Hotel de Holguín honors the annual tribute to a deceased Canadian tourist

Since 2003, the Club Amigo Atlántico Guardalavaca in Holguín has been filled with emotion every March 12th to pay tribute to Ashley, the young Canadian who, at just 17 years old, made her mark in this hotel.

Born on March 12, 1995, in Oakbank, Manitoba, Ashley used to call the facility located in the northeastern province of the island “my home,” a place she visited with her family for almost a decade without interruption, until the tragic event that took her life.

According to the official site Ahora, the tragic loss occurred on August 28, 2012, when a traffic accident south of Dugald silenced the young girl's heart, but the tradition of celebrating her birthday and honoring her spirit has remained unchanged.

In 2025, for the first time, Ashley's parents and relatives cannot attend in person, but they follow the tribute online, ensuring that her legacy endures among those who remembered her with such affection.

The Ashley bar-café, built in honor of the young woman, is the focal point of these commemorations. With a mural by artist Humberto Lahera that highlights her face, the space is adorned every March 12 with roses and sunflowers, the family's favorite flowers, and is accompanied by a special cake that bears her name.

During the ceremony, which extends to the beach in an atmosphere of instrumental music and introspection, attendees always share hugs and toss flowers into the sea, perpetuating the "Fiesta de los Abrazos," a weekly event that has transformed the bar into a cultural hub of the hotel.

According to a review from the site Cubadebate, the tradition, which began during Ashley's childhood when she actively participated in the celebrations of Club Amigo, has solidified as a symbol of love and memory.

Additionally, parents used to gift the staff personalized pullovers from the Schlag Foundation, established to support young women interested in sports, reflecting Ashley's passion for soccer and her dream of being part of the national team.

Although this year the absence of her family will be felt, the hotel staff and returning guests have committed to honoring her memory, demonstrating that through remembrance, Ashley's essence remains alive in every hug and every smile shared at Club Amigo Atlántico Guardalavaca.

Contrasts in Cuban Tourism

While international visitors continue to arrive in Cuba at historically low numbers, the country's premier tourist destination, Varadero, has turned into a desolate scene.

Empty hotels, deserted streets, and unaffordable prices for Cubans paint a picture of an island that, far from its traditionally vibrant nightlife, is facing a "lost decade" in the tourism sector.

José Luis Perelló, a researcher specialized in tourism in Cuba, has warned that the recovery of the sector — regarded by the regime as the "engine of the Cuban economy" — will not materialize until 2030.

In an interview with the agency EFE, Perelló criticized the lack of a comprehensive tourism development plan and the excessive reliance on the U.S. market, factors that have contributed to the island not regaining the level of international visitors it had before the pandemic.

The impact of the crisis is evident in the figures: in January, international tourism in Cuba recorded its third lowest figure since 2003, with a 25% drop compared to the same month the previous year.

The decrease is largely attributed to the reduction in travel by Canadians and Russians, as well as a decline in visitors from the United States and Cubans abroad.

In light of this situation, experts and stakeholders in the sector are calling for the implementation of reforms and diversification strategies that would revitalize the tourism offering and reconnect with international markets. Without a structural change, the prospect of a recovery postponed until 2030 could mark a turning point in the history of Cuban tourism.

Frequently Asked Questions about the Tribute in Holguín and Tourism in Cuba