Cuba’s tourism sector, already grappling with energy crises and the fallout from a challenging hurricane season, faces even greater uncertainty with the potential return of tough US policies under a second Trump presidency. The island, which has long been a favored destination for Canadian “snowbirds,” is now bracing for a further blow to its economy as political pressures intensify and its infrastructure falters.
Tourism is Cuba’s primary economic driver, providing crucial foreign currency earnings after remittances. Yet, a series of blackouts in recent months, compounded by an aging energy infrastructure and the impact of Hurricane Rafael, has shaken consumer confidence. A national power failure in October, followed by another outage in December, has led one of Cuba’s largest travel partners, Sunwings Vacations Group, to remove 26 hotels from its Cuba portfolio. Sunwings, a major operator for Canadian tourists, is pivoting towards alternative destinations in the Dominican Republic, the Bahamas, and Colombia.
Samantha Taylor, Sunwings’ chief marketing officer, emphasized that the company was not pulling out of Cuba entirely but acknowledged that “volatility” in the island’s electricity supply could make potential travelers uneasy. “There are incredible places to go in Cuba,” she said, but “we need to give clients options” if they’re uncomfortable with the current situation.
Despite the setbacks, Cuban authorities remain hopeful. Lessner Gómez, director of the Cuban Tourism Board in Toronto, reassured Canadian visitors that the island is focusing on improving services, including ensuring uninterrupted supplies and a smoother airport experience. However, with tourism accounting for such a significant share of Cuba’s economy, the stakes are high.
The timing of these setbacks couldn’t be worse for Cuba. The country’s tourism industry has yet to recover from the dual blows of US policy changes under the Trump administration and the impact of the COVID-19 pandemic. The Trump administration’s rollback of President Obama’s diplomatic thaw with Cuba, alongside tightening sanctions and restrictions on travel, devastated the influx of American visitors. Between 2015 and 2017, when travel restrictions were relaxed, Cuba saw a surge in tourism, with nearly five million visitors. But since then, tourist numbers have halved.
Now, with the possibility of Trump’s re-election and the appointment of Marco Rubio as Secretary of State, Cuban officials fear a return to the harshest measures of US-Cuba relations. Rubio, a vocal critic of the Cuban government and a key figure in the Cuban American right, is expected to push for an even tougher stance towards the island, potentially halting commercial flights or even closing the US embassy in Havana once again. Such moves could cripple Cuba’s tourism trade, already reeling from power outages and damaged infrastructure.
Cuban commentators have expressed deep concern over the current trajectory of US policy. Former diplomat Jesús Arboleya called this the “hardest moment” for the Cuban Revolution, noting that US policy is increasingly driven by those who oppose any rapprochement with Havana. “I see nothing on the horizon that suggests an optimistic view of US-Cuba relations,” Arboleya said.
This political pressure comes at a time when Cuba’s energy problems are exacerbating the difficulties facing its tourism sector. Economist Ricardo Torres questioned the island’s long-standing investment priorities, pointing out that Cuba has spent an average of 38% of its government funds over the past decade on hotels and tourism-related infrastructure, while only around 8-9% has gone toward its energy infrastructure. “It doesn’t make sense. The hotels run on electricity,” he argued.
Despite these challenges, Cuba remains a unique travel destination, with its historic charm, vibrant culture, and world-famous music continuing to attract visitors. However, as more tourists consider alternative destinations due to the power shortages and the looming threat of heightened US sanctions, the future of Cuba’s tourism industry hangs in the balance.
For now, the island’s tourism hopes rest on the delicate balance of addressing its energy crisis and navigating the stormy waters of US politics, all while trying to maintain its place as a favorite among international travelers. But with the return of Donald Trump and the potential tightening of sanctions, Cuba’s tourism industry faces an uncertain road ahead.
Related topics:
Exploring Montana’s Hidden Trade Routes: A 7-Day Journey Through the Bitterroot Valley
U.S. Lifts Marburg-Related Travel Restrictions for Passengers from Rwanda
Copa Airlines Helps Panama Rise as a Top 2025 Travel Destination with Connectivity and Creativity