040384TourismNewsletter_49_FIN

TOURISM UPDATE

Bimonthly Newsletter of the Discover Dominica Authority
Issue 49, March 2021

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WELCOME & TABLE OF CONTENTS

Dear Partners,

COLIN PIPER We share with you some of the Authority’s activities for the months of January and
CEO/Director of Tourism February 2021 and look ahead to initiatives over the upcoming months. Dominica is a
proud recipient of the World Travel and Tourism Council (WTTC) Safe Travels stamp.
Photo Credit: DDA Image Library The stamp assures ‘safe travel’ to the destination as it has adopted standardized global
health and hygiene protocols. The Authority was part of the panel of the ‘Thought
WELCOME.........................................................1 Leaders Roundtable on Fostering Entrepreneurship and Economic Opportunities in the
Creative Sector in Dominica’ and partnered with Export Saint Lucia, Events Saint Lucia,
DEVELOPING THE TOURISM PRODUCT........ the Cultural Development Foundation Saint Lucia, and Spicemas Corporation of Grenada
Dominica receives WTTC for the implementation of a project for the Branding and Commercialization of our
Safe Travels Stamp..........................................2 Carnivals towards their sustainable development.

Kalinago Traditional Also in this issue, we inform of the webinars hosted in the North American and German
Carnival Workshop..........................................2 markets, press trips undertaken as a result of the Safe in Nature Managed Experience
program and support for product development in the Kalinago Territory.
IOM Human Mobility and Climate Change
Workshop .........................................................3 As we all know the COVID-19 pandemic has negatively impacted the tourism industry
worldwide, Dominica is no exception. Though we have put in a strong protocol system to
DESTINATION MARKETING curb the spread of the virus within Dominica, evidenced by our low rates and zero deaths,
Webinars...........................................................4 more is required. Globally, it is accepted that one way to get back to a new normalcy
is to have herd immunity among the population; that means on average 70-80% of the
Press and Familiarization Trips.....................4 population vaccinated. DDA encourages everyone to play their part, and especially those
in the hospitality and entertainment sectors. Our message is to urge your staff and
Safe in Nature continues to be a major communities to inform themselves of the facts, be guided by science and get vaccinated.
selling point for Dominica...............................5 The sooner we reach herd immunity in Dominica is the sooner that we can open more
of the tourism sector, make greater contributions to the economy and more positively
TRADE SHOW & CONFERENCE REPORTS impact our own livelihoods.
TravMedia’s virtual IMM..................................5
Discover Dominica Authority is also working with the Ministry of Tourism, International
FESTIVALS AND EVENTS Transport and Maritime Initiatives and other agencies to launch a program for remote
Cultural and Creative Industries Innovation workers in Dominica. The destination has also been working on a partnership with
Fund Project.....................................................6 Caribbean Airlines to facilitate travel between Dominica and the US, via JFK International
Airport.
Dominica’s Creative Sector Thought
Leaders Roundtable........................................7

TOURISM DATA MANAGEMENT
2020 Visitor Arrival Update.............................8

DDA CONTACTS...............................................9

We trust that you will appreciate the latest updates on the undertakings in the industry.

Yours in tourism development,

Colin Piper
CEO/Director of Tourism - Discover Dominica Authority

Cover: World Travel and Tourism Council (WTTC) Safe Travels stamp
Photo Credit: DDA Image LIbrary

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DEVELOPING THE
TOURISM PRODUCT

Dominica receives WTTC Safe Travels Stamp stance with our network locally, regionally, and
Daphne Vidal, Project Officer, DDA internationally, to ensure that the tourism industry thrives
while the requisite health and safety protocols are
Dominica is a proud recipient of the World Travel and implemented to combat the coronavirus pandemic. This
Tourism Council (WTTC) Safe Travels stamp. The Safe links in perfectly with our Safe in Nature experience offered
Travels stamp is a global safety and hygiene stamp to visitors which provides an enjoyable and unforgettable
for travel and tourism. It reassures travellers that the managed experience adhering to all health and safety
destination’s health and safety protocols to combat protocols. We are confident that the complementary Safe
pandemics such as COVID-19 meet globally accepted Travels stamp will provide the impetus to drive Dominica’s
protocols which are endorsed by the World Health tourism while assuring visitors that they can discover the
Organization (WHO) and the Centre for Disease Control many wonders of the Nature Isle safely.”
(CDC). The stamp serves as a visual representation to
potential travellers that the requisite protocols are in place Local tourism practitioners will also be able to use the
to ensure that their visit to the destination will be safe. Safe Travels stamp with their logo once they have met the
criteria for using the stamp, as established by the WTTC.
In a statement to the WTTC, Minister for Tourism,
International Transport and Maritime Initiatives, Honourable
Denise Charles stated, “Dominica is proud to join the growing
number of tourism partners who have embraced the WTTC
Safe Travels stamp. This is a clear demonstration of our

