The Cuban military-owned conglomerate, GAESA, through its tourism branch Grupo de Turismo Gaviota, has announced the upcoming launch of the Hotel Playa Luxury Varadero. Scheduled to open its doors on October 23, this adults-only resort features 85 rooms and is located at the far end of the Hicacos Peninsula in Varadero.
Elia Elena Cortés, Sales Director for the group, shared this news during a high-season preview event for 2026-2027, hosted at Havana's Hotel Paseo del Prado.
Cortés highlighted the resort's unique allure: “Situated at the tip of the peninsula in a slightly secluded area known as Cayo Libertad, it offers a distinct charm all its own.”
This isn't the hotel’s first run; it initially welcomed guests back in 2025, with social media footage showing an Argentine tour operator delegation visiting in October of that year.
Exclusive All-Inclusive Experience
The resort promises an all-inclusive experience, offering guests a choice of Standard rooms, Suites, and a Grand Suite. Amenities include a restaurant, spa, gym, water sports equipment, and a Cigar Bar, among other features. According to the official website, nightly rates start from around $363, with bookings available starting November 1.
As part of Gaviota's Luxury brand, the hotel is reserved for their highest standard properties, positioned close to Hotel Playa Punta Hicacos.
Challenges in Cuban Tourism
The announcement comes at a challenging time for Cuban tourism, with Gaviota currently operating only 3,470 rooms across Havana, Varadero, Topes de Collantes, and Cayo Santa María—merely 11.6% of its declared capacity.
Cortés explained the focus on certain tourist hubs as a strategic move: “This strategy allows us to centralize our services and supplies, enhancing customer care.”
In the first eight months of 2026, Cuba attracted 450,353 international visitors, just 35.6% of the previous year's figures for the same period.
The Impact of U.S. Sanctions
Prime Minister Manuel Marrero Cruz acknowledged that 73% of Cuban hotels remain closed, leaving about 25,000 sector employees at home or available for work.
The situation worsened following U.S. sanctions against GAESA—Gaviota’s parent entity—enforced by an executive order signed by Donald Trump on May 1, 2026. Foreign businesses were given until June 5 to sever ties with GAESA, prompting a mass withdrawal of international hotel chains: Blue Diamond Resorts exited 62 hotels, Iberostar left 12 of its 18 locations, and Meliá Hotels International withdrew from 34 properties.
Overall, seven international chains halted operations, impacting 46% of foreign-managed hotel rooms.
Varadero, once Cuba’s premier tourist destination, has seen an estimated 70% drop in visitors from its peak, now a mere shadow of its former self.
During the Playa Luxury Varadero presentation, Gaviota's Vice President Frank País Oltuski Rodríguez acknowledged that the potential opening of other destinations during peak season would depend on “the country’s situation amid U.S. sanctions targeting tourism-related entities and executives.”
“Our clients deserve not to miss out on Cuba,” affirmed Oltuski Rodríguez.
Understanding the Playa Luxury Varadero Hotel Launch
When is the Playa Luxury Varadero Hotel set to open?
The hotel is scheduled to open on October 23, 2026.
What amenities does the Playa Luxury Varadero Hotel offer?
The hotel offers an array of amenities including a restaurant, spa, gym, water sports equipment, and a Cigar Bar, among others.
What impact have U.S. sanctions had on Cuban tourism?
The sanctions have led to the closure of 73% of Cuban hotels and the withdrawal of several international hotel chains, affecting nearly half of the foreign-managed rooms in Cuba.