Sunday, July 6, 2025

In an effort to revitalize a struggling tourism industry, an innovative proposal known as the “Caribbean Schengen” has recently been presented by Cuba’s Minister of Tourism, Juan Carlos García Granda. Unveiled at a tourism industry gathering in Bogotá, Colombia, the idea suggests establishing a unified regional visa system, similar to Europe’s Schengen Area, to streamline travel across multiple Latin American destinations. This proposal has been designed to enhance the tourist experience, especially for visitors from distant countries such as China, Russia, and Turkey, by reducing bureaucratic processes and facilitating seamless movement within the region.

The Caribbean Schengen proposal has emerged against a backdrop of sharp declines in Cuba’s tourism numbers. Tourist arrivals to the island fell dramatically from 4.7 million in 2017 to 2.2 million in 2024. Several factors contributed to this downturn, including lingering effects of the COVID-19 pandemic, Cuba’s persistent energy shortages, and restrictive U.S. policies that have impacted visitor numbers from both the U.S. and Europe. Cuba’s designation as a state sponsor of terrorism by the U.S. further amplified hesitancy among European travelers concerned about subsequent travel restrictions to the United States.

For García Granda and the Cuban tourism authorities, this dramatic decline necessitated urgent and creative solutions to reposition Cuba and the broader Latin American region competitively within the global tourism market.

Faced with reduced visitor traffic from traditional markets, Cuba has shifted attention toward China as a strategic tourism partner. Efforts to strengthen ties with Chinese travelers include eliminating visa requirements for Chinese citizens and establishing two weekly direct flights between Beijing and Havana. Cuba’s tourism authorities see the Chinese market as critical to their recovery strategy, not only due to China’s large middle-class tourist population but also for the potential ripple effect it could have throughout Latin America. This pivot reflects broader efforts to diversify visitor profiles and mitigate dependence on Western markets.

Cuba’s approach goes beyond attracting visitors solely to its beaches. The proposal complements efforts to broaden Cuba’s tourism offerings to include cultural experiences, eco-tourism, medical tourism, and immersive local experiences that appeal to a broader international audience. The Cuban government has invested significantly in tourism infrastructure, including increased hotel capacity and improved amenities, to support this diversified tourism model.

While the Caribbean Schengen idea is visionary, numerous practical challenges could hinder its immediate implementation. Unlike Europe’s Schengen Area, Latin America currently lacks the requisite political consensus, legal framework, and integrated infrastructure needed for such an ambitious regional integration initiative. Each nation within the region operates under distinct immigration and tourism policies, complicating the establishment of a unified system. Political instability in some countries further adds complexity to regional coordination efforts.

Europe’s Schengen Zone was established over decades of collaboration, reflecting extensive negotiation and shared political will—conditions not yet fully present across Latin America. Despite these hurdles, García Granda’s proposal symbolizes a commitment to regional cooperation, signaling a willingness among Latin American nations to collaborate more closely on tourism strategies.

Should it materialize, the Caribbean Schengen visa system could significantly reshape Latin American tourism by creating attractive multi-country travel packages. Visitors could more easily explore multiple destinations, such as Havana, Cartagena, Cancún, and Lima, thus increasing their overall length of stay and economic impact. Additionally, joint marketing efforts and streamlined logistical coordination could result in significant economies of scale, attracting more international visitors to the region.

Furthermore, collaborative tourism policies focused on emerging markets like China could help the region build resilience against geopolitical and economic shifts, allowing Latin America to compete more effectively against established global tourism destinations.

Nevertheless, critics highlight that focusing solely on visa reform overlooks deeper structural issues within Cuba’s tourism industry, including power outages, infrastructure challenges, supply shortages, and ongoing socio-political factors negatively affecting international perceptions. Addressing these fundamental issues is essential for sustainable recovery, as streamlined visa policies alone may not sufficiently overcome the structural barriers deterring tourists from selecting Cuba as a destination.

To move towards eventual regional integration, Cuba and other interested nations could first implement smaller-scale initiatives. Bilateral agreements or pilot projects between individual countries could serve as proof of concept. Enhanced digital infrastructure, like shared biometric entry-exit systems, could initially be piloted on a limited basis to demonstrate the benefits of regional collaboration. Gradual steps like these could progressively build the institutional capacity and political will necessary for broader integration.

Although immediate implementation of the Caribbean Schengen remains challenging, the proposal is indicative of Cuba’s commitment to innovative thinking in tourism policy and regional collaboration. It underscores the necessity of strategic partnerships, diversified market appeal, and robust infrastructure to remain globally competitive. The eventual realization of such a visa system would significantly elevate Latin America’s standing in the global tourism industry, enhancing the region’s appeal to international travelers and particularly the lucrative Chinese tourism market.

Ultimately, the Caribbean Schengen proposal represents more than just a tourism initiative; it embodies a bold, cooperative vision for Latin America, signaling the region’s potential future as an integrated, accessible, and globally competitive travel destination.

References: Cuban Ministry of Tourism, Latin American Integration Association, Caribbean Tourism Organization (CTO)

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