Dominica unveils new branding

The Ministry of Tourism for Dominica has adopted a new logo and tagline as part of a larger rebranding of the destination.  The tagline, “Defy the Everyday: The Nature Island of Dominica,” and logo will be utilized in Dominica’s marketing campaign from now forward with inclusion in all marketing, collateral material, print advertising and website development.

The new logo and tagline are designed to better reflect the island’s positioning and target visitor as well as differentiate it from the competition.  Green Team Advertising of the US was contracted to conduct the extensive research that would identify the island’s strengths, weaknesses, opportunities and threats to determine the target market for Dominica’s tourism.  Their findings revealed that Dominica is not perceived as a “sun, sea and sand” destination, but rather a nature destination that, although it is located in the Caribbean, appeals to global travelers who are described as “life enthusiasts” looking for physical, mental and spiritual wellness alongside nature in their leisure journeys.  In addition, these people seek new and unexpected experiences, personal challenges and the possibility of the unknown.  They are typically leaders who question rather than blindly accept, are intrigued by new theories and prefer to make something rather than buy it.


“Our new logo and tagline speak more effectively to our target audience, while also effectively differentiating us from some of our primary competitors,” said Yvor Nassief, Minister of Tourism, Industry and Private Sector Relations for Dominica.  “We feel strongly that this new branding portrays the uniqueness of Dominica and better enables us to compete on the worldwide tourism market as a destination for nature enthusiasts.  By utilizing this niche market approach to tourism development, we can advance our growth in a healthy, sustainable manner that is consistent with our objective to protect and preserve the product.”



Known as “The Nature Island” and located between the French islands of Guadeloupe and Martinique in the Eastern Caribbean, the independent nation of Dominica (pronounced “Dom-in-eek-a”) is the largest and most mountainous of the Windward Islands, encompassing an area of nearly 290 square miles.  Of volcanic origins with mountains reaching heights of nearly 5,000 feet, rainforests that are considered among the last true oceanic rainforests in the world, more than 365 rivers, waterfalls, boiling lakes and pristine coral reefs, Dominica’s natural diversity is truly unique. Dominica is also home to the last remaining settlement of the Indigenous Peoples of the Caribbean - The Carib Indians. A place where man and nature live in harmony, adventurers and nature lovers alike will revel in the Island’s eco-tourism options which include scuba diving, snorkeling, mountain biking, kayaking, horseback riding, nature tours, hiking/trekking, whale, dolphin and bird watching, sailing and fishing.


Dominica continues to be recognized for its attributes and sustainable tourism efforts, including being the first country in the world to receive Benchmarking designation from the prestigious eco-tourism organization Green Globe 21 and ranking as the only Caribbean destination in the top five happiest countries on earth in the Happy Planet Index (compiled by Britain’s New Economics Foundation).


Beginning January 8, 2007, the U.S. State Department and the Department Homeland Security will require that all U.S. citizens and foreign nationals carry a passport or other accepted secure documents to enter or re-enter the U.S. through airports from the Caribbean, including Dominica.  Please visit the U.S. State Department website at for more information and downloadable passport application forms.