Cuban authenticity will stun attendees at FITUR 2026

A newly designed stand, showcasing and promoting the island’s historical, cultural and heritage values, and the presence of five-time Olympic champion Mijaín López, who made history at the 2024 Paris Games, are two of the most distinctive elements of Cuba’s proposal for FITUR 2026, the world’s largest tourism trade fair.

Scheduled for January 21-25 at IFEMA Madrid, with the participation of professionals from 156 countries, Cuba aims to generate business, launch projects and establish partnerships during the fair, with the main objective of continuing to contribute to the revitalization and growth of tourism in the country.

In an exclusive interview with Sol de Cuba, Niurka Perez Denis, Tourism Counsellor at the Cuban Embassy in Spain, confirmed that the island will make its presence felt at the event, where renowned Cuban singer-songwriter Isaac Delgado will also be accompanying the national delegation.

“We will kick things off on Wednesday, January 21 at 10:00 a.m., inaugurating our stand with a ribbon-cutting ceremony by the Cuban Minister of Tourism, Juan Carlos García Granda,” she explained.

She added that there will be a large space for presentations, allowing professionals, press and the general public to discover and enjoy Cuban products from each region of the country (West, Central, and East), “many of which are still unknown to the market.”

It will also be possible to sample fine Cuban rum paired with the best cigars in the world, and Varadero’s Josone Festival will be launched in “a resort that becomes the musical capital of the summer during this time, featuring Cuban and international artists, thus fusing live music, culture and natural beauty,” she stressed.

A wide range of offers from various chains

The counsellor pointed out that there will be product presentations and new offers from chains such as Blue Diamond, as well as presentations of events and new tours, programs and excursions from agencies like Paradiso and Viajes Cubanacan, and from companies like Cubadeportes. The weekend will be dedicated to the general public, allowing consumers to explore destinations, participate in interactive experiences, and learn firsthand about our tourism offers. There will be a strong presence of cultural exhibits, artisans, Cuban cocktails, and the world’s finest cigar roller, accompanied by the prestigious Cuban band led by Isaac Delgado. At the same time, our people will continue to be there—that wonderful Cuban community residing in Spain, who not only have Cuban blood running through their veins but also represent the best promoters and sellers of the diverse products that our unique Cuba offers, the official added.

Spain remains a great opportunity.

The diplomat added that the strategy to increase the flow of Spanish tourism to Cuba continues to be strengthened, based on the diversification of offers through the design of innovative experiences in modalities such as nature tourism, rural tourism, agrotourism and adventure tourism, cultural and historical-heritage tourism, accessible and inclusive tourism, events and incentives tourism, the organization of events with the LGBTI community, and health tourism. All of these have great development potential in the nation, revealing a diverse and unique destination offering unforgettable experiences.

She noted that Spain remains the main partner in hotel management in Cuba, with more than 63% of the total room inventory under hotel management and marketing agreements, and the country maintains interest in various projects. FITUR, in turn, continues to serve as a showcase for attracting investment in tourism, a fundamental element for the sector’s sustainable growth, and therefore will remain a key aspect of agendas.

Meanwhile, she emphasized, “travelers’ preferences are evolving, adapting to emerging trends and new ways of exploring the world. Along this path, the main trends that will redefine how we travel have been identified, through an approach based on sustainability and the search for personalized experiences. These trends promise to transform tourism and offer innovative options for every type of traveler with a more conscious, sustainable, and technology-driven commitment. Travelers will seek authentic experiences, balancing comfort, well-being, and a positive impact on the destinations they visit. In this sense, the Cuban tourism product invites travelers to travel with purpose, responsibility, new digital amenities, and a broad deployment of technology,” she explained.

The tourism counsellor added that “the rise of artificial intelligence and social media will be a source of travel inspiration when planning, especially in Spain, where around 43% of travelers say they will use AI and 47% will continue their search through social media, so it will be strategic to implement a marketing plan that strengthens the visibility of Cuba as a destination and its potential in a diverse and responsible way.”