Steve Bornn, recently appointed as CEO and Director of Tourism for the Discover Dominica Tourism Authority, has presented a thumbnail of a strategy that the new organization will employ to promote the destination.In order to accomplish this objective, Mr. Bornn plans to take a modest multi-pronged approach that will include personal communications in the strategic positioning of Dominica (pronounced “dom-in-eek-a”) in laser-fine markets, growth of partnerships, engagement of the local community, appropriate cruise passenger conversion, implementation of accountable communications initiatives that feature a distinct call-to-action and the development of key niche market segments such as adventurer-seekers, mini meetings and incentives, destination weddings and honeymoons, and scuba diving and snorkeling.
“We have an exceptional tourism product that is poised to benefit from the increased demand for eco-adventure opportunities by savvy travelers and a growing environmental consciousness worldwide,” said Mr. Bornn. “With the proper utilization of a resourceful toolkit and a commitment to accomplish our objective, we can continue to grow the number of discerning visitors while ensuring the legacy of the ‘Nature Island’ as a world leader in responsible tourism.”
Travel agents and tour operators, both locally and internationally, as well as the Kalinago and people of Dominica will all play a key role in the Discover Dominica Tourism Authority’s strategy, which will leverage the lush destination’s natural attributes and fascinating culture in its tourism promotion.
Known as “The Nature Island” and located between the French West Indies 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 People of the Caribbean - Carib Indians. Where man and nature live in harmony, adventurers, nature lovers, and responsible tourists 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 responsible 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).