Cuba has long been a major tourist destination for Canadians, the British, and people from a variety of Europeans countries. Except for Americans, of course, thanks to long standing political issues and an embargo that comes and goes with different administrations in the United States. Regardless, the colonial charm, incredible food, and gorgeous beaches made this a go to destination for millions of people from different parts of the world. That seems to be changing.
Like every other tourist destination, the pandemic was brutal on Cuba since that has been their primary industry for decades. The return of travel was huge, and tourists began traveling again. But the post-pandemic travel era has not been as kind to Cuba. Numbers of visitors have consistently been on the decline in the last couple of years, particularly in 2024 which saw a decrease of 16%.
There are several reasons for this. Political instability in the country has caused numerous issues, including a lack of access to basic necessities. This has in turn led to increased warnings from governments such as Canada about traveling there. On top of that, the decrease in travelers heading to Cuba has directly caused a decrease in the number of direct flights to Cuba, particularly from the United Kingdom. That causes a downward spiral where people don't go because they can't get flights.
Another major issue Cuba tourism faces is competition. Nearby countries in the Caribbean and Central America have become more desirable for travelers. When the decaying infrastructure of Cuba is added in, it becomes apparent why tourists are starting to make different choices. Being that tourism is so integral to Cuba's national economy, their government will have to make long term upgrades and changes to put the country back on the radar of travelers from around the world.