Promoting Cuba as a destination in international scenarios

Cuba actively participates in major international tourism fairs to strengthen strategic alliances and promote its offer in key markets. Fitur was the first major event of the year in Madrid, where the Cuban delegation, headed by Tourism Minister Juan Carlos García Granda, held important meetings with investors, tour operators and travel agencies.

Cuba’s energetic participation continued in February with its presence in “Ferie for Alle” in Herning, Denmark, the largest travel event in Scandinavia and a scenario to strengthen alliances with tour operators. At the same time, at Tourism Plus Shanghai 2025, Tourism Counselor Elizabeth Vela and Cuba’s consul general to the country, Mileidy Aguirre, highlighted the cultural wealth of the Carribbean nation. In March, Cuba participated as a guest country in the Lisbon Travel Market (BTL). During the event, the First Deputy Minister of Tourism, Jorge Alberto García Domínguez, met with the Portuguese Secretary of State for Tourism, Pedro Machado, to strengthen bilateral cooperation.

Cuba is preparing to participate in high-impact events

The market diversification strategy was also evidenced at the OTDIX 2025 International Tourism Fair in Minsk, Belarus. On that occasion, the Cuban stand was visited by the country’s Minister of Tourism, Sergei Kovalchuk. Equally relevant was the participation in the 31st Moscow International Tourism Fair, an important market for Cuba, with which it sought to increase air connectivity. Within this framework, the agreement between the Cubanacán Hotel Group and the tour operator Pegas Touristik to promote tourism to Holguín was highlighted.

Other regions in Europe also witnessed the promotion of Cuba as a destination. The World Tourism Fair in Paris and the BIT in Milan exhibited the island’s diverse tourism modalities. Meanwhile, in Latin America, the Caribbean nation was represented at the ANATO Tourism Showcase in Colombia, with key meetings at the Cuban Embassy to boost bilateral tourism. More recently, Cuba participated in the WTM Latin America 2025 in São Paulo, where Tourism Counselor Ivis Fernández Peña highlighted the innovations and strengths of the archipelago for international visitors.

For the rest of the year, Cuba is preparing to participate in high-impact events such as the AVAVIT 2025 Travel and Tourism Exhibition in Venezuela, the Top Resa Professional Tourism Show in Paris, the World Travel Market in London and others of international relevance to consolidate its presence in strategic issuing markets.