Cubanacan presents the third edition of “Motivos Cubanacan” at FITUR 2026

Collaboration by Rachell Cowan Canino

Speaking at the International Tourism Fair (FITUR) 2026, which brings together more than 10,000 companies from 161 countries, Yaima Suárez, vice president of the Cubanacan hotel chain, announced the third edition of the “Motivos Cubanacan” event. This exclusive familiarization trip will explore eastern Cuba, including Santa Lucía Beach, and culminate in Varadero, offering international tour operators a complete immersion in the island’s diverse tourism offers.

With a 38-year history that will soon reach four decades, Cubanacan consolidates its leadership with an offering of over 17,000 rooms in strategic destinations throughout the archipelago. The company, which has grown alongside the development of the Cuban tourism sector, is taking advantage of its participation in the world’s largest tourism event—where Mexico is the Partner Country—to strengthen its position and forge new alliances.

Although approximately 70% of its hotel portfolio is concentrated in sun and beach destinations such as Varadero, Cayo Coco, and the Ancón Peninsula—where it operates the iconic Meliá Trinidad Peninsula hotel—Cubanacan boasts a diversified portfolio designed for contemporary travelers. Its business strategy strongly promotes cultural and event tourism, as well as diving and nature tourism, focusing on the Zapata Swamp, a Biosphere Reserve and the largest wetland in the Caribbean, where it manages four fully equipped international diving centers and markets diving clubs.

In addition, it offers health, wellness, and quality tourism, featuring facilities with mineral-medicinal waters that cater to the growing demand for wellness and self-care.

Furthermore, it boasts authentic gastronomic experiences through the launch of a new restaurant brand that will revive traditional and regional cuisine in the city of Gibara.

“Motivos Cubanacan”: An experience to connect to the destination

The third edition of “Motivos Cubanacan” is the heart of the company’s promotional strategy at FITUR. This event, aimed at travel agents, tour operators, and the specialized press, is designed to go beyond simply presenting catalogs and allow for a genuine experience of the products. The journey through eastern Cuba, a region of great natural and historical wealth, culminating in Varadero, symbolizes the essence of Cubanacan’s offer: the possibility of combining cultural authenticity, contact with nature, and relaxation on world-famous beaches in a single trip.

The presentation at FITUR 2026—the trade fair that this year debuts its Knowledge Pavilion as a global forum for the future of tourism—not only looks back on past celebrations but also projects Cubanacan’s vision for the coming years. The company emphasizes its commitment to sustainable tourism, integrated with local communities and capable of offering memorable and responsible experiences.

Yaima Suárez extended an open invitation to the international industry to join in this celebration and discover, through “Motivos Cubanacan,” why the company remains a fundamental pillar of tourism on the island. Forty years speak of resilience, innovation, and above all, a deep passion for sharing the best of Cuba with the world.