A virtual FITCuba 2026: Showcasing the resilience of Cuban tourism

By: Rachell Cowan Canino

Amid the energy and air connectivity challenges facing Cuba, FITCuba 2026 is reinventing itself. This was confirmed by Lessner Gómez, marketing director of the Ministry of Tourism, in an exclusive interview with Travel Trade Caribbean (TTC), which will be published in our special edition of the magazine and of which we have already shared some details.

“We are going to show the world that tourism is not dead, that Cuba is still alive,” Gómez stated. The fair will be held from May 7 to 9 in a hybrid format: two fully virtual professional days (May 7 and 8) through the platform www.fitcuba.net, and one in-person day open to the public on Sunday, May 9, at Josone Park in Varadero.

The decision, the official explained, is a response to the intensification of the US blockade in the energy sector, which has directly affected airlines. “But we haven’t given up on new products,” he added. Among the new offerings to be presented at the fair are bicycle tours, birdwatching, sailing on catamarans, bar tours in Varadero, and electric trains in Havana.

Gómez, who for six years led the Cuban Tourism Board in Toronto, also addressed the Canadian market: “Canada remains our most loyal market. Many are looking for alternative routes to get here because Cuba is their second home.” He also announced a policy of prioritizing services for Cubans residing abroad, with easier access to reservations, car rentals, and shopping for their families on the island.

The virtual platform, designed by Desoft, will function as a “fairground” with interactive booths, live chat, document downloads, and continuous programming that will include music, dance classes, and cocktail demonstrations. Access as a visitor is free; prior registration is required.