CIGAR CZAR CONNOISSEUR

In November 2025, Dubai cemented its place on the global luxury stage with the dazzling debut of the World Cigar Show at the Dubai World Trade Centre — a landmark event that redefined the art of cigar culture. Organized by Quartz Business Events in partnership with the Premium Cigar Association (PCA), this exclusive B2B gathering drew thousands of connoisseurs, brand leaders, diplomats, and media from across the Middle East, Asia, and Africa, all united by a passion for the craft.

Amid the hum of conversation and the rich aroma of fine tobacco, I had the pleasure of meeting Joshua Habursky, CEO of the PCA, at The Cigar Conference 2025 — the event’s intellectual heartbeat and had a chat.

A dynamic and effortlessly cool presence, Joshua embodied the spirit of the modern cigar world: deeply knowledgeable, yet relaxed — always with a well-earned smoke in hand. His insights into the industry’s evolution, from farm to forum, reflected both a strategic mind and a true lover of the leaf. A conversation with him wasn’t just informative — it felt like being let in on the future, one slow, thoughtful puff at a time.

You’ve been with PCA since 2018 in various roles, culminating in your promotion to Executive Director in 2024 and the addition of the CEO title with a contract extension through 2031. What key experiences from your background in government affairs and lobbying prepared you for leading PCA into the future?

Government affairs is a perfect department to train for executive leadership. Working in government affairs requires strategy, patience, written/oral skills, and a host of other abilities to navigate complex policy goals. The sequence of working for the association for 5 years in government affairs helped with a smooth transition and established a strong foundation for establishing new priorities and fine tuning the culture of the organization.

As both CEO and Executive Director, how do you plan to balance PCA’s advocacy efforts—such as lobbying against FDA regulations—with operational growth initiatives like international trade shows?

The association is fortunate to work with an amazing staff in all department as well as outside consultants. I am confident in everyone’s ability to work as a team to accomplish our goals and do not micromanage given our lofty objectives and small staff. Our team from events to government affairs continues to overperform and this gives me the ability to work on the most pressing issues facing the premium cigar industry while maintaining long term projects for association growth with a special emphasis on thought leadership and education.

PCA has recognized your contributions by extending your contract for five more years. What are your top priorities for PCA’s stability and expansion over the next few years?

I am grateful for the honor to serve as the Chief Executive Officer of the Premium Cigar Association. The contract extension is a testament to the entire team and the board of directors’ desire to keep the team intact under my leadership. In 2025, PCA undertook some major initiatives ranging from the World Cigar Show to FIU Luxury Marketing Masterclass and we have many more major initiatives set to launch in 2026. My priorities for the association are to maintain/preserve our strengths which include advocacy and our US trade show along with expanding and innovating not only the association but the entire premium cigar sector.

My personal philosophy is that the United States is the largest consumer market for premium cigars because of the robust retail market which includes our members in every single state. This important fact should not be overlooked and we have an obligation because of the size and scope of our market to be a global leader working with other associations across the world to preserve this craft and lifestyle.

The World Cigar Show 2025 in Dubai marked PCA’s first major international trade event in partnership with Quartz Business Events. How would you describe the overall success of this inaugural event in terms of attendance, exhibitor participation, and business networking opportunities?

The event exceeded my expectations in terms of the inaugural year and leaves us in a solid footing to grow in 2026. This event was a successful strategic partnership with Quartz that resulted in thousands of attendees, social events, a conference, and many exhibitions. I would like to grow the exhibitor footprint in the 2nd edition and also offer more evening receptions and networking events. I was truly amazed at the cigar culture in the UAE and am confident that this is the perfect location for the World Cigar Show for many years to come. This event would not have been possible without the support of The Leaf Master and Raed who was the first person to step up in the region to endorse this event to the fullest extent possible.

I will never forget being at the Four Seasons Churchill Lounge for the event hosted by the Dominican Embassy seeing a packed room full of attendees and at that moment I knew we started something that will continue for many years to come.

Exhibitors like Raching cigar humidors reported strong outcomes, and the event was co-located with World Tobacco Middle East. What were some standout highlights, such as new partnerships formed or feedback from global attendees, that demonstrated Dubai’s potential as a hub for the premium cigar industry?

Admittedly this was my first time in Dubai, and the location exceeded my expectations and pre-conceived notions. The city is the pinnacle of luxury, hospitality, and global economic activity. I was impressed by the number of attendees from all around the Middle East and Asia. This was a show truly dedicated to those regions with a few delegates from North America and Europe, which was great for expanding everyone’s network. The conference and after-hours receptions were certainly stand out moments in addition to the formal exhibition. Conceptually we had many meetings about the event, but it was great to actually see it come together in spite of some doubts.

I am already anticipating growth for 2026 based off of the positive feedback from inaugural exhibitors who are pushing those that did not participate in 2025 to exhibit to remain competitive in such an important marketplace. Our team has an obligation to fine tune the event and continually innovate, adapt, and implement feedback to continue to build value to the event.

