Dominica Tourism Update Issue 39

TOURISM UPDATE

Bimonthly Newsletter of the Discover Dominica Authority
Issue 39, April 2019

1

WELCOME & TABLE OF CONTENTS

COLIN PIPER Dear Partners,
CEO/Director of Tourism In this issue of Tourism Update, we share the Authority’s undertakings
for the months of February and March, 2019. Dominica was delighted
Photo Credit: DDA Image Library to be included in Z Adventures’ first Eastern Caribbean Challenge
marathon which saw the participation of 40 experienced runners
WELCOME................................................ 1 from 14 different counties. The Authority also continued to provide
unwavering support for other niches. This included providing financial
DEVELOPING THE TOURISM PRODUCT assistance to activities in yachting and student tourism.
Z Adventures Marathon.......................... 2 Also reported in this issue are trade shows attended where the
Yachtie Appreciation Week 2019............ 3 destination’s offerings were promoted, press and familiarization trips
Digging Deeper: Grassrots Efforts to hosted in an effort to increase awareness of the destination through
Sustainability in Dominica.................. 3-4 published articles and blogs, the positive growth in stay over arrivals
for the reporting period and the support provided towards the video
TOURISM DATA MANAGEMENT production of 2019’s biggest soca song and its Dominican producer.
Visitor Arrival Update – In closing, we invite you to participate in the calendar of events for
January - February 2019........................ 4 DOMFESTA 2019 and Tourism Awareness Month, from April-May.
Also, we look forward to seeing you at the Jazz fringe events from
DESTINATION MARKETING April 27-May 4 and the main stage showcase on May 5 at Fort Shirley.
Press and Familiarization Trips ....... 5-6
Dominica Delight WAVE Campaign....... 7 Yours in tourism development,
Famalay Dominica Video Shoot............. 7
COLIN PIPER
TRADE SHOW & CEO/Director of Tourism - Discover Dominica Authority
CONFERENCE REPORTS
Travmedia’s International Media
Marketplace - Germany......................... 8
ITB Berlin................................................. 8
Unite Caribbean....................................... 8
Beneath the Sea Dive Show................... 9

EVENTS & FESTIVALS
Mas Domnik 2019 in Photos................. 10
Mas Domnik 2019 Winners............. 11-12
Mas Domnik 2019 Thank You............... 12
Public Notice.......................................... 12

LOOKING AHEAD
Dominica’s Jazz ‘n Creole 2019........... 13
Bring A Friend........................................ 14
DDA CONTACTS & NEWS.................... 15

Cover: 1
Prince Rupert Bay during Yachtie Appreciation Week 2019

Photo Credit: DDA Image Library

DEVELOPING THE
TOURISM PRODUCT

Runners at the start of the marathon
Photo Credit: DDA Image Library

Z Adventures Marathon
Kelly-Ann Williams, Product Development Assistant, DDA

Z Adventures completed the fifth marathon of its Eastern Caribbean Challenge here in Dominica on March
12, 2019. Forty experienced runners from 14 different countries, including Germany, USA, Denmark, Trinidad,
Pakistan and Taiwan, disembarked from the MV Costa Magica docked at the Roseau Cruise Ship Berth.

The Eastern Caribbean Challenge is a seven-day challenge with seven marathons on six Caribbean islands
and one aboard the cruise ship. The Challenge started with a marathon in Guadeloupe on March 8. Runners
then boarded the cruise ship MV Costa Magica and ran the second marathon on a 183m running track on
the cruise ship while travelling to British Virgin Islands. On March 12, they arrived in Dominica and took part
in the marathon organized by Discover Dominica Authority and Dominica Amateur Athletics Association
with assistance from the Commonwealth of Dominica Police Force, Dominica Red Cross, Dominica Air and
Sea Port Authority and Sheldon Casimir. Following the race in Dominica, runners sailed to the islands of St.
Vincent and Martinique to complete the seven-marathon adventure.

The group included runners from around the world with exceptional running resumes. Nine of the 12
runners who have completed a marathon in 100+ countries were part of the Eastern Caribbean Challenge.
Combined, these runners have completed over 4,000 marathons in 180+ countries around the world. This
was the first time running in Dominica for each of them.

