Cuba re-invents FITCuba event, invites the trade to take part

Cuban tourism officials are inviting those in this country’s travel agency community to participate in Cuba’s annual tourism show of FITCuba, which Cuban tourism officials have this year reshaped as the country works to attract visitors in the wake of fuel shortages that led most Canadian tour operators to suspend their Cuba programs earlier this year.

Cuban tourism authorities report that May 7 and 8 will enable agents to participate for free in what it states will be a “dynamic virtual platform exclusive B2B sessions,” while the following day will see Canadians in Varedero invited to join in an in-person celebration in a community that is the cornerstone of Cuban tourism.

“Cuba is evolving and committed to tourism as a primary economic pillar. To adapt to the new scenario, the 44th International Tourism Fair (FITCuba) is going to be held virtually from May 7–9. We invite all our travel partners to be part of our next chapter!” said Gihana Galindo Enriquez, who oversees the Cuba Tourism Board’s Toronto office, adding that both tour operators and travel agents will be able to learn about “new business opportunities and infrastructure upgrades that are redefining the destination.”

The oil blockade imposed by the American administration on Cuba has disrupted everyday life in Cuba and there are ongoing news stories about Cubans struggling under the new reality.

But Cuba is continuing to promote itself to international tourists, among other things participating in huge travel show ITB in Berlin, and Galindo Enriquez said ties between this country and Cubans are too strong to be severed.

“While direct flights from Canada are temporarily paused, the heart of the Canadian traveler remains in Cuba,” she said. “Over 20 International airlines continue to connect Cuba with the U.S., Europe, and Latin America. Recently, more than 1,000 resourceful Canadians reached the island via alternative routes through Panama, Mexico, and the United States. Current travelers report positive experiences, the feedback is unanimous: the beaches are as stunning as ever, and the hospitality is unmatched. The bond between Canada and Cuba has been built over decades, and today, that connection is stronger — and more creative — than ever.

“Despite current travel hurdles, Canadian loyalty remains high. Repeat visitors account for over 40% of Cuba’s annual traffic. We see this demand reflected in daily inquiries we receive and the recent….(federal) approval for Flair Airlines to operate future flights to the island — a significant sign of market confidence.

“The ‘Cuba bug’ is real!”

Cuba specialists like Hola Sun Holidays and Enjoy Travel Group continue to offer summer 2026 bookings, with Galindo Enriquez saying, “Many travelers are currently taking advantage of dynamic airline pricing to secure their flights directly through international airlines and coordinating land services — hotels and transfers — through these trusted partners.”

Cuban tourism operations are currently concentrated in Havana and Varadero, where over 40 hotels are listed as fully operational. In other regions, services have been consolidated to match current demand.

“Local agencies continue to provide reliable excursions and transfers,” Galindo Enriquez continued. “Notably, the private sector has shown remarkable resilience; many hostels and private restaurants have installed solar panels to ensure uninterrupted service, offering visitors a unique look at Cuba’s innovative and resilient spirit.”

Tourism authorities are looking to the upcoming winter for a full resumption of regular operations, with Galindo Enriquez reporting hotel chains and others are “already finalizing contracts and infrastructure improvements to welcome back the Canadian market at scale.”

Meanwhile, participants will learn about the latest Cuban travel trends during FITCuba 2026, with Galindo Enriquez reporting her homeland is “moving beyond just ‘sun and sand’ to showcase” the likes of new product trends, such as new pet-friendly options and vibrant LGBTQ+ events.

Also looked at will be Cultural Deep-Dives, with Galindo Enriquez reporting participants can “Experience the soul of Cuba through tobacco tours and Vinales, jazz sessions, and the legendary nightlife of Havana.”

Those wishing to participate can sign up at https://fitcuba.fevexpo.cu to access a library of professional content and virtual networking booths. All materials will remain available for download post-conference at no cost.

Meanwhile, Galindo Enriquez adds that all Canadians in Varadero on May 9 “are invited to join the in-person festivities and celebrate with us at Josone Park. Let’s toast to the future of travel together!’

FITCuba registration is totally free for travel professionals, with the Cuba Tourism Board inviting them “to connect, network, and grow your business with the island’s top hotel chains and operators.”