Cuba's tourism sector has a roadmap that substantially modifies its rules as part of the "Economic and Social Transformations" approved in June 2026. The document includes 176 measures grouped into 23 thematic axes. Axis 17 is entirely dedicated to tourism, proposing the largest reform in decades with 12 measures related to investment, digitalization, new economic actors, international projection of Cuban brands, and governance.

Context: 2026 is a critical year for Cuba. The U.S. blockade has intensified since January with new sanctions and an energy siege leaving the country without sufficient fuel. Between January and April 2026, Cuba received 328,608 international visitors — a 44.2% drop compared to the same period in 2025, roughly 400,000 fewer tourists. Several airlines (Air Canada, WestJet, Sunwing, Transat) have stopped flying to Cuba due to refueling issues. Hotel chains such as Blue Diamond and Archipelago International have ceased operations, while Iberostar and Meliá have significantly reduced their presence. Visa and Mastercard use is blocked, and a media campaign discourages travelers.

The 12 Tourism Measures:

Measure 133 – New Investment Modalities: Adds leases, onerous usufruct rights, concessions of areas with assets or under development, and property sales to existing joint venture and management contract models, open to foreign investors, Cubans abroad, and residents.

Measure 134 – Economic Development Zones: Designates specific areas as "Economic Development Zones" with special regimes to attract concentrated investment and create competitive tourism hubs.

Measure 135 – Investment in Cayos and Heritage Zones: Allows all business modalities in cayos, Old Havana's heritage areas, Trinidad, and all tourism destinations.

Measure 136 – Tourism Real Estate Development: Permits real estate development in all tourism zones and urban areas linked to tourism activity, a major revenue source in Caribbean destinations.

Measure 137 – Tourist Marinas: Allows joint ventures and leases for marina operations, targeting high-spending nautical tourism.

Measure 138 – Tax Benefits for Ecotourism: Approves tax benefits for ecotourism and specialized tourism projects across all economic actors, aligning with global sustainability trends.

Measure 139 – Corporate Online Bank with Virtual Assets: Creates an online corporate bank for the sector with foreign links to promote virtual asset services.

Measure 140 – Liberalized Car Rentals: Authorizes car rental activity for state enterprises, foreign investment, and non-state management forms.

Measure 141 – Travel Agencies Open to Foreign Capital: Authorizes travel agencies as joint ventures, 100% foreign-owned, or non-state entities.

Measure 142 – Private Tour Guides and Sales Agents: Legalizes private tour guides and sales agents with prior certification, providing a legal framework and potential quality improvement.

Measure 143 – Local Destination Manager: Approves a local destination manager to integrate all actors and ensure efficient mixed governance.

Measure 144 – Sustainability and Promotion Tax: Evaluates a special tax for destination sustainability, promotion, and image, though adding a tax in a crisis may discourage visitors.

Measure 145 – Cuban Franchises Abroad: Promotes Cuban franchises abroad (Casas Cuba, Casas de Habanos, Bodeguita del Medio, Floridita, Tropicana) to generate income without depending on visitor arrivals.

The 12 measures open spaces for foreign investment, legalize private actors, promote digitalization, and explore new revenue streams. Implementation with concrete mechanisms and timelines will be the main challenge.