Discover Dominica Authority (DDA) welcomes these activities as they positively showcase the destination and
help develop the island’s product offerings.

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DEVELOPING THE
TOURISM PRODUCT

Yachtie Appreciation Week 2019 Yachters at Closing Ceremony — Night-time Social
Kelly-Ann Williams, Photo Credit: DDA Image Library
Product Development Assistant, DDA

The Portsmouth Association of Yacht Services (PAYS),
a non-profit organization providing services and
security to visiting yachts, welcomed approximately
200 yachters during its fourth Yachtie Appreciation
Week from March 10-16, 2019. Yachtie Appreciation
Week is geared towards increasing the yachters’
experiences on island whilst generating revenue for
the industry. The week-long event included activities
such as a welcome party at the Purple Turtle Beach,
tours to the island’s sites and attractions, volunteer
work, placement of additional moorings, nightly
socials, a Lion Fish Hunt and Cook Up, and a closing
dinner in the Cabrits National Park.

Digging Deeper: Grassroots Efforts Students planting seedlings 3
Photo Credit: Robert Taylor, Clemson University
to Sustainability in Dominica
Robert Taylor, Director of Programs and Assessment, Continued on page 4 »
Department of Campus Recreation - Student Affairs,
Clemson University

As the Seaborne Airlines flight passed over the rugged
mountains and cliffs of the eastern shore of Dominica,
you could feel the excitement inside the small plane
grow. As the students stepped off the plane and onto
the runway, they could tell that this would be a week
like no other week they had ever experienced. Driving
along the twists and turns of the Imperial Highway
through the heart of Dominica, the island greeted us
with views of the ocean, views of the forest and views
of the people that we would soon become friends with.

On March 16, 2019, a group of the students from
Clemson University departed from Clemson, South
Carolina, USA for an Alternative Spring Break Trip
to the island of Dominica in the West Indies. While
many of their friends were headed for a variety of
warm destinations to escape the cold and wet winter
that had gripped the southeastern US this year, these

DEVELOPING THE
TOURISM PRODUCT

Continued from page 3 Territory to learn about the indigenous people of the
Caribbean. For the community service component of
students were looking for something different. They the trip, students were able to work with the farmers’
were looking for adventure. They were looking to group in Cochrane to plant seedlings and clear an
experience a different culture. They were looking to area for a new greenhouse for the community. They
serve and to give back. They were looking to learn also completed a beach cleanup at Scotts Head and
about themselves and to expand their world view. facilitated a series of activities for students at the Orion
Academy in Bath Estate. Outdoor adventure activities
Home base for the week was a unique experience included hiking to Emerald Pool and Middleham Falls,
in and of itself. Tim Fishleigh and Jessica Canham swimming in Titou Gorge, snorkeling in Scotts Head
of Mountain Caapi Cottage, near the village of with Nature Island Dive and soaking in the hot springs
Cochrane, would be the hosts for the week in at Ti Kwen Glo Cho. Transportation for the week was
Dominica. This property served as a wonderful base provided by KHATTS and the drivers did an awesome
and the students enjoyed the beautiful location which job of keeping everyone safe and introducing us to all
allowed them to fully immerse themselves into the the wonders of the Nature Island. Everyone is now
natural environment. The trip focused on service back home sharing photos and stories of their unique
and outdoor adventure and Dominica provided plenty experience in Dominica!
of opportunities for both. The week started off with
an intro to yoga session with Desiree Ward of Well
Zone: Natural Wellness and a visit to the Kalinago

TOURISM DATA MANAGEMENT

Visitor Arrival Update – January - February 2019 The current trend with the backing of various initiatives
Elizabeth Angol, Marketing Executive, DDA in niche product and access offerings, stakeholder
training, and a strong marketing strategy, could result
The tourism sector continues to show signs of in a very promising year for stayover arrivals and the
recovery less than a year and a half post Hurricane tourism industry by extension.
Maria. Coming from a sterling fourth quarter
performance in 2018, stayover arrivals continued 10,000 8604
to show improvements in the first two months of 8,000
2019. Based on preliminary numbers, January 6,000 7662 4523 6763 7159
arrivals increased 82.1% over 2018, while February 4,000 6026 6608
arrivals increased 69%. Both January and February 2,000 2019
performances fell short of 2017 by 10.9%; however, 2016
the level of growth over 2018 speaks volumes about
the progress achieved in such a short space of time 4
following a major disaster.

