Cuba’s tourism sector, long a vital part of the island’s economy, is experiencing mixed fortunes in 2025. Originally projected to welcome 2.6 million international tourist arrivals this year — an 18% increase over 2024 — the forecast has not reached expectations. While still higher than last year’s numbers, the current total falls significantly short of pre-pandemic levels, when Cuba saw upwards of 4 million tourists annually.
Several factors have contributed to this, with the year proving to be challenging for the tourism industry. Labor fluctuations, supply shortages, and the rising cost of fuel have placed a strain on services. Additionally, the aftermath of the 2024 hurricanes, which caused widespread blackouts, further hampered tourism. Ongoing media campaigns targeting the sector have also contributed to the downturn.
Additionally, Cuba has not experienced a recovery to pre-pandemic tourism numbers which were particulary high due to the easing of travel restrictions under the Obama administration. Former President Biden’s lack of action on his Cuban campaign promises and the harshening of sanctions under the Trump regime, including an increase in anti-Cuba media are among the reasons for the decline and preventing Cuba’s recovery to pre-pandemic levels.
FITCuba 2025 Highlighted the Tourism Shift
At the recent International Tourism Fair (FITCuba 2025), industry leaders underscored the need for diversification in Cuba’s tourism offerings. While the island remains famous for its beach destinations, there is a growing focus on nature tourism, cultural heritage, and health tourism as the country looks to broaden its appeal to a wider range of international travelers.
Top International Tourist Arrivals to Cuba
Canadian tourists continue to dominate visitor numbers, maintaining their status as the largest group. Since the beginning of 2025, 428,125 Canadians still flock to the island. Cuban expatriates also make up a significant portion with 120,423 individuals returning this year. Following those are American travelers, who remain a key market despite restrictions. Russian visitors make up the fourth-largest group, with 63,708 arrivals. Mexico rounds out the top five, with 26,702 vacationers enjoying the island’s offerings.
From our staff writers and editors.
