Dominica Tourism Update Issue 41

TOURISM UPDATE

Bimonthly Newsletter of the Discover Dominica Authority
Issue 41, August 2019

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WELCOME & TABLE OF CONTENTS

COLIN PIPER Dear Partners,
CEO/Director of Tourism
In this issue of Tourism Update, we highlight the industry’s
Photo Credit: DDA Image Library undertakings for the months of June and July, 2019. For the first time
Dominica was included in HippoCup’s nautical rally and welcomed 26
WELCOME................................................ 1 yachts carrying 250 doctors and surgeons from France for a night of
gaiety. The Authority also provided support for the hosting of a 3-day
DEVELOPING THE TOURISM PRODUCT celebration for International Day for Yoga.
HippoCup 2019......................................... 2
International Day of Yoga 2019........... 2-3 In marketing news, Dominica participated in the first ever National
Creating and sustaining a five-star Geographic Travelers Food Festival held in London, with Dominica’s
mindset..................................................... 3 booth among the most frequented. The destination was also
2019 Minister’s Stakeholders represented at Caribbean Tourism Organization’s (CTO) Caribbean
Consultations........................................... 4 Week New York and Adventure Travel Trade Association's (ATTA)
DDA presents strategic development AdventureELEVATE, both in New York. DDA also hosted its 7th
plan for voluntourism............................. 4 Tourism Summit which highlighted accomplishment of the various
source markets for 2018 / 2019 and outlooks and plans for the
DESTINATION MARKETING upcoming year.
Press and Familiarization Trips ....... 5-6
Tourism Summit...................................... 7 Other highlights in this issue include the presentation of the Strategic
NBC6 Ultimate Honeymoon................... 7 Plan for Development of Voluntourism, the review of the 2018 / 2019
cruise season and the training of 91 tourism service providers and
TRADE SHOW & business owners in the Portsmouth area in preparation for the
CONFERENCE REPORTS opening of the new hotel developments in the north.
CTO Caribbean Week New York ........... 8
National Geographic Travelers Food With tickets already out for Rize and Whine 2019 carded for October
Festival..................................................... 8 20 and the line-up announced and show tickets available for the
ATTA’s AdventureELEVATE.................... 9 21st edition of Dominica’s World Creole Music Festival, from October
25-27, we invite you to the Nature Island for these exciting festivities
QUALITY ASSURANCE and much more. Book your travel and come join us!
Mango Garden Cottages Attains
Certification............................................. 9 Yours in tourism development,

LOOKING AHEAD COLIN PIPER
Bring A Friend ....................................... 10 CEO/Director of Tourism - Discover Dominica Authority
Staycation 2019...................................... 10
Dominica’s World Creole Music Festival
2019......................................................... 10
Rize and Whine 2019............................. 10

DDA CONTACTS & NEWS.................... 11

Cover:

Dominica’s booth at National Geographic Traveller Food Festival
Photo Credit: Finn Partners

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DEVELOPING THE
TOURISM PRODUCT

HippoCup 2019 Yachties soon after arrival in Prince Rupert Bay
Kelly-Ann Williams, Product Development Assistant Photo Credit: DDA Image Library

Dominica welcomed 26 yachts carrying 250 doctors and Discover Dominica Authority welcomes these
surgeons from France for the 25th annual HippoCup. opportunities as these events continue to drive
This nautical rally is the biggest sporting event in the development and promotion of Dominica’s yachting
world of health. It is an opportunity for the doctors and sector.
surgeons to meet new people and share experiences in
a paradisiacal environment. There is a regatta during
the day followed by a dinner and party at night.

The rally, which was held in Dominica for one night on
Wednesday, June 5, 2019, hosted a dinner party and
awards ceremony at Fort Shirley, Cabrits National
Park. This event was facilitated with support from
Discover Dominica Authority, Portsmouth Association
of Yacht Services, Forestry Division and Dominica Air
& Sea Port Authority.

