“Trust in Cuba.”
That was the message Lessner Gomez, Director of the Cuba Tourist Board, told Open Jaw he wanted to share with travel advisors at Cuba Única Night. The industry appreciation event brought together 160 Canadian tour operators, travel advisors, media, hotel partners, and other industry partners at Toronto’s Hotel X on 21NOV.
The event highlighted Cuba’s readiness to welcome Canadians for the 2024/2025 winter season, coming on the heels of a challenging hurricane season with Hurricane Oscar and Hurricane Rafael that temporarily disrupted operations in popular destinations like Varadero and Havana.
Gomez acknowledged these difficulties, noting that until OCT, Cuba was on track to surpass 2023 visitor levels, having already reached 97% of its target. He noted that Cuba’s tourism infrastructure is currently fully operational and prepared for the winter season, urging the industry to “give an opportunity to Cuba. Cuba wants to prove to you that we are ready.”
He added that tourism remains a top priority for Cuba’s economy. “The main focus remains in delivering better services and guaranteeing uninterrupted supplies,” he stated. During Hurricane Rafael, all airports in Cuba remained open and operational, except for those in the western part of the country (Cayo Largo, Havana, Varadero, and Santa Clara) which were temporarily closed for 24 hours as a precaution, notes the Cuba Tourism Board in a statement.
These airports returned to normal operations once the hurricane passed. Following a disruption in its national electric system caused by the hurricane, service was promptly restored at all tourist facilities, notes the board.
“I know it was a difficult time with the hurricanes. We are an island and hurricane seasons happen, but the most important thing is that all the clients from Canada and the world were safe during the hurricane,” Gomez said.
Not long after Rafael hit Cuba, Sunwing announced it removed a number of Cuba hotels and resorts from its lineup and promoted other Caribbean holiday spots. Dave Wright, Sunwing’s Director of Sales, Ontario and Atlantic Canada, confirmed that Sunwing removed “about 25 or so” hotels in Cuba in the last month to six weeks.
“We consistently look at the hotels that we sell - not just for Cuba, but for other destinations, as well – and we always match them up with our customer service scores that we get feedback from clients that go on trips. When we see hotels that are at a point where there may be some issues, that’s when we potentially remove them from our lineup,” he told Open Jaw.
Regardless of these measures, Wright emphasized that Sunwing remains deeply committed to Cuba.
“We still have tons of Cuba left in all the different destinations that we go to and a very wide variety. We try to be very transparent with the clients, with the agents who pass on the knowledge to the clients, that Cuba is a fantastic destination. Sunwing loves Cuba. I personally love Cuba,” Wright said, highlighting the island’s warm and friendly people. “There’s a lot of great value in the trips to Cuba these days. I absolutely see people who love Cuba still going to Cuba.”
Veteran Travel Advisor: "Cuba Will Bounce Back"
John Coletta, a Travel Consultant with Uniglobe Bon Voyage Travel, echoed Gomez’s optimism while reflecting on the year's ups and downs. “The year started off very, very strong,” he told Open Jaw at the event. “But when the problems started to hit, it just plummeted. It was difficult.”
Despite the challenges, Coletta remains a staunch advocate for Cuba. In his 25 years of selling the destination, he said he has only ever received one complaint from a client.
“There is a market for Cuba, and the prices are reasonable compared to the other islands. You’re getting good value for it,” he said.
Coletta emphasized the importance of matching the client to the right destination.
“Cuba has always been very close to my heart. I always tell my clients: don’t expect what you’re getting in Aruba or the Dominican or Mexico. You’re going to Cuba for the people, the beaches, and the culture. You can’t beat the beaches in Cuba. As long as you don’t give your clients a false impression of what it is, then everything will be fine,” he advised.
For Coletta, Cuba’s safety is another major selling point: “I also sell Cuba on the basis that you can walk the streets at one o’clock at night and you don’t have to worry about getting mugged. Compared to other islands, it’s very safe.”
Industry Perspective: Positive Trends Emerge
Hugo Rocha, Sales Director at Hola Sun Holidays, offered further insights into the Canadian market's response. He noted that Varadero and Havana, Cuba’s most popular destinations, were hit hardest by the hurricane, leading to a temporary ‘wait and see’ attitude among travellers.
However, the resilience of other Cuban destinations is providing a steady stream of business. “There are other areas that weren’t touched, and reservations in those areas have been business as usual,” he said. He highlighted positive trends, noting that while the first two weeks of November were “kind of shaky,” reservations are rebounding as travellers share positive feedback.
“People are seeing that others are coming back from Cuba and the feedback is mostly positive. People hear this feedback and say, okay, maybe it’s time to book my trip to Cuba,” Rocha said. He reported that Hola Sun is nearly sold out for Varadero over Christmas, with New Year’s departures already at 50% capacity.
New for Winter 2024/2025
This winter season, Cuba is poised to receive over 4,000 flights from 21 Canadian gateways, serving the country’s most popular resort areas: Varadero, Jardines del Rey, Santa Clara, Cienfuegos, Holguín, Manzanillo, and Cayo Largo. New this season, Sunwing will operate flights to Camagüey, a UNESCO World Heritage site known for its narrow alleys, colonial charm, and rich cultural heritage. These flights will serve the Santa Lucia area, further expanding options for Canadian travellers.
Cuba is also buzzing with new properties, brands, and experiences for travellers:
In Cayo Cruz:
- Sanctuary White Sands – Blue Diamond’s newest adults-only all-inclusive.
In Cayo Santa Maria:
- Resonance Musique Cayo Santa Maria – Targetting young adventurers, this is the first of eight Resonance Hotels and opens 01DEC, 2024.
In Varadero:
- Gran Aston Varadero Hotel – Catering to guests aged 11 and older, this resort can appeal to parents with older children.
In Holguin:
- Sierra Cristal Hotel – Offering 640 rooms and located next to Grand Memories Holguín.
- Grand Muthu Ensenada – Scheduled to open JAN 2025 with 482 rooms.
In Havana:
- Iberostar Selection La Habana – Set to become Havana’s tallest building at 42 stories, opening by the end of 2024.
- Corona Hotel – Located in Old Havana near the cruise terminal, opening by the end of 2024.
- Gran Muthu Habana – Adding a second tower in Miramar, catering to meetings and corporate travellers.
