Cuba celebrating record-breaking numbers for 2015

It’s been an historic year for Cuba, and its recent dealings with the U.S. have given many Canadian travellers reason to think they may have to compete with American tourists the winter getaway come 2016.

Indeed, U.S. visitation to the country has already begun by having the embargo lifted for educational, athletic, artistic and humanitarian opportunities, and as a result, agents are reporting that many Havana hotels are reaching full capacity, with some selling out months in advance.

But while there’s no question that Cuba is in the midst of a transitional stage, Manuel Marrero, the country’s Minister of Tourism, is adamant that the developments taking place will only mean better travel experiences for Cuba’s Canadian partners.

“Everybody knows we are entering a new scenario,” Marrero stated during an address at a trade luncheon during his annual visit to Canada this week. “But there is no reason to think that the American market will set Canadian tourism to the side.”

The luncheon, held to provide an update on the goings-on in the burgeoning destination, brought together a number of tour operators, airlines and cruise lines that supply Cuba with a steady stream of Canadian tourists every year - 1,090,000 Canadians, to be exact, in 2015 alone.

“We’ve experienced an 18.3 per cent growth in our tourism year over year,” the Minister explained, stating that Cuba welcomed three million tourists last year, and considering that 2,850,000 tourists have already visited as of Oct. 31, 2015, the country is expecting to match its 2014 numbers by mid-November.

“All records will be broken this year,” he announced.

Although it’s expected that the recent increase in U.S. visitors may have something to do with the influx, Marrero was quick to point out that 75 per cent of Cuba’s tourism comes from Europe and Canada – and the numbers from both have been on the rise.

“Some people think that this increase in arrivals to Cuba is all because of the Americans visiting,” he said. “That’s not accurate. All the European arrivals have grown by 25-30 per cent. Canada has seen a rise of 13.6 per cent. It’s true that Americans are going, but they’re still prohibited from touristic travel to Cuba. They’re travelling only in authorized areas.”

Nevertheless, inbound tourism is climbing more than Cuba has ever seen before, and the country has every intention of continuing to accommodate.

“Cuba is going to continue to grow capacities in our cities,” Marrero told guests. “Don’t think that the Americans are taking over the capacities of the hotels. As the demand grows, the supply will grow as well.”

In fact, it’s already begun; before the year ends, nearly 4,000 rooms will be made available without opening any hotels. As of 2018 onwards, Cuba will aim to renovate 44,000 new rooms each year.

According to Marrero, the Ministry of Tourism recently finished re-categorizing all the hotel rooms in Havana, evaluating each establishment and determining ways they can increase their star ratings – an answer to an increasing demand for 4-5 star accommodations.

The growth is made possible, Marrero continued, through collaboration with companies such as Melia and Iberostar who have a stake in Cuba’s development. Negotiations are also taking place with other countries to procure enhanced technology and expertise to accelerate the process – with the goal of building up cities such as Trinidad, Santiago and Camaguey.

“Cuba has been prepared for this moment,” Marrero said of the initiatives. “And we don’t conform to an idea of being a fashionable destination, because fashion passes. We want this moment to help us turn Cuba into a sustainable destination.”

Part of maintaining that sustainability is to ensure that those who flocked to Cuba in the winter seasons – as well as year-round – aren’t put off by the idea of evolution in the country, which can sometimes be misconstrued as hasty, leading to things being too ‘built up’ or the loss of a destination’s culture and charm. To that end, the Minister stated that an average of 1,250,000 Canadians visiting each year is a number Cuba does not have the luxury to lose.

In fact, in honour of the support received by Canada throughout the years, Marrero announced that Cuba’s 2016 Tourism FIT, taking place in Havana May 3-7, and will be dedicated to Canada, and promises to be a very different kind of fair in years past – in the name of recognizing the strength of the partnership.

“Cuba never forgets those, who in the toughest times, extended their hand, in spite of outside pressures, and shared with us our work, our accomplishments, and our place in the development of the tourism industry,” Marrero concluded, reminding guests that although Havana may be a busy place at the moment, there are many other areas of the country that are ready to receive visitors. “We are very thankful to you.”

PHOTO: From left: Eloy Govea, director, Cuba Tourism Office in Toronto; Javier Domokos, Consul General, Cuba; Maria C. Orellana, marketing director, Ministry of Tourism – Cuba; Manuel Marrero, Minister of Tourism – Cuba; Carmen Casal, director, Cuba Tourism Office – Montreal; Julio Garmendia, Ambassador of Cuba to Canada