FITCuba 2026: A symbol of resilience and confidence in the future

Cuban officials say they’re hopeful that Cuban tourism will soon rebound from the effects of a punishing oil blockade of Cuba imposed by the American government that has dramatically curtailed the island’s tourism trade.

Tourism officials opened the 44th edition of Cuban annual tourism show FITCuba on May 7, for the first time using a virtual format that provided an update on the current situation to those who aren’t now able to reach the island as many airlines have suspended service to it because of a shortage of aviation fuel.

That in turn has led most Canadian tour operators that send people to Cuba to suspend their Cuba programs.

But Cuban Prime Minister Manuel Marrero Cruz — himself a former tourism minister — said when tourism regains traction those visiting the country will be impressed.

“Tourism continues evolving, innovating and developing, with a view to create the right conditions, so that once the situation improves tourism services in the country can be gradually restored…,” he said. “We are optimistic. We believe that these restrictions will not last long and that we will gradually be able to return to normal..

“We will be ready and well prepared to offer a high-quality service to all our visitors. We are hopeful that we will have a very strong winter ahead…

“They (the American administration) may block us politically, they may block us economically, but they won’t be able to block our sun. They won’t be able to block our beaches, and they will not be able to stifle the hospitality of the Cuban people.”

The fuel shortages and falling numbers of visitors have prompted Cuban tourism to consolidate their operations. But Tourism Minister Juan Carlos Garcia Granda told FITCuba viewers that Havana and Varadero are “open and operational” and hotels that have been closed are using the closures as opportunities to renovate.

Varadero has been the cornerstone of Cuban tourism and Garcia Granda used the show to report that TripAdvisor this year stated that the destination has the world’s third-best beach, which is free of the sargassum plaguing some other parts of the Caribbean.

The oil blockade has disrupted all aspects of Cuban society, but Garcia Granda said Cuban tourism has demonstrated a “strong capacity for recovery and adaption” and authorities are committed to making it more inclusive and sustainable.

“Tourism has been and will continue to be a vital force for our country…We have faced all kinds of difficulties, from economic limitations to logistical challenges but we have managed to stand firm and show that with creativity, effort, and unity we can continue moving forward…

“Today, FITCuba is not just an event. It is a symbol of resilience, innovation and confidence in the future.”

He also declared Cuba’s “gratitude to those who have stood with us on this journey. We also extend our hand to those who for various reasons have not been able to join us in recent times with the hope they will soon return and once again be part of this great family.”

Meanwhile, Marrero Cruz said those who choose Cuba for their vacations are benefitting the country’s economy.

“Every time a tourist visits, they’ve helping the Cuban people,” he said. “And that is why we are eternally grateful.”

Cuba’s recent hardships have been well-publicized but those watching the show were reminded why the country has built a following in this country and other parts of the world, with FITCuba showing images of Varadero’s famed turquoise water, white sand, modern resorts and available watersports and other activities, and images from other parts of the country, including Havana, where such landmarks as the Hotel Nacional de Cuba were featured.

There were also performances by Cuban musicians — with Cuban music building an international following — during the slick and entertaining show.

The show is continuing today.