2026: The year of Varadero

Next year, Cuba’s largest beach resort will host the two most important tourism events in the Caribbean archipelago: the 44th International Tourism Fair (FitCuba) and the 8th Destinos Gaviota Tourism Trade Fair.

FitCuba usually brings together professionals, operators, and specialized media from around the world in early May with the goal of forging alliances to boost the leisure industry. Meanwhile, in September, Destinos Gaviota focuses more on business.

“It was fundamentally created so that the experience of each destination where the Gaviota Tourism Group is located, and the person who sells and promotes it, can appreciate it firsthand. What we do is bring them here to enjoy the experience,” summarized the company’s President, Carlos M. Latuff, at a press conference at the close of the seventh edition, explaining the differences between the events.In both cases, Varadero will showcase the destination’s strengths and the country’s new tourism development strategies amid efforts to recover one of its main sectors.

These events will also contribute to positioning this tourist hub as an ideal center for innovation, promotion, and networking for MICE tourism. More than 50 hotel facilities stand on the Hicacos Peninsula, including resorts, luxury accommodation, and other more private options.

Many of its large hotels have all the necessary infrastructure for organizing events.In May, Minister of Tourism, Juan Carlos García Granda, announced that FitCuba would have Canada as its guest country and would be dedicated to sun and beach tourism.

This has been the main source market for Cuba over the last three decades, and Varadero is its preferred destination.Incidentally, the MINTUR delegate in the province of Matanzas, Luis Martínez de Armas, announced on his social media profiles that the resort will be ready “to continue uniting cultures, ideas, and tourism passions.”

He added that the selection “is not just an honor, it’s a recognition of what this destination represents: the place where excellent tourism and Cuban authenticity come together by the sea.

“By then, Varadero will showcase the innovation born of hotel tradition, the commitment of a tourist destination constantly reinventing itself, and the magic of an authentic destination that, like the sun that bathes it every day, never ceases to shine, added Martínez de Armas.

This Cuban coastal gem is one of the most attractive tourist destinations in the Caribbean. With more than 20 kilometers of beaches, it seduces with the incomparable whiteness of its sand, as well as the clarity and blue tones of its waters, which retain their warmth most of the year.

The state of conservation of the peninsula has been distinguished among the top spots in the prestigious International Ranking of the Best Beaches, which shows Cuba as a leader in coastal sustainability and responsible tourism.

The 2025 Travelers’ Choice Awards, which recognize excellence in travel at the highest level, ranked the “blue beach” sixth in the world and second in the Caribbean.