Plaza América: Epicenter of MICE tourism on the Hicacos Peninsula
Sol de Cuba recently spoke with its Director, Zulema Afá, to recall the history of these nearly three decades
Posted by Daily Pérez Guillén, 11/09/2025
With the blue sea peeking through its wide corridors and a highly functional infrastructure, Plaza América, the Convention and Shopping Center, has established itself as a benchmark for MICE tourism in Cuba’s main leisure hub. This facility has a 28-year history, marked by the organization of high-level events and a constant commitment to professionalizing the sector.
Sol de Cuba recently spoke with its Director, Zulema Afá, to recall the history of these nearly three decades.
“Four international tourism fairs, agroecology, biotechnology, and cultural events have been held here. There have been performances by the Buena Vista Social Club for over seven years at Plaza América. There have also been events organized by the Indio Hatuey Agroecological Experimental Station, the University of Matanzas, the University of Medical Sciences, and the Technical University of Havana. We host events of the Union of Cuban Architects and Engineers, the Center for Genetic Engineering and Biotechnology, and BioCubafarma, an educational event,” she explains.
Beyond these types of meetings, it’s also an ideal place, due to its versatility and variety of services, for organizing business lunches and dinners, welcome cocktails, shows, and more. “Its facilities are spread across open areas and ten multipurpose conference rooms, which can be adapted from theater to performance formats,” Afá explains.
Its services extend beyond the venue thanks to partnerships with decoration, staging, transportation and digital accreditation companies, as well as the provision of nautical activities through the Marinas Marlin enterprise.
In a destination committed to attracting meeting tourism with exceptional surroundings, first-class hotel infrastructure, and a cultural and gastronomic network that complements any event, the Convention Center facilitates the integration of these elements so that participants can enjoy a complete experience, beyond the conference hall.
To showcase this potential and Cuba’s expertise in organizing international events, as well as to gain feedback from other experiences in a highly professional and competitive setting, representatives from the Convention Center regularly participate in COCAL congresses.
“Events are unique experiences that require preparation, technology, and human sensitivity,” notes Afá.
Before the end of 2025, Plaza América will host 10 more events, including conferences, academic meetings, and workshops such as “Grandma’s Pharmacy,” organized by private entities.
