Tourism has been and will continue to be vital for Cuba

Photos: Theder Castro

The 44th edition of the International Tourism Fair of Cuba began this morning in its virtual format with a message of resilience that valued tourism as an engine of development and a bridge of peace and friendship between peoples.

“Today, FITCuba is not just an event; it is a symbol of resilience, innovation, and confidence in the future,” stated Minister of Tourism Juan Carlos García Granda, as he welcomed users via digital platforms.

He highlighted the capacity for the archipelago’s sector recovery and adaptation. “Tourism has been and will continue to be vital for our country. We have faced difficulties of all kinds, from economic limitations to logistical challenges, but we have managed to persevere and demonstrate that with creativity, effort and unity, we can continue to move forward.”

In this sense, he referred to the transformations taking place in the country’s economic life, led by the government and implemented through new regulations, which “promote and incentivize investment in the tourism sector by Cubans residing abroad.”

He added that they can invest directly under any business model, with the same conditions and even with new advantages beyond those available to foreign investors.

As part of these transformations, he highlighted that hotel leasing has become an attractive option, with positive results and broad prospects for contributing to the development of Cuban tourism in the coming years.

The minister described the associative nature of business between tourism companies and the rest of the actors in the Cuban economy as “innovative,” including SMEs, public-private partnerships and joint ventures.

He emphasized that Havana and Varadero “remain open, operating, and welcoming their loyal customers,” and assured that the sector continues “working to offer quality service” to visitors.

The minister reiterated that Cuba is committed to tourism that showcases the country’s cultural identity, deeply rooted in its people, and stated that this event is also an opportunity to reflect on the future of tourism, “more sustainable and inclusive, more connected to the culture and identity of our people.”

García Granda thanked business partners “for your contributions and for maintaining your commitment during these challenging times.” He also thanked Cuban tourism workers “for your daily feat of reaching the facilities to provide services despite the difficult conditions of daily life,” and the organizers, companies and individuals involved in this edition of FITCuba.

The minister further explained the unique circumstances under which the most important event in Cuban tourism is taking place. “In a global context marked by significant challenges, with particular difficulties for Cuba, very different from those of other Caribbean tourist destinations.”

At this point, he emphasized that the United States government maintains and intensifies a brutal blockade against the country, with coercive, unilateral measures impacting on the economic, commercial, financial and energy sectors, designed to stifle any possibility of development and well-being for the Cuban people.

“Added to this are the constant smear campaigns and threats against airlines, shipping companies and tour operators, with the sole objective of isolating Cuba from the world,” he added.

“We are optimistic”

Minutes later, as is customary at these events, Prime Minister Manuel Marrero Cruz addressed the friends and members of the extended Cuban tourism family.

He explained that, as part of the alternative measures adopted under the government’s economic and social program for 2026, a series of actions aimed at transforming the way business is conducted have been approved.

“We are open to foreign investment in new areas that were not previously developed,” he stated.

He also mentioned that the government is venturing into food production with its own alternatives and a series of measures related to seeking alternative sources of income for the country’s development.

Marrero Cruz emphasized the importance and impact of tourism on society and the population, “because the income from this sector is used for the development of health, education, and the entire social sphere.”

He stressed that the country has not stopped progressing in tourism. “There is intense work being done, despite the fact that tourist activity in the country is very limited – in the renovation of hotels, in the design of new products, workers are improving their facilities and tourism continues to think, innovate and develop in order to create all the conditions so that once the situation improves, the country’s tourist services can be restored.”

The prime minister expressed optimism about the end of the current sanctions against Cuba and said, “We will be ready, we will be prepared to offer high-quality service to all who visit us.”

He also expressed hope for a very strong winter season for the sector. At the same time, he announced a program developed for the summer that promotes local and national tourism and also takes into account all the friends from around the world who come to the country.

Finally, he delivered a message of gratitude. “Every time you do business with Cuba, you are helping the Cuban people. Every time a tourist travels to Cuba, you are helping the Cuban people, and that is why we are eternally grateful. You can blockade our fuel supplies, you can blockade us economically, but you will not be able to block our sun, you will not be able to block our beaches, you will not be able to block the hospitality of the Cuban people, who will always have open arms, ready to welcome you. Why? Because love is repaid with love.”

Broadcasts continued throughout the day and will do so tomorrow, May 8, through digital platforms with presentations from hotel chains, travel agencies and tourism products that distinguish Cuba in the Caribbean.