TORONTO — Persistent headlines about widespread power outages and possible fuel shortages have prompted Cuban tourism officials to speak out in recent weeks, offering reassurance to travellers planning their winter vacations. Their message has been clear and consistent: the country is operating normally, it’s business as usual, and tourist arrivals – particularly from Canada – remain strong and continue to grow.

But how are these headlines landing with travel advisors and tour operators, and has there been any fallout when it comes to bookings?

Travelweek checked in with several advisors who confirm that they’re fielding more client questions and revisiting expectations. And while the tour operators we reached out to say that operations in Cuba are proceeding as normal, the impact of media coverage has been less about cancellations and more about reassurance and transparency.

QUESTIONS, NOT PANIC

For many advisors, the immediate effect of the news cycle has been a spike in inquiries rather than a wave of lost bookings.

Julie Smigadis, owner and lead travel advisor at Travel Our World – Envoyage Canada, says concern has surfaced in a familiar, informal way.

“Just yesterday, a friend of mine who is travelling to Cuba with her family texted me, ‘Soooooo… do we worry about Cuba?’ That pretty much sums it up – curiosity mixed with concern, not outright fear,” she says.

Smigadis notes that while stories about blackouts and fuel supply make for attention-grabbing headlines, the on-the-ground reality shared by in-destination contacts remains more measured.

“Locals and travel professionals I’ve spoken with all say that resorts and tourism infrastructure are functioning normally as of right now, and that occasional outages or logistical hiccups are being managed, often with minimal impact to guests,” she says. “It’s not ideal, but it’s also not triggering widespread cancellations or sudden departures.”

MIXED MESSAGES

Other advisors point to confusion created by competing narratives from governments, media and suppliers.

Canada updated its travel advisory for Cuba earlier this week, encouraging Canadians to “exercise a high degree of caution in Cuba due to worsening shortages of electricity, fuel and basic necessities including food, water and medicine, which can also affect resorts.” It also states that the current situation is unpredictable and could deteriorate, disrupting flight availability on short notice. 

This contradicts what the Cuba Tourist Board in Toronto said earlier this month about resort areas across the country operating normally, with services functioning as usual for the 2025/2026 winter season. As reported by Travelweek, Cuba’s Ministry of Tourism confirmed safeguarding measures have been implemented, including securing fuel, food and essential supplies through strategic reserves and the approval of new supply partners.

Despite the headlines and advisories, Lou Anne Fradsham, owner and agent at Uniglobe Bon Voyage Travel, tells Travelweek that her Cuba bookings remain largely steady, but client conversations have become more complicated.

“The bookings are roughly the same, however there are just more inquiries about the travel advisories and the mixed messages that travellers are getting,” she says. “The Canadian government is saying beware, the Cuban government is saying everything is good, and there have been no clear comments from the tour operators either way.”

RISK AND HEADACHES

For some advisors, particularly those who already view Cuba as a lower-margin or higher-maintenance destination, the current headlines have been enough to pause sales entirely.

Joanne Saab, a travel advisor with Curated Travel in Ancaster, ON, says she has chosen not to sell Cuba this winter, even when clients ask.

“I try not to sell Cuba at the best of times unless clients are specifically asking, mostly because there isn’t a lot of revenue in it,” she says. “This winter I am not selling at all because of the rumours of food and power shortages. It’s just not a headache I’m looking to have to address.”

Similarly, Carol Murray of Your Vacation Home says she has been actively steering clients away from the destination, citing longer-term concerns.

“My clients are luxury travellers and not very interested in Cuba, but in case it is mentioned, I have been steering my clients away,” she says. “I’ve been hearing about shortages for a while, and with the oil blockade on Cuba by the U.S., everything is worsening there. It is too risky to send any clients there right now.”

SELLING CONFIDENCE

Despite differing approaches, advisors largely agree that the situation underscores the growing importance of reassurance selling and the value of working with a professional.

“What we’re seeing instead are conversations, questions, reassurance and honest expectation setting,” says Smigadis. “An online booking engine can’t respond to a ‘Should we be worried?’ text. Real people do that, with context and experience.”

Smigadis adds that humanity goes a long way, particularly for a destination that has been beloved by Canadians for years.

“My heart genuinely goes out to the people of Cuba who’ve been navigating one challenge after another, from trying to rebound post-COVID to coping with very real resource constraints and complex geopolitical pressures. It all makes recovery anything but straightforward and it’s tough to watch,” she says.

TOUR OPERATORS RESPOND

Travelweek reached out to Canada’s major tour operators servicing Cuba who say they are monitoring developments closely while maintaining normal operations.

Air Canada Vacations says it is closely watching the situation, emphasizing that the safety and peace of mind of its customers remain top priorities and that it is committed to supporting travellers throughout the evolving situation.

Transat echoes that position. Renée Boisvert, Transat’s vice-president, tour operator products and sales and president of TDC, says operations in Cuba are proceeding as usual across both airports and hotels in the Transat portfolio.

“Our teams on the ground are working closely with local authorities and our partners to closely monitor developments, as the safety and overall travel experience of our customers remains our priority,” she says.

Sunwing Vacations Group adds that WestJet and Sunwing Vacations are also closely monitoring the situation in Cuba and will continue to follow the direction of the Canadian government.

Lead image caption: Havana, Cuba