
14ymedio, Madrid, October 22, 2026 / Soroa has long been buried in oblivion because of the decline in tourism. The coronavirus pandemic devastated one of the Island’s most privileged areas. Its location, just 80 kilometers from Havana, and the beauty of its natural landscapes had earned it, quite deservedly, the nickname “The Rainbow of Cuba.” But its case perfectly illustrates the blow dealt to an industry that has never been able to recover since COVID-19 and that recent U.S. sanctions have finally finished off.
For the past four months, the tourist complex has been firmly shut, with the exception of the six security guards and 15 workers who, according to a report in the local press, “are dedicated to maintaining the place, at least keeping it free of weeds, dust, and other predictable effects, as they bring even the hands of the clock to a halt.” El Artemiseño states that, in addition to the shortcomings of the electrical system, there is an “absence of drinking water.”
The article notes that a “No Entry” sign warns of the situation at the complex, located in Artemisa—in the Sierra del Rosario and very close to Candelaria—and comprised of a hotel, an orchid garden, several lodging villas, and the picturesque Castle in the Clouds. Hurricane Rafael, which struck the province nearly two years ago, left “damage that has yet to be repaired,” the outlet acknowledges, although it remains optimistic.
“We learned from the Artemisa Tourism Delegation that there are non-state economic actors interested in taking over management of the complex,” it states confidently, while also acknowledging that “in fact, when speaking with some of the workers at the Soroa hotel, they have no clear idea of where the negotiations stand.” continue reading
“We learned from the Artemisa Tourism Delegation that there are non-state economic actors interested in taking over management of the complex”
The article devotes numerous paragraphs to encouraging investors to take an interest in an area with specific potential for ecotourism because of its natural attributes, a sector that offers tax and fiscal benefits to business owners. “The changes make it possible both to add new options to the business models already in place (joint ventures and management contracts) for tourism activities and to lease properties to foreign investors, Cubans residing abroad, and those living in the country,” El Artemiseño states, warning of the risks posed by the authorities’ inaction if they fail to implement the much-publicized 176 measures to transform the economy.
The article emphasizes the importance of restoring Soroa for the more than one hundred workers who have now had to be reassigned to other destinations, the new opportunities for tour guides and other tourism professionals who have received new authorizations to work independently of the State, and a series of other advantages. There are so many that they raise doubts about the private sector’s purported interest in managing the complex.
“If there is no prompt action on the established timetable to approve the model to be followed at the appropriate levels; if workers are kept in the dark about what is happening and how it will be done; if the property lacks the essential maintenance needed to prevent deterioration; and if the decision is pushed beyond the immediate present, the cost of reviving it will be high,” the report adds.
Soroa’s abandonment is far from recent. Although El Artemiseño indicates that the deterioration affects “the facilities that once offered unique experiences in those parts,” the turning point dates back to 2020. That year, 14ymedio visited the region to report on how a population that until then had depended on tourism, both directly and indirectly, had been profoundly disrupted by the closure of the borders.
Those who rented rooms, offered excursions or horseback rides, prepared meals, or even sold orchids—the result of widespread illegal cultivation—were then forced to reinvent themselves to the point of turning their land into vegetable gardens. This newspaper even interviewed a woman who had lost her job after the hotel closed and could not even find work cleaning houses. None of those interviewed was optimistic about escaping a predicament they had never faced before.
And they were not wrong. Despite the very slow and modest recovery in tourism following the reopening of the borders, visitor numbers plummeted, especially beginning in 2023. This continued until the final collapse in 2026, when only 450,353 international tourists arrived on the Island between January and August, 64.4% fewer than during the same period in 2025, which had already been a very bad year. The September figures will be released in a few days
As long as problems such as the lack of flights due to fuel shortages remain unresolved, along with shortages of electricity, water, and food supplies, which hotels can circumvent through investment, and the absence of managers for the facilities since most foreigners left because of the sanctions, the incentives that the press highlights for Cuban or foreign investors will do little good.
“The complexity of securing financing kept postponing the project until, in coordination with the small and medium-sized private company VitallCons, with which working ties already existed, it was decided to begin the project”
Nevertheless, the private sector is beginning to become, albeit on a very small scale for now, the national economy’s only lifeline. On Wednesday, the Las Tunas press reported on the restoration of the old railway station, which will be brought back to life as an intermodal terminal for trains, buses, and trucks, complete with a fuel station. “The complexity of securing financing kept postponing the project until, in coordination with the small and medium-sized private company VitallCons, with which working ties already existed, it was decided to begin the project,” the report explains.
The same has happened in the food sector with the Artemisa Poultry Company and Don Pereda, a medium-sized private company, which have joined forces in an association to reestablish the José Antonio Labrador farm. The facility recently suffered a shortage of animal feed, and after 29 days with no feed at all, it lost most of its poultry stock, while production fell from 28,000 eggs a day to just 38.
“With the guarantee of importing animal feed, the new management model takes responsibility for more than 80,000 laying hens, nearly 42,000 of them already adults, with the remainder being young hens awaiting their first laying cycle,” the report states. According to the article, wages have doubled, and incentive payments can reach 15,000 pesos, three times the monthly salary.
Translated by Regina Anavy
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A link to the interview video subtitled in English.. . ENJOY!



