Third edition of “Motivos Cubanacan” in 2026: A hallmark of authentic tourism

The third edition of “Motivos Cubanacan,” scheduled from April 27 to May 5, 2026, was officially announced at the hotel chain’s end-of-year event.

Organizers are already designing a program that combines exploration, sunshine and the beach. This time, the tour will take place in eastern Cuba and will conclude in the resort of Varadero, demonstrating the commitment to diversifying destinations on the island.

The event, which began as a space for people to reconnect and share their reasons for traveling to Cuba, is now established as a hallmark of authenticity for the Hotel Group.

The announcement comes amid a series of internationally recognized achievements. Yaima Suárez, Cubanacan vice president of Marketing, highlighted that several of the group’s facilities received prestigious awards and certifications in 2025 as free of ozone-depleting substances. According to the executive, these recognitions reflect a management approach that is moving forward with environmental responsibility and a vision for the future.

Alongside “Motivos Cubanacan,” the chain is preparing other strategic initiatives for 2026. Suárez also announced the relaunch of its integrated tour package brand, which will be developed in partnership with travel agents and tour operators, and a special campaign for the Hotel Group’s 40th anniversary. This promotional campaign will link travel motives with pillars such as sports, culture, heritage and gastronomy.

The vice president emphasized that the central commitment for next year is to continue creating reasons to travel. This involves promoting Cuba’s natural beauty and fostering a holistic experience that values authenticity, sustainability,l and service excellence—values the chain seeks to inextricably link to its name.

Executives from the Cubanacan Hotel Group also highlighted resilience and teamwork as key to transforming challenges into opportunities.