CubaPLUS Magazine

“We are confident that flights to Cuba will resume, and we must be prepared with innovative and fresh offerings. This is why we are hosting a virtual fair—to demonstrate that Cuban tourism remains vibrant,” stated Lessner Gómez, Director General of Marketing for Cuba’s Ministry of Tourism (MINTUR).

In an interview with the digital outlet Sol de Cuba, Gómez explained the strategic decision to hold the 44th edition of the International Tourism Fair, FITCuba 2026, in a virtual format. The primary goal, he emphasized, is to signal to the world that the island’s tourism sector is active and resilient.

Gómez noted that the digital platform is already open for registration, allowing exhibitors, industry professionals, and the general public from around the globe to participate without physical constraints. The fair will feature virtual stands where hotel chains, travel agencies, suppliers, and destinations can showcase their portfolios and engage in professional exchange.

Regarding MINTUR’s presence at the event, the Ministry will highlight the hallmark elements of the Cuban tourism product, ranging from dance and cocktail masterclasses to virtual tours of the island’s premier destinations. All broadcasted content will be available for on-demand viewing at no cost. Additionally, professional presentations and networking sessions will be conducted entirely through the event’s dedicated website.

“We are also preparing new incentives to boost arrivals from the Cuban diaspora; we want to further strengthen that market,” Gómez noted. He added that specific products have been designed alongside receptive travel agencies, including car rentals and hotel services tailored to the needs of those traveling for family reunions.

Despite the fair’s virtual format, several groups have requested to keep their travel reservations for those dates. For these visitors, specialized on-site itineraries are being arranged in Havana, Pinar del Río, and Varadero.

Gómez underscored the critical importance of tourism to the Cuban economy. Addressing current challenges, he expressed his conviction that once the energy crisis is resolved, the national tourism industry will see a favorable turnaround. “I am certain that as soon as jet fuel supplies are stabilized, airlines will resume operations. Every day we receive calls and emails from partners confirming they are simply waiting for the green light to return to Cuba,” he said.

In this context, he highlighted the Canadian market, which accounts for over 40% of all international arrivals. “Our repeat guests—especially those from Canada, who represent over 30% of our visitors—contact us constantly. They write to their favorite hotels and to their friends here; there is a profound sense of family between Canada and Cuba,” he explained.

Regarding the recent authorization granted by the Canadian Transportation Agency (CTA) to Flair Airlines to operate scheduled international flights to Cuba, Gómez revealed that other Canadian carriers are currently undergoing the same process to incorporate Cuban airports into their future routes.

Finally, he confirmed that summer sales are already underway. “Domestic tourism remains a priority for us. Regardless of nationality, our commitment is to provide a consistent, high-quality standard of service to every guest.”