The general consensus of the nearly 6,000 attendees of PCA25 (myself included) is that the show, city of New Orleans, and overall convention exceeded expectations. The tradeshow experienced growth in raw numbers, growth in the overall experience, and solidification as the marquee event of the premium cigar industry. In many ways, the tradeshow is a barometer of the industry itself, which is a positive sign for retailers and manufacturers alike.
The PCA staff, team, and board of directors hope that attendees of PCA25 left the show feeling energized for the future of their businesses, gained some knowledge and insights, and expanded their network both on the show floor and during the many external events. The PCA team took some risks and made some investments in the show that will pay off for many years. We were blessed with good weather, something beyond our control that worked out to our advantage and elevated the overall trade show experience. The results of PCA25 were a clear statement made by the premium cigar industry, association, and our membership that we can take calculated risks and grow as we adapt without sacrificing history or tradition.
Our team is already preparing for the 2026 trade show and taking lessons learned and member feedback seriously as we look to raise the bar even further. It is safe to put the rumor to rest that there is nowhere to smoke in New Orleans and that the city wouldn’t be comparable to Las Vegas in dining and entertainment. New Orleans made a statement and exceeded expectations. I am glad that we are going back-to-back with the show returning to New Orleans in 2026 for an encore performance. If you didn’t join us this year in New Orleans, know that we would love to see you at the 2026 trade show and welcome you with open arms.
With this year’s show behind us, the association is not slowing down, and we intend to exceed your expectations for your membership value beyond the trade show even further. Our team is working on new member benefit programs, affinity partnerships, and exclusive products. We also recently launched our magazine and publications digitally and are developing a “Find a Retailer” tool, which will be available on our website this fall. Additionally, our team is leveraging our grassroots and hosting pop-up events, engaging in store visits, and growing our audience reach to showcase “specialty tobacco retailing” in new frontiers. We are excited to attend various cigar events this summer and fall and partner for a new tradeshow in Dubai, UAE, November 11-12, in partnership with Quartz for the first World Cigar Show.
On the advocacy front, the PCA is defending the sanctity of “premium cigars” in the courts and educating on the nuances of your businesses and products before Congress and the state legislatures. Our team will organize state action events alongside our industry partners in Indianapolis and Boston this summer, hotbeds for issues ranging from tax increases to generational smoking bans. The PCA is prepared for the challenges and opportunities that we will face, and is strengthened by your participation and the participation of your peers in growing the association’s ranks.
Our strength is in numbers, and this is my appeal to retailers and manufacturers to do two things: 1) encourage your peers to support the PCA as a member. Although we gained over 250 new retail members in the past year, we saw a dip in membership renewals in California and pockets of the West Coast stores that did not attend the show because of travel distance. Your membership dues are like insurance for your business: just because you didn’t file a claim this year doesn’t mean you cancel your policy. The trade show is a key feature of the association, but it is not the only feature of your full-service trade association. 2) In addition to encouraging lapsed peers to pay their 2025 dues, please help us identify new prospective members. We aim to exceed their expectations for joining the association, just as we have done with hundreds of new members this year. One of the reasons the trade show was so successful this year was the growth of both membership categories. Having the show floor filled with new exhibitors is key to the association’s sustainability and the viability of the trade show.
We greatly appreciate your commitment to the association and your assistance in helping fulfill our mission and spreading the word about the PCA’s efforts. I look forward to seeing many of you at industry events and even popping in shops unannounced this summer to catch up and enjoy a premium cigar!
– Contributed by Joshua Habursky, Executive Director of the Premium Cigar Association (PCA). You can reach him at joshua@premiumcigars.org.
This story first appeared in PCA The Magazine, Volume 2, 2025. To receive a copy of this magazine you must be a current member of PCA. Join or renew today at premiumcigars.org/membership.