3309

2018 2017

January February

DESTINATION MARKETING

Press and Familiarization Trips
Lise Cuffy and Samantha Letang, Marketing Executives, DDA

Caribbean Market Canadian Market

The Real Mas a hit in St. Lucia - Mas Domnik 2019, the Yves Ouellet, Travel Editor for Le Devoir newspaper of
Real Mas came alive through promotions conducted Montreal, Quebec, visited from March 23-28, 2019. Le
with Real FM out of St. Lucia. A comprehensive push Devoir is the oldest independent newspaper in Quebec
of the sights and sounds of Dominica; its music, and the most respected because of its integrity and
its cuisine and activities were highlighted on Real professionalism. The Dominica feature is expected
FM’s radio and television platforms. Various local between Spring and Fall 2019. Ouellet’s story on
artistes and producers were featured in the daily Dominica will not only be featured in the Le Devoir
Dominica programme of Mas Domnik, which was newspaper but also will be included as an interview
geared at further informing the St. Lucian public on on CBC Radio, one of Canada’s top news stations.
the development of bouyon music. A selfie contest
was held where two winners were chosen to enjoy
the thrills of Dominica and the carnival festivities.
The Triple Kay Band came on board with the Discover
Dominica Authority in offering the prize to the contest
winners. The Real FM crew visited Dominica’s shores
from March 1–6 and ensured all events including
the parades on both Monday and Tuesday were
highlighted. Tours to sites and attractions in the
Roseau Valley and the north of Dominica were
included in the visit.

French Market

Dive operator H20 Voyage began programming in
Dominica in 2019. Two team members visited the
destination to visit the dive sites, experience diving
in the north as well as south of the island and met with
dive tour operators. Land tours were also included
to ensure a holistic destination experience.

Yves Ouellet with Dr. Lennox Honychurch at Fort Shirley
Photo Credit: DDA Image Library

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DESTINATION MARKETING

UK Market German/Denmark Market
Caroline Hendrie, travel writer for The Mail on A three-member film crew from Grenzenlos, a
Sunday, visited Dominica during a Caribbean cruise television production company, visited Dominica from
stop on MV Silver Spirit on March 19, 2019. Her March 17–27, 2019. The team collected footage for a
article on Dominica will focus on the whale watching 45 minute destination documentary on Dominica to be
experience, historic sites, and heritage attractions. aired on German TV SAT1 during prime time at 7:00pm.

USA Market Film Crew with Rasta Moses in Delices
Matador Network is currently running its Dominica Photo Credit: DDA Image Library
campaign which will involve the production and
distribution of videos and still photography content Danish freelance travel writer Gunilla Heick visited
and articles on the destination via various media from March 16–21, 2019. Gunilla writes for newspapers
platforms. The campaign is aimed at driving in the Nordic countries of Finland, Denmark, Sweden
destination awareness, a key strategy this year for and Norway. The primary focus was on nature, culture,
the Discover Dominica Authority, and will include two and agriculture. The newspapers have a combined
phases. In phase 1, a team of two visited the island circulation of 46,000 and 171,000 reach. In addition to
from March 23–31, 2019 conducting interviews with the newspapers write ups, Gunilla will publish further
centenarians, the Kalinago people and herbalists, articles in other media e.g., the Swedish Agriculture
visiting the Boiling Lake and other sites, canyoning, Magazine. The travel writer will launch a travel blog
swimming with whales and learning about sea turtle later this Spring.
nesting. Phase 2 will be realized towards the end of
2019 and will highlight the new hotels opened and
focus on luxury combined with adventure.

Two agents from Caradonna Adventures visited
Dominica from March 20 – 25, 2019 to further
evaluate the diving product and dive sites throughout
the island. Several meetings were held with dive
operators currently operational and potential
partners for mutual benefits.

