Vila Galé takes on the challenge of growth in Cuba

Photos: Theder Castro

Vila Galé increases the number of hotels it manages in Cuba with three new contracts. Its total of 52 properties now includes the Express Park View in Havana, the Tropical Varadero, and the Cayo Santa María.

“We have demonstrated in Cayo Paredón that with what we have, it is possible to improve and do better,” declared Jorge Rebelo de Almeida, president of the Portuguese company, at a press conference, referring to the first of the tourist facilities that began operating in Cuba in 2023.

In an exchange with accredited media at the 7th Destinos Gaviota Tourism Trade Fair, he shared the reasons behind his commitment to growth in Cuba: “First, I would say that it has a very friendly, warm-hearted people, and although life is not easy, they always have a smile. These are people who strive to please those who come here. This is a very important asset for tourism. Second, beaches like these don’t have much competition anywhere else in the world. And there is a third very important factor: safety.”

Regarding infrastructure, he highlighted the organization and planning of tourist resorts, which include hotels ideal for families vacationing with children, a segment Vila Galé prioritizes in its strategy.

“Cuba is a challenge,” he said. “It’s a destination worth investing in, and it has the potential.” The executive also referred to the country’s organizational capacity and cited the inaugural event of the 7th Destinos Gaviota Tourism Trade Fair, which was attended by some 3,000 people from 45 countries.

When asked how Vila Galé contributes to the training of Cuban staff, he highlighted the essential role of the managers and quality work. “The first hotel we opened here in Cayo Paredón has a team that could work anywhere in the world. Now we need to create a company culture,” he commented.

In line with general statistics for Cuba, Canada is also the leading market for hotel occupancy in Vila Galé, which is also seeking to increase arrivals from the Southern Cone through two weekly flights by Copa Airlines to Abel Santamaría International Airport in Santa Clara, just 100 kilometers from Cayo Santa María.

Regarding arrivals from Europe, he reflected, “The European market has declined significantly after the pandemic, for image reasons that, in my opinion, were exaggerated. The price of tourism in Cuba is very attractive compared to other destinations around the world. We need to improve the offer and the product, but we also need to promote the good things we have.”

By 2026, Vila Galé hopes to begin managing a new hotel on the Malecón avenue in Havana, bringing the total number of accommodations in its portfolio to 53 in Portugal, Brazil, Spain and Cuba.

“Tourism is the industry of peace, relationships between people, friendship, and affection. These are very important things for a better world,” reflected Rebelo de Almeida from the Vila Galé Cayo Santa María hotel.