“There continues to be steady demand”: Why some tour operators are still promoting Cuba

Despite the Government of Canada's advice to "avoid non-essential travel," and a U.S. fuel blockade, Cuba’s Ministry of Tourism is continuing to promote Cuban vacations to Canadians.

This week, Cuba’s national tourism administration began marketing packaged holidays on its Facebook page, stating that “Cuba is calling” and that the country remains open to visitors.

The Ministry’s posts, which target both Canadian consumers and travel advisors, promote vacation packages offered by tour operators Enjoy Travel Group and Hola Sun Holidays.

Several of Enjoy Travel Group’s packages are multi-destination trips that include stays in Varadero, a popular resort town in Cuba, paired with nights in Cancun, Mexico or Punta Cana, Dominican Republic, with departures out of Montreal and Toronto.

Canadians can also book all-inclusive resorts in Cuba through Hola Sun, the Ministry wrote.

The promos come nearly one month after Canadian airlines suspended flights to the destination, and winded down winter operations early, due to a high-profile fuel shortage on the island nation.

After Air Canada (inclusive of Air Canada Vacations), the WestJet Group (inclusive of Sunwing and WestJet Vacations), and Air Transat temporarily halted their Cuba flights, the airlines devoted roughly two weeks to flying more than 27,900 passengers back home to Canada.

READ MORE: “Heartbreaking”: Cancellations, recalls & communities left behind – agents react to Cuba

When the repatriation operation was complete, Canada’s Minister of Foreign Affairs Anita Anand urged Canadians that were still in Cuba to return home while alternative commercial flights remained available.

On top of this, the Government of Canada is currently warning Canadians against all non-essential travel to Cuba, pointing to deepening shortages of fuel, electricity, food, water, and medicine.

Meanwhile, the U.S.-imposed oil blockade continues.  

So why, then, are some tour operators still promoting Cuba as a sunny escape? Is the destination still worth visiting, despite the red flags? 

“There continues to be steady demand”

Hugo Rocha, general manager at Hola Sun Holidays in Toronto, said he and his team have received “a significant number of inquiries” regarding travel options to Cuba via third countries – even after the air and tour operator suspensions from Canada.

Hola Sun’s main connections to Cuba currently include flights via the United States (American Airlines, Southwest, and Delta Air Lines), Mexico City and Cancun (Aeroméxico, Viva Aerobus, and Magnicharter) and Panama (Copa Airlines).

Rocha said Hola Sun is offering a variety of hotel-only options across Cuba, along with airport–hotel–airport transfer services at the island’s main airports, including Havana, Varadero, Holguín, Santiago de Cuba, Camagüey, and Santa Clara.

“There continues to be steady demand for travel related to visits with family members, close Cuban friends, divers, cyclists, and donation initiatives,” Rocha told PAX.

“The decades-long relationship between Canada and Cuba is reflected in the continued trust and consistent flow of visitors. Many of our customers are repeat travellers, and the feedback has been positive.”

“Additionally, clients currently in destination have confirmed that airport transfers are operating smoothly and that they are enjoying their hotel.”

He said Cuba’s tourism operations, right now, are primarily concentrated in Havana and Varadero.

“Tourism services continue to operate without disruption,” Rocha said. “Taxi services also continue to operate, ensuring visitor mobility across the primary tourist destinations.”

At the same time, private businesses and restaurants have “demonstrated a remarkable capacity for adaptation,” he said.

“Many have installed alternative energy sources, such as solar panels and generators, to ensure service continuity, reflecting the resilience and creativity of the Cuban people,” he said.

“In this context, we recommend managing hotel and transfer bookings through Hola Sun Holidays. As a Cuba Specialist, our team is fully prepared to provide guidance and meet clients’ expectations.”

A travel advisor’s perspective

It’s a bright spot for a destination that’s known for hosting millions of Canadians over the years.

The Trump administration’s tightened grip on Cuba, combined with paused air service from Canada, is a crushing blow for the tourism-dependant island, which, prior to the disruptions, was well on its way to recovering from the impacts of the COVID-19 pandemic.

Canadian travel advisors have also felt the ripple effects of Cuba’s recent setbacks, with the suspensions leading to cancelled trips and lost commission.

Advisors are concerned not just about lost revenue, but also about the well-being of Cubans amid the tourism disruption.

As PAX previously reported, Ontario-based travel advisor Brenda Slater of Beyond the Beach was set to host a group of more than 230 people for two weeks in Cuba starting March 20.

READ MORE: “I’m tired of advisors being the punching bag”: Cuba flight suspensions reignite calls for commission protection

The trip was a country music event that doubled as a fundraiser for a small community centre in the Cuban city of Matanzas.

But the booking was obviously cancelled once airlines and tour operators pulled the plug on flights, leaving Slater with lost income roughly equal to ten months of work. 

“It’s sad,” Slater told PAX last month. “My heart is broken for the Cuban people. They didn’t choose any of this, yet they pay the highest price.

Since then, Slater has become a go-to resource for her Cuba clients.

After that trip was cancelled, she began posting videos on her Facebook page, sharing real-time updates about the situation in Cuba, the status of clients’ refunds and expert advice about insurance (for those who were still keen on going).

Slater, however, has been firm that she will not book any trips to Cuba while Canada’s travel advisory is in place.

“I’m very clear about heeding government warnings and the inability to cover yourself for cancellation or interruption insurance,” she told PAX Wednesday (March 4). “I see people getting medical coverage there, but that does not cover you if you require repatriation or if there’s a flat-out cancellation. People don't seem to understand the difference.”

