Cuba presents its proposal to attract travelers from Italy

Interview with Yanet Mora, Cuban Tourism Counsellor in Rome

Claudia Dupeiron

Shortly before the start of the prestigious Milan Tourism Exchange 2026 (BIT Milano), the leading trade fair for the sector in northern Italy, TTC spoke with Yanet Mora, Cuba’s Tourism Counsellor to the European country, who discussed details about the Caribbean nation’s participation, its strategies to attract Italian visitors, and the ties that strengthen its presence in this market.

“Cuba’s participation in BIT Milano always represents a strategic opportunity to showcase the diversity and richness of our destination. This time, we have a modern and attractive stand that reflects authentic Cuban hospitality,” Mora stated. “The delegation includes hotel chains, travel agencies, and executives from the business sector. Our main objective is to present a comprehensive image of the country, beyond the sun and beach tourism product, highlighting our heritage, historical and cultural values, as well as the nature and authentic experiences that Cuba offers. The evolution of tourism on the island is evident in the variety of options we offer, from diving and sport fishing to heritage and cultural tourism.”

Furthermore, she noted that the Cuban presence in Milan makes it possible to strengthen ties and open new avenues of cooperation to consolidate Cuba as a destination in the European market. In that regard, she emphasized that this event is, without a doubt, one of the most important platforms for professional exchange in Europe.

Mora pointed out that participating in this forum also allows to “connect with key players in the tourism sector, present our latest developments, and align ourselves with international market trends.”

She added that the event also provides an opportunity to “strengthen Cuba’s presence in a growing market, demonstrating our ability to adapt to the new demands of travelers and highlighting our unique values.”

Regarding new development strategies for Cuba’s tourism offerings, the counsellor referred to the goal of emphasizing the marketing of architectural tourism, as well as strengthening accessible and inclusive tourism, leveraging the country’s existing potential.

As a new development, a Cuban delegation will participate in a panel dedicated to tourism at the BIT, where a new strategic cooperation project between the Lazio Region and Cuba will be presented, she noted.

The initiative seeks to strengthen institutional collaboration and promote joint measures in the areas of tourism, film, sports, culture, and education, with the aim of increasing outbound tourism and enhancing Cuba’s visibility as a destination in the Italian market. According to Mora, another significant development is the recent addition of the Italian hotel chain Domina Hotels, which currently operates three properties in the Caribbean archipelago under a management and marketing agreement: two in Havana and one in Varadero (the recently opened Domina Marina Varadero).

“This presence guarantees the market the opportunity to enjoy a product with an authentic Italian touch, tailored to their preferences and standards, in the heart of the Caribbean,” she emphasized.

“As an example of the efforts to diversify offers, we also note the expansion of domestic air connectivity, with flights marketed by Cubatur to Santiago de Cuba and Cayo Largo; Aerogaviota’s operations to Cayo Largo; and the flights managed by Viajes Cubanacán, which began on December 28, connecting Havana with the destinations of Cayo Coco and Holguín,” Mora stated.

Regarding the prospects for increasing the flow of Italian tourists to Cuba, Mora commented that they are highlighting “our heritage, safety, and hospitality to attract different types of Italian tourists. Furthermore, we are designing personalized, or tailor-made tourism programs that respond to the specific interests of each segment, from cultural travelers to adventurers. Including the destination on unconventional digital platforms and in specialized media is also fundamental to increasing our visibility,” she added.

Other measures include promoting joint activities with tour operators and travel agencies, both to attract new clients and to build loyalty among those who already feel an affinity for Cuba.

“The key is to offer authentic experiences that reflect the Cuban essence and ensure that each visitor takes away an unforgettable memory,” the diplomat asserted. “Our ties in Italy are based on close collaboration with tour operators, travel agencies, and airlines that directly connect Cuba with various Italian cities. Furthermore, we work on the joint development of attractive tourism products, in close partnership with destination management companies.

“This network of relationships is a key element in strengthening the destination’s presence and contributing to the sustained increase in visitor numbers to Cuba.”

Regarding the preferences of Italian tourists, she explained that this market finds Cuba a diverse and highly attractive destination, favored by its tropical climate and renowned beaches, but also by a wide variety of tourism options. Among the most popular are heritage and cultural tourism, nature, adventure, and rural tourism, as well as nautical tourism and diving.

“Added to this are authentic elements that distinguish the destination, such as tobacco and its plantations in Pinar del Río, rum, music, history, safety, and, especially, the hospitality and cheer of the Cuban people,” she stressed.