FITUR 2026: Cuba strengthens its position as a major destination

Cuban Minister of Tourism, Juan Carlos García Granda, met with Cuban tour operators based in Spain during the first day of FITUR 2026. The main topics discussed were the initiatives and concerns focused on boosting the destination in the current year, according to the Prensa Latina news agency.

The minister highlighted the stabilization of supplies across the island’s hotel network during 2025, as well as the measures to streamline services and improve the quality of offers.

Cuban Tourism Counsellor to Spain and Portugal, Niurka Pérez Denis, noted that among the highlights of the day was the presence at the newly inaugurated Cuban stand of five-time Olympic Greco-Roman wrestling champion Mijaín López. Those present also enjoyed a performance by musician Isaac Delgado and his bande the main topics discussed, .

The Cuban delegation at FITUR represents the island’s leading companies, tour operators and airlines. Among the objectives at the event, Prensa Latina reports, are identifying market opportunities and continuing to position Cuba as a destination offering more than just sun and sand, highlighting its culture, ecotourism, nautical activities, agrotourism, heritage cities, and health tourism.

Representatives will also strengthen ties with Spanish partners; promote the island’s main events of the year; explore new business opportunities; and facilitate exchanges with Cubans residing in Spain who are involved in the tourism sector.

The ribbon-cutting ceremony for the Cuban stand on Wednesday was led by the island’s sector minister, who joins more than 960 exhibitors at the world’s largest tourism trade fair.