Cuba's Minister of Tourism Juan Carlos Garcia Granda says supply issues that have spurred complaints from tourists have eased over the winter, resulting in a higher level of satisfaction on post-trip surveys.
"We've had issues with some supplies. But the Cuban government is working with foreign companies at the retail and wholesale level to improve the accessibility of products, supplies and know-how," Granda said.
The tourism minister promised that by the next winter season, "the problem will be solved," and visitors might find some familiar products being served at their hotels. "We think Canadians would enjoy having a Tim Horton's coffee in Cuba," he said.
Cuba hosted travel media for an update meeting in Toronto. (Bruce Parkinson)The minister also said that Cuba's small- and medium-sized private sector is expanding and developing, and will play a greater role in producing goods and services for the tourism industry.
At a lunch meeting with travel media in Toronto, Granda described a "relatively good winter" with strong support from Canada, which continues to be the island nation's largest source of visitors.
"We believe this year will be an excellent year for Cuba from Canada. We're at 80% of 2019 levels at this point and we're looking forward to more lift from Canada to bring that number even closer."
Granda says that in meetings with Canadian tour operators he is promoting the development of products that are "not just typical packages" and go beyond sun and beach vacations.
"We're promoting combinations and escorted tours that showcase a cultural heritage that is second to none," Granda said. "We have an amazing cultural life and we need to portray it even more."
The tourism minister cited nature tours, health and lifestyle themes and active trips like cycling packages, that will attract younger visitors and help the island's industry "move a little bit up in the market."
The Cuba Tourist Board is also working to make it easier for Canadians to buy a typical sun package and then enhance them by purchasing additions like theatre tickets prior to their trip.
Cuba wants more visitors to go beyond the beach.Granda says the physical tourism product in Cuba is in good shape with 18,000 rooms completely renovated in Varadero and other key destinations over recent months.
Services are also being enhanced, he said, including WiFi, which has often been a challenge for visitors. "Many of our hotels now offer WiFi from the lobby to the rooms to the pools to the beach," Granda said.
Cuba is also working towards a digital tourist visa that visitors will be able to complete and submit before travel. Granda says it should be in place in time for next year's winter season.
Cuba's tourism industry is preparing to welcome the world from May 1-5, at the annual FIT Cuba gathering, which will be held in Havana this year.
The country is also preparing another wave of advertising under the "Unica" theme, which highlights Cuba's unique culture and the welcoming nature of its people.
"We are a down-to-earth destination characterized by the friendliness of the humble, hard-working Cuban people," Granda said. "That's a big part of our appeal to Canadians."
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