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The 44th International Tourism Fair of Cuba (FITCuba 2026) kicked off this Thursday in a hybrid format —mainly virtual on May 7 and 8, with an in-person closing on May 9 at the Josone Retiro Park in Varadero— amidst the worst tourism collapse the island has experienced in over two decades.
The event was virtually inaugurated by Prime Minister Manuel Marrero Cruz and Tourism Minister Juan Carlos García Granda, with the participation of over 900 exhibitors from hotel chains, travel agencies, airlines, and business partners from around the world.
García Granda described the fair as "an open window to experiences and opportunities for the sector" and noted that "in a complex context, Cuba reaffirms its vocation as a diverse destination, rooted in natural, heritage, and cultural values."
Marrero Cruz, for his part, stated that "nothing can overshadow the beauty and hospitality of the Island" and announced measures such as the elimination of the health fee at airports, ports, and international marinas, effective May 1, 2026, to attract visitors.
The official discourse contrasts sharply with a devastating reality: Cuba closed 2025 with just 1.81 million international tourists, a decline of 17.8% compared to 2024 and 62% from the historic record of 4.7 million reached in 2018, marking the worst record since 2002.
In the first quarter of 2026, the situation worsened even further: only 298,057 international visitors arrived, a decrease of between 48% and 52% compared to the same period in 2025.
The accumulated hotel occupancy stands at around 21.5%, which means that more than eight out of ten rooms remain empty.
Gaviota closed 20 hotels in Cayo Santa María, leaving over 7,000 workers unemployed, and in destinations such as Havana and Varadero only 13 hotels remain open.
To try to save the season, chains like Meliá and Gaviota applied urgent discounts of up to 30% on their rates.
The collapse has left approximately 300,000 workers in the sector unemployed or underemployed, according to estimates.
The regime attributes the collapse to the U.S. embargo, which has tightened since the return of the Trump administration in January 2025.
However, independent economist Pedro Monreal describes the decline as a "structural and sustained descent" and notes that the chronic energy crisis—exacerbated by the disruption of Venezuelan crude oil supplies following the capture of Nicolás Maduro in January 2026—is a determining factor, along with the shortage of Jet A-1 fuel that has led to massive flight cancellations to the island.
When the regime announced the fair to be held last February, the reaction on social media was a deluge of criticism: "You all live in another galaxy," wrote Cuban users in response to the contradiction between the crisis and the promotional event.
The guest of honor country in this edition is Canada, coinciding with the 80th anniversary of diplomatic relations between the two countries, and the event is dedicated to sun and beach tourism with Varadero as the star destination.
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