CubaPLUS Magazine

Canada continued its long-standing reign as the top source market for Cuba’s tourism industry this past year, a position it has held for over three decades. According to official statistics, this trend is not only holding steady but further consolidating its lead.

Data from Cuba’s National Office of Statistics and Information (ONEI) reveals that through November, Canadian arrivals reached 664,621 out of a total of 1,629,787 international visitors. Although this figure represents 85.2% of the volume recorded during the same period in 2024, Canada remains the undisputed leader among all contributing nations.

Industry specialists point out that, despite the country's current economic challenges, international travelers—and Canadians in particular—continue to favor Cuba. This sustained interest is driven by geographic proximity, ease of access, and a strong perception of safety.

While traditional "sun and beach" destinations such as Varadero and the Cayos remain top picks, many Canadians are diversifying their itineraries. There is a growing appetite for cultural tourism, particularly in historic hubs like Havana and Trinidad.

Recent trends suggest a shift in Canadian traveler preferences. Beyond the classic beach holiday, there is an increasing demand for authentic cultural immersions, including walking tours of Old Havana, excursions to the tobacco plantations of Pinar del Río, and culinary tourism.

Furthermore, there has been a notable uptick in family and group travel. Compared to previous years, the number of Canadian families visiting the island has grown. While all-inclusive resorts remain the most popular choice, there is a rising interest in private villas and boutique guesthouses (casas particulares). Cuba is gaining significant ground in the family segment due to its relaxed atmosphere, diverse recreational activities, and overall cost-effectiveness.

The expansion of hotel offerings and services has also bolstered these numbers, resulting in a 25% increase in sales for the current winter season compared to 2024.

Improved air connectivity has been another decisive factor. WestJet launched a new route on December 18, operating twice-weekly (Thursdays and Sundays) between Toronto and Havana. Additionally, direct flights via WestJet/Sunwing Vacations have opened up access to Cienfuegos. Looking ahead, service to Cayo Largo del Sur—a perennial favorite for the Canadian market—is scheduled to begin on January 20.

In terms of hotel management, the arrival of the Italian company Domina Hotels marks a significant development. The firm is expanding its footprint with the Domina Marina Varadero and two upcoming openings in Havana this year: the Domina Metropolis and the Domina Real Aduana.

Travelers can also look forward to a new array of land and sea excursions designed to showcase the country’s diverse attractions. These are complemented by new wedding packages and specialized options for long-stay guests and kitesurfing enthusiasts.

In essence, with the wide range of opportunities now available, the current winter season is expected to see continued growth in Canadian arrivals. This reaffirms Canada’s unwavering preference for Cuba and solidifies its status as the island’s most vital tourism partner.