
Study Period | 2019 - 2030 |
Base Year For Estimation | 2024 |
Forecast Data Period | 2025 - 2030 |
Market Size (2025) | USD 7.54 Billion |
Market Size (2030) | USD 14.62 Billion |
CAGR (2025 - 2030) | 14.17 % |
Market Concentration | Low |
Major Players![]() *Disclaimer: Major Players sorted in no particular order |
Cuba Tourism & Hotel Market Analysis
The Cuba Tourism And Hotel Market size is estimated at USD 7.54 billion in 2025, and is expected to reach USD 14.62 billion by 2030, at a CAGR of 14.17% during the forecast period (2025-2030).
Cuba's tourism landscape is undergoing significant transformation through strategic tourism infrastructure developments and modernization initiatives. In September 2023, the government launched a comprehensive airport infrastructure modernization program focused on enhancing operational safety, streamlining services, and optimizing air navigation systems. This initiative has already shown promising results, with the country welcoming over 528,000 international visitors by February 2024, demonstrating strong recovery momentum. The modernization efforts extend beyond airports to include port facilities and transportation networks, positioning Cuba as a more accessible and attractive tourist destination for global travelers.
The nation's tourism sector is experiencing a notable shift towards sustainable and diversified offerings, moving beyond traditional sun-and-beach tourism. The government's 2030 Vision Plan has designated tourism as a "strategic sector," emphasizing ecotourism development, cultural heritage preservation, and the creation of additional national parks. This strategic pivot has proven successful, with Cuba welcoming 2.5 million international visitors in 2023, reflecting growing interest in the country's diverse tourism products. The focus on sustainable practices has particularly resonated with environmentally conscious travelers, leading to increased investments in eco-friendly accommodations and experiences.
Cuba's cruise tourism sector has emerged as a standout performer in the Caribbean market, with significant investments in port infrastructure and streamlined entry procedures attracting major cruise operators. The country's distinct cultural charm and strategic location have made ports like Havana and Santiago de Cuba increasingly popular cruise destinations. Canadian tourists have emerged as a crucial market segment, accounting for nearly half of all international visitors to Cuba in 2023, driven by enhanced and cost-effective airline connections between the two countries.
The hotel industry is witnessing unprecedented expansion, with the Ministry of Tourism setting ambitious targets to increase the nation's hotel room count to 104,000 by 2030. This growth is particularly evident in the luxury segment, where international brands are making significant investments. The sector's evolution is characterized by the integration of digital technologies, with online travel and hotel booking platforms gaining prominence. The industry's focus has shifted towards creating unique experiences, with many properties incorporating cultural elements and local heritage into their design and service offerings, while simultaneously upgrading their technological infrastructure to meet modern traveler expectations. The hospitality industry is also benefiting from these advancements, ensuring that Cuba remains a competitive player in the global hospitality industry landscape.
Cuba Tourism & Hotel Market Trends
Tourism Industry Driving Market Growth
The robust tourism industry serves as a primary catalyst for Cuba's tourism and hotel market growth, with the country welcoming 2.5 million international visitors in 2023, as reported by the Tourism Ministry. The nation's diverse appeal spans across pristine beaches, architectural marvels, and rich cultural heritage, particularly evident in destinations like Havana, Varadero, Trinidad, and Vinales. These locations have successfully positioned themselves as premier tourist destinations, offering unique experiences ranging from colonial architecture exploration to beach tourism, thereby attracting a diverse international visitor base.
The market's strength is further evidenced by the concentrated visitor demographics, with 70.9% of international arrivals dominated by five key segments: Canadians, Cubans residing abroad, Americans, Russians, and Spaniards. This stable visitor base has encouraged sustained investment in tourism infrastructure and services, particularly in the hospitality sector. The cruise tourism segment has also witnessed significant growth, with consistent increases in cruise ship arrivals at key ports like Havana and Santiago de Cuba, contributing to the overall market momentum and diversification of tourism offerings.
Government Initiatives and Infrastructure Development
The Cuban government's proactive approach to tourism development has emerged as a crucial market driver, exemplified by the implementation of strategic initiatives such as the 2030 Vision Plan, which designates tourism as a "strategic sector" and aims to expand the nation's hotel room capacity to 104,000 by 2030. In September 2023, the government launched a comprehensive airport modernization initiative focused on enhancing operational safety, streamlining services, optimizing air navigation, and strengthening cargo operations, demonstrating its commitment to improving tourism infrastructure.
