A well-known Canadian travel agency has decided to remove 26 Cuban hotels from its offerings and instead promote alternative destinations in the Dominican Republic, the Bahamas, Honduras, and Colombia.
In an interview with the PAX website, Samantha Taylor, marketing director of Sunwing Vacations Group, a prominent Canadian travel agency, stated that the withdrawal is due to quality issues identified in customer feedback.
The measure, he explained, aims to ensure a more satisfying experience for tourists, aligning with the expectations of Canadians who visit Cuba, a traditionally popular destination.
He added that the decision, made following a review that began earlier this year, also addresses the need for transparency in the service.
“What is a five-star hotel like in Cuba? What about a three-star hotel? From our customers’ comments, we see that Canadians want a certain level of transparency regarding what they receive. They don’t want surprises,” explained Taylor.
The situation is exacerbated by the growing problems Cuba has faced in recent months, including power outages that have affected the country’s electrical grid.
Taylor acknowledges that these events can influence consumer confidence. “Cuba has experienced some volatility in recent weeks, and that may impact consumer trust,” he stated.
For travelers concerned about the value and stability of their vacations, Sunwing has begun to focus on alternative destinations that qualify as “hidden gems.”
This new strategy includes locations that typically receive less exposure than more traditional all-inclusive destinations, but offer unique and high-quality experiences. Among the featured destinations are:
- Puerto Plata and La Romana, in the Dominican Republic.
- Freeport, in the Bahamas
- Panama
- Roatán, Honduras
- San Andrés, in Colombia, is a new addition to Sunwing’s portfolio.
Despite these changes, Sunwing remains committed to Cuba, working closely with the tourism office to enhance its offerings and ensure that the products meet travelers’ expectations.
“The island will be ready for them when they are ready to return, and we hope to earn that trust again,” Taylor stated.
So far in 2024, Cuba has experienced a significant decline in the arrival of international tourists, severely impacting its economy, which relies heavily on this sector.
Various factors have contributed to this decline, including internal issues such as power outages and the deterioration of tourist infrastructure. Competition from other Caribbean destinations, which offer greater stability and quality services, has also influenced vacationers’ choices.
Although hotels continue to be built on the Island at the expense of basic services for the population, and events like the International Tourism Fair (FITCuba) are being promoted while diversifying its tourist markets—especially by strengthening relationships with countries like Russia—the challenge of overcoming travelers’ distrust and adapting to the demands of the global market remains crucial for its recovery.