CubaPLUS Magazine

The 44th edition of the International Tourism Fair, FITCuba 2026, kicked off today in a virtual format. Expectations are already high for securing strategic agreements that will drive the recovery of tourism, a cornerstone of the Cuban economy.

This optimism is backed by the significant turnout of tour operators, travel agencies, and industry professionals registered for the event. The fair will run virtually through Saturday, when it will transition to an in-person finale at Josone Park in Varadero, featuring a wide array of recreational and cultural activities for all ages.

In a welcome message shared via YouTube, Cuban Prime Minister Manuel Marrero Cruz thanked participants for their presence, acknowledging the economic challenges the island is currently facing.

Marrero expressed optimism regarding the future, stating his belief that U.S. sanctions against the country will not be permanent and emphasizing that Cuba remains prepared to provide top-tier services. He also projected a stronger summer season for the travel industry, driven by both international arrivals and domestic tourism. Furthermore, he extended his gratitude to the business leaders finalizing deals with the nation, noting that every new partnership and every visitor represents vital support for the Cuban people.

For his part, the Minister of Tourism, Juan Carlos García Granda, addressed attendees via YouTube, praising the business partners and professionals who have maintained steadfast ties with the country. He highlighted how modern technology is allowing Cuba to expand its reach and showcase the unique experiences offered by the largest island in the Antilles.

García Granda also announced a significant new development: Cubans residing abroad are now eligible to invest in the nation’s tourism sector across all modalities, benefiting from newly streamlined procedures.

Additionally, the Minister underscored the importance of partnerships with diverse stakeholders, including MSMEs (Micro, Small, and Medium Enterprises), which are expected to diversify tourism offerings and enhance service quality.

In his closing remarks, he expressed his gratitude to the hotel groups currently operating on the island and those who continue to bet on Cuba. He also extended a message of support to those who, due to external pressures, cannot partner with Cuba at this time, expressing his confidence that they will be able to rejoin the market in the near future.