Amid challenges, Hola Sun highlights Cuba’s new hotels at winter launch

What’s new and next in Cuba took centre stage at Le Tréport Wedding & Convention Centre in Mississauga, ON, on Friday (Oct. 18) as Hola Sun Holidays held it’s 2024-25 winter launch.

For the “Cuba Specialist,” the evening was an opportunity show travel advisors some of Cuba’s new and upcoming hotels and destinations, such as Cayo Paredón, a tiny island located north of Cayo Romano, and Cayo Cruz, which is located off the northern coast of Cuba.

The Ramon de Antilla peninsula in Holguín is also slated for 16 new hotels. The region’s second property is the new Sierra Cristal, a 640-room modern hotel with three swimming pools, including one for children, a buffet restaurant, and two à la carte restaurants.

Speaking to PAX about the latest trends, Hugo Rocha, Hola Sun’s sales director, said that visitors are still booking high-quality hotels, as well as VIP packages within properties, to enhance either Cuban vacations.

It’s a post-COVID trend that hasn’t slowed down in Cuba. “People are booking prestigious [hotel] categories to get that added value,” Rocha said.

There’s also a desire to see and experience Cuba through an authentic lens. “People are buying more excursions and mingling more with locals to enjoy the culture,” he said.

Challenges in the air

While Cuba makes progress in boosting its hotel inventory, the destination still faces myriad challenges, such as food shortages and internet connectivity problems.

A series of unfortunate events have also plagued the destination this month. Cuba’s power grid collapsed for fourth time last week (as of Sunday, millions were still without power) and a new storm, Hurricane Oscar, made landfall near Baracoa in eastern Cuba as a Category 1 on Sunday. The system later weakened to a tropical storm.  

Rocha addressed some of these issues on Friday, providing additional context. He said there are still hotels in Cuba that haven’t recovered yet from the pandemic.

“There are challenges with food supply, but things are stabilizing,” he said. “Hotels are invested in improving their services.”

He cited an example: when a visitor buys a VIP package at a hotel, they’ll often receive their own private restaurant, where high-quality lobsters and steaks are typically served.

“Some hotels are in process of getting back to normal,” he said, saying that things are in a better place this season, compared to last winter, as traveller feedback improves.

Hotels on the horizon

Tourism-dependent Cuba, like many countries, faced obstacles at the height of the pandemic as its main market, Canada, was largely absent due to Ottawa’s strict (but now lifted) travel restrictions.

But the Spanish-speaking island country known for its white-sand beaches, cigars, mojitos, vintage cars and salsa music didn’t stop evolving, using its downtime to beef up infrastructure and renovate its accomodations.

On the hotel front, Iberostar Selection will open its fourth property in November, Iberostar Selection La Habana. This five-star hotel will be the tallest building in Havana, with 42 floors, terraces, swimming pools and restaurants with panoramic views.

Meanwhile, Kempinski’s third Havana hotel, Metropolis, will open in 2025. Gabriela Benedetto, BDM for Canada, said it will be a "beautiful contemporary resort hotel.”

Blue Diamond Resorts is launching its "Resonance" brand with two hotels in one resort in Cayo Santa María, starting Nov. 1, 2024.

The two concepts, Resonance Musique and Resonance Blu, offer different guest experiences.  

Musique is aimed at lively and energetic crowds. The hotel promises a vibrant atmosphere with parties, live DJs, CrossFit sessions, and musical performances that last into the night.

Resonance Blu, on the other hand, is more about relaxation and wellness. Yoga, wellness and holistic programs, and interaction with local artists and culture, will be offered.

Long-stay packages are also on Hola Sun’s radar. Cuban destinations like Camaguey (at hotels like Club Amigo Caracol and Brisas Santa Lucia) and Cienfuegos (at Hola Club Rancho Luna, Club Amigo Ancon and Memories Trinidad del Mar) are set up for this market, the tour operator says.

As for Internet, connectivity is now free at hotels in Cuba, eliminating those time-limited, pay-per-use scratch cards that were required for surfing the web in pre-pandemic times.

Visitors who wish to connect online are now handed a receipt at check-in that displays a unique log-in name and password (one for each device).

Internet access, once logged in, can last for up to two (or more) hours, depending on the hotel’s policy. But the time can be topped up, for free, when needed.

Wi-Fi in Cuba, depending on the hotel property, may now extend beyond lobbies, where visitors would once huddle to access whatever signal they could find. Consistent internet access in Cuba is, of course, still a work in progress.

Rocha’s main message to travel advisors is that “Cuba is back.”

“We’re looking forward to getting close to those pre-COVID levels,” he said. “We believe Cuba is a safe destination with beautiful beaches. There are still challenges, but Cuba is waiting for you.”

Trying for 1 million

Spotted at Hola Sun’s event was Lessner Gomez, director of the Cuba Tourist Board in Toronto, who said Cuba’s goal for Canada is to return to the one-million visitor mark.

Cuba’s best year for Canadian arrivals was in 2019 when it received some 1.1 million visitors.

The island country is getting close. Last year (2023) saw roughly 900,000 Canadian arrivals, Gomez said. “This year, we will try for one million,” he said.

Varadero, known for its rows of all-inclusive resorts, continues to be a popular choice for Canadians. The town is also just under two-and-half hours away from Havana, where vacationers can spend the day soaking up Cuban history, culture and traditions.

Cuba is considered safe destination, where going off property to experience restaurants and other businesses is encouraged, Gomez said. Visiting a specialty restaurant, outside of an all-inclusive resort, is one way for visitors to diversify their food options, he said.

Flights to Cuba from Canada remain strong this winter, with Air Canada, WestJet, Air Transat and Sunwing all offering service from major hubs.

The Cuba Tourist Board also recently launched a new specialization program for travel advisors. To obtain links to the educational content that’s available, agents are invited to contact the Cuba Tourist Board directly (info@gocuba.ca).

Gomez’ message to the Canadian travel trade was one of gratitude. “Thank-you for the support you give to Cuba. You’re part of our family,” he said.

To see more pictures from Hola Sun's winter launch, visit and "like" PAX's Facebook page here. 

With files from Nancy Benetton-Sampath.

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