“Cuba is back to normal”: Cuba Tourist Board talks recovery, island improvements at Única night

This story was updated on Friday, November 22 at 5:32 p.m. EST

STORY BY JESSE SHIP

Nearly 170 travel agents, tour operators, hotel partners, and media, converged at Toronto’s Hotel X ballroom Wednesday night (Nov. 20) of an evening of networking, Cuban hors d’oeuvres, dinner, live music, dancing and resort-style entertainment to celebrate Cuba’s “Única” spirit. 

The evening’s talent included local Toronto band Salsa Cuba, belting out the classics, alongside dancers from the Toronto-based Danza Corpus Conservatory Dance Theatre directed by renowned Cuban choreographer, Jose Angel Carret.

Cuba’s Única campaign, launched in 2022, is all about promoting the country’s best assets – the Cuban people, their culture, pride and friendliness – and celebrating the things that make the destination unique.

Admittedly, concerns over October’s power grid failures, combined with recent damages caused by Hurricane Oscar and Rafael, raised questions.

“Yes, a lot of people changed their flight dates [in October following the events],” said Lessner Gomez, director of the Cuba Tourist Board in Toronto. “If people cancel their trip, then we respect that. If they change their flights, we respect that too. But Cuba is open and Cuba is back to normal.”

As a Caribbean island nation, dealing with hurricanes is just part of life and Cuba has effective repair protocols in place. Gomez pointed to 2017’s hurricane Irma that crippled the country in September, only to have the entire island spring back into operation just two months later.

Canadians have long had a love affair with Cuba, with many visiting the island on a regular basis. More than 32 per cent of first-time visitors to the island become repeat visitors, say the Cuba Tourist Board.

“Cuba is still Canada’s number one travel destination. We are more than 97 per cent back to where we were last year with nearly 1 million Canadian visitors, and I think we’ll keep that number this year. Before COVID we were at 1.1 million,” said Gomez.

Cuba will receive more than four thousand flight operations from 21 Canadian gateways this 2024-25 season, with flights arriving at the most popular resort areas in Cuba.

Camaguëy & infrastructure updates

Added to the mix is now a Sunwing flight to Camaguëy, Cuba’s third largest city and a UNESCO World Heritage site known for its winding streets and churches that incorporate an intriguing mix of architectures from neoclassical to art deco. 

The area is known for its beautiful beaches, scuba diving sites and also services the hotels of Santa Lucia.

Gomez hinted at significant changes to infrastructure. Airports should be seeing improved speed at check-in and check-out services, improved Wi-Fi, and upgraded VIP lounges. This winter, new buses, jeeps and car rentals will become available. internet-enabled catamarans will be sending tourists out to sea, and their stories out to play on the ‘gram and other social networks.  

Cuban resorts are gaining more freedom when it comes to forging contracts with local and international food suppliers. Gomez went on record stating Meliá hotels now have a deal that allows them to bring in local and international supplies from countries like Canada.

“Improving the quality of service we can offer increases the quality of life for both tourists and Cubans,” said Gomez.

Sunwing’s portfolio refresh

When asked about news that PAX first reported this month, regarding Sunwing dropping 26 Cuban hotels from its portfolio due to negative reviews, Gomez responded, “It’s normal for tour operators to revise their catalogs with new hotels and resorts. I respect their opinion and we are working very hard with Sunwing, one of our most important tour operators.”

READ MORE: With Cuba in damage control, Sunwing shifts focus to “hidden gems”; 26 Cuban hotels removed

New additions to Sunwing’s resort offering in Cuba include Sanctuary White Sands, an adults-only all inclusive, the first standalone Sanctuary Resort to emerge in Cayo Cruz.

In December, Resonance Hotels will open in Cayo Santa Maria featuring two unique experiences: Resonance Blu for a wellness-based experience with a spa and yoga focus, and Resonance Musique, for guests craving the vibrant party energy of DJs, tailored to young travellers.

The slick and sophisticated 42-story Iberostar Selection La Habana will be Havana’s tallest building upon its completion by the end of 2024 and will be found in the heart of the city.

Come for winter, stay for summer

Overall, the message sent out to the Canadian travel advisor community is that tourism is one of the economy’s top priorities and that the ministry of tourism has been preparing for the winter season to deliver better services and an elevated tourist experience.

“I know that we have some problems, and we are going to solve them, but I’m sure we’re going to have a great winter season,” said Gomez. “You can come to Cuba any season, including summer. The weather and our beaches are beautiful all year round.”

Cuba hotels share operational updates

In recent weeks, various hotel brands in Cuba have contacted PAX to share operational updates following the island’s power outages and hurricanes.

Hotels managed by Meliá Hotels International Cuba are ready for winter with new experiences that are aimed at discovering the soul of the island, wrote Melia Hotels International Cuba in an email

“Our team is closely monitoring the bookings and we have provided options for our clients to have as little as possible inconveniences. A quick response to any request from our collaborators has been a priority,” said Maite Artieda, communications director at Meliá Cuba. “We are truly committed to making every one of our visitors feel completely at home." 

"We have done everything we can to ensure that the service in our hotels maintains the superior quality standards for which we are renowned, and also have all the support and contingency measures in place to handle any unforeseen events.”

Iberostar overcomes "harsh tests"

Iberostar Cuba Hotels & Resorts also shared an update, insisting that life has returned to normal at its properties.

The last quarter of 2024 has been a period of “harsh tests for Cuba,” and in particular for its tourism sector, but it has also been an opportunity to overcome obstacles, the company wrote in a statement.

In this respect, Alexeis Torres Velázquez, marketing and communication director at Iberostar Cuba Hotels & Resorts, said that despite recent incidents, Iberostar’s Cuban hotels are fully operational.

“That is possible because all our hotels are equipped with back-up electric generators. These gensets provide stable electricity service (including air conditioner), as well as water supply, hygiene and food safety according to international standards,” Torres Velázquez said.

“We can also affirm that we do not lack any food, since the existence of an own supplier for Iberostar Cuba guarantees adequate stocks of all the necessary products. After the multiple challenges we have faced, we are stronger and better prepared to receive clients from all over the world.”

Winter at Iberostar starts early with Black Friday deals that will last for an entire month, from November 8 to December 8, to be enjoyed until October 31, 2025.

"From its vibrant culture and rich history to its stunning beaches and lush landscapes, Cuba offers an unparallel travel experience that is both unique and unforgettable," said Mariela Zaldívar, business development director - Canada, at Iberostar Hotels & Resorts, in a press release. 

Zaldívar highlighted the geographical proximity of Cuba to Canada as an additional attraction of the destination.

“For a country as large as Canada, where flying from Toronto to Vancouver is close to five hours, in just three hours you can arrive in Varadero, Holguin, Cayo Coco or Santa Clara airport, which serves Cayo Ensenachos, so you can be in one of the best rated beaches in the world," she stated. 

Zaldívar also reminds Canadians of the Cuban people "who will make you feel right at home."

"I’m a Cuban myself, and I can tell you I feel the love of Canadians when I say I am a Cuban born. So, Cuba is a destination that cannot be missed in your travel list," she said. 

With files from Michael Pihach.

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