Cuba: A benchmark MICE destination in 2025

Cuba is positioned as an ideal MICE destination (for meetings, incentives, conventions and exhibitions tourism), thanks to its specialized infrastructure and personnel. In 2025, the destination consolidates its agenda with activities focused on culture, medicine, education, science, technology, environment, sports and tourism, based on unique experiences for professionals and visitors.

One of the most eagerly awaited events for the second half of the year is the 10th Ibero-American Rural Tourism Meeting, which will take place from September 29 to October 5 in the western region of the country. The choice of Cuba as the venue by the Ibero-American Institute of Rural Tourism (IBEROATUR) is no coincidence: the island is renowned for its experience in this type of tourism, which combines tradition, sustainability and innovation.

During the event, participants will enjoy traditional rural fiestas known as guateques, visits to agro-ecological farms, workshops in academic centers and debates on key issues such as agrotourism, community-based tourism, the impact of climate change and sustainable local development. The main venues will be the Agricultural University of Havana and the National Botanical Garden, where preparations are being finalized. Representatives of the 22 Ibero-American countries, including entrepreneurs, universities and associations, form part of this organization.

The San Cristobal Travel Agency will premiere the first edition of Leales al Patrimonio, an event in honor of the late Havana City Historian Eusebio Leal. Scheduled from November 11 to 16, this meeting seeks to highlight Cuba’s heritage values through activities in Havana, Matanzas and Trinidad.

The capital of the country will deal with colonial architecture; the “Athens of Cuba” (Matanzas) will delve into African roots, popular religiosity and traditions; while in Trinidad, the space will be conducive for those interested in delving into topics related to the conservation of tangible and intangible heritage.

MICE destination with good music and gastronomy

The Song Festival for the Visually Impaired will be held June 17-21 and the International Underwater Photography Event (Fotosub 2025) will be held in late July, both organized by the Ecotur Travel Agency.

Likewise, the Gaviota Tourism Group is already promoting for September the 7th edition of the Destinos Gaviota Tourism Trade Fair in Cayo Santa María, a resort located in north-central Cuba, which will also showcase Tope de Collantes to tour operators, travel agents, specialized press and influencers. Every year, the event represents an excellent professional space to promote the Group’s management of facilities in Cuba’s main destinations among tour operators. In addition, the Digital Nature in Topes de Collantes meeting will run from September 18 to 22 and IMASUB will be held in Pinar del Río in July.

For its part, the Cubasol Business Group proposes its usual calls for the Ernest Hemingway International Billfishing Tournament, which will reach its 73rd edition in June; while Asia-Havana and the 15th Edition of the Cuba Grand Golf Tournament are scheduled for October. In addition, Experience and Traditions, Jardines del Rey Big Game Trolling and the Meeting of Friends of Partagás will also be held.

The Plaza America Convention Center, located in Varadero, will host the 14th edition of the Varadero International Gourmet Festival from September 11 to 13. The main theme of this event will be “The Evolution of Gastronomy in Cuba,” and businesspeople and professionals linked to the commercialization, management and training of beverages and food in the state and private sectors, education workers in this field and clients from all the country’s tourist destinations are invited to participate.

The end of the year will be marked by the III International Seminar on Tourism Law with the purpose of consolidating Cuba as a hub of knowledge and networking in different key sectors.

With this varied proposal, the archipelago is consolidating its position as a benchmark MICE destination that combines cultural wealth, nature and professionalism to offer unforgettable experiences at every event in 2025.