“In Cuba, you feel like you’re with family”: The story of James Tafur, who found his second home on the island

Collaboration by Rachell Cowan Canino / Photos: Courtesy of James Tafur

With 32 years of experience in the tourism sector and dozens of destinations visited, Peruvian tour operator James Tafur doesn’t hesitate to state: “If I had to choose, I’d choose Cuba. It’s the most beautiful place I could ever set foot on.” At FITUR 2026, Tafur shared his experience as a guest at the first two editions of the “Motivos Cubanacan” event, describing a connection that transcends the professional and is rooted in the human quality.

“Thanks to Cubanacan Hotels, I’ve had the honor of participating… from the first edition to the second, and surely the third,” Tafur explained excitedly. For him, the unique aspect of the Cuban experience doesn’t lie in the tangible. “Everyone sells the same bed, the same pillow, maybe the same food. But what Cubanacan Hotels sells is kindness, smiles, attention to detail. Or rather, what Cuba sells in general.”

His story is a journey through the island beyond the clichés. “From day one, we’ve been talking in our country and encouraging many tour operators not only to come and see the beaches, but everything that Cuba represents: to see Trinidad, the lively festivals of Remedios, Varadero, the keys, Matanzas… and every person who welcomes them there,” Tafur noted, as the general manager of Captur Mayorista Travel & Tours.

James Tafur with Gipsy Hernández Perdomo, president of Cubanacan, at FITUR 2026.

But the heart of his story lies in a deeper discovery. “Every place we’ve been able to visit has left us speechless,” he confessed. And addressing his Cuban hosts directly, he expressed: “You have a blessed, beautiful land. Take care of it, bless it every day, because that blessing expressed in your smiles makes us happy, because there are beautiful reasons to return again and again.”

According to Tafur, the secret of Cuba’s tourism success lies in a fundamental transformation of the traveler’s experience. “Who wouldn’t want to return to a place that isn’t their home, if at every moment you are made to feel like part of their home, like part of the family? And when you feel like family in this business, you identify with it, you offer your services not just to sell or receive financial compensation, but because we are part of a group of people.”

His testimony at FITUR 2026 concluded with a statement that summarizes years of travel and comparisons: “In my experience, of all the destinations I’ve visited, I’ll always choose Cuba.” A conclusion that, more than a professional preference, appears to be recognition of having found a place where hospitality is not a service, but a way of life.