As a trendsetting event in the Middle East, how did the World Cigar Show address regional market challenges, like regulatory environments or consumer trends, and what metrics (e.g., sales leads or media coverage) indicate it met or exceeded expectations?

The UAE market, Middle East, and Asia are growing areas for premium cigars. It was important to establish a dedicated trade show and exhibition to bring people together to discuss all the aforementioned important topics. The key metric for me was the overall dedicated World Cigar Show attendance which was near 2,000 people (this figure does not include World Tobacco Show cross-over attendance). The interest and demand are clearly present, and the World Cigar Show filled an important void within the premium cigar industry.

Building on the momentum from Dubai 2025, are there confirmed plans to host a World Cigar Show in 2026? If so, will it return to Dubai or expand to another location, and what improvements—such as expanded seminars or more exhibitor space—do you envision?

Absolutely we will be back November 10-11, 2026, for the World Cigar Show at the Dubai World Trade Centre. We collected stakeholder feedback and met as a PCA team and alongside Quartz to make some adjustments. Expect some announcements from both organizations soon in the regard.

PCA has announced its domestic trade show for April 17-20, 2026, at the New Orleans Ernest N. Morial Convention Center. How might the international World Cigar Show complement PCA’s U.S.-focused events, and could we see cross-promotions or shared themes between them?

Several exhibitors at the World Cigar Show were not familiar with the Premium Cigar Association or the PCA Tradeshow, which was a great opportunity for us to introduce ourselves. Several of these companies will be joining us in New Orleans for their first time at a US trade show. The shows complement one another well and in New Orleans exhibitors will be able to book a stand for the World Cigar Show at the Quartz booth at our show. Additionally, The Leaf Master will be hosting a party in New Orleans to help cross-promote the World Cigar Show and UAE cigar market.

With the global cigar market evolving, what role do you see future iterations of the World Cigar Show playing in PCA’s international strategy, particularly in emerging markets like the Middle East or Asia?

I think you will see some mico-events like dinners, receptions, and cut and lights throughout the Middle East in the lead up and following the World Cigar Show. The World Cigar Show is an anchor event for the association much like our New Orleans Trade Show where we do small events that cross promote the dominant event. Since this was the first World Cigar Show we did not have the opportunity to facilitate that in the first year. The association and I are constantly having conversations with partners around the world and are looking at market trends to see where we can expand to meet the demands of our members.

Beyond trade shows, what additional strategies is PCA pursuing to support the premium cigar industry, such as enhanced lobbying efforts, partnerships with retailers like Phillips & King, or initiatives to combat illicit trade and regulatory hurdles?

Advocacy is a staple for the association. We are bolstering our research capabilities and are releasing a study in 2026 on taxation alongside the Cigar Association of America. PCA is working with many coordinate associations and corporate partners to not only defend the premium cigar sectors but also advance our message to a variety of policymakers. I will be speaking at the Total Product Expo (TPE) which is hosted by Phillips & King on regulatory and legislative issues.

PCA has been active in areas like FDA rule advocacy and grassroots networking. Are there new digital or educational strategies, such as online platforms for members or sustainability programs, that you’re looking into to drive industry growth?

We will be doing an on overall of our online grassroots advocacy portal to make it more interactive for our members both retailers and manufacturers as well as premium cigar consumers. Our portal CigarAction is a free resource that we frequently update to ensure everyone has a pulse on the legislative and regulatory environment.

We are also developing new training and education programs that will be offered both in-person and digitally. Recognizing the global nature of premium cigars, we digitized all of our publications in 2025 including our Almanac and magazine.

With your background in political management, how is PCA planning to navigate upcoming global challenges, like potential trade tariffs or health regulations, and what innovative approaches might involve collaboration with other tobacco-related organizations?

There is no secret recipe for advocacy. Preparation and vigilance are the two factors that are critical to success in government affairs. Education and message repetition are also important in countering the many false narrative propagated by groups that oppose tobacco in general.

The World Cigar Show 2025 was co-located with the World Tobacco Middle East (WTME) event, creating synergies for exhibitors and attendees. Will PCA continue its partnership with Quartz Business Events for a WTME-integrated show in 2026, and if so, what factors influenced that decision?

Without a doubt. This is one of our most important partnerships and the only way we will continue to be active in Dubai with a trade show is alongside Quartz. Quartz is extremely professional and has the experience to host an event of this caliber. It is a perfect partnership where we compliment each others strengths.

The stage is set — PCA26 returns April 17–20, 2026, at the iconic Ernest N. Morial Convention Center in New Orleans, and it’s shaping up to be the most anticipated gathering for cigar connoisseurs and industry leaders yet.

A city that breathes culture, music, and soul, New Orleans is the perfect backdrop for a celebration of craft, connection, and the enduring art of the cigar. From bustling trade floors to intimate masterclasses, this is where innovation meets tradition — and where relationships are forged over shared passion.

I’m already looking forward to reuniting with fellow enthusiasts, discovering bold new blends, and soaking in the electric energy of the Big Easy. See you there, where the future of premium cigars is being rolled, one visionary brand at a time.