The 44th edition of Cuba's International Tourism Fair (FITCuba 2026) commenced this Thursday, adopting a hybrid format. The event primarily takes place online on May 7 and 8, with an in-person conclusion scheduled for May 9 at Varadero's Parque Retiro Josone. This launch occurs amid the most severe tourism downturn the island has faced in over twenty years.
The virtual opening was led by Prime Minister Manuel Marrero Cruz and Tourism Minister Juan Carlos García Granda, drawing participation from over 900 exhibitors, including hotel chains, travel agencies, airlines, and global business partners.
García Granda described the fair as "an open window to experiences and opportunities for the sector," emphasizing that "in a challenging context, Cuba reaffirms its status as a diverse destination, rich in natural, cultural, and heritage values."
Meanwhile, Marrero Cruz asserted that "nothing can obscure the island's beauty and hospitality," announcing measures like the removal of health fees at airports, ports, and international marinas, effective May 1, 2026, in an effort to attract tourists.
However, the official rhetoric starkly contrasts with a bleak reality: Cuba ended 2025 with just 1.81 million international tourists—down 17.8% from 2024 and a staggering 62% drop from the record high of 4.7 million in 2018, marking the lowest figures since 2002.
The initial quarter of 2026 has seen further decline, with only 298,057 international visitors, representing a decrease of between 48% and 52% compared to the same period in 2025.
The current hotel occupancy rate stands at approximately 21.5%, indicating that more than eight out of every ten rooms remain empty.
In response, Gaviota has shuttered 20 hotels on Cayo Santa María, leaving more than 7,000 workers without jobs, and in areas like Havana and Varadero, only 13 hotels remain operational.
To salvage the season, hotel chains such as Meliá and Gaviota have implemented urgent discounts of up to 30% on their rates.
The collapse has resulted in an estimated 300,000 tourism sector workers facing unemployment or underemployment.
The regime blames the crisis on the tightened U.S. embargo, reinstated with the Trump administration's return in January 2025. Yet, independent economist Pedro Monreal describes the decline as a "structural and sustained downturn," pointing to the chronic energy crisis—worsened by the halt in Venezuelan crude supplies following Nicolás Maduro's capture in January 2026—as a critical factor, alongside the Jet A-1 fuel shortage causing widespread flight cancellations to the island.
When the government announced the fair in February, social media erupted with criticism, with Cuban users expressing disbelief: "You live in another galaxy," they remarked, highlighting the contradiction between the crisis and the promotional event.
This year's guest of honor is Canada, coinciding with the 80th anniversary of diplomatic relations between the two nations. The event spotlights the sun and beach product, with Varadero as the star destination.
Cuba's Tourism Crisis and International Fair: Key Questions
How has the tourism sector in Cuba been affected recently?
Cuba's tourism has drastically declined, with international visitors dropping to 1.81 million in 2025, a significant decrease from previous years.
What measures has the Cuban government taken to attract more tourists?
The government has eliminated health fees at airports, ports, and marinas, in an attempt to make travel to Cuba more appealing.
What factors are contributing to Cuba's tourism decline?
Factors include the U.S. embargo, an ongoing energy crisis, and the lack of Jet A-1 fuel affecting flights to the island.
Which country is the guest of honor at FITCuba 2026?
Canada is the guest of honor, celebrating 80 years of diplomatic relations with Cuba.