Cuba’s Tourism and Aviation Strategy Falters as Passenger Numbers Decline

Efforts by the Cuban government to revitalize its tourism and aviation sectors are facing mounting difficulties, as recent data points to a sharp decline in international travel to the island. Despite ongoing investments and official plans to transform José Martí International Airport into a leading regional hub, passenger traffic remains well below sustainable levels.

According to internal figures and industry reports, flights to Cuba are operating at less than 70% capacity—an economic threshold many airlines consider unviable. Carriers such as Avianca, Copa Airlines, and Wingo have encountered low demand alongside rising operational costs, challenging the feasibility of maintaining regular service to Havana.

Industry experts attribute the decline to a confluence of structural issues. Airport infrastructure across the island remains outdated, with logistical inefficiencies and deteriorating conditions contributing to a negative travel experience. These limitations, coupled with increasing regional competition, particularly from popular Caribbean destinations such as Punta Cana, have diminished Cuba’s appeal to international tourists.

Official figures from the National Office of Statistics and Information (ONEI) underscore the scale of the downturn. In January 2024, Cuba welcomed just 196,004 international visitors—the lowest number recorded for that month since 2007, excluding the pandemic years.