Cuba aims high with 14m Chinese tourist target

Cuba aims to attract 1 percent of the Chinese population to visit the country, inspired by a visa-free policy for Chinese citizens that came into effect in May, a senior official said.

"Our ultimate goal is to have 1 percent of the Chinese population, which is about 14 million people, visit Cuba," Cuban Tourism Minister Juan Carlos Garcia Granda said.

"We firmly believe that Chinese tourism has the potential to significantly enhance both the scale and market engagement, not only in Cuba but also within the broader regional context," he added.

"Given the geographical distance, we are compelled to explore multi-destination opportunities, ensuring that visitors from China not only experience Cuban culture and heritage, but also have the chance to explore other countries in the region."

As of the end of April, Cuba welcomed more than 1 million international tourists this year, according to data from the Cuban Ministry of Tourism, and the government expects to receive 3.5 million international tourists this year.

Identifying China as its target tourism market, the Cuban government announced adopting a visa-free policy for Chinese citizens holding ordinary passports, effective from May, during the 42nd Cuban International Tourism Fair, or FITCuba 2024. Additionally, Air China commenced Beijing-Madrid-Havana flights twice a week starting from May 17.

Significant milestone

"The events in May related to China's tourism industry in Cuba mark a significant milestone," Garcia Granda said. "Since our announcement at the FITCuba, we have witnessed a surge in online queries about Cuba even before the first flight on May 17."

Garcia Granda outlined on May 29 that Cuba's short-term goal is to attract over 50,000 Chinese visitors, with a target of reaching 143,000 visitors through various efforts, including upgrading facilities and services and introducing professional talent.

Optimizing services

To further boost the tourism industry and attract more Chinese tourists, the Cuban government plans to optimize services provided to Chinese tourists.

"We are working diligently to meet these expectations by importing skilled labor and professionals who understand the nuances of this market, its behaviors, desires and required services," Garcia Granda said.

Efforts include implementing Chinese language signage, facilitating Union Pay payments in Cuba, improving the language proficiency of service staff members, and providing training on the customs and traditions of the Chinese market.

The tourism ministry has also engaged with major promotional distributors in the market and digital platforms based on Chinese consumption habits.

"The Chinese consumer is highly engaged across various channels, particularly through their phones and digital platforms. We have already established contracts to ensure our messages effectively reach them," he said.

In addition to attracting visitors, the Cuban government is also focusing on enticing Chinese investors to invest in the Cuban tourism industry.

Garcia Granda welcomed more Chinese hospitality chains to manage hotels in Cuba.

"This will also enhance the quality of the tourism experience for Chinese travelers in Cuba," he said.

"Our progress will be gradual, but we are optimistic that within a year, Cuba will have a strong presence throughout the country," Garcia Granda said.

"The hope we have or are working hard to achieve is indeed China's increasing stability in Cuba's tourism industry."