From the Malecón Avenue or the Paseo del Prado itself, everyone admires the fortresses that make-up part of the Morro-Cabaña Military Park, and from that complex, visitors' eyes gaze out at the immensity of Havana, surrounded in that urban area by the immense navy blue.

Precisely, this beautiful colonial setting is part of the city's defensive system of old, declared a World Heritage Site by UNESCO, along with the neighboring Historic Center, in 1982. This landscape has become a quintessential Cuban image that travels around the world.

It's no wonder that it will host the 43rd International Tourism Fair, FitCuba 2025, April 30th - May 3rd. The most important annual event of the industry will have China as its guest of honor and Cuban Traditions as its star product.

Since its founding in 1980, this trade forum seeks to promote Cuba as a destination, present its attendees with new developments for the occasion, attract markets, foster conversations between foreign partners and their hosts, and close contracts for future seasons.

FitCuba will develop its agenda as part of the national strategy aimed at surviving and developing at the same time, despite the challenging domestic situation, with its diverse shortcomings, mostly caused by the ironclad US economic, commercial, and financial blockade, which has been in place for more than six decades and is far from being lifted under Donald Trump's administration.

Even so, Cubans are resisting, and the drive for the leisure sector is emerging as one of their current alternatives to overcome the critical situation they are facing.

Recently, at the Transport and Logistics exchange, government sources emphasized the importance of meetings of this nature, from which valid results emerge for the nation and its people.

Such is the same case with the imminent meeting of the smokeless industry, convened to generate more income—one of its attributes—and, through productive linkages, to attract the rest of the related sectors.

IDEAL VENUE AGAIN

As in 2019, during Havana's 500th anniversary, the renovated El Morro (1630) and La Cabaña (1774) hosted that year's forum and now repeat as hosts, just weeks before the farewell of the annual Book and Literature Fair, which, after leaving the city limits, toured throughout the country.

In successive presentations by Juan Carlos García Granda, head of the department, he has emphasized that Cuban tourism has on its list of challenges: facing electrical problems, stabilizing the supply of food, beverages, and supplies, fuel shortages in the retail network, the suspension of ESTA visas, travel alerts, and reduced air connections. All of this is mainly due, he confirmed, to the restrictive measures imposed by the US.

Furthermore, senior management recognizes that this activity has the potential to return to its prime only if it achieves better, specialized service and a quality customer-employee relationship; becomes more competitive; and diversifies its source markets—currently the main ones are Canada, Russia, and Latin America. Latin America and promote multi-destination tourism.

Ultimately, a transformation in tourism management is required, which involves multiple actions and, in turn, fighting negative trends, forging alliances with other sectors, redesigning products, and consolidating circuits.

Releases from the Convention program indicate that, as usual, the first day will include the ribbon-cutting and a tour of the venue. An opening gala with Cuban and Asian cultural performances is scheduled for the evening at Karl Marx Theater.

Its delegates will participate as guests in the May Day parade in José Martí Revolution Square.

Negotiation rounds are scheduled for May 2nd, followed by the official closing ceremony at dusk at the world-renowned Tropicana cabaret. The following day, a meeting of the Ministers of Tourism of the ALBA-TCP member countries will take place at the Gran Muthu Habana Hotel.

On that same date, the Organizing Committee announced General Public Day, when the Fair's doors will open for mass visits and exchanges with exhibitors. Also on this productive Saturday, the Postur trips will begin, covering the Viñales Valley, Matanzas, particularly the resort of Varadero, and the south-central city of Trinidad in Sancti Spiritus.

Events like this are timely and necessary, as they are in line with the Government's Program to correct distortions and relaunch the Cuban economy.

Despite Washington's unwavering siege, which has caused dissimilar difficulties for the country and its resilient population, Cuba remains open to the world, and the new FitCuba 2025 event will be an example of this.

Translated by Amilkal Labañino / CubaSí Translation Staff