic, with a 63.8% decline in Canadian tourists in March 2026 compared to the previous year, significantly impacting Cuba's tourism revenue.
What economic measures has the Cuban government implemented in response to the crisis?
The Cuban government has announced emergency economic reforms, including decentralization, opening the currency market, and phasing out subsidies to address the crisis.