Cuba, we often talk to you about it. For its somewhat special history, its rich culture, its towns and villages, its beaches and everything that has long made the island a world apart but nevertheless (more or less) open to tourism. To the point that for years Europeans and Canadians, but not too many Americans due to the embargo, rushed to discover Cuba or at least take advantage of its keys and its all-inclusive hotels.
Except that times have changed again and this Cuban tourism sector which still brought in quite a bit is now only a shadow of itself. At a level that the authorities now hope in China and the Chinese to save them from a more or less predicted disaster if nothing changes.
A country and a sector in crisis
While almost everywhere in the Caribbean tourist numbers are increasing, the opposite is happening in Cuba. And the hope of seeing at least 3 million visitors for 2024 is becoming more and more distant to the point that this figure could well be limited simply to 2.7 million if not less.
But it is true that the island, although for a long time a spearhead in the region in terms of tourism, still accumulates handicaps, not necessarily helped either by international news which does not always work in its favor.
Already, the adventurous side, if not sometimes a bit of a hassle, of an individual trip to Cuba is no longer popular. The tourist of this first quarter of the 21st centurye century is obviously expecting something else for its holidays and the persistent economic crisis on the island, the US embargo and the still visible damage from Hurricane Irma in 2017 are not there to help matters either. And then there is also the neighboring Dominican Republic with its attractive hotel complexes which has in recent years largely supplanted Cuba, attracting more and more people to an identical niche and better value.
Finally, what could appear to be the final blow for Cuban tourism and for which the island appears to be a “victim”: this (lamentable) American decision concerning people wishing to visit Cuba who must now apply for an American visa – including for the French and other Europeans – to hope to then enter the USA. Enough to discourage more than one, especially when we know the time it can take to obtain a US visa. Therefore, we can say “why go to Cuba and complicate your life? ».
The Russians then the Chinese
Traditionally we therefore had the Europeans, Spaniards, French, Italians and Germans in the lead, and the Canadians who represented the first contingents of visitors. Except that, for the reasons already mentioned, their number now continues to decrease to the point that the objectives expected this year for each of these nationalities will be far from being achieved.
A fall more or less anticipated by the authorities which the Cubans nevertheless thought would be filled by a sufficient number of Russian holidaymakers. But once again, here too, the ambitions were not all fulfilled.
Of course, due to the war in Ukraine and the Western embargo, Russians have fewer choices of destinations, but their situation, including financial ones, is gradually becoming more complicated for many. Not to mention that Cuba also finds itself largely in competition with other markets such as Thailand for Russians. In short, despite some promises from Moscow to invest in local tourism, the results are not there and the milestone of 200,000 Russian tourists for 2024 will not be reached.
So who to turn to? Otherwise as a last resort towards China and the Chinese.
1.4 billion Chinese, including a few hundred million with desires “elsewhere” for a country, China, ready to do anything to gain a foothold in Latin America in its economic war against the United States and Europe. Two key points and as many lifelines for Cuba and its tourism for one last chance. Moreover, it is perhaps no coincidence that the Chinese no longer need a visa to travel to Cuba and that the first direct China-Cuba flights began before the summer…
