Exchange controls, product scarcity and unreliable basic services such as water and electricity have long kept foreigners at bay, forcing travel agencies to close their doors.
Venezuela "became a very insecure, high-risk destination," Reinaldo Pulido, vice-president of the Conseturismo tourism council, told AFP.
But after years of hyperinflation and a currency in free fall that plunged Venezuelans into misery and pushed millions to flee the country, the ravaged economy -- and tourism sector -- has recently shown timid signs of recovery.
The de facto dollarization of the economy and easing of price controls have bolstered imports, resulting in a greater variety of products on offer and new shops opening.