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The regime promotes Cuban tourism in China, as part of the Shanghai Fair, amid a desperate attempt to recover the tourism sector in Cuba, which experienced a severe decline in the early months of 2025.
In the International Tourism Fair that began this Sunday in the Asian country, Cuba has a booth promoting visits to the main tourist centers of the country, as reported by the official press.
The regime is part of the 6,000 exhibitors from over 140 countries that traveled to China for the Fair, where the Cuban tourism advisor, Elizabeth Vela, and the Consul General in Shanghai, Mileidy Aguirre, are looking to strengthen alliances to reactivate the "engine of the Cuban economy," as authorities have described tourism.
Jin Lei, Deputy Head of the Culture and Tourism Bureau of Shanghai, expressed the interest in continuing joint efforts to increase the flow of Chinese tourists to the Island.
In this regard, officials from both countries referred to the upcoming 43rd International Tourism Fair in Cuba, where China will be the guest of honor.
Alongside the tourism market, the cigar industry has also made inroads in the Asian region, where the regime claims there is a growing interest in Cuban products.
"Cuban cigars, with their robust flavor and artisanal craftsmanship, have won the palates of many Chinese who appreciate their exclusivity and refinement. This connection is evident in the growing interest of Chinese consumers in Cuban tobacco products, which symbolize a sophisticated lifestyle and are often used in celebrations and special occasions," wrote the Ministry of Tourism of Cuba in a social media post.
This year, China led the sales in value for Habanos S.A., becoming one of the main markets for Cuban cigars.
The bet on Chinese tourism
To encourage visits from travelers from the Asian giant, the Cuban government announced last year the exemption of visas for Chinese citizens.
Additionally, he emphasized that this measure and the establishment of frequent air connections would have a "multiplier effect" on tourism.
The Chinese ambassador to Cuba, Hua Xin, stated in January that in 2024, 27,000 Chinese nationals entered Cuba, "an increase of more than 50% compared to 2023."
The diplomat emphasized that the Island was becoming an increasingly "attractive tourist destination for the Chinese."
Despite desperate attempts to stimulate the sector, the levels are not improving. According to preliminary data published by the National Office of Statistics and Information (ONEI), as of February, 496,858 travelers had arrived on the island, which represents a 77.9% increase compared to the same period in 2024.
The decrease in tourist arrivals particularly affects key markets such as Canada, traditionally the largest source of visitors to the island. In 2024, 261,009 Canadian tourists traveled to Cuba, while in 2025 the number has dropped to 173,611, representing a 33.5% reduction.
Another country experiencing a drastic decline is Russia, where the number of tourists fell by 50.9%, dropping from 43,859 in 2024 to 22,306 in 2025. In the cases of Spain and Italy, the decreases are also significant, with reductions of 25.2% and 25.8%, respectively.
Frequently Asked Questions about Tourism and the Cigar Market in Cuba
What efforts is the Cuban regime making to revive tourism?
The Cuban regime is trying to promote tourism in China by participating in international fairs such as the Shanghai Fair and removing the visa requirement for Chinese tourists to encourage their arrival on the island. Despite these measures, tourism in Cuba continues to face a significant decline in the number of visitors, especially from key markets like Canada and Russia.
How has the Chinese market responded to Cuban tobacco?
The Chinese market has shown an increasing interest in Cuban tobacco, becoming one of the main markets in terms of revenue for Habanos S.A. China leads the sales in value for Habanos S.A., reflecting a significant interest in Cuban cigars, which are regarded as a symbol of sophistication and exclusivity.
What is the current situation of tourism in Cuba?
Despite efforts to revive tourism, Cuba continues to face a decline in the arrival of tourists. As of February 2025, the country received only 77.9% of visitors compared to the same period in 2024. Financial issues, the energy crisis, and a lack of investment in hotel infrastructure have negatively impacted the sector.
What impact does the cigar market have on the Cuban economy?
The habanos market is one of the main sources of income for Cuba. Sales of Habanos S.A. reached a record 827 million dollars in 2024, with China being the most lucrative market. However, on the island, access to tobacco is limited and expensive, leading to discontent among the local population.
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