Cuba Tourism in 2025: A Market in Transformation

What can Groups & Incentives to Cuba expect in 2025?

As Cuba’s tourism industry continues its post-pandemic recovery, the Caribbean nation is embarking on an ambitious transformation of its travel sector. With the Ministry of Tourism setting an aggressive target of 2.6 million foreign visitors for 2025—representing an 18% increase from 2024—the country is reimagining its approach to international tourism while navigating complex global challenges.

Quality Takes Center Stage

In a significant shift from previous strategies focused on visitor volume, Cuba is now prioritizing quality over quantity. Major tour operators, together with their local destination management company partners, have begun curating their offerings more selectively, removing underperforming hotels from their portfolios to maintain higher standards. This quality-first approach reflects a deeper understanding of modern travellers’ expectations and signals Cuba’s commitment to elevating its tourism product.

The transformation extends beyond traditional beach tourism, with the country developing a more diverse array of experiences. Cultural tourism has emerged as a key focus, allowing visitors to engage more meaningfully with Cuba’s rich artistic heritage, music scene, and historical narratives. Additionally, the introduction of enhanced safety measures aims to improve the destination’s global perception and attract more discerning travellers as well as group and incentive travellers.

Navigating Connectivity Challenges

While Cuba’s tourism ambitions are high, the country faces significant challenges in air connectivity. Recent reductions in international airline services have highlighted the need for creative solutions to maintain and expand airlift capacity. The tourism ministry is actively exploring new market opportunities, but the positive spin on a challenging situation is that the destination becomes an even more attractive prospect for high-end incentive groups – the ability to explore a destination that is not swamped by individual travellers, cruise ships and tour groups.

Economic Implications and Community Impact

Cuba’s tourism sector continues to show remarkable resilience, reporting revenue growth compared to 2023. This paradox of fewer visitors but higher revenues suggest a successful pivot toward higher-value tourism experiences.

Sustainable Tourism Development

Looking toward the future, Cuba is investing in community-based tourism initiatives that promise to reshape the visitor experience while benefiting local populations. Pilot programs in provinces like Mayabeque and Camagüey are exploring agrotourism opportunities, allowing visitors to experience Cuba’s agricultural heritage while supporting rural communities. These initiatives represent a broader commitment to sustainable tourism development that balances economic growth with community empowerment.

The Road Ahead

As Cuba positions itself for 2025 and beyond, the focus on developing sustainable, high-quality tourism experiences reflects a mature understanding of global travel trends. The country’s unique blend of historical charm, cultural richness, and natural beauty continues to captivate international travellers, suggesting strong potential for future growth.

However, success will depend on Cuba’s ability to address infrastructure challenges, maintain air connectivity, and balance tourism development with community needs. As the global tourism landscape evolves, Cuba’s approach to combining traditional hospitality with innovative tourism products may well serve as a model for other developing destinations seeking to build resilient, sustainable tourism sectors.

For more insights into travel to Cuba and the practicalities of planning a group or incentive trip to this delightful Caribbean island nation, contact World of DMCs Member for Cuba, Cuba For Travel on WhatsApp: +53 58453245 or via email contact@cubafortravel.com

About Cuba For Travel

Johan Dorssemont, manager of Cubafortravel and an experienced MICE industry expert, is of Belgian origin and after some world-wide travels ended up in Cuba in 1998. Since then, his life has been dedicated to get the best out of this wonderful and original country and offering Cuba to foreign visitors as a unique but always enjoyable experience.

He welcomes your guests in fluent English, French, Spanish, Dutch or German.