Dominican Republic: A multifaceted destination creating growth
The Dominican Republic, one of the most popular islands of the Caribbean, has brought its tourism attractions to ITB Berlin
ITB Berlin News spoke with David Collado, Minister of Tourism for the Dominican Republic, about reshaping marketing initiatives and strengthening cooperation between the private and public sectors.
In 2024, the Dominican Republic reached over 11 million tourist arrivals, up 48% from 2019. Can you tell us more about this success?
We have based our strategy on four pillars: having a detailed intelligence system to address marketing issues; strengthening connectivity through alliances and sharing risks; implementing digital marketing targeting the different segments of tourists and having a presence on all possible platforms. Our marketing has changed, we have strengthened alliances, we are hearing what tourists are telling us and are continuing to strengthen the destinations and value chain. Working with the private sector has been essential.
You are promoting the Dominican Republic as a destination that goes beyond the stereotype of “beaches and piña colada”. How did you diversify the tourist offer?
Both the private and public sectors have invested in recent years to make the Dominican Republic a multi-destination. Besides sun and beach hotels, we now have integrated theme parks, designer golf courses with international tournaments, and high-quality events and convention spaces. We are a preferred destinations for weddings. Sun and beach tourism is now seen an ideal complement and an advantage, rather than the centre of our promotion. We also have musical events, luxury tourism, adventure tourism, diving, and some of the best gastronomy in the region.
What are some of the newest developments in the hotel market? What are your room capacity goals by the end of 2025?
The Dominican Republic has about 72,000 hotel rooms available, with 206,000 beds. It can accommodate about 7.5 million annual visitors with an occupancy rate of 80%. We expect 4,000 additional rooms in the next 18 months. We are interested in quality with a focus on increasing the average stay and spending. Luxury brands such as Ritz Carlton, Four Seasons, St. Regis, W hotel are arriving along with more Melia, Hyatt, and Marriott hotels. The current demand is very promising.
The government is using these investments to improve the lives of Dominicans by investing heavily in infrastructure. Why is this so important?
Our responsibility and commitment are to make tourism a tool for development. Tourism is not an end for us, it is a means to make the Dominican Republic a place where it is worth living. Our island is built with a vision and we involve communities and make them part of the process. Tourism is the people, the destination and its safety.
How important are major trade fairs like ITB Berlin for promoting your destination?
Fairs are essential to generate networking between entrepreneurs and companies. We all come to ITB Berlin with a spirit of business and the future as it is the ideal place to generate commitments, see innovation, trends, and above all continue to give the right message: the Dominican Republic is committed to tourism.
Destinations to discover in the Dominican Republic
According to David Collado, Minister of Tourism, the city of Santo Domingo is a must-do. It is the “First city of the Americas and UNESCO World Heritage Site” with an exceptional colonial town. It offers some of the best cuisine in the Americas, major events, and great shopping. Samaná is ideal for nature tourism with its impressive beaches. Miches is an emerging destination with a strong element of sustainability, pristine beaches, and native flavours. Finally, Puerto Plata is a dynamic cultural destination with the best kite and windsurfing, and adventure tourism.
Strong incentives and partnerships for travel agents
As bookings made by travel agents currently represent 40% of arrivals and in the case of Europe over 60%, the Ministry of Tourism provides platforms for education and awareness of the Dominican Republic. These include incentive schemes to recognise work and loyalty to this destination. The “DO Travel Rewards platform | Dominican Republic Loyalty Program” includes specialised trade shows, networking events, fam trips, training, and a loyalty plan with cashback for agents. It is a 360° platform using feedback from both partners and tourists.