Recent policy changes have further stimulated market growth, including the introduction of a visa-free policy for Chinese citizens in May 2024, which triggered a 40% surge in searches for Cuban tourism products on Chinese travel platforms. The government has also intensified its focus on sustainable tourism practices, implementing initiatives for cultural heritage preservation and eco-tourism development. These efforts are complemented by digital transformation initiatives in travel and tourism technology services and the introduction of incentives for foreign investors, creating a more attractive environment for international hospitality brands and tourism operators.
Strategic Partnerships and Hotel Industry Expansion
The proliferation of strategic partnerships between Cuban tourism authorities and international hotel chains has emerged as a significant market driver, exemplified by the collaboration between Spanish-owned companies and InterContinental Hotels Group (IHG) in late 2022. These partnerships have led to substantial improvements in service quality and infrastructure development, with major chains like Iberostar expanding their presence to include 18 four- and five-star hotels across prime tourist locations, including the upcoming 42-floor Iberostar Selection Havana set to become Cuba's tallest building in 2024.
The market has also benefited from the diversification of accommodation offerings, with international operators introducing new concepts and standards across various segments. This evolution is evident in the development of specialized tourism products, including eco-resorts, private island getaways, and golf resorts, complementing traditional beach and cultural attractions. The expansion of luxury hotel and boutique properties, particularly in historic buildings and prime locations, has enhanced Cuba's appeal to high-value tourists while preserving the authentic character of destinations.
Segment Analysis: By Tourism Type
Domestic Segment in Cuba Tourism and Hotel Market
The domestic tourism segment continues to dominate the Cuba tourism and hotel market, commanding approximately 65% of the total market share in 2024. This substantial market position is driven by the Cuban government's strategic initiatives to boost internal tourism through discounted rates and holiday promotions for local citizens. The segment's strength is further reinforced by enhanced transportation infrastructure, including upgraded roads and expanded domestic flight networks, making internal travel more accessible. Key destinations like Havana, with its cultural allure and vibrant nightlife, Varadero's pristine beaches, Viñales' natural splendor, and the colonial charm of Trinidad and Santiago de Cuba remain top draws for domestic tourists. The government's focus on developing diverse tourist accommodations offerings, from cultural experiences to eco-tourism activities, has significantly contributed to maintaining domestic tourism's market leadership position.

International Segment in Cuba Tourism and Hotel Market
The international tourism segment is experiencing remarkable growth, projected to expand at approximately 14% during the forecast period 2024-2029. This robust growth trajectory is primarily fueled by Cuba's strategic visa policy reforms, exemplified by the 2024 visa-free policy for Chinese citizens, which triggered a 40% surge in Cuban tourism product searches on Chinese platforms. The segment's expansion is further supported by the modernization of Cuban airport infrastructure, focusing on enhanced operational safety, streamlined services, and optimized air navigation. The cruise tourism sector has emerged as a significant growth driver, with consistent increases in ship arrivals at key ports like Havana and Santiago de Cuba. The government's initiatives in upgrading port infrastructure and simplifying entry procedures have made Cuba increasingly attractive to international cruise operators, contributing to the segment's accelerated growth rate.
Segment Analysis: By Hotel
Mid and Upper Mid-scale Hotels Segment in Cuba Tourism and Hotel Market
The mid and upper mid-scale hotels segment dominates the Cuban tourism and hotel market, commanding approximately 40% market share in 2024. This segment's prominence is driven by increasing tourist arrivals seeking quality accommodations that balance comfort and value. These establishments offer enhanced amenities, superior service levels, and strategic locations near key tourist attractions, making them particularly attractive to both leisure and business travelers. The segment has been bolstered by significant government infrastructure investments and the expansion of international hotel chains into Cuba's mid-market sector. Additionally, these hotels have adapted to evolving traveler preferences by incorporating modern technologies and sustainable practices while maintaining competitive pricing strategies that appeal to a broad spectrum of visitors.
Luxury Hotels Segment in Cuba Tourism and Hotel Market
The luxury hotel segment is projected to exhibit the strongest growth trajectory in the Cuban tourism and hotel market, with an expected growth rate of approximately 18% during 2024-2029. This remarkable expansion is fueled by increasing demand for high-end accommodations and experiences among international tourists. Major international luxury hotel chains have been actively expanding their presence in Cuba, particularly in prime locations like Havana and Varadero. The segment's growth is further supported by strategic government initiatives to attract high-spending tourists and significant investments in upgrading existing properties to luxury standards. The focus on personalized services, exclusive amenities, and the integration of Cuban cultural elements into the luxury experience has positioned these hotels to capture a growing share of affluent travelers seeking unique and sophisticated accommodation options.
