Cuba is struggling to revive its tourism sector, hit hard by the COVID-19 pandemic and ongoing American sanctions. The government is luring visitors from Russia and China with various incentives, including direct flights, visa waivers for Chinese tourists, and acceptance of Russia’s Mir payment cards (an alternative to Visa and Mastercard).
This strategy has yielded some results. Over 66,000 Russians visited Cuba in the first three months of 2024, double the number compared to 2023. However, overall tourist arrivals still fall short of expectations.
The target of 3.2 million visitors for 2024 is likely to be missed. Experts predict the actual number will be closer to 2.6-2.7 million. This shortfall stems not only from the pandemic’s lingering effects but also from a sharp decline in American tourists due to US sanctions. Arrivals from many European countries have also dropped.
Despite the increase in Russian tourists, Cuba faces several challenges. Traveling from China is long and expensive, with layovers potentially extending to 24 hours. Additionally, many tourists from Russia and China may struggle with Cuba’s high prices, which are expensive compared to their home countries.
The current state of Cuban tourism suggests that focusing solely on Russia and China might not be enough to offset the overall decline. The island needs to diversify its markets and attract tourists from other regions. Additionally, Cuba must address internal issues like high prices and a shortage of goods and services.
Interesting Facts:
- Cuba was once a favorite destination for American tourists, but the US imposed travel and trade restrictions on Cuba in 2019, leading to a significant drop in American visitors.
- China is becoming an increasingly important tourist market for Cuba. In 2019, over 55,000 Chinese tourists visited Cuba, a 25% increase from 2018.
- With its rich history and culture, beautiful beaches, and unique cuisine, Cuba has the potential to become a popular tourist destination once again.
