TORONTO — FITCuba 2026 is underway as the island’s tourism sector looks ahead to winter 2026-27 – and makes the best of a very challenging situation.
The two-day hybrid event, organized by Cuba’s Ministry of Tourism, kicked off yesterday, May 7, with a virtual opening ceremony, cultural performances and a full day of presentations by destinations, hoteliers and local tour operators.
Now in its 44th year, the International Tourism Fair is designed to showcase Cuba’s tourism offerings on the global stage, a mission that has taken on added importance amid widespread fuel shortages linked to U.S. sanctions and an oil blockade.
Canada’s travel advisory for Cuba remains at Orange (avoid all non-essential travel) and lift from Canada is still halted. Air Canada’s Cuba operations are suspended until Nov. 1. Air Transat flights scheduled between mid-June and the end of October 2026 remain temporarily closed for booking. Sunwing Vacations Group, including Sunwing Vacations, WestJet Vacations and WestJet Vacations Quebec, has suspended operations to Cuba for summer 2026, with all Sunwing Vacations Group operations to Cuba cancelled through Oct. 9 for all departure cities and airports.
Juan Carlos García Granda, Minister of Tourism of Cuba
In his opening remarks, Juan Carlos García Granda, Minister of Tourism of Cuba, addressed these challenges head on while also noting that the tourist destinations of Havana and Varadero remain open and operating.
“The government of the United States maintains and intensifies a brutal blockade against our country through unilateral coercive measures, an economic, commercial, financial and energy siege designed to suffocate any possibility of development and well-being for our people … However, Cuban tourism has a strong capacity for recovery and adaptation. 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 remain standing and demonstrate that with creativity, effort and unity we can continue moving forward.”
Manuel Marrero Cruz, Prime Minister of the Republic of Cuba, also expressed optimism in his opening address, saying he believes current restrictions “will not last long” and that operations will gradually return to normal. In the meantime, Cuba is using this downtime to prepare for the coming winter season.
“There is intense work underway despite tourism activity in the country being very limited. We are renovating hotels, designing new products and workers are beautifying their facilities,” he said. “Tourism continues innovating and developing in order to create all the conditions necessary so that once the situation improves, tourism services in the country can be restored.
“We will be ready and well-prepared to offer a high quality of service to all our visitors. We are hopeful that we will have a very strong winter ahead.”
TOURISM GROWTH PLANS
Much of this year’s event will highlight the efforts being made to develop Cuba’s tourism infrastructure, from hotel partnerships to technological advancements.
According to Minister García Granda, FITCuba 2026 is an opportunity to reflect on “what we want the tourism of tomorrow to look like: more sustainable, more inclusive and more connected to the culture and identity of our people.”
He noted new government-led regulations that allow Cubans living abroad to invest in Cuban businesses, with new advantages that were primarily offered only to foreign investors. He also highlighted positive results from a new hotel leasing model (announced at FITCuba 2025) as well as partnerships with MIPYMES (Micro, Small and Medium Enterprises) “that will undoubtedly enrich the tourism offering and allow us to increase the quality of services.”
“We have committed ourselves to a form of tourism that showcases the cultural identity of a country deeply rooted in its people,” said Minister García Granda. “We are at a moment when the integration of new technologies allows us to open doors, build bridges and connect with the world in ways that years ago would have seemed impossible.”
Prime Minister Marerro Cruz echoed these sentiments, extending gratitude to visitors and remaining optimism for brighter days ahead.
“Every time you do business with Cuba, you are helping the Cuban people. Every time a tourist visits Cuba, they are helping the Cuban people. And that is why we are eternally grateful.
“They may block us politically and economically, but they won’t be able to block out our sun and beaches. They will not be able to stifle the hospitality of the Cuban people, who will always be here with open arms, ready to welcome you. Why? Because love is repaid with love.”
Lead image caption: Manuel Marrero Cruz, Prime Minister of the Republic of Cuba