International Day of Yoga 2019 Yoga at the Kalinago Barana Autê
Cornealia Durand, Product Development Executive, DDA Photo Credit: DDA Image Library

Since 2015, International Day for Yoga has been health walk which ended in the Karina Cultural Village,
celebrated worldwide on June 21. The day aims to participants enjoyed a Sunset Yoga session to ease
raise awareness worldwide of the many benefits of tired muscles and relax after the exertions of the hike.
practicing yoga. This year the United Nations decided
to raise awareness on "Climate Action" through In the evening, a bonfire was lit and Kalinago-inspired
practicing yoga which can provide a solution to climate food and drinks were served.
change, as it creates a harmony between us and
nature, and therefore the day was celebrated under the continued on page 3.
theme ‘Yoga for Climate Action.’
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This year the International Day of Yoga was celebrated
over a 3-day period, from June 20-22, with the main
activities in the Kalinago Territory. The celebrations
began with yoga classes throughout the week, in
Roseau, organized by the Ministry of Health & Social
Services as part of their Health Promotion activities.
The yoga classes held in the Botanical Gardens had
unprecedented participation. The new Rainforest
Rejuvenation Yoga in Trafalgar, hosted on the morning
of day 2, was well attended. Later that day, after a

DEVELOPING THE
TOURISM PRODUCT

The activities for day 3 began at the Kalinago in the Karbet that day was full of joy and light and
Barana Autê where health and wellness enthusiasts positive vibrations. The day’s activities were made
participated in a ceremony of healing herbal baths complete with a heart opening restorative yoga
at the sacred Isulukati Waterfall, performed by the sequence and a circle of gratitude.
Kalinago Shaman Gerald Langlais. The practices
of the Common Yoga Protocol involved a series of The activities for this year’s celebration were a
yoga postures and breathing techniques in which collaborative effort between the Karina Cultural
over 40 persons participated. In addition to a yoga- Village, Dominica Health & Wellness Association
rich day, there were interesting and inspiring talks (DHWA), Ayahora Communities of Excellence
about organic farming, nutrition, herbal healing and Foundation Inc., Yoga Satya, The Indian Embassy in
the benefits of meditation. Participants also enjoyed Trinidad, Ministry of Health and Social Services and
demonstrations of Kalinago basket weaving, as well as Discover Dominica Authority.
displays of carvings and Kalinago craft, and health and
wellness tourism products and services. International The DHWA looks forward to making the practice of
Day of Yoga celebrations culminated with a traditional yoga more accessible to all bringing improved health
Kalinago dance presentation of drumming, dance and and vitality and inner and outer peace.
singing by the Karina Cultural group. The atmosphere

Creating and sustaining a five-star mindset
Odile Jno Baptiste, Quality Assurance Officer, DDA

In anticipation of the opening of Cabrits Resort & Spa Joan Leacock explaining group assignment
Kempinski Dominica in October 2019, it is critical to Photo Credit: DDA Image Library
ensure business owners and tourism service providers
in the north are at the highest level of competence. Touch and DG Tours. The sessions were facilitated by
The training series which focused on Delivering Quality Joan Leacock of the Caribbean Tourism Organization
Service and Business Development was a collaborative (CTO) and Elijah Leblanc of the Climate Resilience
effort between the Ministry of Tourism and Culture, Executing Agency of Dominica (CREAD).
Ministry of Commerce, Enterprise and Small Business
and Discover Dominica Authority (DDA). The sessions The organizing partners anticipate that participants
which ran from June 17-27, 2019 sought to: will apply the knowledge gained to their respective
fields in order to improve the quality of service
• upgrade service providers and business owners delivered to visitors. DDA reaffirms its commitment
in the key components in the delivery of quality to the development of the tourism human resource
service. as excellent customer service impacts positively on
guests’ experiences.
• reorient businesses to produce 5 star products and
services in an environment of 5 star hotels. 3

Ninety-one (91) tourism service providers and
business owners in the Portsmouth area participated
in the sessions. This included entities such as Island
Dive Operations, Cobra Tours, Prince Rupert Tavern,
Z Fragrance, Cari Sino Furniture, Cabrits Dive, Elle’s

