In its Wednesday broadcast, the Round Table discussed the work of the Cubasol business group, the main characteristics of the entities that make it up, its contribution to the country’s economy and its social responsibility.
The president of the business group, Liubersy Pérez Guillén, referred during her intervention to the main services of the entities linked to the organisation.
«Cubasol is a relatively young business group, having been created 10 years ago, and from its beginnings it had the intention of integrating all the companies that provided extra-hotel services. It brings together more than 20,000 workers in almost 2,000 facilities throughout the country,» he said.
He explained that the services of its entities are usually purchased once the visitor is in Cuba, so they offer the necessary complement for an attractive travel experience.
«We are highly committed to attracting foreign exchange to the country, and for this, we require quality services that result in high customer satisfaction,» he said.
The business group has six integrated companies. The oldest is the Agencia de Espectáculos Artísticos Turarte S.A., which is in charge of shows in emblematic places in the country, such as Tropicana. It has about 400 units and around 2,000 artists all over Cuba.
On the other hand, Empresa de Transporte Turístico Transtur S.A. has 45 years of experience as an official carrier for the Ministry of Tourism. Although it is known for its bus service, it also rents cars, bicycles and other means of transport.
There is also Empresa Comercial Caracol S.A., which is popular for its mostly tourist shops, especially those specialising in rum, tobacco and coffee. According to Pérez Guillén, it has achieved a successful linkage with national industry and various economic actors.
There is also the Empresa Extrahotelera Palmares S.A., which has been in existence for more than two decades and is well known for its gastronomic, recreational and leisure services.
In terms of nautical services, Empresa de Marinas y Náutica Marlin S.A. stands out, with in-house options in hotels and other specialised services, such as diving and sport fishing.
The youngest entity in the business group is Cubagolf, with three years of experience and the aim of attracting foreign investment.
Tourism events: An interesting bet
According to Pérez Guillén, one of the challenges facing the business group is to diversify its products and services. On this path, it has opted for the organisation of events.
Cubasol organises between 10 and 11 international events a year, including some that have been on the market for more than seven decades, such as the Hemingway Tournament, dedicated to marlin fishing.
Other highlights include the FotoSub, to promote underwater photography; the Amigos de Partagás meeting, for cigar lovers; and the Varadero Gourmet International Festival, whose main goal is to develop culinary activities for workers.
Social responsibility
In terms of science and innovation, it has more than 30 projects aimed at improving services, in collaboration with the University of Havana, the University of Las Villas, the Information Technology Company, the Science and Technology Park and other entities.
It is also committed to community communication and digital transformation. In this last aspect, Transtur S.A. is one of the most advanced companies, but work is being done in the others to achieve a more homogeneous development.
«In the process of creating voluntary reserves, we have prioritised those dedicated to social responsibility. This year, the group has some 40 million CUP in reserves for this concept, which are used for the benefit of the communities,» said Pérez Guillén.
Beyond the monetary aspect, the artists of Turarte S.A. give their talent in community activities.
In the case of Transtur S.A., it meets the transportation needs of important sectors, such as education, and is one of the first companies to mobilise to move linemen after a cyclone, for example.
As for Caracol S.A., its social work is specifically aimed at mothers’ homes, homes for children without family protection, hurricane victims and families in vulnerable situations.
Environmental protection, on the other hand, is one of the goals of Marlin S.A., a company closely linked to the Task VIDA and the Bojeo a Cuba.
Palmares: Gastronomy and entertainment
Lázaro Darién Casabella Hernández, general director of Palmares, recalled that this is a company with more than 20 years of experience, specialised in extra-hotel services.
Its main objective is to offer leisure experiences, both to tourists and to the Cuban population. The company has achieved a wide national presence thanks to its diversity of business lines, ranging from gastronomy to convention and nature tourism.
Over the years, Palmares has consolidated its presence in the gastronomy and entertainment sector. In addition to managing restaurants and nightclubs, it manages emblematic facilities such as the Tropicana Cabaret and the Josone Park. It also operates farms dedicated to food sovereignty and nutritional programmes, reinforcing its commitment to sustainable development.
Event and incentive tourism is another pillar of the entity, with venues such as Plaza América, the second most important convention centre in Cuba after the Palacio de Convenciones. This facility, together with the recreational and sun and beach infrastructure, contributes to the diversification of the tourism sector and the strengthening of the national economy.
During the pandemic, Palmares faced major challenges, including the reduction of gastronomic and recreational activities. However, the company relied on its human capital and creativity to adapt to the new circumstances. It implemented recruitment and resource optimisation strategies to maintain the supply of products and services.
It is currently working on the restoration of facilities throughout the country. Some were temporarily closed or aged over time, requiring a transformation to adapt them to the new needs of the population. Recent projects include the reopening of Ranchón Don Pepe and the activation of a nautical base with new entertainment options.
One of Palmares’ main objectives is to ensure that its services are accessible to the population, prioritising the national currency. The company seeks to balance the attraction of foreign currency with the offer of affordable prices, allowing more citizens to enjoy its facilities and contributing to the social welfare of the country.
Finally, it maintains a strong commitment to social responsibility, participating in projects such as dolphin therapy and natural disaster relief.
With more than 900 facilities in 78 municipalities and 8000 employees, the company is positioned as a key player in Cuba’s recreational and tourism development.
Esteban Alfaro Diebra, director of Palmares in the capital municipality of Playa, commented during his speech that the company has developed a strong link with the community since 2018, focusing its work on vulnerable neighbourhoods in Playa and Havana.
The entity has identified three key moments that have defined its community work: the COVID-19 pandemic, natural disasters and the energy crisis, and the strategy of sustainable attention to neighbourhoods since 2021.
During the pandemic, Palmares implemented a programme to deliver food and services to vulnerable populations at home, guaranteeing quality and affordable prices. In addition, its workers provided support in hospitals and isolation centres, demonstrating their commitment and vocation for solidarity.
In response to cyclones and the energy contingency, it worked in coordination with the government and the Ministry of Tourism to bring affordable gastronomic services to the population. In recognition of this work, she received a certificate of labour progress for her contribution in times of crisis.
Since 2021, Palmares has adopted a sustainable approach to community care, creating recreational and cultural spaces for children, youth and older adults. In addition, it has promoted training and employment for young people linked to study and work, ensuring their insertion into the company.
One of the most outstanding projects has been in the Las Canteras neighbourhood, where the entity identified social problems and offered training courses in gastronomy. To date, it has graduated more than 100 young people, many of whom have been incorporated into the company’s workforce.
Palmares works closely with governmental and educational institutions to strengthen its social impact. It has promoted the recovery of training facilities, with the aim of expanding training and employment generation in vulnerable communities.
The company reaffirms its commitment to the Cuban people, combining economic development with social responsibility. Its work in the neighbourhoods reflects the philosophy of Cuban tourism: solidarity, social vocation and creative resistance to improve the quality of life of the population.