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DESTINATION MARKETING

Dominica Delight WAVE Campaign
Lise Cuffy, Marketing Executive, DDA

US-based company, UncommonCaribbean, held a one week ‘Dominica Delight WAVE Campaign’ from March
18 – 24, 2019. The Campaign aimed to drive brand awareness and potentially email sign ups. The campaign
comprised of facebook posts, instagram posts, tweets and e mail blasts. Dominica is singularly uncommon
among Caribbean destinations. Initial indications showed strong engagement across all channels and a lot of
excitement for Dominica among UncommonCaribbean fans! The company was most encouraged by reader
comments and feedback posted on their social posts. There clearly exists a lot of love for Dominica within the
UncommonCaribbean family.

Results from the campaign:

822.2k Impressions Facebook - 25 posts – 212.7K

Twitter - 24 Tweets – 530.8 K Instagram – 23 posts – 63.3 K

For a full rundown on the results, please access the report via the following link:
http://bit.ly/2PfqZa7

Famalay Video Shoot Famalay Dominica Video Shoot
Photo Credit: DDA Image Library Lise Cuffy, Marketing Executive, DDA

Discover Dominica Authority (DDA) fully supported
and facilitated the production of the Dominica leg of
the ‘Famalay’ video shoot. Two of the main artists
Machel Montano and Skinny Fabulous along with
the production team were on island for the splendid
Dominica performance. Dominican Krishna ‘Dada’
Lawrence is the producer and engineer of 2019’s
most popular soca song. Several groups including the
Convent High School Sign Language Club, Kalinago
Dancers, Paix Bouche Drummers, National Bank of
Dominica Flag Wavers as well as DJs, artistes and
soca lovers were part of the production. Additionally,
DDA provided support to Mr. Lawrence during his
media and promotional tour during Trinidad’s carnival.
During the tour several radio and television interviews
took place promoting Dominica’s music, events,
culture and generic tourism product offerings.

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TRADE SHOW &
CONFERENCE REPORTS

Travmedia’s International Media Marketplace – Germany
Lise Cuffy, Marketing Executive, DDA

On March 5, 2019, reps from Tropical Consult, DDA’s German partner, attended Travmedia’s International
Media Marketplace – German, during which 26 press appointments were held. This single-day networking and
relationship-building opportunity is established as the industry‘s leading event for the media to meet travel and
tourism brands.

ITB Berlin ITB 2019 in effect
Lise Cuffy, Marketing Executive, DDA
Photo Credit: DDA Image Library
ITB Berlin took place from March 6–10, 2019, with
the first three days focused on the travel trade Discussion was also held with Swiss tour operator
only. Dominica was represented by Mr. Colin Piper, Indalo Space to finalise details for an upcoming
CEO/ Director of Tourism and Ms. Vicky Chandler, familiarization trip carded for May 2019. The DDA team
Destination Marketing Manager for the Discover took the opportunity to hold a meeting with the source
Dominica Authority (DDA), and reps from Tropical market reps from USA, UK, France and Germany.
Consult, DDA’s German partner. As sub-exhibitors,
Cabrits Resort & Spa Kempinski Dominica, Jungle
Bay Dominica and Jungle Trekking Adventures
and Safaris Inc. (JTAS) were also part of the booth.
Twenty-three meeting appointments were held with
tour operators and online travel agencies in addition to
12 with the press. Mr. Piper presented on Dominica’s
implementation plan to achieve a Sustainable Tourism
Destination and also conducted a televison interview
with Mr. Johnson Johnrose from the Caribbean
Tourism Organization. Two new groups and two tour
operators confirmed a group trip to Dominica in 2020,
in cooperation with the German newspaper Taz.

8

TRADE SHOW & Unite Caribbean
CONFERENCE REPORTS Lise Cuffy, Marketing Executive, DDA

Meeting at Unite Caribbean Following ITB Berlin, Discover Dominica Authority
Photo Credit: DDA Image Library (DDA)’s Destination Marketing Manager, Ms Vicky
Chandler and Mrs. Sarah-Lynne Rand from The
Brighter Group, DDA’s UK partner, attended UNITE
Caribbean in London on March 11, 2019. One-to-one
meeting appointments were held with trade and
media partners to provide updates on the current
tourism product. It was important to be present at
this forum in order to affirm that Dominica is very
much open for business and to provide updates on
the current tourism products, including exciting
new property openings on island for 2019/20.

