World Tourism Day highlights digital trends and sustainability needs

On World Tourism Day, discussions have turned toward the future of the industry, specifically focusing on the digital agenda and artificial intelligence as central themes for 2026. Experts emphasize that technological transformation is reshaping how travelers select destinations and plan experiences.

However, there is a growing call to prioritize sustainable tourism. This involves a balance between environmental responsibility, the preservation of local biodiversity, and the respect for the sociocultural authenticity of host communities. True sustainability requires ensuring that economic activity remains viable in the long term without destroying the unique landscapes and identities that attract visitors.

In Cuba, concerns have been raised regarding the environmental state of Las Terrazas within the Sierra del Rosario Biosphere Reserve. Once a model for ecological tourism and sustainable development, the area is reportedly facing degradation, including the invasion of lakes by invasive species and a general sense of neglect that threatens its status as a protected heritage site.