Remaining Segments in Hotel Market Segmentation
The budget hotel and economy hotels segment, along with other accommodation types including homestays and hostels, continue to play vital roles in Cuba's diverse hospitality landscape. Budget hotel and economy hotels serve price-sensitive travelers while maintaining essential comfort standards, particularly appealing to domestic tourists and younger international visitors. The other hotels segment, including homestays and hostels, offers authentic Cuban experiences through casas particulares and boutique accommodations. These segments contribute to the market's diversity by providing varied price points and experiences, from basic amenities to unique cultural immersion opportunities, thereby ensuring the Cuban tourism market remains accessible to different types of travelers while maintaining its distinctive character.
Cuba Tourism & Hotel Industry Overview
Top Companies in Cuba Tourism and Hotel Market
The Cuban tourism and hotel market features prominent international chains like Meliá Hotels International, Iberostar Hotels & Resorts, Blue Diamond Hotels & Resorts, Barceló Hotels & Resorts, and Accor Hotels alongside local players like Grupo Cubanacan and Gran Caribe Grupo Hotelero. These companies are driving innovation through the integration of travel and tourism technology such as artificial intelligence and virtual reality technologies to enhance guest experiences and operational efficiency. Strategic partnerships and collaborations have become increasingly common, with companies focusing on portfolio diversification and brand enhancement. The market is witnessing significant expansion through new property developments and renovations, particularly in emerging tourist destinations beyond traditional hotspots. Companies are also emphasizing sustainability initiatives, cultural preservation, and authentic Cuban experiences while investing in digital transformation to improve hotel booking systems and customer engagement platforms.
Market Dominated by International Hotel Chains
The Cuban tourism and hotel industry exhibits a fragmented structure characterized by a mix of global hotel chains and domestic operators. International conglomerates maintain a strong presence through strategic partnerships with local entities, leveraging their global expertise while adapting to local market conditions. The market has witnessed increased consolidation through joint ventures and hotel management contracts, particularly as international chains seek to strengthen their foothold in the region. The government's pro-market policies and economic reforms have created favorable conditions for foreign investment, leading to an influx of international brands and expertise.
Recent years have seen significant merger and acquisition activities, with larger hotel groups acquiring or partnering with smaller local establishments to expand their market presence. These strategic moves have resulted in the transfer of management expertise, technological capabilities, and international best practices to the local market. The industry structure continues to evolve with the entry of new international players and the strengthening of existing partnerships, creating a dynamic competitive environment that balances global hospitality services standards with authentic Cuban experiences.
Innovation and Localization Drive Market Success
Success in the Cuban tourism and hotel market increasingly depends on operators' ability to blend international standards with local cultural elements while embracing technological innovation. Market incumbents are focusing on differentiation through unique service offerings, cultural integration, and sustainable practices to maintain their competitive edge. The implementation of advanced technologies, particularly in booking systems and guest experience management, has become crucial for market success. Companies are also investing in staff training and development to ensure service quality meets international standards while maintaining authentic Cuban hospitality.
For new entrants and emerging players, success hinges on identifying and developing niche market segments while building strong local partnerships. The market presents opportunities for specialized offerings catering to specific tourist segments, such as cultural tourism, medical tourism, and eco-tourism. Regulatory compliance and relationship building with local authorities remain critical factors for market success, particularly given the government's role in tourism development. Companies must also consider the evolving preferences of international travelers, potential changes in travel restrictions, and the need for sustainable tourism practices when developing their market strategies.
Cuba Tourism & Hotel Market Leaders
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Meliá Hotels International
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Iberostar Hotels & Resorts
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Barceló
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Accor Hotels
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Blue Diamond Hotels & Resorts
- *Disclaimer: Major Players sorted in no particular order

Cuba Tourism And Hotel Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS AND DYNAMICS
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4.1 Market Outlook
- 4.1.1 Tourism Market Outlook
- 4.1.2 Hotel Market Outlook
- 4.2 Market Drivers
- 4.3 Market Restraints
- 4.4 Market Opportunities
- 4.5 Government Initiatives to Promote Tourism and Investments in the Hotel Market
- 4.6 Porter's Five Forces Analysis
- 4.7 Technological Innovations in the Hotel Industry
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4.8 Brief on the Hotel Market's Key Performance Indicators (KPIs)
- 4.8.1 Occupancy Rate (OR)
- 4.9 Impact of COVID-19 on the Market
5. MARKET SEGMENTATION
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5.1 Market Segmentation - Tourism
- 5.1.1 Domestic Tourism
- 5.1.2 International Tourism
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5.2 Market Segmentation - Hotel
- 5.2.1 Budget and Economy Hotels
- 5.2.2 Mid and Upper Mid-scale Hotels
- 5.2.3 Luxury Hotels
- 5.2.4 Others (Homestays, Hostels, etc.)