Beneath the Sea Dive Show
Lise Cuffy, Marketing Executive, DDA

Beneath the Sea Dive Show took place from
March 29-31, 2019 in Secaucus, New Jersey.
Representatives from the Dominica Watersports
Association, Dive Dominica, Fort Young Dive and
Discover Dominica Authority’s US partner, Myriad
Marketing, participated in the show. Other partners
such as Sunset Dive and JC Ocean Adventure
provided dive packages for promotion during the
show. The upcoming Dive Fest 2019 carded for July
5 –14, 2019 was also heavily promoted during the
show, with support from Scuba Radio.

Beneath The Seas - Dominican delegation interacting with booth visitors
Photo Credit: DDA Image Library

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EVENTS & FESTIVALS
MAS DOMNIK 2019 IN PHOTOS

Photo Credits: DDA Image Library

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EVENTS & FESTIVALS
MAS DOMNIK 2019 WINNERS

Opening of Carnival Old Mas Parade
National Parade & Official Opening – • Best Old Mas Band: Thunder Birds
Best Business Float • 2nd Place: Castle Bruce Negmawon
• 3rd Place: Pure Mas with Sass
• 1st Place – Dominica Red Cross
• 2nd Place – D’treads Tyres Inc. Children’s Float
• 3rd Place – Starrin & Sons Co Ltd • Best Children Float: Castle Bruce Secondary
• 2nd Place: Lucia lander
Flag Wavers • 3rd Place: St. Mary’s Primary
• 1st Place – National Bank of Dominica
(NBD) Flag Wavers Children’s Carnival Band
• 2nd Place – Coulihaut Flag Wavers • Primary School:
Band of the Year: Convent prep.
Carnival Monday Parade 2nd Place: Balloon Blast
J’ouvert 3rd Place: San Sauveur Primary
King of the Band: Convent Preparatory
• First Lapeau Kabwit – Gutter Lapeau Kabwit Queen of the Band: San Sauveur Primary
• Lapeau Kabwit With the Largest • Secondary Schools:
Band of the Year: Castle Bruce Secondary
Following - Chou Poul 2nd Place: Convent High School
• Best Male Creative: Lenny Maximae Darroux
• Best Female Creative: Belphin Best T-shirt Band:
• Best Sensay: Ian –Micheal Anthony • 1st Place: Klubird
• Best J’ouvert Group: Lumination • 2nd Place: Triple Kay
• Longest Lapo Kabwit: Gutter Lapo Kabwit • 3rd Place: Amnesia
• Best J’ouvert Costumed Group: The Gladiators
• Lapo With The Most Lavway:

Newtown Lapo Kabwitt
• Best Sensay Group: Cedric Philip & Co.
• Best Street Theatre ( J’ouvert): Jean Bois

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EVENTS & FESTIVALS
MAS DOMNIK 2019 WINNERS

Carnival Tuesday Parade: Most Creative Band - Contemporary
Band of the Year- (largest band) • 1st Place: Hysteria Mas
• 2nd Place: Amnesia
• Traditional: Old Time Sake • 3rd Place: Pulse Experience
• Contemporary: Amnesia • Adult King of the Band: Hysteria Mas
Most Creative Band- Traditional • Adult Queen of the Band: Hysteria Mas
• 1st Place: Thunder birds
• 2nd Place: Old Time Sake
• 3rd Place: AfriKulture Stilt Walkers

Public Notice MAS DOMNIK
2019 THANK YOU
In keeping with internationally accepted best
practices in developing standards, Discover
Dominica Authority (DDA), in conjunction with
the Dominica Bureau of Standards, established
a Tourism and Related Services Technical
Committee. The Committee is charged with
developing standards for the Tourism Industry.

Recently, the Committee completed the review
of the Tourism Taxi Services and Vending
Craft and Merchandise Standards. The public
is therefore invited to review and submit
comments on the revised standards.

Visit www.dominica.dm website or the main
office of the Discover Dominica Authority (DDA)
for copies of the standards.

Please note that all comments should be
submitted to [email protected] on
or before June 07 2019.

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LOOKING AHEAD

13

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
/nature_island
/discoverdominica

Tourism Update is provided quarterly 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 © 2018 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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