Ávoris Corporación Empresarial is strengthening its position in the Caribbean, with Cuba identified as a key destination in its growth strategy. In partnership with Grupo de Turismo Gaviota and Meliá Hotels International, its tour operator Travelplan is preparing a major initiative scheduled for September.

More than 400 travel agents from Spain and Portugal will travel to the island between September 12 and 19 to participate in the 7th edition of Destinos Gaviota Tourism Exchange, a flagship event for the Cuban tourism sector.

Cuba, which experienced a decline in tourist arrivals in 2024, is seeking to revitalize its tourism industry through new regulations that facilitate operations and the use of foreign currencies. The agents will fly on direct Iberojet flights, operated by Ávoris, from Madrid and Lisbon to Santa Clara. Their itinerary includes stays at Paradisus Los Cayos and Meliá Trinidad Península resorts, combining professional training with immersive travel experiences.

This initiative is part of the “Selling Cuba Has Its Rewards” campaign launched by Travelplan earlier in 2025 to encourage sales of the destination. Participants will take part in activities such as catamaran sailing, hiking in Topes de Collantes, and guided visits to the colonial city of Trinidad. The goal is to enable agents to experience the product firsthand and promote it more effectively, according to Hosteltur.

Pura Sevilla, Brand Manager at Travelplan, stated that these initiatives build trust among travel professionals and turn them into key brand ambassadors. The company reaffirmed its commitment to Cuba as a strategic market and emphasized the importance of collaboration with the professional channel as a driver of sustainable growth.

In May, Cuban Prime Minister Manuel Marrero announced reforms aimed at modernizing the sector, including greater flexibility in the use of foreign currency and international cooperation projects such as the leasing of state-owned facilities.