6. COMPETITIVE LANDSCAPE
- 6.1 Market Concentration Overview
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6.2 Company Profiles
- 6.2.1 Melia Hotels International
- 6.2.2 Grupo Cubanacan
- 6.2.3 Blue Diamond Hotels & Resorts
- 6.2.4 Iberostar Hotels & Resorts
- 6.2.5 Gran Caribe Grupo Hotelero
- 6.2.6 Blau Hotels & Resorts
- 6.2.7 Barcelo Hotels & Resorts
- 6.2.8 Accor Hotels
- 6.2.9 Be Live Hotels
- 6.2.10 Kempinski Hotels
- 6.2.11 Other Prominent Hotel Brands/Chains*
- *List Not Exhaustive
7. FUTURE OUTLOOK OF THE INDUSTRY
8. DISCLAIMER
Cuba Tourism & Hotel Industry Segmentation
A complete background analysis of the market, including the analysis of market size and forecast, market shares, industry trends, growth drivers, and vendors, is provided. Additionally, the report features qualitative and quantitative assessments by analyzing the data gathered from industry analysts and market participants across key points in the industry's value chain. The Market is Segmented by tourism and hotel. By Tourism, the market is segmented into Domestic Tourism and International Tourism. By Hotel, the market is segmented into Budget and Economy Hotels, Mid and Upper Mid-scale Hotels, Luxury Hotels, and Others (Homestays, Hostels, etc.)). The report offers the market sizes and forecasts in value for the above segments.
Market Segmentation - Tourism | Domestic Tourism |
International Tourism | |
Market Segmentation - Hotel | Budget and Economy Hotels |
Mid and Upper Mid-scale Hotels | |
Luxury Hotels | |
Others (Homestays, Hostels, etc.) |
Cuba Tourism And Hotel Market Research Faqs
How big is the Cuba Tourism and Hotel Market?
The Cuba Tourism and Hotel Market size is expected to reach USD 7.54 billion in 2025 and grow at a CAGR of 14.17% to reach USD 14.62 billion by 2030.
What is the current Cuba Tourism and Hotel Market size?
In 2025, the Cuba Tourism and Hotel Market size is expected to reach USD 7.54 billion.
Who are the key players in Cuba Tourism and Hotel Market?
Meliá Hotels International, Iberostar Hotels & Resorts, Barceló, Accor Hotels and Blue Diamond Hotels & Resorts are the major companies operating in the Cuba Tourism and Hotel Market.
What years does this Cuba Tourism and Hotel Market cover, and what was the market size in 2024?
In 2024, the Cuba Tourism and Hotel Market size was estimated at USD 6.47 billion. The report covers the Cuba Tourism and Hotel Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Cuba Tourism and Hotel Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
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Cuba Tourism And Hotel Market Research
Mordor Intelligence offers a comprehensive analysis of the hospitality industry in Cuba. We leverage our extensive expertise in travel and tourism research to provide valuable insights. Our detailed report examines Cuba's evolving landscape of tourist attractions, ranging from traditional resorts to emerging boutique hotels and vacation rentals. The analysis covers key segments such as ecotourism, medical tourism, and cultural tourism. It also addresses crucial developments in tourism infrastructure and the adoption of travel and tourism technology across the island nation.
The report offers stakeholders actionable insights into Cuba's hotel management practices, business travel trends, and major hotel chain operations. Our analysis includes both luxury hotels and budget hotels, providing a detailed examination of hospitality services and travel services. The report PDF, available for download, includes in-depth coverage of tourist destinations, holiday accommodation trends, and emerging opportunities in adventure tourism and leisure tourism. This comprehensive resource helps industry participants understand the interplay between business tourism and tourist accommodation dynamics, supporting strategic decision-making in Cuba's rapidly evolving tourism sector.