Kalinago Events Committee receives support for Tèt Mas displayed during Mas Domnik 2015 Opening Parade
Photo Credit: DDA Image Library
Kalinago Traditional Carnival Workshop
Daphne Vidal, Project Officer, DDA

The Kalinago Events Committee received much needed
assistance from the Authority to stage its Traditional
Kalinago Carnival workshop. The workshop took place
from January 29 - February 13 at the Karina Cultural Village
in Bataca. Over 50 persons representing three Kalinago
carnival bands were trained in drumming, producing the
tèt mas, history of chanté mas, singing, song composition
and management of instruments in sound production. The
Kalinago Events Committee is headed by local Kalinago
cultural activist Prosper Paris. This workshop will greatly
assist with the presentation of the traditional carnival art
forms such as téwé vaval, not only for Mas Domnik 2022 but
at other events where the Kalinago carnival traditions will be
presented. Three songs were produced during the workshop
and aired on DBS Radio.

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DEVELOPING THE
TOURISM PRODUCT

IOM - Facilitating Discussions
Photo Credit: DDA Image Library

DDA participates in IOM Human Mobility and Climate of Disaster Management, Labour Division, Ministry of Foreign
Affairs, International Business and Diaspora Affairs, Ministry
Change Workshop of Economic Affairs, Planning, Resilience and Sustainable
Daphne Vidal, Project Officer, DDA Development, Telecommunications and Broadcasting,
Central Statistics Office, Local Government Department and
Discover Dominica Authority participated in a climate Ministry of Education, Human Resource Planning, Vocational
change and human mobility data workshop organized by Training and National Excellence. An interactive component
the International Organization for Migration (IOM) and the of the workshop allowed participants to articulate what
IOM Global Migration Data Analysis Centre. The workshop, exists, identify shortcomings and make recommendations on
held January 21-22, 2021, is part of a wider regional project resources which may be required to lessen the gaps identified.
entitled “Regional dialogue to address human mobility and
climate change adaptation in the Eastern Caribbean” and it Dominica is one of six OECS countries participating in this
is funded by the Federal Republic of Germany. The project project. At the end of this project a final report will be
seeks to build regional dialogue which can enhance the published which will propose a road map for OECS countries
ability of governments to collect, analyse and utilize data to build capacity and close the gaps to address the collection
on human migration caused by disasters. Lessons learnt and analysis of human mobility data due to environmental
from Dominica’s experience in handling human migration migration. The project is expected to support efforts to
after Hurricane Maria were instructive in identifying gaps, integrate human mobility in climate change strategies and
proposing best practices, and making recommendations for will enable the development of evidence-based policies that
improvement. Other government agencies who participated strengthen the human security of vulnerable populations.
in the workshop included the Immigration Department, Office

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DESTINATION MARKETING

Webinars and focused on Dominica’s wellness niche, highlighting
Lise Cuffy, Marketing Executive, DDA services and products that visitors can indulge in and enjoy
during their visit to the destination.
LMA Communications and Real Talk Travel
Discover Dominica Authority’s Canadian representatives, Tropical Consult, Hotel the Champs, Mango Garden
LMA Communications, negotiated and completed another Cottages and Nature Island Dive
free travel agent webinar with Susan Eliuk, Real Talk Travel, Tropical Consult, Discover Dominica Authority’s German
on February 2. The presentation went well and received representative, continued with the stakeholder joint webinar
additional social media posts about Dominica to travel agents. sessions. On January 14, a webinar was hosted with Hotel the
Champs and Mango Garden Cottages, with 159 participants,
Sa Ka Fete including travel agents, from Germany, Austria, and
Discover Dominica Authority’s (DDA) North American Switzerland. View presentation here .
marketing representatives, LMA Communications and
Myriad Marketing collectively held the fourth Sa Ka Fete On January 28, a webinar was hosted with Nature Island
webinar series on February 5. 63 media, consumers and Dive, with 191 participants, including travel agents, from
travel agents participated in the session. There were also Germany, Austria, and Switzerland. Review and feedback
requests for the recording by persons who were unable to from the participants were promising. Follow up with
participate at the scheduled time. Malinda Hassell, participants included additional information on the Safe in
Destination Marketing Manager at DDA provided destination Nature Managed Experience program and an invite to the
updates on travel protocols to the island. Dafrica Thomas, closed facebook group for the German travel trade, Dominica
owner of Nature’s Caress Dominica, was the main presenter Experts. View presentation from 47:51 here.