DEVELOPING THE
TOURISM PRODUCT

2019 Minister’s Stakeholders Consultations Dominica Authority, along with other relevant tourism
Deslyn Simon, Quality Assurance Assistant, DDA partners, met with the executive bodies of the various
tourism sectors; Taxi Service Provider, Vendor,
Annually, the Minister for Tourism and Culture meets Tour Operator, Tour Guide, Duty Free Shop and Car
with the various cruise stakeholder groupings before Rental. The discussions centered on the review of the
the start of the upcoming cruise season. This is geared 2018/2019 cruise season with input for improvement
towards gaining a synopsis of the past season; what in the upcoming 2019/2020 cruise season. Issues /
worked well and areas needing improvement. This also concerns of the various sectors also formed part of
provides a forum for stakeholders to voice their issues the discussions. Areas noted for improvement in the
and concerns. 2019/2020 cruise season are to be addressed by the
organizations responsible.
The 2019 Minister’s Stakeholders Consultations
were successfully held from June 19 -20, 2019. The
Ministry of Tourism and Culture and the Discover

DDA presents strategic development plan

for voluntourism
Odile Jno Baptiste, Quality Assurance Officer, DDA

Following the events of Hurricane Maria, it was Participants at Voluntourism presentation
necessary for Discover Dominica Authority (DDA) Photo Credit: DDA Image Library
to review its strategy in tourism development and
pursue new forms of tourism, such as voluntourism. both in Dominica and in key source markets. Lead
Consequently, DDA has undertaken a few initiatives Consultant of Acorn Tourism Consulting, Kevin Millington,
with the view of determining the viability and building delivered the research findings and the Strategic Plan for
capacity of relevant public and private sector persons Development of Voluntourism to tourism stakeholders.
and organizations involved in voluntourism.
DDA envisages that tourism service providers
In April 2019, DDA contracted UK based firm Acorn will learn about this potential growth sector and
Tourism Consulting Limited to undertake a three (3) understand how they can get involved since the future
month consultancy of the voluntourism niche market. of voluntourism in Dominica will be dependent on
The objectives of the assignment were to: active engagement by the service providers wishing to
• Investigate the potential for developing voluntourism develop the sector.

in Dominica;
• Develop a strategic plan for its development;
• Develop program of activities in keeping with the

voluntourism theme.

The consultancy was based on primary and secondary
research, including a significant number of consultations

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DESTINATION MARKETING

Press and Familiarization Trips Worldwide, Humboldt Travel, Intrepid Travel, Walks
Samantha Letang and Lise Cuffy, Marketing Executives Worldwide - a brand of Nature Travel Collection Ltd.
and Bespoke Travel.
Caribbean Market
#UnkownDominica
Trinidad Press Trip From July 3-9, 2019, a mixed group of six UK
In continuing the marketing reach within the Caribbean Influencers, #UnknownDominica, were on island
market, fourteen (14) media practitioners from Trinidad on an adventurous trip covering the entire island to
were invited to Dominica. The press trip, held from generate a diverse mix of content for production for
June 13 – 16, afforded the media visits to new hotel the Dominica Traverse Campaign. Traverse specialises
developments and sites and attractions. Interviews in influencer events and bespoke campaigns, creating
were held with Colin Piper, Director of Tourism on the impactful content which would gain traction and cut
state of the industry and Honourable Joseph Isaac, through for Dominica on social media platforms like
Minister for Environment, Climate Resilience, Disaster YouTube and high-ranking blogs. The idea was that
Management and Urban Renewal on the resilience the group start and finish each day together doing
aspects coming from Hurricane Maria. different activities during the day and to create that
online conversation between the influencers on the
French Market trip which would in turn cross-purpose their content
in terms of sharing and engagement. In this way, the
Le Globe Blogueurs teams were able to highlight the diversity of Dominica
From June 27-July 5, Discover Dominica Authority and showcase the island to its absolute best.
hosted Le Globe Blogueurs out of metropolitan The one month #UnknownDominica campaign
France. The bloggers focused on family fun activities produced some great results and the hashtag is being
as they were accompanied by their four-year-old son. used by others not connected to the campaign.
The family undertook kid-friendly activities such as
horseback riding, tour of the Indian River, snorkelling, • Total Blog Posts: 14
whale watching, cultural immersion at the Kalinago • Total You Tube: 8
Territory, river tubing and various hikes. The team • Total Instagram Stories: 352
commented that Dominica was one of their most • Total Instagram Posts: 33
memorable destinations and was satisfied with the • Total Twitter: 46
arrangements and accommodations that catered to a • Total Likes: 27020 and 974 Comments across
small family.
7 channels
Petit Gestes
In collaboration with Air Antilles, a four-member There will also be an updated report at three (3) and
team from Petit Gestes visited Dominica for a one-day twelve (12) months.
filming trip on June 17. The group of influencers were
focused on ecology of the Trafalgar Falls and Wotten Dive FAM Trip
Waven area.
For the first time, a group of five (5) UK dive operators
UK Market representing Frogfish Photography, Great Escapes
Diving, Aqua Firma and Diverse Travel participated
UK FAM Trip in Dominica’s Dive Fest. The group was on island
Five (5) UK tour operators and product managers from July 9 -15, 2019 to experience the 25th edition
visited Dominica on a familiarization trip from June of the festival and more so to experience Dominica’s
18 - 25, 2019. This trip introduced the island to dive product in the north and south coasts. Local
operators who are not currently selling Dominica but dive operators Dive Dominica, Cabrits Dive and
who are keen on introducing the destination in their Nature Island Dive partnered with Discover Dominica
programmes, following a successful sell to many other Authority to host the group.
Caribbean islands. During the visit the group took
the opportunity to meet one-on-one with local tour continued on page 6. 5
operators. Trade representatives were from Explore

