Cuba: To Sell or Not to Sell? Travel Advisors Voice Their Opinions

There’s a whole lotta love between Canadian travellers, travel advisors and the people of Cuba. But there’s increasing hesitation to sell the destination despite pricing discounted by as much as two-thirds.

There’s also concern among advisors that they are not getting clear information and direction from the Canadian tour operators and airlines serving the island nation.

The  Cuba crisis appears to be worsening by the day, as essential fuel shipments from Venezuela have been cut off in the wake of U.S. intervention in that country. The U.S. has also threatened Mexico and other nations with tariff punishments should they sell fuel to Cuba. 

Reports suggest the island may have only days or weeks’ worth of fuel left to power the nation’s electricity grid if the situation doesn’t change. While resorts have been largely unscathed from a power perspective – many have their own generators – a heightened travel advisory from the Canadian government this week has increased the anxiety levels of potential Cuba-goers.

“The only clients still travelling to Cuba are those that Cuba has their hearts, where they have become family, going to same resort year after year, who now feel they have to go to help and take whatever they can that is needed,” said Sarah Boville, owner of Brantford, Ontario’s Barefoot Travel.

“I have had 2 large groups cancel Cuba as they are concerned about being stranded there more than shortages of food,” said Samantha Bosca, a travel consultant with Fredericton’s Travel Makes Memories. “There have been constant questions and inquiries on the situation in Cuba since late January.”

Brenda Slater, owner of Beyond the Beach in Tiny, Ontario, has found herself in a tough situation with a large group booked to Cuba.

“I’m in the thick of it,” Slater told Travel Market Report Canada. “Half of my group of 250ish scheduled to travel to Santa Clara/Cayo Santa Maria in March were cancelled by ACV yesterday, due to loads. A hell of a predicament as the other half of the group from Eastern Canada with VAT and SWG are still a go.”

Many travel advisors who voiced their opinions to Travel Market Report Canada say they will only sell Cuba to “insistent” clients.

“I am still selling Cuba, but with a very heavy emphasis on full transparency and ‘buyer beware’ disclosures,” said Louie DiTacchio of Ajax, Ontario’s Progress Travel. 

“I am advising clients to pack “essentials” (snacks, medications, and portable power banks) and ensuring they have robust travel insurance. For clients seeking a completely stress-free experience, I am currently pivoting them toward alternative destinations like the Dominican Republic or Mexico.”

Other advisors are still confident in selling Cuba, while being choosy about which resorts to recommend. 

“Clients are a bit panicky, but I reassure them the travel advisories are no different than many other countries we all travel to,” said Coreen Doucett, a Travel Agent Next Door advisor based in King City, Ontario.

“I select Melia Brand hotels as they have great support and backing from Spain,” Doucett added.

Elite Travel Windsor’s Janet Rainhard is taking extra precautions with travellers who request Cuba packages.

“We are now recommending clients register their passports with the Canadian government just in case something happens and they need to leave the country. And we tell clients to always buy cancellation/interruption insurance as this way they are not relying on the airline to bring them back to Canada.”

Tour operators and airlines have not had much to say about the situation to date. Following the increased urgency of the Canadian government travel advisory, The WestJet Group/Sunwing stated: “WestJet and Sunwing Vacations are closely monitoring the situation in Cuba and will continue to follow the direction of the Canadian government.”

Boville said operators could do a better job of communicating the Cuba situation.

“Although there has been improvement in communication from suppliers, there could still be improvement, especially with uncertain situations currently happening in Cuba, as we have yet to receive any guidance or direction.”

Progress Travel’s DiTacchio says he’s waiting to see if tour operators add flexibility for booked travellers given the heightened uncertainty.

“Sunwing has indicated it’s ‘business as usual’ with close monitoring, and cancellation policies remain standard. We are watching closely to see if they introduce any temporary flexibility for those who no longer wish to travel given the potential for resort-level service disruptions.”

A travel advisor for more than four decades, Akeela Hossain of Stouffville’s Travelpoint Enterprises says she feels empathy for Cubans and her clients who love to travel there.

“I always say Cubans love Canadians, and Canadians love the Cubans, they’re lovely people and it’s sad that this particular Caribbean nation has such enormous issues. They really can’t catch  a break. After selling it for many years, and counselling clients on what to expect, what  to enjoy there, and how to manage the food issues, I’ve seen a definite decrease in requests for Cuba. I’m my opinion, if people really think about travelling to Cuba now, with the advisory, they will not go. ” 

Faneeza Mohamed of Fan Travel Services in Ajax, Ontario said she’s also hesitant to recommend Cuba in the current situation.

“The prices have been less than other countries but complaints are the first thing to be heard when a passenger is not enjoying themselves. I am afraid that the return back to normal for Cuba will be a long road for them.”