This past Saturday, the Cubanacán Group hosted what they called a "Grand Outlet" summer tourism fair at Havana's Comodoro Hotel boulevard. This event took place while Cuban citizens endure grueling conditions such as over 30-hour long blackouts, food shortages, and a lack of clean water. Economists have slammed the initiative as "nonsensical" and "a joke."
The fair featured state-run agencies such as Ecotur, Habanatur, San Cristóbal, Cubatour, and Viajes Cubanacán, along with the Ministry of Tourism's receptive agencies, even as Cuba experiences its most severe tourism downturn in decades.
Among the attractions promoted were Varadero, Viñales, and the Zapata Swamp. The main highlight was the planned reopening of the Brisas del Caribe Hotel on June 26, offering free stays for children aged 0 to 12.
The Paradox of Promotion
Even the official coverage of the event admitted, without much elaboration, that these offers were made "despite the current context."
Economist and journalist Dimas Castellanos did not mince words: "This seems like a joke. Even before the pandemic, tourism was on the decline due to a lack of quality, inadequate supplies, and poor treatment. When tourists have a bad experience, it's the best advertisement for not returning, something that happens in any country."
Castellanos further remarked that the decline has worsened post-pandemic, especially when compared to neighboring countries: "The Dominican Republic has turned tourism into a source of foreign currency and an essential component of GDP growth."
Tourism in Freefall
Statistics support this perspective: In the first four months of 2026, only 328,608 international tourists arrived in Cuba, a steep 55.8% decrease from the same period in 2025. Hotel occupancy rates hover around 21.5%, occasionally dropping below 10%.
The collapse of the Canadian market is particularly telling: In March 2026, just 511 Canadian tourists visited Cuba, compared to 98,663 in March 2025—a staggering 99.48% drop.
Major Canadian airlines have indefinitely suspended flights to Cuba, with tentative plans to resume operations no earlier than October or November 2026.
Adding to this bleak scenario is the exodus of international hotel chains: Meliá has shut down 15 hotels, and Blue Diamond Resorts has abandoned 62 properties totaling over 12,900 rooms.
Desperate Measures Amid Economic Reforms
Economist Orlando Freyre Santana offered a blunt assessment: "This summer promotional fair is nothing more than a desperate attempt by the regime to market its declining tourism product. Foreign tourists aren't coming, and Cubans are focused solely on surviving the harsh shortages they face. The event was likely a failure."
The fair occurred just a day after Díaz-Canel announced emergency economic reforms, including decentralization, the opening of currency markets, and the gradual removal of subsidies. These measures implicitly acknowledge the dire situation, as the economy has contracted by 23% since 2019.
Castellanos pointed directly at the military-controlled structure as the underlying obstacle: "Until structural changes occur in Cuba and GAESA, which controls most of these hotels and resources, is dismantled, the country will continue its downward trajectory. Fortunately, the crisis has reached a tipping point, suggesting changes are imminent in Cuba. Tourism will thrive once conditions, particularly political and economic, begin to change."
Understanding Cuba's Tourism Crisis
Why is the tourism sector in Cuba struggling?
Cuba's tourism sector is struggling due to a combination of poor service quality, inadequate supplies, and negative tourist experiences, which have been exacerbated by the pandemic. Additionally, the military-controlled economic structure hinders necessary reforms.
What impact have international hotel chains had on Cuba's tourism sector?
International hotel chains like Meliá and Blue Diamond Resorts have significantly reduced their presence in Cuba, with many closing or abandoning properties. This retreat has further diminished the country's ability to attract international tourists, contributing to the sector's decline.
How have recent economic reforms in Cuba affected the tourism industry?
Recent economic reforms, including decentralization and the removal of subsidies, aim to address Cuba's economic crisis. However, without structural changes to the military-controlled tourism sector, these reforms may have limited impact on reviving the industry.