The Cubanacán Hotels group reaches its 39th anniversary this 5 August and continues to be a benchmark of Cuba’s identity and culture, accompanying the tourism sector and offering visitors to the destination authentic experiences, company directors agreed.

Camila Girón, the group’s communication director, stated in a document sent to the Cuban News Agency that this anniversary arrives in a context marked by significant challenges for the tourism industry at both national and international levels.

The recovery of markets, economic transformations, the growing digitalisation of services and new traveller expectations demand increasingly innovative, efficient and sustainable management, the statement affirms.

It also notes that the chain’s greatest asset continues to be its human capital, the men and women who, with professionalism, creativity and a sense of belonging, turn every stay into an opportunity to showcase the essence of Cuban hospitality. Their daily effort has made it possible to maintain the trust of clients, tour operators and strategic partners, even in moments of great complexity, it affirms.

The communication director highlights the work of the Copacabana hotel in the capital and Brisas del Caribe in Varadero, the latter having reopened its doors this summer after a complete refurbishment of garden areas, lobby, restaurants and rooms.

In one of Cubanacán’s recent summer promotional activities, Yaima Suárez, the group’s vice-president of marketing, said they have active facilities throughout the country, with offers ranging from popular campsites to the chain’s high-end hotels, marketed in both national currency and foreign currency.

Suárez noted that Cubanacán is immersed in the run-up to its 40th anniversary and is packaging excursion and day-trip packages at facilities such as Las Terrazas, Ciénaga de Zapata, the El Cobre complex in Santiago de Cuba, and in Gibara, Holguín, among others.

For the entity’s workers, looking to the future implies continuing to drive innovation, digital transformation, sustainability and the strengthening of alliances that contribute to raising the competitiveness of the Cuba destination, and involves preserving the values that have distinguished Cubanacán since its beginnings: excellence in service, respect for the environment, the promotion of national culture and commitment to the development of the communities where it operates.