“We were thinking about what the island can offer that a traveler wouldn’t find in any other Caribbean destination, in order to showcase it at the upcoming FIT,” José Antonio Aguilera, Cuba’s Tourism Counselor for the Southern Cone, told Prensa Latina.

Before thevchallenge of revitalizing tourism to Cuba amidst the intensified hostility of the current U.S. administration, Aguilera devised a proposal aimed at changing how the island is presented and marketed in Argentina.

“After three decades of uninterrupted presence at the fair, Cuba arrives at this anniversary edition with a fresh perspective: competing not just on price, beaches, or infrastructure, but also on authenticity, identity, and experiences that are hard to replicate,” the executive elaborated.

“The strategy is based on a strength Cuba considers unique: the ability to combine living culture, heritage, music, gastronomy, rum, tobacco, history, nature, motorsports, golf, and diversity into a single trip,” he added.

Based on this concept, the Cuban Tourism Office for the Southern Cone aims to open up new business opportunities for tour operators, travel agencies, DMCs, event planners, and specialized professionals.

One of the products mentioned seeks to capture tourist interest through a “Premium Tobacco Route” in the western province of Pinar del Río, bringing visitors closer to the world of the *Habano* (Cuban cigar), its producers, rural culture, and the traditions associated with the cultivation and processing of Cuban tobacco.

“We also aim at speaking directly to the Argentine imagination”; hence the “Fangio’s Havana” offering, which draws on the historical connection between five-time Formula 1 world champion Juan Manuel Fangio and Cuba, transforming it into a tourism experience featuring classic cars on the streets of Havana.

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