Live Cuba is being run by Alan Meadows, formerly trade sales development manager at Cuba Holidays – part of The Holiday Place, which went into administration in May.

Meadows announced the creation of Live Cuba last week with initial plans to launch the trade-only brand “within the next few weeks”.

But such has been the backing from agents for the new brand that Meadows is now bringing forward Live Cuba’s launch to 2 July.

Live Cuba will be part of London-based Live Holidays, which has specialised in selling holidays to Cuba for more than 16 years and runs the Cuba Direct and Travel Direct brands.

“It was paramount to step into the market at our earliest opportunity, and I am so pleased with the team we have here at Live Cuba in making this possible in such a short space of time,” said Meadows, who is Live Cuba’s business development manager.

He added that Cuba particularly needed support now following the reimposition of sanctions by the US government earlier this month which immediately stopped US-based cruise lines from calling at the Caribbean island.

Live Cuba plans to produce a brochure in the next few weeks and also to create a new system “in the coming months” allowing agents to book holidays showing “real-time” pricing on the most popular multi-centre itineraries and tours.

“Once you have fallen in love with Cuba it is very hard to turn your back on the people, and I will do all I can to promote holidays to what I believe is the most amazing destination that I have visited,” added Meadows.

“Cuba is changing but it is the Cuban people who are making the changes – not outside influences – and the best way of support them is through tourism.”