London, November 7, 2024 - Cuba has successfully concluded its participation in the prestigious international tourism fair World Travel Market (WTM) London 2024, held from November 5 to 7 at the ExCeL London Exhibition Center. This edition of WTM, one of the most prestigious in the world, allowed Cuba to consolidate its image as a tourist destination of excellence and strengthen its presence in the British and European markets.
The Cuban delegation, led by Pilar Álvarez Azze, Director General of Marketing at the Ministry of Tourism, managed to reach important agreements to strengthen ties in the sector and promote the island as a tourist destination. During the fair, Cuba presented its diverse offer, which is characterized not only by its natural beauty and cultural heritage, but also by the integration of new tourism experiences, such as ecotourism and cultural tourism.
One of the most important achievements during WTM was the signing of a cooperation agreement with the training agency Online Travel Training (OTT). Thanks to this agreement, Cuban tourism professionals will have access to virtual courses and events that will contribute to their specialization in travel and customer service, improving training and service throughout the sector.
WTM also served as a platform to highlight Cuba's rich cultural and architectural heritage, which is fundamental to attracting tourists. In a press briefing, the Cuban delegation emphasized the importance of tourism offerings based on the country's history as part of a strategy to diversify offerings and attract a wider audience. The preservation of colonial cities such as Havana, Trinidad and Cienfuegos, along with the promotion of heritage tourism, remains a priority for the Cuban authorities, which has led to closer ties with national and international cultural institutions.
Despite the obstacles imposed by the economic, commercial and financial blockade of the United States, which severely limits the development of many sectors of the Cuban economy, tourism remains one of the main engines of the country's social and economic development. In addition to being an important source of revenue, tourism contributes significantly to job creation, infrastructure development and the improvement of public services. Cuba continues to make progress in its strategy to strengthen the sector, adapting to circumstances and diversifying its offer, with the aim of positioning itself as a sustainable, accessible destination with a rich cultural offer.
The Cuban stand at WTM attracted the interest of many tour operators and travel agents, who were impressed by the diversity of Cuba's offer, from sun and beach tourism to eco-tourism and cultural tourism. The Cuban delegation took the opportunity to highlight the country's efforts to preserve its natural and cultural heritage, as well as its investments in tourism infrastructure, which will guarantee a high quality experience for visitors.
The Cuban delegation extended an invitation to participate in the next International Tourism Fair, FITCUBA 2025, to be held in Havana in May 2025. This fair will be attended by China as a guest country and has become an important platform for the promotion of tourism on the island.
With a unique offer that combines culture, history and nature, Cuba continues to be a favorite destination for travelers seeking authenticity. The island's participation in WTM London 2024 was an excellent opportunity to strengthen its international image, expand its presence in the European and UK markets and consolidate its leadership as a sustainable tourist destination, despite the difficulties caused by the blockade.