The Cuban Minister of Tourism, Juan Carlos García Granda, launched the 44th edition of the International Tourism Fair, FITCuba 2026, this Thursday amid the sector's worst crisis in over twenty years. He emphasized that tourism "will increasingly become a driver of development and a bridge of peace and friendship among nations."
The opening ceremony, held virtually, also featured the presence of Prime Minister Manuel Marrero Cruz and brought together over 900 exhibitors from hotel chains, travel agencies, airlines, and international business partners, according to the official agency ACN.
FITCuba 2026 is being conducted in a hybrid format: virtual negotiation sessions on May 7 and 8, followed by an in-person event on May 9 at the Josone Park Retreat in Varadero. This marks the first predominantly virtual edition of FITCuba, an adaptation reflecting the energy and logistical constraints paralyzing the nation.
García Granda's remarks come as Cuban tourism sees its lowest performance since 2002. In 2025, the country welcomed only 1.81 million visitors, a 17.8% decrease from 2024 and a staggering 62% below the record high of 4.7 million set in 2018.
The decline worsened in early 2026, with just 298,057 visitors arriving in the first quarter, equating to 52% of the previous year's level during the same period. Hotel occupancy averaged a mere 18.9% in 2025, leaving more than eight out of ten rooms vacant, based on data from the National Office of Statistics and Information, at a time when global tourism is experiencing historic growth.
Rather than acknowledging the collapse of the sector under 67 years of centralized state management, García Granda blamed the U.S. embargo, describing it as a "brutal blockade" with "unilateral coercive measures and an economic, commercial, financial, and energy siege designed to stifle any possibility of development and well-being for our people."
In an effort to revitalize the sector, the minister announced the opening of tourism investment to Cuban residents abroad under any business model, "with the same conditions and even new facilities" as those offered to foreign investors.
He also highlighted the leasing of hotels to foreign chains—a model whose first tangible result is the Iberostar Origin Laguna Azul Hotel in Varadero, leased to the Spanish chain Iberostar since January 1, 2026, marking the first in six decades of state control—and new public-private partnerships with micro, small, and medium enterprises, management contracts, and joint ventures.
García Granda implicitly acknowledged the severity of the situation by expressing gratitude to sector workers "for the daily feat of reaching facilities to provide service amid the challenging conditions of everyday life."
The minister concluded his remarks with an appeal to partners who have distanced themselves: "We extend our hand to those who, for various reasons, have not been able to join us in recent times, with the hope that they can soon rejoin and become part of this great family once more."
Questions About Tourism's Role in Cuba's Development
What is FITCuba 2026?
FITCuba 2026 is the 44th edition of the International Tourism Fair in Cuba, featuring virtual and in-person sessions to promote tourism amid the sector's challenges.
How has the U.S. embargo affected Cuban tourism?
The Cuban government attributes tourism difficulties to the U.S. embargo, describing it as a blockade that restricts economic, commercial, and financial growth.
What new initiatives are being introduced to boost Cuban tourism?
New initiatives include opening tourism investments to Cubans living abroad and leasing hotels to foreign chains, alongside public-private partnerships and joint ventures.