Cuba at ITB Berlin 2026: Strategies and resilience in a challenging scenario

A collaboration of Claudia Dupeirón

Amid a complex international context and with an economy battered by the tightening of the US blockade, Cuba is set to reaffirm its commitment to tourism at the ITB Berlin trade fair, running March 3 through 5.

The event, which celebrates its 60th anniversary this year, promotes B2B exchange and will be an opportune setting to strengthen Cuba’s presence in the German market, one of the most important tourism markets for the Caribbean nation.

Orlando Ramos, Cuban Tourism counselor to Germany, explained that the fair will be a key opportunity to demonstrate the destination’s resilience and present new offers for the 2026/27 summer and winter seasons.

“The professional nature and the intense schedule of meetings will allow us to engage in dialogue with tour operators, agencies, specialized media and local authorities to explain the changes we are implementing and to guarantee the quality of our offerings,” he noted.

Furthermore, he highlighted the Cuban tourism sector’s efforts to maintain operations under adverse conditions and protect its development as an essential pillar of the social economy.

Another key point Ramos addressed was the direct flights between Germany and Cuba.

Since December 2025, collaboration between Cubana de Aviación and the Spanish airline Plus Ultra has established direct connections from Frankfurt to Holguín and Havana, increasing the number of German tourists.

According to Ramos, just two months after the establishment of two weekly circular flights connecting Frankfurt with Holguín and Havana via a direct route, using an Airbus A330-200 with a capacity for 287 passengers (17 in business class and 270 in economy), Cubana de Aviación had to announce an adjustment to its flight frequency starting April 1, 2026, operating the Frankfurt – Holguín – Havana – Holguín – Frankfurt route only on Wednesdays.

“Shortly afterward, due to a lack of fuel availability, all operations were canceled until March 8, 2026,” he explained.

Ramos pointed out that the German company Friends Touristik Marketing GmbH & Co. KG, Cubana de Aviación’s GSA in Germany, will also be participating alongside the Cuban delegation at ITB Berlin 2026.

He emphasized that the occasion will allow them to evaluate the results of the operation and the conditions for its announced resumption.

“Exchanges with key professional clients will allow us to reach agreements that contribute to the definitive positioning of the operation, through joint promotional activities and a marketing policy that effectively incentivizes and engages tour operators, travel agencies and consolidators, in a timely manner and in accordance with the lead times required for the preparation, promotion and sales processes of the seasons,” he noted.

In this regard, he clarified that these actions could have a considerable quantitative impact on bookings, provided they align with the strong demand for the destination and the in-depth knowledge of distribution channels. This will be achieved through the growth of guaranteed group tours and domestic itineraries, the organization of events and incentives, and the planning of individual trips, thus contributing to strengthening commercial, cultural and tourism ties between Cuba and Germany.

When discussing Cuba’s main attractions for German tourists, Ramos highlighted that travelers from the European nation have a strong preference for long-haul destinations that offer sun and beach vacations combined with domestic tours and excursions. These options allow them to experience the rich historical and cultural heritage of the countries they visit and offer the opportunity to learn about the local way of life and interact with host communities.

“Germans are not only looking for leisure and recreation, but also enriching life experiences from a sustainable and socially responsible perspective. The tourism resources and competitiveness of the Cuban tourism product perfectly align with these expectations. However, Cuba also possesses a special appeal that makes it unique, and that is precisely its difference, its distinction within the context of its similarities to other destinations in the region with comparable attractions,” he explained.

That differentiating element is the Cuban people themselves, he said, “with their unique character shaped by their island identity, their sense of hospitality and solidarity, their nobility, their boundless gratitude, their sense of humor and their contagious joy, even in difficult circumstances.”

Ramos further explained that among the aspects most appreciated by German visitors is the exceptional beauty of the island’s beaches.

“Cuba is seen as a high-quality sun and beach destination, with fine sandy beaches, crystal-clear waters, and highly preserved natural environments in national parks and biosphere reserves, or those designated as cultural landscapes of humanity. Germans especially appreciate the idyllic beaches of the keys in our archipelago, the exceptional climate, and the options for relaxation in pristine and uncrowded settings,” he emphasized.

He clarified that, unlike other markets that solely prioritize “all-inclusive” beach resorts, Germans seek combined experiences. They highly value domestic programs and tours that combine beach vacations with cultural, historical and nature excursions.

“The culture treasured by our historic and heritage cities, their architecture, and their traditions are highly appreciated, as are the music, dance, colonial heritage and elements such as tobacco, rum and everyday life. Germans ultimately seek destinations with heritage value and authentic experiences beyond just sun and sand,” the Cuban representative stated.

One of the themes at this year’s ITB Berlin is health tourism, a sector in which the Caribbean island has excelled. TTC also spoke with Ramos regarding this aspect, to learn about the prospects for the German market.

Aligned with one of the themes of ITB Berlin 2026, Cuba has promising prospects in health tourism, thanks to international recognition of its scientific advancements and a diversified range of medical and wellness services offered by Cuban Medical Services, he said.

He noted that Cuba possesses significant strengths to become an ideal destination for health and wellness tourism, offering a unique combination of specialized infrastructure, high-quality medical treatments, natural environments and competitive prices; all supported by highly qualified human resources and achievements in biomedical research.

“Among the most valued services in the Cuban Medical Services portfolio are specialized consultations, traditional therapies (massage, acupuncture), and innovative treatments such as ozone therapy, equine assisted therapy and natural medicine for general well-being,” he emphasized.

Ramos also highlighted the addiction treatment programs with multidisciplinary approaches based on cognitive-behavioral therapies; cancer treatments with immunotherapy; placenta-derived products for skin conditions, retinitis pigmentosa and diabetic foot ulcers; minimally invasive surgeries; comprehensive rehabilitation; obesity management; ophthalmological and dental services; and services for stress, insomnia and nutrition, among many others. These services not only aim to cure, but are also focused on prevention and improved quality of life, integrating tourism with medical care, which sets Cuba apart from other Caribbean destinations.

ITB Berlin 2026 promises to be one of the most outstanding editions in the history of this global travel trade fair, standing out for its many new features and its focus on the future of tourism.

The event, which will take place from March 3 to 5, is fully booked and will feature exhibitors from more than 160 countries. Angola is the host country, highlighting the growing importance of tourism in Africa.