DESTINATION MARKETING

USA Market The documentary video will be promoted to a targeted
audience through quality assets with the support from
Matador Network Heliconia’s team. The episode will be in four segments
Matador Network’s ongoing campaign with Dominica highlighting two segments of the Waitukubuli National
continued when their two resident bloggers, Jacqueline Trail, culture, landscape, food, activities and the
Kehoe and her assistant, Orion Lee Risk, visited world's second largest Boiling Lake.
Dominica from July 2-11, 2019. Matador Network is a
global community of travel journalists, filmmakers, Scuba Radio
athletes, photographers, and writers producing A team of four from Scuba Radio visited Dominica,
original stories and videos on people, places, music, from July 9-16, 2019, during the 25th annual Dive Fest.
sports, and culture worldwide. Matador Network’s Discover Dominica Authority engaged Scuba Radio in a
platforms cater to an audience of millennial travel marketing partnership for participation in and promotion
enthusiasts through authentic and genuine storytelling. of the event as well as a general awareness campaign
Matador Network has published its first Dominica promoting Dominica as a dive destination. The program
video, “We Call it Dominica.” The goal of the Dominica aimed to re-engage the dive trade and consumers with
video was to take an approach that educated the Dominica’s extensive dive product and to generate Dive
viewers on the name and location of the island and Fest awareness through a variety of placements. Onsite
give them a sense of the diversity of the people and promotion of Dominica’s 25th annual Dive Fest was done
their welcoming attitude towards travelers. at US dive shows preceding Dive Fest. The team also did
https://www.youtube.com/ a remote broadcast on Saturday July 13 at 3:00pm EST
watch?v=Uv4yCa5FyYU&feature=youtu.be promoting the event to the US audience.

Hiking on the Waitukubuli National Trail US Press Trip
Photo Credit: Lukasz Larsson Warzecha, Epic Trail Discover Dominica Authority hosted a team of three (3)
freelance US journalists from July 23- 28, 2019 on an
Epic Trails adventure themed press trip; Hannah Lott- Schwartz,
Discover Dominica Authority embarked on a partnership freelance journalist for National Geographic Traveler,
with production company Heliconia on a 30-minute show Fortune, Travel + Leisure; Lola Mendez, freelance
for Epic Trails, a new exciting and inspiring television writer for Atlas Obscura, Matador Network, CNN Travel,
series that follows host, Eric Hanson, as he explores the Lonely Planet, The Points Gut etc.; and Brent Crane,
people, places, and adventures surrounding the world’s freelancer for Penta Magazine, Outside Magazine
top trails. The show is distributed on Outside Television and Men’s Journal. The journalists focused on the
which reaches over 45 million American households and natural, wellness, unique, cultural, eco-conscious
delivers to one of the most sought-after demographics: accommodations, island gastronomy and community-
affluent, active, educated and outdoor-oriented based travel experiences, among others. They were
professionals. The team composed a marketing package also keen to learn about aspects of the Nature Island
to independently promote a web episode and capture a that sets it apart from other islands in the areas of
digital database for retargeting viewers. history and indigenous culture.

