Cuba Seeks to Revive Tourism with Increased Chinese Visitors

Cuba is urgently seeking to revive its declining tourism industry by targeting Chinese visitors, following a sharp drop in arrivals from traditional markets such as the U.S., Canada, and Europe amid ongoing economic challenges and renewed U.S. sanctions. In response, Air China introduced direct flights between Beijing and Havana and Cuba implemented a visa-free policy for Chinese travelers, resulting in a 50% surge in Chinese tourists in 2024 despite an overall one-third decrease in international tourism in early 2025. The Cuban government sees China as a vital partner, underscored by high-level praise at tourism events and strengthened cooperation, including new agreements in health tourism. While these measures offer hope, the industry still faces significant hurdles from sanctions, infrastructure limitations, and regional competition. The success of this strategy is crucial, as tourism remains a key source of foreign currency for Cuba’s struggling economy. Cuba's leaders recognize that meeting their ambitious visitor targets will depend heavily on sustained growth from new markets like China.