Slater, who remains a loyal supporter of Cuba, acknowledged that there are people heading to the country via Panama, Mexico and Miami to visit family.

“The Miami option would not be my first choice given the current issues the United States has with Cuba,” she said. “Running up against someone who may question why you are flying there is not a good idea.” 

Travel is, and always has been, a personal choice. But Slater said it’s “disheartening” to see Canadian companies encouraging travel to Cuba against Ottawa’s warnings.

“If you understand the risks, fair play I suppose. But that is the big question, do they?” she asked.

“The reality is that Cuba is open”

In a statement to PAX, the Cuba Tourist Board in Toronto acknowledged Canada’s travel advisory for Cuba and the concerns people have.

“But the reality is that Cuba is open,” the tourist board wrote in an email. “We have airlines from other countries still flying and the market is shifting from mass-market resort tourism to more resilient, community-driven travel.”

Trips are being targeted specifically to Canadians that are “Cuba savvy, want to support the Cuban people and are willing to navigate some challenges for the unspoiled nature of the current experience.”

The tourist board said most hotels in Havana and Varadero are open because more than twenty airlines from Europe, the U.S., the Caribbean and South America have maintained active flights.

As for travel insurance, “It’s something that clients would need to look after.”

“Services continue to operate”

Echoing Hola Sun, the tourist board also noted that tourism services “continue to operate smoothly.”

“Whether you are visiting for sun and sand, family reunions, or to deliver donations, the flow of visitors remains steady and the feedback from Canadians currently on the island is overwhelmingly positive,” said the tourist board.

It noted that local travel agencies are able to confirm both private and collective transfers, ensuring mobility.

“While global fuel fluctuations have led to an increase in taxi prices, the availability of transport to major destinations is fully guaranteed,” said the tourist board.

What makes Cuba “truly special” right now is the creativity of its people, the tourist board added.

“Many private hostels and private restaurants (paladares) have successfully adapted to current conditions by installing solar panels, ensuring uninterrupted service,” the tourist board said. “This resilience means you can still enjoy the authentic Cuba you know and love—perhaps with an even deeper appreciation for its spirit.”

“Cuba is ready for you. It may look a little different, but the soul of the island remains as beautiful and captivating as ever.”

Setting expectations 

Like Hola Sun, Enjoy Travel Group, which runs an office in Montreal, is providing options to travellers wishing to visit Cuba, whether to see family and friends or to engage in humanitarian efforts.

“Our programs are designed to be flexible, including both full packages and air-only options for those who already have accommodations arranged,” wrote Sabrena Dayle, sales, marketing and operations director, in an email to PAX.

Enjoy’s current programs include: flights from Toronto or Montreal to Cancun or Punta Cana via Air Transat; and charter flights to Cuba – From Cancun to Havana and Merida to Havana via Magni Charter Airlines.

For Dominican Republic to Cuba, it uses flights between Santo Domingo and Havana operated by SKYhigh Airlines. (The company’s Dominican Republic program is still being finalized).

“Enjoy Travel Group maintains constant communication with Cuban hoteliers and the tourist board, ensuring that the hotels included in our programs—primarily in Varadero—are fully operational,” Dayle wrote.

“Our local Destination Management Company (DMC) in Cuba is actively supporting Canadian travellers upon arrival, providing assistance and facilitating a smooth experience.”

Fuel supply constraints in Cuba are impacting some services, however, wrote Dayle.

Airport transfers to the hotel and return are provided on all of Enjoy’s programs, but excursions and local exploration will be limited, she said. 

“It is essential that travel advisors clearly communicate these constraints to clients prior to booking,” Dayle said. “By setting realistic expectations, advisors can ensure travellers are prepared for any limitations and can still enjoy their visit.”

She noted that major hotel chains have confirmed that they're fully operational, offering uninterrupted food and beverage availability.

All of Enjoy’s hotel partners also come equipped with power plants (generators), Dayle noted.

As for the issue of insurance, advisors should confirm coverage details with their clients’ provider to ensure clients are fully protected, Dayle said, “particularly regarding trip interruption, medical emergencies, and unexpected changes in local services.”

“Enjoy Travel Group remains committed to offering safe and efficient travel options to Cuba and the Caribbean,” she said. “While certain operational challenges exist due to fuel shortages and limited services, our partnerships with airlines, hotels, and local staff ensure that travelers receive professional support throughout their journey.”

“By providing clients with clear, accurate information, advisors can help facilitate a smooth and rewarding travel experience.”

Flights on pause

As for Canadian airlines, Air Transat and the WestJet Group have suspended Cuba service until at least the end of April.

According to its website, Air Transat’s suspension will remain in effect until April 30, 2026.

The WestJet Group (inclusive of Sunwing Vacations, WestJet Vacations and Vacances WestJet Quebec) has said it will resume service to the island on April 26.

Air Canada initially set May 1 as a tentative restart date for some Cuba flights, but recently postponed the resumption until Nov. 1, 2026,

Further abroad, Air France announced Wednesday (March 4) that it will pause flights for several weeks between Paris and Havana given Cuba’s fuel shortage and its impact on tourism and other economic activity.

As reported in the Associated Press, the airline said flights leaving from Paris-Charles de Gaulle airport to Cuba’s capital will be suspended starting March 28 and should resume June 15.

Those flights were stopping in the Bahamas on return trips to refuel, the airline said. 

Cuba’s government initially notified airlines on Feb. 8 that jet fuel would not be available at nine airports across the island, including José Martí International in Havana, until March 11.

Critical oil shipments from Venezuela stopped after the United States attacked the South American country and arrested its leader in early January.

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