More Than Business Building At FITCuba

with Adrienne Lem

I don’t know if Varadero’s Plaza América Conference Centre has ever seen as much action as it did during Cuba’s 33rd annual tourism fair, FITCuba. The 4 day event had the venue abuzz with delegates, tour operators, hoteliers, media and more – making deals, signing contracts and networking up a storm.

1st time conference attendee, Annika Klint of The Kai Group was there representing Cuba Cruise. “I’m looking forward to the fair, meeting more tour operators, niche tour operators and getting more flights,” she said. Cuba Cruise is new to the Canadian market this year with its 1st departure scheduled for December 16th. “Bookings are outstanding already especially coming from the west coast,” said Klint. Sailings depart from either Montego Bay or Havana and are available through Transat Holidays, Hola Sun and Caribe Sol. According to Klint, 70% of guests are expected to come from Canada, which isn’t a surprise since Cuba is a favourite amongst Canucks to begin with.

Another new face to FIT, but familiar face here at home was Dale Pusching of Sun Resorts Marketing, who was there showcasing her new account, Breezes Resorts. “The conference has been so impressive. The venue is impressive, as are the suppliers that are present and their tradeshow displays. I get a sense that a lot of business is getting done,” she said. “I’m taken aback with Cuba. To say it’s breathtaking is a minimal word,” said Pusching. “I understand why so many Canadians love it and return.”

It was no surprise to find Lawrence Elliott, Sunwing’s Group V.P. Business & Corporate Affairs, hopping from one meeting to another. Elliot is a FITCuba veteran. “The conference has been held in Havana for many years. Although Havana is interesting and a wonderful place to hold the conference, Varadero is a more comfortable setting. This venue is more compact making it a more efficient way to meet with partners. This is their major event so it’s important to be here and a great opportunity to sit with hotel partners, tour operators, transportation and government offices.” Although, as Elliott pointed out, there is a Sunwing representative in Cuba almost all the time.

In the opening press conference, Cuba’s Minister of Tourism, Manuel Marrero told audience members that the country received almost 3 million international tourists in 2012, a 4.5% growth from the previous year. Out of the 3 million, almost 1/2 are comprised of Canadians.

So we can assume that your clients will book a getaway to Cuba in 2014/15. Whether it’s a Cuba Cruise, Breezes Hotel, Sunwing package or any of the other Cuba product available, just think that the options were selected and prices were negotiated more than a year prior at the FITCuba conference.

And the numbers speak for themselves. With 1.5 million Canadians visiting the destination last year, it’s a true demonstration of the relationship between the 2 countries. FITCuba is more than just making deals, signing contracts and building business for Cuba’s tourism industry. It’s also about the connection we Canadians have with the destination and the Cuban people who are always so warm and hospitable.