With international tourism plummeting and hotel occupancy rates hitting record lows, the state-run company Transtur has launched a summer promotion for its panoramic buses in Havana and Varadero, targeting the local market with prices set in dollars or their equivalent in Cuban pesos.
Announced this Tuesday on Transtur's official Facebook page, the offer is available until August 31 and includes free admission for two children under 12 for each paying adult.
Using the slogan "This summer we want families to enjoy more and spend less," the company aims to attract local customers to its traditional urban tourist routes.
In Havana, the ticket price is $10 or 5,500 Cuban pesos per adult, covering a route from Central Park to Marina Hemingway. In Varadero, the cost is $5 or 2,750 Cuban pesos, starting at the Gran Aston hotel and touring the main tourist area of the resort.
The company clarified that the promotion is not for intercity transfers but strictly for the usual scenic tours operating in both destinations.
Challenges Facing Cuban Tourism
The launch of this offer coincides with one of the most challenging times for Cuba's tourism industry. Official data reveals that only 30,883 international visitors arrived in May 2026, marking one of the lowest monthly figures recorded in years.
From January to May, Cuba welcomed just 359,491 foreign tourists, a 58.4% decrease compared to the same period the previous year.
Hotel occupancy also reflects this downturn. In the first quarter of 2026, hotels on the island operated at an average occupancy rate of around 13%, a level experts deem insufficient for profitability.
Energy Crisis and Economic Strain
The situation is compounded by the energy crisis and a shortage of aviation fuel. Since February, over 1,700 flights to Cuba have been canceled or rescheduled, while several international airlines have significantly reduced their operations to the island.
In response to the drop in foreign tourism, authorities have tried to boost the domestic market as an alternative. In recent weeks, summer promotions in hotels and recreational centers aimed at capturing Cuban customers have also been announced.
However, the main hurdle remains the purchasing power of the population.
The average state salary in Cuba is still below 7,000 pesos per month, making a 5,500-peso ticket for a bus tour a difficult expense for many families to afford.
Internal Tourism as a Strategic Shift
The focus on domestic tourism is not a new strategy. In 2025, there was a slight increase in local travelers, but the revenues generated by this segment remain significantly lower than those traditionally brought in by international tourism.
A Cubatur official publicly admitted in June that "tourists are scared to come to Cuba," while the government of Díaz-Canel announced the opening of the sector to "new players" following the exit of chains such as Meliá, Iberostar, Blue Diamond, and Archipelago.
Economists forecast that Cuban tourism will close 2026 between 30% and 40% below the already poor results of 2025 when the island received 1.36 million international visitors compared to 1.72 million in 2024.
Impact of Economic Challenges on Cuban Tourism
Why is Transtur offering bus tours in dollars?
Transtur is offering bus tours in dollars to attract local customers amid a steep decline in international tourism and hotel occupancy rates.
What is the main challenge for domestic tourism in Cuba?
The primary challenge for domestic tourism in Cuba is the low purchasing power of the population, with average state salaries making it difficult for many families to afford tourist activities.
How has the energy crisis affected Cuban tourism?
The energy crisis has led to a shortage of aviation fuel, resulting in over 1,700 flight cancellations or rescheduling and reduced operations by international airlines to Cuba.