Cuban Tourism Minister Juan Carlos García stated today that FITCuba 2026 constitutes an open window to experiences and opportunities.

The official expressed satisfaction with the 44th International Tourism Fair of Cuba (FITCuba 2026), which begins this Thursday virtually and will run until May 9, concluding with a Public Day held in person at the Varadero resort.

García shared this perspective in the pages of the Ministry of Tourism’s (Mintur) magazine, Sol de Cuba, which is circulating today to welcome participants from around the world to the electronic gathering. He noted in his welcome address that, from a digital stage, the Fair confirms the relevance of this space for dialogue, exchange, and strategic projection for the development of the national tourism industry.

He said that amidst a complex environment that challenges creativity and capacity, Cuba reaffirms its vocation as a diverse tourist destination where natural, heritage, and cultural values converge to distinguish its identity.

"From the unique landscapes of the valleys and mountains to the historical richness of the cities, the country is betting on an offer that integrates sustainability, authenticity, and quality of service," the Minister emphasized.

In the current dynamic context, tourism operations remain active. Sector workers are demonstrating their commitment and professionalism to meet the standards of the international market. Simultaneously, Mintur, through its various entities, is moving forward with a program of actions aimed at ensuring the quality and sustainability of infrastructure.

Maintenance and improvement work is currently being carried out in hotel and extra-hotel facilities, along with initiatives for the preservation of natural resources, the protection of beaches and ecosystems, and the strengthening of tourism services. These actions reflect a continuous commitment to excellence, ensuring the country maintains its standards and continues to evolve so that, sooner rather than later, the nation may welcome those who choose Cuba as their vacation destination.

He assured that it is worth highlighting the coordination with new economic actors joining the tourism value chain to enrich the visitor experience. The collaboration between the state and non-state sectors allows for an expanded offer, the generation of productive links, and an increase in the destination's competitiveness.

Furthermore, he recognized the role of Cubans living abroad, who represent a market of strategic relevance. "Their relationship with the country drives family travel and opens opportunities for investment, promotion, and the development of initiatives that strengthen the tourism sector," he noted.

Another fundamental aspect is that Cuba maintains its commitment to responsible and resilient tourism. The implementation of policies oriented toward environmental sustainability, heritage preservation, and social inclusion are the guiding pillars.

The International Tourism Fair, in its 44th edition—with the majority of its program designed for the virtual sphere—creates another opportunity to consolidate alliances, explore new business areas, and reaffirm confidence in Cuba as a safe and attractive destination, he concluded.

Organizers Express Optimism for FITCuba 2026

Organizers of the 44th International Tourism Fair are showing optimism today regarding its virtual execution during a time of serious economic challenges for the island. Dedicated to maintaining the gathering, the event takes place from May 7 to 9, with two professional days held electronically and the final day open to the general public at Josone Park in the Varadero resort.

They indicated that even tour operators and travel agents who currently lack official contacts with Cuba have registered for this occasion, expressing prior interest in learning about the recreational potential of the archipelago.

The Fair has been a point of contact for many sector professionals for several years, establishing itself not only as Cuba's primary tourism commercial exchange but also as a major hub for much of the Caribbean and Latin America, with significant contacts among companies from the rest of the world.

The meeting is being held digitally due to economic pressures from the United States against Cuba, particularly regarding energy, which prevents the usual flights of airlines connecting to the island, organizers stated.

However, this opportunity could not be missed, and it has emerged as a resilience initiative to communicate with tour operators, agencies, airline executives, and suppliers. Regarding this, the Director General of Marketing for Mintur, Lessner Gómez, stated he is certain that flights will return to the country at some point, and it is necessary to be prepared for that moment.

Furthermore, this digital platform favors the development of opportunities provided by new information and communication technologies, as well as Artificial Intelligence (AI), in favor of tourism.