April 10, 2026 Team Contibutor
Cuba is preparing for FITCuba 2026, its flagship tourism event, to be held next month from May 7 to May 9, 2026. It’s an annual event in the Cuban tourism industry, dating back to its first edition in 1980.
This time it’s different- It’s moving from a strictly in-person event spanning 4–5 days of face-to-face meetings and exhibitions to a hybrid format, signalling a significant shift in times when Cuba is trying to stabilize its travel sector amid ongoing economic pressures.
The shift to a hybrid model is a direct response to Cuba’s current energy challenges and fuel shortages. The spotlight this year is firmly on rebuilding confidence among Canadian travellers.
For Cuba, this is more than an event; it’s a strategic reset.
FITCuba 2026 to spotlight Canadian market recovery
Organized by Cuba’s Ministry of Tourism (MINTUR), the Cuba International Tourism Fair serves as a platform to showcase the country’s natural, cultural, and heritage strengths.
In 2026, a key priority is the revitalization of Cuba tourism Canada ties, signalling readiness to scale operations and strengthen long-standing travel relationships.
Schedule and key events
The event runs from May 7 to May 9, 2026, with a hybrid format separating business and public engagement. This is the first time the fair has been so cleanly divided between digital-only business days and a public-only physical celebration.
May 7–8 (Virtual Business Sessions)
Industry professionals, including airlines, tour operators, and agencies, will connect via the official platform to conduct negotiations, networking, and innovation-led discussions.
May 9 (Public Day in Varadero)
The event opens to the public at Parque Josone, featuring cultural showcases and interactive tourism experiences. The focus here is to promote Varadero as Cuba’s leading beach destination.
Key activities are also linked to the Plaza América Convention Center, a major hub for tourism exhibitions.
Bid to revive Cuban tourism
Despite economic strain, including energy challenges affecting infrastructure, Canada continues to anchor Cuba’s tourism economy. Before this crisis, Cuba was on track to welcome 1 million Canadians in 2026.
However, concerns around service quality and rising costs have influenced perceptions among Canadian tourists in Cuba. FITCuba 2026 is expected to directly address these issues through new partnerships and improved offerings.
Canadians travelling to Cuba
Travel to Cuba from Canada has significantly dropped. The primary reason for the low numbers right now is that major Canadian carriers have pulled out of the market temporarily:
- Sunwing and WestJet: Operations are suspended, with a planned resumption on June 20, 2026.
- Air Transat: Also postponed its return until at least June 20, 2026.
- Air Canada: Has taken a different approach to resuming service by pushing back the return of its Cuba service to November 1, 2026, citing hotel closures and power grid instability.
But people are still visiting the battered nation. The small number of Canadians entering the country is entering primarily via indirect routes. Since direct charters are largely unavailable, travellers are connecting through:
- The United States (American Airlines, Delta, Southwest)
- México (Aeroméxico, Viva Aerobus)
- Panama (Copa Airlines)
As Cuba travel recovery gains momentum, the success of FITCuba 2026 could shape how quickly Canadian travellers return—and how confidently they book. If you’re looking to read more on FITCuba 2026, read more here.
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