Iberostar Cuba Launches "Feel its Rhythms" Campaign

Iberostar Cuba Hotels & Resorts launches its new brand campaign, Feel the Rhythms, a vibrant initiative inviting travelers to rediscover Cuba through its cultural, musical, and natural expressions. The campaign draws inspiration from Cuba’s recent recognition as the Caribbean’s Leading Cultural Destination for the fifth consecutive year at the World Travel Awards, reaffirming the value of its deep cultural roots as a driver of tourism appeal.

The campaign emerges from a strategic alliance between Iberostar Cuba and the prestigious company Lizt Alfonso Dance Cuba (LADC), which assumes a dual role as co-producer of audiovisual content and brand ambassador. Internationally acclaimed for its artistic excellence, LADC contributes a creative vision that translates Cuban rhythm into a powerful visual language. In addition, it amplifies the campaign’s reach through its digital channels, connecting with diverse audiences across multiple markets.

Feel the Rhythms is supported by Cuba’s Ministry of Tourism (MINTUR) as an institutional partner, strengthening the initiative’s visibility through its official communication channels.

The campaign’s main objective is to position Cuba as the Caribbean’s most complete and emotionally authentic destination, while promoting the Iberostar Cuba Hotels & Resorts portfolio in international markets. In this context, strategic alliances are being developed with key tour operators such as Transat, which plays a prominent role in activating the campaign in the Canadian market.

The proposal recognizes and celebrates travelers who have built a deep emotional bond with Cuba over the years, while also engaging new generations seeking immersive, authentic, and transformative experiences. For them, the campaign offers exclusive benefits such as differentiated packages, superior accommodation standards, personalized experiences, and preferential rates.

The deployment strategy will be multimedia and multichannel, activating Iberostar Cuba’s own platforms along with those of Lizt Alfonso Dance Cuba, MINTUR, and commercial partners. A strong presence is expected across online and offline media, trade, and consumer facing channels, as well as through the participation of renowned influencers with a special sensitivity for music and dance as universal languages of connection. These influencers will take part in familiarization trips to destinations such as Varadero, Havana, Holguín, Cayo Coco, Cayo Cruz, and Cayo Santa María, capturing the emotional impact of Cuban rhythms and their connection to the vacation experiences offered by Iberostar.

Feel the Rhythms also incorporates a social purpose: donations raised will be directed to the Lizt Alfonso Dance Cuba + Local Development project, which provides free dance workshops for children and teenagers, as well as wellness spaces for older adults.

This initiative strengthens Cuba’s social fabric and resonates with travelers who value the positive impact of their experiences.

Scheduled to begin in November 2025 and run through the end of 2026, Feel the Rhythms is set to become an emblematic campaign that redefines Cuba as a vibrant space of culture, connection, and transformative experiences. It also reinforces Iberostar Cuba’s commitment to sustainable and socially responsible tourism. The campaign will be reactivated during the 2026–2027 season, coinciding with Lizt Alfonso Dance Cuba’s international tour, ensuring renewed impact and keeping the emotional connection with the destination alive.

Iberostar Cuba Hotels & Resorts, Lizt Alfonso Dance Cuba, and the Ministry of Tourism of Cuba invite everyone to join this journey: to feel the rhythms, amplify them, and build together the future of tourism in Cuba.