How to recover tourism in the country in a different way? That question by Political Bureau member and Prime Minister Manuel Marrero Cruz focused the analysis at the annual meeting of the sector, which summarized the work in 2024, marked by a complex context and projections for 2025.
The year that ended - the head of government highlighted - unfolded for the activity in the midst of an intensification of the economic, financial and commercial blockade imposed by the United States Government, the inclusion of the country on the list of countries that sponsor terrorism, the activation of Title III of the Helms-Burton Act, and the media war against the sector, to discredit Cuba's destiny.
Although the objective aspects that affect behavior are undeniable, he affirmed that alternatives must be sought “where we are not being proactive”.
He recognized the need to incorporate and consolidate the circuits, one of the main attractions of the country, and explore other methods to attract more visitors from the main markets such as Canada, Russia and Latin America.
He emphasized the need to deepen the role of tourism advisors, to increase the results in international promotion, the need to attend to tour operators, as well as to revitalize the image of tourism, to encourage more visitors, to achieve linkages, self-management and established products for the sector.
He also pointed out that it is necessary to face negative tendencies and reinforce internal control, and pondered the essential relationship that must be maintained with the academy.
Marrero Cruz called for working together, among all sectors, to turn tourism, once again, into the driving force of the Cuban economy, with the boost it needs and put the tourism product at the level of the people and workers in the sector.
At the meeting, which was attended by the member of the Secretariat of the Central Committee and head of the Department of Attention to Services, Yudí Rodríguez Hernández; the Deputy Prime Minister, Ricardo Cabrisas Ruiz; and the president of the Commission of Attention to Services of the Cuban Parliament, Tamara Valido Benítez; the Minister of Tourism, Juan Carlos García Granda, explained the projections of the sector for this year.
These include raising the quality of service and competitiveness of the destination, diversifying markets, promoting multi-destinations, giving priority to traditional markets such as Canada and Russia, increasing air connectivity and encouraging demand through the alliance with Cuban aviation, and increasing the participation of the domestic industry to replace imports, generating productive chains.
He detailed that in 2024, 2,203,117 visitors arrived in Cuba, which represented 71% of the plan and 90.4% of what was achieved in 2023. Of the main issuing markets, eight grew compared to the previous year, and five met the forecasts.
García Granda added that 132 international awards were received in 74 facilities, and others that targeted culture and beaches.
There are currently close to 30,000 rooms in the country, 24 joint ventures are involved in tourism, of which 14 are making investments and are in operation.
In the area of digital transformation, the minister highlighted the strategy promoted to improve Internet connectivity services, and Cayo Largo del Sur remains as a driving project of the digital agenda in Cuba.