US journalists getting ready for canyoning experience with Extreme Dominica

Photo Credit: Taryn McCarthy, MMGY Myriad 6

DESTINATION MARKETING

Tourism Summit 2019 Tourism Summit
Lise Cuffy, Marketing Executive, DDA Photo Credit: DDA Image Library

Discover Dominica Authority held another successful overall tourism product offerings. In addition, a special
Tourism Summit from July17-20, 2019, at the Goodwill focus group session was held to discuss advancing
Parish Hall. The summit included, but was not limited the destination’s rebranding and positioning post
to, introduction to new marketing opportunities, Hurricane Maria and more specifically the works
tourism accomplishments, updates across the various concluded in 2017. The overseas source market
markets in the last year, as well as each market’s representatives also took the opportunity to visit some
outlook and plans to grow destination awareness of the newly opened properties and those soon to be
and increase visitor arrivals for 2019/2020 and opened. The group held its farewell dinner at the newly
beyond. There were presentations from the Ministry opened Jungle Bay Dominica.
of Tourism & Culture, Dominica Hotel & Tourism
Association and Discover Dominica Authority (DDA);
all providing updates on the state of the industry. A
significant highlight of this year’s summit was the
one-on-one meetings between source market reps
and local stakeholders. Those in attendance found
the day informative and worthwhile. As evidenced
by the people who attended, DDA succeeded in
achieving its primary goal of bringing together tourism
professionals and community organizations to discuss
why tourism matters and encourage engagement in
tourism-related initiatives to improve Dominica’s

NBC6 Ultimate Honeymoon
Lise Cuffy, Marketing Executive, DDA

Dominica was featured on NBC6 South Florida Screen shot of Mr. Piper's Interview
promoting the destination through participation in Photo Credit: DDA Image Library
their third annual Ultimate Honeymoon Sweepstakes.
Dominica’s Director of Tourism, Mr. Colin Piper, was
interviewed in studio in May and the interview was
broadcasted on June 25 on NBC at 11:30am during
their 6 In The Mix show. The Ultimate Honeymoon
Campaign was officially launched and ran until July
17, 2019 along with 82 15-second TV commercials
produced by the station. Consumers could sign up on
their website to win a honeymoon stay in Dominica.
Thanks to Secret Bay for being the sponsor hotel!

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TRADE SHOW &
CONFERENCE REPORTS

CTO Caribbean Week New York Discover Dominica Authority’s CEO, Mr. Colin Piper,
Lise Cuffy, Marketing Executive, DDA participated in various meetings and panels with
ministers, commissioners and directors of tourism
Caribbean Tourism Organization’s (CTO) Caribbean from the 28 member countries of the CTO, discussing
Week New York took place during the first week of current trends in the industry as well as updates and
June 2019. Caribbean Week New York combined developments.
business sessions and consumer- oriented events
with food, fashion, entertainment, sales and Several deskside meetings outside of CTO’s Caribbean
networking opportunities. It creates awareness of the Week New York were realized. This presented
Caribbean’s diverse product offerings and showcases the opportunity to speak about Dominica’s unique
its desirability through business development offerings and future press trip opportunities with
opportunities, consumer engagement and authentic targeted media. During the CTO’s Media Marketplace,
cultural experiences. It also provides a platform for team Dominica held 25 meetings with media and trade
the sale of Caribbean vacations, raises significant personnel, likewise 1:1 TV interviews with three media
publicity for the region and engages a wide range journalists; Caribbean One TV, Style Music TV and
of stakeholders. Dominica’s Minister for Tourism Caribbean Media Services.
& Culture, Senator Honourable Robert Tonge and

National Geographic Travellers Food Festival hoteliers & tour operators to produce more special
Lise Cuffy, Marketing Executive, DDA offers (e.g. 3-nights, 7-nights, 12 nights on a B&B
basis), as well as host a Dominica masterclass/
Dominica participated in the National Geographic workshop in one of the open-kitchens at the show.
Traveller (NGT) Food Festival on July 19 & 20, 2019,
in London. The event organisers estimated 4,000 Line Up to the Dominica booth
visitors (as this was NGT’s first food festival) and just Photo Credit: Finn Partners
under 7,000 visitors attended. Dominica’s booth was
by far the best at the show and therefore had the most
visitors for both days. The booth design reflected the
local look and feel of our indigenous creativity which
worked well as it attracted visitors including celebrity
chefs like Andi Oliver and John Torode.

