Though tourism usually picks up in the last quarter, it appears unlikely that the island will reach last year’s total of 2.2 million, which was the worst in two decades, excluding the pandemic-induced collapse of 2020-2022.
Cuba’s tourism sector — once a vital economic driver — has faced significant challenges due to power outages, food and basic goods shortages, global turmoil, and U.S. economic sanctions.
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At its peak in 2018, Cuba attracted 4.7 million foreign visitors and tourism revenue hit a record $3.3 billion the previous year, according to research by Paolo Spadoni of Augusta University in Georgia.
The industry serves as a crucial source of hard currency and is a major employer in an economy where the services sector accounts for nearly three-quarters of the gross domestic product. Government officials reported earlier this year that GDP contracted 1.1% in 2024, marking the second consecutive annual decline.
Canadians comprise the largest group of international travelers, making up over 40% of all visitors, followed by Cubans living abroad, Russians, and U.S. citizens. Each of these groups has seen a decline of at least 20% so far this year, with Russian visits dropping by more than a third.
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One notable exception to this trend is Argentina, whose nationals have increased their travel to Cuba compared to last year, benefited by a stronger currency that has spurred a surge in shopping and international travel.
The decline in visitors is worsening Cuba’s most severe economic crisis since the Soviet Union’s collapse. While Washington and others attribute this to the authoritarian government, officials in Havana attribute the challenges to the long-standing U.S. trade embargo.
(Edited by : Jerome Anthony)
First Published: Nov 8, 2025 12:41 PM IST
