CubaPLUS Magazine

Cuba is prepared for a significantly improved 2025-2026 high tourist season compared to previous years, affirmed Tourism Minister Juan Carlos García Granda.

Speaking to the press during the inauguration of the 'Cuba Única' thematic area at the 41st Havana International Fair on Monday, García Granda noted "a growth in advance bookings."

He later highlighted Canada, the leading source market for tourists to Cuba, revealing that "we are seeing a recovery; the market is growing, and there is significant interest in the country."

"He observed that 'the outlook is very favorable for the Caribbean. The stance adopted by the Canadian people, choosing not to consume North American products, is leading a segment of those who previously visited Florida or Las Vegas to seek new destinations this winter.'"

García Granda also addressed the swift recovery of the Holguín tourist hub following Hurricane Melissa. "As of November 5th, tourist operations were already underway. This swiftness, coupled with our organizational capability and security, was a pleasant surprise for the market. Consequently, we evacuated approximately 1,980 clients to Canada who opted to leave, while others, due to our country's elongated geography, were relocated to Ciego de Ávila, primarily Cayo Coco."

Regarding other source markets, García Granda indicated that the intense US embargo has led to a significant loss in market share from Cubans residing abroad and from American tourists themselves.

He elaborated that "measures implemented since the first Trump administration have remained in place for many years. These markets are currently contracted, and there's also an impact on European countries."

Given this, he emphasized the necessity of identifying and stimulating new markets, asserting that the island remains an ideal destination for tourism.

Concerning Latin America, he stated that efforts are underway to reclaim the Mexican market and others that view Cuba as highly attractive, including Colombia, Peru, Brazil, and Argentina – the latter showing promising growth projected to consolidate by 2026.

"He commented, 'We are advised that these are areas where we need to significantly boost promotion, advertising, and overall attention to those markets, which is precisely what we've been doing for the past eighteen months.'"

Addressing the Russian market, he explained that despite challenges with the aircraft fleet, figures have been maintained at levels comparable to previous years.

Elsewhere in his remarks, the Tourism Minister stated that efforts are underway to secure additional aircraft to expand connections between the two nations. "Avianca has launched a flight, and we are also encouraging other airlines, including Cubana, to operate services to that destination."

Regarding the Chinese market, which he considers highly significant due to its size, he expressed hope that by 2026, an operating company from that nation might establish flights to Cuba. He emphasized this as crucial for building confidence within such a vast market that requires sustained engagement.

Concerning multi-destination tourism, he believes there's "progress, everyone understands its value now, and I am hopeful that entrepreneurs will also be able to implement multi-destination options this year."

In another segment of his speech, García Granda addressed the adverse media campaign against Cuba, which capitalizes on the country's complex health situation. He informed that tourist areas benefit from an aerial fumigation system and ongoing efforts to control vectors and rodents.

He highlighted, "We are the only country in the world with a doctor and a nurse stationed in hotels, which instills significant confidence in both domestic and international clients."

Finally, he underscored, "In such an aggressive environment aimed at undermining Cuban tourism, we consistently find a genuine opening for progress."