CubaPLUS Magazine

Even before its official launch, the 44th edition of the International Tourism Fair, FITCuba 2026, is already being hailed as a landmark success. Adopting a groundbreaking hybrid format—combining virtual and in-person experiences—the event is projected to surpass previous attendance records. Within the first 48 hours of opening registration, the fair saw a surge in inscriptions from industry professionals, including a significant number of first-time participants.

During a press conference held this Thursday, Yadira Ramírez, Director of Communication for the Ministry of Tourism (MINTUR), and Lessner Gómez, Director of Marketing, outlined the ambitious program. The first two days will be dedicated to a fully virtual fair—a first in the history of the event—culminating in a physical grand finale at the iconic Josone Park in Varadero. This final day will be open to the general public, featuring a wide array of recreational activities.

The virtual opening ceremony on May 7th will be led by Prime Minister Manuel Marrero Cruz and the Minister of Tourism, Juan Carlos García Granda. The day will feature high-level presentations on key destinations, including Varadero and Havana.

Major international hotel chains such as Meliá, Blue Diamond Resorts, Iberostar, and Axel will showcase their latest offerings. Additionally, the “Unique Experiences” segment will highlight specialized niches such as the Tobacco Routes, sports tourism, and “Rum Pairings.”

The second day’s agenda leans into culture and lifestyle, featuring live music, virtual tours of legendary bars in Varadero and Havana, and corporate presentations from major national groups including Gaviota, Cubanacan, Gran Caribe, Islazul, and Campismo Popular. The program also covers aviation (via the CACSA group), urban and nature tourism, cultural events, and health tourism.

Despite its digital nature, the platform—developed by the Cuban firm DeSoft—offers an immersive experience. Participants can navigate a virtual fairground, visit stands for hotel chains, travel agencies, and private sector entities, and engage in real-time chats with exhibitors from 9:00 AM to 7:00 PM. The platform will remain accessible for two months following the event.

“Through this virtual fair, we are showing the world that our tourism industry is resilient; that Cuba is alive and finding innovative solutions despite the energy challenges that have impacted flight operations,” stated Gómez.

The press conference, held at the International Press Center in Havana, also featured Sonia Beltrán, MINTUR’s Director of Events.

For more information, visit: https://fitcuba.fevexpo.cu or www.fitcuba.net.