Cuban Government Banks on Tourism Revival for Economic Salvation: "What We Need Are Foreign Currencies"

On Monday, the Cuban government reiterated its commitment to reviving tourism as the primary driver of the national economy, emphasizing the critical need for foreign currencies. "What we need are foreign currencies," stated Prime Minister Manuel Marrero Cruz during the 2024 annual review of the Ministry of Tourism. This meeting, attended by top government and parliamentary officials, was aimed at evaluating the tourism sector's performance over the past year and outlining strategies for 2025.

"We're pinning our hopes on this sector for economic recovery," Marrero Cruz urged during his speech, broadcast by the National Television News (NTV). "Tourism is the main source of foreign currencies, and we need to leverage it to boost the economy." The prime minister also stressed the importance of collective efforts across all sectors to restore tourism to its status as the "engine of the Cuban economy."

"As tourism regains its image, improves its quality, and generates more revenue, each ministry here will benefit, and with them, the country, the economy, and our people," he added.

Numbers Highlighting the Crisis

Despite official efforts, data indicates an insufficient recovery. In 2024, Cuba welcomed 2,203,117 visitors, only 71% of the expected number and 90.4% of the total seen in 2023. The government blames these challenges on what it describes as the "tightening of the U.S. blockade," Cuba's continued presence on the list of state sponsors of terrorism, and a "media war" against the island.

Nevertheless, Marrero Cruz called for exploring internal alternatives and becoming "more proactive" in attracting tourists.

Strategies to Revitalize Cuba's Tourism Image

The Cuban regime remains committed to enhancing international promotion of the island as a tourist destination, improving relations with tour operators, and revitalizing its global market image. "Tourism income is the most tangible and reliable solution to the issues affecting our population, helping us achieve our daily aspiration of improving quality of life and increasing prosperity for our people," the prime minister asserted.

During the meeting, there was also a focus on boosting service quality, diversifying offerings, and increasing air connectivity. Tourism Minister Juan Carlos García Granda highlighted that Cuba received 132 international awards in 74 facilities in 2024, which he claims demonstrates Cuba's competitiveness as a tourism destination.

Additionally, he mentioned that there are nearly 30,000 hotel rooms available, with 24 joint ventures involved in the sector, 14 of which are active in investments and operations.

A Declining Tourism Sector

Despite government efforts to boost the sector, various sources indicate that Cuban tourism is in deep crisis. Recent reports highlight that 2024 saw one of the lowest tourist arrivals in decades, with a nearly 20% drop compared to initial expectations. Poor service quality, shortages of supplies, and the escalating economic crisis have deterred visitors, who opt for other destinations in the region.

Moreover, Cuban citizens express skepticism about the official rhetoric, pointing out that the country is in shambles and tourism alone won't be enough to rejuvenate the economy. Disproportionate investments in the sector—14 times more than in healthcare—have sparked criticism, particularly amid a humanitarian crisis.