HAVANA — When it comes to Caribbean destinations, Canadians and Cuba are a perfect match, like sunshine and sand.

But what Hugo Rocha, Director of Sales at Hola Sun Holidays, wants everyone to know is this: “There is much more to Cuba beyond the beaches.”  

On a recent FAM trip hosted by the Cuba specialist, travel professionals, including Travelweek, quickly discovered a newfound appreciation for the destination’s diversity and wealth of culture. They also found other exciting segments where Canadians can broaden their travel experiences and add to their vacation vision boards.

For most agents who participated, this was not their first rodeo.

Many had travelled to Cuba countless times and, speaking to Travelweek, were happy to share their insights on what keeps them returning again and again. 

“I’m not sure how many times I’ve visited Cuba,” said Allana Haines from Creative Travel and Tours in Toronto. “I love the music, the people, the culture. You feel the warmth and hospitality in every region, and each has its charm.”

Sharing his experience, Gobi Thayaparanthy from AJB Travel, Toronto, has been visiting Cuba for over 20 years and highlighted the personal connections he has made. “It’s the connection with the people; you develop relationships, and they become like family.”

The week-long itinerary captured some of Hola Sun Holidays’ newer focuses that the tour operator will showcase this winter, with an appeal to travellers of all interests.

Each adventure, packed with known (and not-so-known) activities, authentically connected agents with local life, from visits to city landscapes to picturesque green valley vistas.

HAVANA: IT NEVER GETS OLD

As Canada’s love for Cuba grows, so do the many expanding travel options. 

Hola Sun has confirmed that demand for diverse travel experiences has increased, and clients are asking for more than sun and sand. The most popular trend is a stay in Havana, the cultural capital, which can be easily arranged without sacrificing beach time.

Havana, a vibrant city of old-world charm and nods to history, is chock-full of baroque architecture, buffed-up vintage cars and lively salsa music that reverberates throughout.

 The city is best explored on foot; the two square miles that make up Old Havana, the Spanish colonial core of the town, is a UNESCO World Heritage Site. Here, you can enjoy walks in the parks, visit cathedrals and museums, take in the sunset along the Malecon seawall, or enjoy a daiquiri at Hemingway’s old watering hole, El Floridita.

One of the FAM highlights in Havana was a throwback dinner club show that featured traditional Cuban music. ‘Legendarios del Guajirito’ was a highly energized event that featured stars from the renowned Buena Vista Social Club, showcasing several Grammy-winning Latin artists.

Diverse experiences like this are a prime example of what brings Havana and Cuba to life.

FAM participants enjoyed a stay at the luxurious Royalton Habana, part of the Blue Diamond Resort chain, offering an ideal view overlooking the Malecon.

NATURE AT ITS BEST

After visiting Havana, the FAM group travelled 2.5 hours to Pinar del Rio, the lesser-known westernmost province of Cuba. One of the star attractions in the area is the UNESCO-listed Viñales Valley, a region sandwiched between green valleys and flat-topped rock formations known as mogotes. 

For those with clients whose bucket lists are beckoning, there are plenty of soft-adventure experiences that make visiting this region worthwhile.

“We recognize there’s a market for this niche, so we want to open this segment to our guests and break the cycle by offering a more diverse portfolio,” Rocha explained.

Make no mistake – despite being a relative newcomer to adventure travel, Cuba’s Pinar del Rio has the perfect ingredients to get bold with outdoor adventure.

FAM participants are a true testament to this, as they experienced activities such as ziplining over tree canopies, horseback riding and a unique boating excursion that took them on an underground river in the Cueva del Indio (Indian Cave), among others. 

And have you ever wondered where Cuba’s best cigars originate from? Pinar del Río is the capital of tobacco and, more notably, Vueltabajo, the tobacco-growing region, produces some of the world’s best. It’s where Cuba’s legendary cigars hold sway over all others.

The FAM group had a behind-the-scenes look at a local farm to learn about the tobacco deveining process. The locals shared the intricate steps involved, from sorting and drying tobacco leaves to rolling the cigar and making the end product –no easy task. This is a not-to-be-missed experience when exploring the region.

Despite Cuba’s occasional supplier shortages and outages, the island remains safe and is jam-packed with reasons to visit, now more than ever.

And with a crop of new upscale resorts already open for bookings, this winter season Hola Sun Holidays is set and ready to welcome Canadians with many more vacation options. 

Just ask the 2024 FAM participants whose smiles say it all. 

For more of Travelweek’s Hola Sun Holiday FAM photos, click here. Look out for Hola Sun Holidays’ new winter brochure due out this month. For more information, visit HolaSunHolidays.ca.