Cuba turns to private sector to revive its faltering tourism industry

Tourism in Cuba has collapsed, with visitor numbers falling 58% between January and May 2026 compared with the previous year and domestic travelers also sharply reduced. In response, the Cuban government announced the creation of its first state‑run agrotourism network in Pinar del Río, linking 18 farms across six municipalities to offer tours of tobacco fields, livestock, traditional crops and rural cuisine. The initiative is part of a broader reform package that, for the first time, authorises private travel agencies, fully foreign‑owned operators and mixed‑capital firms, as well as private tour guides, local destination managers, hotel lease arrangements and the sale of tourism‑related property. Economist Elias Amor hailed the changes, saying, “Here they no longer distinguish between Spanish, foreign or Cuban companies. This is for everyone.” The measures aim to attract private investment and stem the economic fallout affecting countless workers in historic areas such as Old Havana, where empty streets and shuttered shops now testify to the sector’s decline.