Travellers who frequent Cuba year after year often express a deep connection to the destination, citing its stunning beaches, sense of security, and the warmth of both the climate and its people. Monique Belliveau, a 53-year-old from Winnipeg, describes Cuba as a place where one can’t help but fall in love. Despite being a modest country, she has visited the island approximately 80 times in the last two decades, initially with her family in Varadero and now making regular trips with her Cuban husband and son to their house in Holguín near his relatives. During their recent four-week stay at a resort in Guardalavaca in January, Belliveau noted a lack of shortages, power outages, or any significant issues.
However, a recent increase in the Canadian government’s travel advisory for Cuba has raised concerns among potential travelers. The updated guidance warns of escalating shortages of electricity, fuel, and essential supplies like food, water, and medicine, potentially impacting resorts. Cuba faces daily widespread blackouts attributed to fuel scarcities and deteriorating infrastructure, further exacerbating an existing economic crisis worsened by diminished tourism, heightened U.S. sanctions, and unsuccessful attempts to merge its dual-currency system.
Following the government’s cautionary notice, numerous travelers have shared their experiences of canceling, attempting to cancel, or proceeding with their trips despite anticipating challenges. Belliveau, in contrast, views the advisory as counterproductive, believing it will adversely affect struggling Cuban tourism. The country has witnessed a significant decline in visitor numbers, with a nearly 70% drop since 2018, emphasizing the critical support needed by the Cuban tourism industry.
Despite the adversity, some Canadians continue to visit Cuba, although the nation’s appeal has shifted over the years. Once a top destination generating billions of dollars in tourism revenue annually, Cuba now faces a decline in Canadian visitors. Statistics indicate a decrease in visitor numbers, with a notable drop in Canadian visits during the first quarter of 2025. Recent data from Cuba’s statistical agency also reveals a 12% decrease in Canadian tourists throughout 2025 compared to the previous year.
Amidst growing concerns over the fuel crisis, travel advisories, and political tensions, Katherine Hill from Bowmanville decided to cancel her family trip to Cayo Santa Maria. Reports of issues at the resort, including food shortages and unreliable transportation, led to her decision. Hill’s apprehension reflects a broader sentiment of unease among potential travelers, with some perceiving the situation in Cuba as nearing a humanitarian crisis.
As uncertainties loom, travelers like Hill navigate the complex decision-making process, weighing the allure of Cuba’s charm against the backdrop of challenges facing the island. The evolving landscape of Cuban tourism underscores the delicate balance between supporting a beloved destination and ensuring the safety and well-being of travelers amidst ongoing uncertainties.