Literature on the destination was available to booth
visitors while they waited to be served. MotMot
Travel offered a special for visitors booking a trip to
the island. The offering of Caribbean Reef Chicken,
Twice-Cooked Plantain, Cassava Fries and Coconut
Rum Punch were by far the most popular. With the
success of this year, plans are afoot for next year’s
participation. The Authority will look to work with

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TRADE SHOW &
CONFERENCE REPORTS

ATTA’s AdventureELEVATE Dominica as the destination’s adventure offering
Lise Cuffy, Marketing Executive, DDA is very strong as it relates to regional competitors’
adventure offerings. Tour operators and travel
Myriad Marketing representative, Julie Avery Cuesta, planners were interested in learning more about
attended Adventure Travel Trade Association’s (ATTA) selling Dominica, however, they had questions about
AdventureELEVATE conference in Lake George, NY the flight connectivity and airfares. Media were very
from June 10-12, 2019. Julie participated in eight interested in hearing that the destination is bouncing
scheduled one-on-one appointments through the ATTA back from the hurricane and were surprised to learn
portal in addition to 30 one-on-one sales pitching to of the unique offerings of Dominica i.e. year-round
key adventure focused journalists and adventure- sperm whale watching, 2nd largest boiling lake, new
based trade partners. adventure and wellness properties opening such as
Jungle Bay Dominica and Wanderlust Caribbean.
Overall, AdventureELEVATE was a great event and
opportunity to connect with adventure-oriented
trade and media partners with over 250 conference
delegates attending. ATTA is a strategic partner for

QUALITY ASSURANCE

Mango Garden Cottages Attains Certification Mango Garden Cottages
Odile Jno Baptiste, Quality Assurance Officer, DDA Photo Credit: Mango Garden Cottages

Located just outside of the hamlet of Guillet, Mango Accommodation properties certified by DDA receive
Garden Cottages is the newest property to be certified increased exposure in various markets including
by Discover Dominica Authority (DDA). representation at regional trade shows in which the
Authority participates, international coverage through
Mango Garden Cottages is a place of relaxation and hosting of journalists, travel agents and tour operators,
at the same time an ideal starting point for hikes, as well as listing on the Authority’s website as a
snorkeling trips and discovery tours of any nature. certified property.
The surrounding, impressive mango forest and the
breathtaking view of the tropical forest of Guillet will let 9
one forget the world outside.

This five (5) bedroom property offers accommodation
in various sizes and standards; from the simple room
to small villa. The tropical garden and the comfy lobby
invite one to chill. The large dining table offers the
opportunity to chat with the other guests and friends
of Mango Garden, over some local food.

LOOKING AHEAD

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DOMINICA TOURISM
AUTHORITY OFFICES

Headquarters Bayfront Tourism Cabrits Tourism Douglas-Charles Airport
Ground and First Floors Information Office Information Booth Information Office
Marpin House Old Market Plaza, Cabrits National Park, Marigot, Dominica
5-7 Great Marlborough St. Roseau, Dominica Portsmouth, Dominica
P.O. Box 293 Tel (+1-767) 445-7051
Roseau, Dominica Tel (+1-767) 255-8320 Tel (+1-767) 255-8212 255-8202

Tel (+1-767) 448-2045
Fax (+1-767) 448-5840
[email protected]

ACCESS MORE DDA NEWS

DiscoverDominica.com

/discoverdominica
/dominicaupdate
/nature_island
/discoverdominica

Tourism Update is provided bimonthly to give
you a comprehensive review of the latest
news in the industry. We’d love to hear from
you! If you have comments, please send
them to [email protected].

DISCLAIMER: Tourism Update, Copyright © 2019 by the
Discover Dominica Authority (DDA). All rights reserved.
It is not permissible to reproduce, reprint or represent
any of the material contained in Tourism Update, in
whole or in part, electronically or otherwise without the
written consent of the DDA.

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