“Cuba is my school of tourism and life.” Interview with Miguel Miralles: The young gun representing the continuity of ROC Hotels

By: Yoanna Cervera

In the midst of the excitement aroused by the stand of renowned Spanish chain ROC Hotels during FitCuba 2025, we came across a pleasant surprise: Miguel Miralles Zarembo, a young man barely 20 years old, grandson of the chain’s president, who welcomed us with a mixture of youthful enthusiasm and surprising professional maturity. This student of technology and business from Madrid is very clear about his purpose in Cuba, and at the same time has many memories and aspirations.

Q — Miguel, how do you define your current position in the chain?

“I am currently assistant to the president, working side by side with Sales Director Margarita, Director General José Manuel and our advisor Pedro Martín, who has been key in my learning process. Although I study Technology and Business in Madrid, Cuba has become my real school. Here professionals have a unique ability to create value in complex circumstances, something you don’t learn in the classroom. When I arrived, I understood that in Europe everything is more… let’s say, ‘open-and-shut.’ But here, every day is a challenge that demands maximum creativity.

Q — What makes you say that Cuba is the best classroom?

“Cubans have that special gift for bringing the best out of difficult situations, for connecting seemingly disconnected resources. Pedro Martín has taught me that life is a constant learning process, but that you learn much more from your elders. Every conversation here — from a vice president to an employee — is a new page in my master’s degree. This is just what the tourism of the future needs: professionals who are not limited by the obvious. The welcoming view of Cuban people is what my Russian grandmother, who has also worked in a high position in one of the most important tourism companies in the country, passed on to me in her time.

Q — You told us that you’ve known Cuba since you were a child…

“Yes! My grandfather started here around 2000, and my father used to bring me ‘as a package.’ I especially remember the beaches of Arenas Doradas… Once I found a giant coconut — much bigger than the ones in Spain — and I adopted it as my “best friend” for days. But beyond the fun, what really struck me was the warmth of the people. That human connection that makes you feel welcome no matter the circumstances. When I came as an adult, I rediscovered that warm feeling that embraced me as a child.

Q — How do those memories influence your vision today?

“They help me understand that tourism is not just about infrastructure or services, but about authentic experiences. When I was a child, what made me fall in love were precisely those simple but genuine things: the way people talk, the way they share… Today, at ROC Hotels, we want to enhance that authenticity. For example, in our ROC Presidente we have created a detailed manual on the historical works we house, because Cuban culture is an incredible tourist magnet.

Q — What have you discovered about Cuban tourism at this fair?

“That culture is an impressive hit! At first I thought that the main attraction was the sun and beaches, but talking to experts like Mr. Barzaga I understood that many tourists come for the historical richness. That is why at ROC we are heavily committed to this differentiator: we do not compete on luxury but on cultural experiences and, above all, on the human connection I mentioned. In the context of this fair, we continue to consolidate the union with our partners and this wonderful destination. We have just signed a contract that extends the joint management with Gran Caribe of the emblematic and centenary ROC Presidente hotels in Havana for 5 years; as well as the ROC Barlovento, a reference in Cuba’s main beach resort for people over 16 years old; and the ROC Arenas Doradas, recently renovated and a reference for people who visit us from all over the world. This reaffirms our will to push ahead with our projects in Cuba.

Q — How do you apply your university studies here?

“Right now, I am experiencing that bridge between theory and practice that is discussed so much in universities. Often, what we learn in books has gaps when faced with reality, or vice versa. Cuba is teaching me to integrate both worlds. Every moment gives me new perspectives that I then contrast with the academic side.

Q — Would you recommend Cuba to other young professionals?

“Absolutely! My university classmates in Madrid keep asking me to bring them here. I tell them about the beaches, of course, but also about the unique opportunities this market offers. Cuba forces you to think differently, to constantly innovate — key skills for any professional of the future.

Q — What if you had to show “the essence of Cuba” to a first-time visitor?

“I would start with Havana. You can’t say you know Cuba if you only see Varadero or the keys. The real sense of the country is found in the capital: its people, its way of doing business, its living culture. After that, yes, I would take you to other places, but first you need to understand that Cuban spirit that permeates everything.”

Miguel Miralles Zarembo represents a new generation in tourism: heir to legacies but optimistic and innovative in his approach. His words reflect both the enthusiasm of a professional in training and the depth of one who is learning from the best and represents the promise of the future.

“Cuba is giving me lessons that will last a lifetime,” he confesses as he prepares to continue enjoying these days of learning, where each conversation is, for him, a new page in that “master’s degree” that only this Caribbean country can offer.