FITCuba 2026 embraces the virtual format: An unprecedented fair in Cuba

By: Rachell Cowan Canino/ Photos: Abel Rojas Barallobre

From May 7 to 9, Cuban tourism and its most important event will move to a digital platform with interactive booths, continuous programming, and one in-person day in Varadero.

In the context of the fuel blockade and flight cancellations, Cuba is reinventing its tourism fair. This was announced on Thursday by Yadira Ramírez, director of Communications for the Ministry of Tourism (Mintur), and Lessner Gómez, director of Marketing, during the press conference presenting FITCuba 2026. The major innovation: for the first time in the history of tourism on the island, the fair will be held in a mostly virtual format. On May 7 and 8, all professional activity—conferences, presentations, and business meetings—will take place on the platform www.fitcuba.net. On Sunday the 9th, however, there will be an in-person event open to the public at Josone Park in Varadero, featuring music, children’s games, and summer deals.

“The fair, although virtual, can be enjoyed as if we were actually at a fairground,” explained Ramírez. Attendees will register for free and will have access to virtual booths from hotel chains, travel agencies, and even the non-state sector. Each exhibitor will upload their own materials and maintain an active chat with visitors from 9 a.m. to 7 p.m. The platform, designed by DeSoft, will remain active for two months after the fair ends so that information can continue to be downloaded.

Lessner Gómez detailed the program for the two days. “Let’s close our eyes and imagine we’re on a big stage with a big screen,” he suggested. The program will include:

• Day 7: Official opening with speeches from the Prime Minister and the Minister of Tourism; presentations on the destinations of Varadero (nautical activities and beaches) and Havana (culture, nightlife, cocktails); presentations by hotel chains (Meliá, Iberostar, Barceló, etc.); a “Unique Experiences” section featuring tobacco routes, sports tourism, and “Rum Pairings” (a rum and cigar pairing that participants can follow from home).

Day 8: Opening with “Energía Cuba” and music; a virtual tour of iconic bars in Varadero and Havana; presentations by national chains (Gaviota, Cubanacan, Gran Caribe, Islazul, and Campismo Popular); the “Cuba: More Than Sun and Beach” segment (urban tourism, nature, events, wellness); dance classes and a cocktail masterclass; special offers from destination management companies; and a CubaSol raffle. The closing ceremony will be at 6 p.m. with the announcement of the winners of the awards and a virtual booth competition with Awards from the Cuban Association of Communications Profesionals.

Gómez highlighted a key advantage of the virtual format: “We can have participants from anywhere in the world who only need a link.” In fact, in just 48 hours, hundreds of people and several travel agencies had already registered, including agencies that had never before been able to participate in person at a trade fair in Cuba.

Alongside the virtual program, FITCuba 2026 will host a specific meeting with Cubans residing abroad. Although exhaustive details were not provided at the conference, sources from the Ministry of Tourism confirmed that this is one of the new features of this edition, aligned with the “priority attention” policy recently announced by Lessner Gómez in an exclusive interview with Travel Trade Caribbean.

This policy will include facilitating reservations, car rentals, and the possibility of making purchases from abroad for their families in Cuba. “We want to strengthen the bond with Cubans living abroad,” Gómez stated on that occasion. “This is their homeland.” The event will be part of a series of virtual sessions, with a dedicated space to listen to participants’ concerns and present special offers.

“With this virtual fair, we are telling the world that our tourism is alive, that Cuba is alive, and that we are seeking alternative solutions despite the significant energy blockade that has affected air operations,” Gómez emphasized. She also noted that this is not an isolated experiment: other countries and major tour operators turned to virtual fairs during the pandemic. “It’s a big challenge, but we will meet it.”

Those interested in participating as visitors or exhibitors can register for free at www.fitcuba.net. On Sunday the 9th, the public event will be held at Josone Park in Varadero, from 10:00 a.m. to 7:00 p.m., with free admission and activities for the whole family.