Cuban Prime Minister Manuel Marrero Cruz has called for an increase in tourism revenue as Cuba faces an unprecedented economic and social crisis that has severely impacted the sector. According to the Cuban News Agency (ACN), Marrero made these remarks during a meeting with tourism workers ahead of the sector's day, which is set to be celebrated on March 4th.
The ACN reported that Marrero also emphasized the importance of "innovation-driven solutions," echoing the official rhetoric of Miguel Díaz-Canel, who has coined the phrase "resist with creativity" to encourage seeking "alternatives" to the crisis triggered by the regime's poor management.
Marrero's proposed solution to revitalize the tourism industry, which has struggled to recover to pre-pandemic levels, is to "look inward to improve and generate more income." Meanwhile, Juan Carlos García Granda, the Minister of Tourism (MINTUR), urged participants in the meeting to "contribute ideas that will help strengthen the economy's engine."
Lack of investment and maintenance has left many hotels in disrepair, particularly in Varadero, where hotel occupancy rates remain extremely low. During the 2024 annual review of the Ministry of Tourism, attended by high-ranking government and parliamentary officials, Marrero underscored the urgency of acquiring foreign currency and highlighted the necessity for collaboration among all sectors to restore tourism's role as the "engine of the Cuban economy."
Despite official efforts, data indicates the recovery is still inadequate. In 2024, Cuba welcomed 2,203,117 visitors, only 71% of the target and 90.4% of the figures achieved in 2023. In this challenging environment, the regime blames the difficulties on the "tightening of the U.S. blockade," Cuba's continued presence on the list of state sponsors of terrorism, and the "media war" against the island.
Key Insights on Cuba's Tourism Challenges
What are the main challenges facing Cuba's tourism sector?
Cuba's tourism sector is facing challenges such as lack of investment and maintenance, poor hotel conditions, and inability to recover to pre-pandemic visitor levels. The regime cites the U.S. blockade and Cuba's designation as a state sponsor of terrorism as additional obstacles.
How is the Cuban government proposing to address these tourism challenges?
The government, led by Prime Minister Manuel Marrero Cruz, is advocating for innovation-driven solutions and increased collaboration across sectors to boost tourism revenue and restore its economic significance.
What is the role of innovation in Cuba's tourism strategy?
Innovation is seen as a key factor in generating solutions to the tourism crisis, with an emphasis on creativity and finding alternatives to overcome challenges posed by the regime's management and external factors.