ITB Berlin 2026: Cuba strengthens its presence in the German market

Cuba’s broad and diverse offering for the German market, with a focus on combined experiences including programs and national tours that blend beach activities with cultural, historical and nature tours, is part of the portfolio of proposals that the island has taken to ITB Berlin 2026, from March 3 to 5.

This major trade fair celebrates its 60th anniversary, highlighting the value of B2B exchange, a theme on which exhibitors from more than 160 countries will share valuable ideas, with Angola as the host country.

The Cuban tourism representative in Germany, Orlando Ramos, stated to the specialized media outlet TTC that the new offers for summer and winter 2026/27 will be presented at this event.

“Germans are not only looking for leisure and recreation, but also enriching life experiences from a sustainable and socially responsible perspective. The tourism resources and competitiveness of the Cuban tourism product perfectly align with these expectations. However, Cuba also possesses a special appeal that makes it unique, and that is precisely its difference, its distinction within the context of its similarities to other destinations in the region with comparable attractions,” he explained.

Dialogue is planned with tour operators, agencies, specialized media and local authorities, and will address the Cuban tourism system’s efforts to maintain operations under adverse conditions and protect the sector’s development as an essential pillar of the social economy.

Regarding direct flights between Germany and Cuba, Ramos noted that since December 2025, Cubana de Aviación and the Spanish airline Plus Ultra have been collaborating on direct flights from Frankfurt to Holguín and Havana.

However, Cubana de Aviación had to announce an adjustment to its flight frequency starting April 1, 2026, operating only on Wednesdays the Frankfurt – Holguín – Havana – Holguín – Frankfurt route, due to the current situation in the country caused by US sanctions on fuel.

Strengthening promotion is a priority

The Cuban tourism official in Germany added that the German company Friends Touristik Marketing GmbH & Co. KG will also be present at the trade fair with the Cuban delegation, which will allow them to assess the conditions for resuming operations.

They also intend to reach agreements with other professional clients that will contribute to Cuba’s definitive positioning in this market, through joint promotional activities and a marketing policy with greater incentives. The positive impact on tourism will contribute to strengthening commercial, cultural and tourism ties between Cuba and Germany, the official noted.

Regarding health tourism, one of the central themes of ITB this year, Ramos highlighted the diverse range of medical and wellness services offered by Cuban Medical Services. This service provides a unique combination of optimal infrastructure and high-quality medical treatments, including highly valued specialist consultations, traditional therapies (massage, acupuncture), and innovative treatments such as ozone therapy, equine therapy and natural medicine for overall well-being.

Ramos explained that Germans have a strong preference for long-haul destinations that offer sun and beach vacations, and particularly appreciate “the idyllic beaches of the keys in our archipelago, the exceptional climate, and the opportunities for relaxation in pristine or uncrowded environments.”