Rising Domestic Tourism in Cuba Amidst Economic and Energy Crises: A Glimmer of Hope for the Struggling Sector in 2025

Published on November 22, 2025

Cuba’s tourism sector is facing a challenging and contradictory situation in 2025. Domestic tourism has experienced a slight but noteworthy increase, while international tourism has experienced a substantial decline. This change creates an intriguing dynamic that highlights the sector’s opportunities and challenges in conjunction with the nation’s ongoing energy and economic crises. Despite the island’s ongoing blackouts and general economic difficulties, the rise in domestic travel is encouraging.

Domestic Tourism Sees a Modest Uptick

Cuba’s tourism statistics for the first nine months of 2025 reveal an encouraging trend in the domestic market. According to the Tourism Selected Indicators. January-September 2025 report by the National Office of Statistics and Information (ONEI), there was a 4.7% increase in the number of domestic tourists. By September 2025, the number of Cuban nationals visiting local tourist facilities reached 1,579,431, compared to 1,508,741 during the same period in 2024.

This rise in domestic tourism was not only reflected in the number of visitors but also in the revenue generated from this market. Revenue in Cuban pesos from domestic tourism increased by 8.8%, climbing from 47,110.2 million pesos in 2024 to 51,268.3 million pesos in 2025. This growth can be attributed to higher spending by Cuban tourists, likely driven by a combination of rising prices and increased consumption at tourist facilities.

Increased Spending: A Key Factor for Growth

One of the most notable aspects of the rise in domestic tourism is the increase in revenue per tourist-day. The average spending per tourist-day grew by 4.3%, from 9,796.1 pesos in 2024 to 10,215.3 pesos in 2025. This suggests that Cuban visitors are spending more during their stays, primarily on food and beverages, which accounted for nearly half of the total revenue generated. Specifically, 49.2% of the domestic tourism revenue was derived from the gastronomy sector.

Accommodation, transport, retail, and recreation accounted for smaller portions of the revenue, but they all contributed to the sector’s overall growth. Interestingly, the increase in revenue comes amid a backdrop of strained local infrastructure, with energy crises and blackouts affecting day-to-day life for many residents. Despite these challenges, Cuba’s tourism sector has shown resilience, with more Cubans opting to spend their limited resources on domestic travel experiences.

The Decline of International Tourism: A Structural Crisis

While domestic tourism is experiencing growth, international tourism in Cuba has been grappling with a persistent decline. Official data from ONEI reveals a sharp 20.5% drop in international visitors during the first nine months of 2025, falling from 1,719,009 in 2024 to 1,366,720. This decline is attributed to several factors, including the ongoing global economic conditions, Cuba’s political climate, and the impact of Hurricane Melissa, which caused significant disruption in the eastern regions of the island.

The reduction in international tourists has led to a severe drop in hotel occupancy rates. Foreign overnight stays fell from 10,227,261 to 8,294,545, marking an 18.9% decrease. Consequently, the hotel occupancy rate associated with international tourism plunged from 24.3% in 2024 to just 18.9% in 2025. This decline has been felt most acutely in the key markets such as Canada, the Cuban diaspora, and Russia, where numbers have significantly fallen. For instance, Canadian arrivals dropped from 695,557 in 2024 to 559,715 in 2025.

Although there was a slight increase in visitors from South American countries such as Argentina, Colombia, Brazil, and Peru, this was not enough to counterbalance the overall decrease in international arrivals.

Revenue Losses in International Tourism

The loss of international visitors has been mirrored in the revenue figures, with income from international tourism dropping by 12.1%, from 94,320.6 million pesos to 82,885.6 million pesos. Despite the efforts of local tourism operators to bolster the appeal of Cuba as a travel destination, the reduction in international arrivals has had a significant economic impact on the sector. This loss is compounded by the challenges posed by the energy crisis, which has affected the country’s ability to maintain consistent service levels for both international and domestic tourists.

Domestic Tourism as a Lifeline for the Industry

In light of the ongoing struggles in international tourism, domestic tourism has proven to be a lifeline for Cuba’s tourism industry. The rising number of Cuban nationals opting for local vacations has helped cushion the blow of declining international revenues. However, the increase in domestic tourism does not fully offset the overall downturn in the sector.

Domestic tourism, although growing, is not without its challenges. The rising cost of living, inflation, and the ongoing energy crisis have placed significant strain on the purchasing power of the average Cuban. While domestic tourists are spending more, this is not necessarily a sign of economic recovery but rather a reflection of the inflationary pressures facing the country. The fact that more Cubans are choosing domestic travel over international options may indicate that they are simply unable to afford foreign travel due to economic constraints.

The Impact of Energy Crises and Protests

One of the most significant challenges facing Cuba’s tourism sector in 2025 has been the prolonged energy blackouts affecting various provinces. In some areas, residents have reported living without power for days at a time, exacerbating the difficulties faced by both locals and tourists. The lack of basic services has led to protests in some regions, such as Guantánamo, where residents have expressed frustration over power shortages and the scarcity of essential goods.

These issues have created a sense of disillusionment among the population, which is reflected in the overall tourism dynamics. While domestic tourism has risen, the ongoing energy crisis and economic struggles remain major hurdles. It is unclear whether the tourism sector can sustain its growth amid these challenges or if it will continue to rely heavily on the domestic market.

A Mixed Outlook for Cuba’s Tourism in 2025

The tourism landscape in Cuba in 2025 presents a complex picture. On the one hand, there has been a positive increase in domestic tourism, providing a glimmer of hope for an industry that has struggled due to economic crises and energy shortages. On the other hand, the sharp decline in international arrivals, coupled with the ongoing infrastructure challenges, means that the sector remains far from recovery.

While the rise in domestic tourism revenue and the increase in visitor numbers offer some optimism, Cuba’s tourism sector must overcome significant hurdles before it can truly recover. The decline in international tourism indicates that the country’s tourism market is highly vulnerable to external factors, and its long-term sustainability may depend on improvements in both the global travel market and domestic conditions, such as energy and economic stability.

The Path Forward for Cuba’s Tourism

In 2025, Cuba’s tourism sector is undergoing change. The nation’s tourism industry has been able to generate some positive momentum, with domestic travel demonstrating promise despite difficult circumstances. However, Cuba’s tourism future is still uncertain due to structural problems in the sector, such as the energy crisis and the drop in foreign arrivals.

Cuba needs to solve its energy and economic problems, upgrade its infrastructure, and provide better services to both domestic and foreign visitors if it is to fully recover. Then and only then will the nation be able to regain its position as one of the Caribbean’s most popular tourist destinations.