Cuba’s allure was celebrated at the second annual Sunwing Loves Cuba event held on May 24. The picturesque Arlington Estates served as the backdrop for this vibrant gathering, which attracted over 210 travel advisors, Sunwing personnel, media representatives, and supplier partners from the Greater Toronto Area. Open Jaw was on hand to glean insights into recent developments in this tropical vacation hotspot.
Deana Murphy, Vice President of Retail Sales at Sunwing, emphasized the main objective of the event: “The ultimate goal from an event like this is for people to walk away with a new little love and enthusiasm for the destination, Cuba.” She continued, “We genuinely have Cuba covered. There is no other company globally that sends more travelers to Cuba, and we take pride in that.”
What distinguishes Cuba as Sunwing’s focal point for this annual event? The answer lies in the unique attributes of the island. “The Cuban people are the number one reason. They are incredibly warm and hospitable. Canadians feel at home there, and Cuba offers fantastic value for Canadian travelers,” Murphy stated.
She recounted meeting Sunwing clients on their 53rd visit to a resort in Holguin, a rarity for other vacation destinations. “Cuba is especially unique with its repeat clientele. Our diverse range of resorts and close collaboration with hoteliers and the Cuba Tourist Board ensure that every visitor can find something appealing,” Murphy explained.
The accessibility of Cuba contributes to its appeal for long stays. “We are observing more clients opting for extended vacations—some spend four months annually at the Club Amigo Atlantico,” Murphy noted.
Additionally, Sunwing reported a surge in group bookings, with family and friends eager to experience Cuba together. Murphy confidently remarked, “Group business has exploded. We’re on track for a very strong winter ahead.”
### A Lasting Partnership
The collaboration between Sunwing and Cuba continues to flourish. Having been one of the first tour operators to offer services in Cuba, Sunwing remains a crucial player in the island’s tourism sector.
Lessner Gomez, Director of the Cuba Tourist Board in Toronto, noted, “This summer, we have over 70 flights to Cuba from Canada, with more than half operated by Sunwing. The Canadian market is vital for us.” He elaborated that more than half of the one million arrivals to Cuba in the first four months of 2023 were Canadians, an encouraging sign of recovery from the pandemic.
As the Cuba Tourist Board sets its sights on recapturing one million Canadian visitors by the end of the year, Gomez mentioned developments in hotel quality, food offerings, and Wi-Fi access. The stunning beaches remain an irresistible draw.
Gomez stated, “Next winter, we will introduce Wi-Fi in tour buses and have it available in catamarans in Varadero. Connectivity is especially important for younger travelers,” highlighting the island’s ongoing transformation.
To further attract visitors, the Cuba Única promotional campaign will showcase Cuba’s vibrant culture beyond beaches. Gomez asserted, “We aim to demonstrate to Canada that we offer rich culture, breathtaking nature, thrilling rivers, captivating music, and more.”
### Cayo Largo: Cuba’s Hidden Gem
The spotlight of the Sunwing event also shone on Cayo Largo del Sur, a small island known for its spectacular 25 kilometers of untouched beaches. This destination is experiencing an expansion as the Sunwing Travel Group boosts its presence through Blue Diamond Resorts, which will oversee all 11 properties on the island.
Murphy remarked, “Cayo Largo is becoming a revived destination. Blue Diamond is committed to enhancing the island’s offerings, providing quaint accommodations that cater to long-stay travelers seeking tranquility.”
Updates on renovations and new openings in Cayo Largo were shared by Blue Diamond’s Sabine Adolphy, who confirmed the availability of several operating hotels, including the Grand Memories Cayo Largo.
Presently, Sunwing offers a 12% commission on Cayo Largo packages until the end of May 2023 for departures through October 27, 2023. Travel advisors are invited to anticipate FAM trips to Cayo Largo organized by Sunwing this fall.
### Expanding Flight Options and New Destinations
Sunwing is also set to resume flights to Cienfuegos with the addition of the Melia Trinidad Peninsula, providing travelers with fresh resort options. To streamline the booking process for group travel, Sunwing has introduced DIY Group bookings, allowing travel agents to reserve rooms more efficiently and increase their commissions.
Sungwin’s novel approach, particularly with families, ensures flexibility and reduces strain on agents’ resources, making group travel more appealing.
### New Additions to Meliá Hotels & Resorts
Meliá Hotels & Resorts continues to grow its footprint in Cuba, now operating 38 hotels across eight destinations. Their latest offerings include the newly opened 388-room Sol Caribe Beach in Varadero and the upcoming 400-room Melia Trinidad Peninsula, which melds culture and beachfront relaxation.
Another notable addition, Iberostar Selection Esmeralda at Cayo Cruz, offers visitors a chance to discover new settings within Cuba, while Iberostar Selection Holguin presents the first waterpark in eastern Cuba.
New to Cuba, Selectum Hotels & Resorts made its debut this past February, currently operating two properties—Selectum Family Resort Varadero and Selectum Family Resort Cayo Santa Maria.
