A prominent Canadian travel agency has removed 26 Cuban hotels from its offerings, opting instead to highlight alternative destinations in the Dominican Republic, Bahamas, Honduras, and Colombia. In an interview with PAX, Samantha Taylor, the marketing director of Sunwing Vacations Group, explained that the decision stemmed from quality issues highlighted in customer feedback.
According to Taylor, the objective is to ensure a more satisfying experience for tourists, aligning with the expectations of Canadians who frequently visit Cuba, a traditionally popular destination. She added that the decision, reached after a review that began earlier this year, also addresses the need for greater transparency in services offered.
“What does a five-star hotel in Cuba look like? What about a three-star? Our customer feedback shows that Canadians desire transparency in what they receive. They don't want surprises,” Taylor emphasized.
Increasing Challenges in Cuba
The situation is exacerbated by the growing challenges Cuba has faced in recent months, including power outages impacting the country's electrical grid. Taylor acknowledges that these issues may influence consumer confidence. “Cuba has experienced some volatility recently, which can affect consumer trust,” she remarked.
Exploring New Horizons
To address travelers' concerns over vacation value and stability, Sunwing is turning its attention to alternative destinations described as “hidden gems.” These new options often receive less exposure compared to traditional all-inclusive spots but offer unique and high-quality experiences.
Highlighted destinations include:
- Puerto Plata and La Romana in the Dominican Republic
- Freeport in the Bahamas
- Panama
- Roatán, Honduras
- San Andrés, Colombia, a new addition to Sunwing's portfolio.
Despite these shifts, Sunwing remains committed to Cuba, working closely with the island's tourism office to enhance its offerings and meet travelers' expectations. “The island will be ready for them when they are ready to return, and we aim to regain their trust,” Taylor declared.
Tourism Decline and Economic Impact
As of 2024, Cuba has witnessed a significant drop in international tourist arrivals, severely impacting its tourism-dependent economy. Various factors have contributed to this decline, including internal issues like power shortages and deteriorating tourism infrastructure. The competition from other Caribbean destinations offering greater stability and quality services has also swayed vacationers' choices.
Although the island continues to build hotels at the expense of basic services for its residents, while promoting events like the International Tourism Fair (FITCuba) and diversifying its tourist markets, especially strengthening ties with countries like Russia, overcoming traveler distrust and adapting to global market demands remain crucial for its recovery.