FITCuba 2026: Virtual connections and new developments

The most important annual event for Cuban tourism takes on the challenge of connecting with its audiences virtually on May 7 and 8 for ten continuous hours, starting at 9:00 a.m.

In an exclusive interview with Sol de Cuba, Lessner Gómez, director general of Marketing for the Cuban Ministry of Tourism (MINTUR), explained the purpose of this alternative. “We are confident that flights to the country will eventually resume, and we must be prepared for this with new, innovative products. That is why we will hold the virtual fair, to demonstrate that Cuban tourism is alive and well.”

He explained that the digital platform, already open for registration, will allow exhibitors, professionals, and the general public from around the world to participate without physical limitations. It will include virtual booths where hotel chains, travel agencies, suppliers, destinations, and others can showcase and exchange information about their products and services.

MINTUR will bring to the digital stage the full range of offerings that distinguish Cuban tourism, from dance and cocktail classes to tours of its main tourist destinations. Audiovisual recordings of the broadcasts will be available for later viewing free of charge.

Presentations, professional meetings, and networking opportunities will also be held virtually through the event’s website.

During this edition, new business opportunities in the sector and travel incentives for Cubans residing abroad will be presented.

“We are preparing new incentives to increase arrivals of Cubans residing abroad; we want to boost that market,” Gómez emphasized. He added that specific products have been designed together with inbound travel agencies, ranging from car rentals to hotel services tailored to the needs of those traveling to reunite with their families on the island.

The official stressed that there is a comprehensive program that will be presented during the Fair and will allow promotional offices abroad to market these offers more effectively. “We have done a tremendous amount of work to create all the necessary facilities for Cubans residing abroad and also for their families,” he stated.

He also reported that although the virtual option has been adopted for the event, some groups have requested to maintain their flight reservations to come to Cuba on that date. “For them, we will design special programs in Havana, Pinar del Río, and Varadero,” he specified. As previously reported, the program maintains the “General Public Day” as the closing event on the 9th at Josone Park in Varadero, “dedicated to the people of Matanzas, the people of Varadero, and even to the guests currently staying in Varadero,” stated the marketing director.

FITCuba 2026 will also be a showcase for the diversity of Cuban tourism products, beyond its potential as a sun and beach destination. Proposals related to culture, music, gastronomy, tobacco and nature will be presented, including experiences in Varadero, Viñales, and Havana nightlife.

Regarding the overall context of tourism in Cuba today, Gómez emphasized that the fall in visitor arrivals is not due to quality issues, “but rather to the laws and sanctions imposed on us by the United States government. Otherwise, we would be experiencing a higher peak season than last year, which was the trend observed in January.” In this regard, he specified that MINTUR  has established mechanisms to evaluate service quality, including ongoing airport surveys that take into account customer satisfaction.

“For us, product quality is extremely important. We know that without quality, there is no marketing,” he emphasized.

He also assured that the tourism system is prepared for an immediate recovery: “The hotels are ready. The staff is ready.”

“Tourism is very important for Cuba; many workers and families depend on the sector. In Morón, Ciego de Ávila province, for example, hundreds of people work in the Cayos (referring to the northern keys known as the Jardines del Rey destination). There you realize the impact this blockade has had on many families. Not only on the tourism system as an institution, but on families themselves; that’s why it’s so cruel,” he reflected.

Nevertheless, he expressed his conviction that once the current energy crisis is overcome, the outlook for the national tourism industry will be favorable. “I’m sure that as soon as aviation fuel is restored, the airlines will begin operating. Every day we receive calls and emails from people saying they are waiting to return to Cuba,” he commented.

At this point, he highlighted the Canadian market, whose tourism accounts for more than 40% of the tourists who arrive in Cuba. “Repeat customers, especially from Canada, who make up more than 30 percent of our clientele, write to us constantly. They write to their hotels, they write to their friends, because there’s a strong connection between Canada and Cuba,” he explained.

Regarding the recent authorization granted by the Canadian Transportation Agency (CTA) to Flair Airlines to operate regular international flights to Cuba, he commented that other Canadian airlines are following the same process to incorporate the archipelago’s airports into their future routes.

Specialized websites and travelers are highlighting Cuba as an ideal destination to enjoy its attractions, especially its natural ones, at a more leisurely pace. When asked about these recommendations for organizing more relaxed trips, he responded, “I would like the beaches to be full, of course; that’s the leisure business. But yes, many customers prefer more private, safe destinations, and those customers are leaving very satisfied,” he indicated.

Lessner Gómez also addressed the mobility of vacationers. At this point, he commented that they are receiving groups, mainly from Europe, that visit several provinces and are traveling without incident using the tourism system’s transportation services.

The marketing director also reported that sales for the summer season are already underway. “Domestic tourism is holding steady, and for us, nationality doesn’t matter; the quality has to be the same for everyone,” he concluded.