Cuba’s tourism commitment unveiled at virtual FITCuba event
Cuba went the high-tech route last week to showcase its tourism products during its annual tourism show of FITCuba, for the first time using a virtual format as its tourism industry grapples with oil shortages resulting from an oil blockade imposed by the American government. Fuel shortages this year have forced Cuban authorities to consolidate their tourism trade but tourism minister Juan Carlos Garcia Granda said during the show tourists will continue to appreciate his homeland.
“Cuba awaits you as always with open arms, with its culture, its unique history and its warm people,” he told show delegates while speaking with a beach as a backdrop during the frequently entertaining presentation, which at times featured performances by Cuban musicians. “We have witnessed enriching exchanges, innovative proposals and a firm commitment to the development of tourism,” he added of show dealings.
Most Canadian tour operators that sent people to Cuba have suspended their Cuba programs because of a shortage of aviation fuel in the country. But Garcia Granda said the tourism downturn doesn’t mean those in Cuban tourism have been idle, stating authorities are working on a “more efficient, competitive and globally aligned tourism,” while adding that tourism is a “driver of economic, social and cultural development. In this virtual environment, Cuba reaffirms its vocation as an authentic, safe and diverse destination, ready to welcome the world, with much to contribute.”
Garcia Granda added that FITCuba 2026 “has been a platform where alliances that transcend borders have been built.”
Among those on hand for the Panama event were Jose Dominguez of tourist board Promtur Panama and Laura Marin of Copa Airlines
Show participants saw presentations by senior figures in Cuban tourism and also by hotel groups active in Cuba. As well, different Cuban tourism destinations and aspects of the country’s tourist trade were showcased.
Throughout the show, viewers saw images of the island’s famed beaches, along with ones of historic structures and Cuban culture.
They also saw musical performances from a country that has given the world such musical genres as salsa.
Gihana Galindo, who oversees the Cuba Tourist Board’s Toronto office, said this year’s version of FITCuba underscored Cuban resilience.
“In a powerful demonstration of adaptability and resolve, Cuba’s tourism sector has successfully transitioned to a new era,” she said. “Despite the challenges of restricted travel and external pressures, the nation chose not to pause, but to pivot to a virtual format. This landmark event serves as a testament to Cuba’s unwavering commitment to its international partners and its refusal to let external obstacles hinder its hospitality mission.
“The results of this digital transformation speak to the global confidence in the Cuban destination: 1,481 attendees and 122 exhibitors from 50 countries joined forces to shape the future of travel. We were particularly inspired by the strong presence of our Canadian partners, with over 70 leading tour operators, airlines, travel advisors and media professionals engaging in this new format.
This virtual milestone is a strategic investment in the future. While the world navigates shifting landscapes, Cuba is busy behind the scenes — enhancing its infrastructure, diversifying its cultural experiences, and ensuring that every resort is ready for your clients. We are not just maintaining the status quo; we are reinventing the Cuban experience to be more vibrant and authentic than ever before.
“The 44th International Tourism Fair is a bridge to the future — a symbol of our innovation and our absolute confidence in the full recovery of the sector. While digital screens cannot replace the warmth of a Cuban sunset or the genuine embrace of our people, they ensure that when the world is ready to return in full force, Cuba will be ready with a refreshed product and we can’t wait for that moment.”