Press and Familiarization Trip
Lise Cuffy, Marketing Executive, DDA

US MARKET

Robb Report
In January 2021, Myriad Marketing, Discover Dominica
Authority’s US representatives, with support from Cobra
Tours, worked with Robb Report’s editor, Michael Verdon on
a story about super yachting in Dominica. The discussion
quickly developed into a press trip opportunity for Michael
to conduct further investigations. Visiting from January 31
- February 7, Michael stayed at Jungle Bay Dominica and
Secret Bay under the Safe in Nature Managed Experience
program. The Authority will continue to work with Michael as
his story evolves!

Essence Magazine Metanoya at Trafalgar Falls
Photo Credit: Metanoya Webb
Through collaboration with Discover Dominica Authority’s
US representatives, Myriad Marketing, writer and influencer
Metanoya Webb visited Dominica for a Safe in Nature
Managed experience with Jungle Bay Dominica. Metanoya
sourced material for her '72-hours in' column for Essence
Magazine and content for her Instagram account @gtstiletto.

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DESTINATION MARKETING

Safe in Nature continues to be a major selling point for Dominica
Samantha Letang, Marketing Executive, DDA

Dominica’s Safe in Nature commitment to visitors was to COVID-19. To date, over 60 properties have been certified
launched in October 2020 and continues to be an avenue as Safe in Nature, and a review of the current protocols is
for sustaining the industry. The commitment programme now being undertaken to ensure the sustainability of the
provides a safe experience to visitors from all markets to the programme. With Dominica recently receiving the World
Nature Island, through a managed experience throughout Travel and Tourism Council Safe Travels stamp which is
the first 5 – 7 days of visitors arriving to Dominica. Visitors a global safety and hygiene stamp for travel and tourism,
are able to explore the island through activities tailored just endorsed by the World Health Organization and the Center
for them. for Disease Control, we feel confident that with the Safe in
Nature commitment to our visitors, Dominica will be uniquely
With the hosting of several journalists under the Safe in positioned in the recovery of the tourism industry.
Nature programme, the DDA continues to inform that
tourism service providers are able to provide quality service,
while still maintaining our destination’s protocols as it relates

TRADE SHOW AND CONFERENCE REPORTS

TravMedia’s virtual International Media Marketplace
Lise Cuffy, Marketing Executive, DDA

Discover Dominica Authority’s US representatives, Myriad Marketing, participated in the 3-day virtual version of TravMedia’s
International Media Marketplace (IMM), to connect with all types of media contacts. Every year, IMM provides a relationship-
building opportunity for Dominica to increase the destination’s exposure with travel media, through pre-scheduled
appointments. This year, Myriad Marketing met with a mix of 30 journalists, freelance writers, influencers and bloggers. The
primary topic of discussion was Dominica's success in managing COVID-19 and the incredible travel opportunities available
through the Safe in Nature Managed Experience Program. The U.S. team continues to engage and vet these media for future
pitch opportunities and press trips.

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FESTIVALS AND EVENTS

CIIF Project - Branding and Commercialization of Carnival in Dominica, St. Lucia, and Grenada
Marva Williams, Festivals and Events Manager, DDA

Discover Dominica Authority (DDA) is pleased to partner exchange and merchandising and building on the opportunities
with Export Saint Lucia, Events Saint Lucia, the Cultural available through efficient community tourism.
Development Foundation Saint Lucia, and Spicemas
Corporation of Grenada for the implementation of a project for While there are many opportunities to integrate carnivals
the Branding and Commercialization of our Carnivals towards and the creative industries ecosystem, efforts to do so are
their sustainable development. In 2019, Export Saint Lucia still budding. For this reason, the initiative by the Caribbean
successfully garnered funding from the highly subscribed Development Bank for the branding and commercialization of
Cultural and Creative Industries Innovation Fund (CIIF) which our carnival will help identify the challenges of implementation
was established in 2017 by the Caribbean Development Bank. and lay the foundation for viable solutions. More so, the project
is intended on identifying concerns relating to intellectual
Carnival plays a pivotal role in strengthening communities, property and developing strategic initiatives that will see
showcasing boldly its social role. It is seen as an economic development and viable benefits for carnival and its products.
stimulant for any country. As time continues to be As we continue to work cohesively on this project, we envision
revolutionized, carnivals – as any other tradition – need to the opportunities that lie ahead and look forward to the future
keep up the pace, not only to secure their existence, but to find of all three carnivals.
more ways to benefit the communities they serve and engage
greater audiences. Carnivals need to focus beyond number of DDA thanks Export St. Lucia for spearheading this project
visitors received but also form part of the overall engines of and congratulates Accela Marketing for winning the bid in
development in any country through maintaining its traditional facilitating the objectives of this project for the past months
concept, engaging, and producing a well-rounded crop of through continuous stakeholder engagement meetings and
creative industry personnel, tapping into other economic reports.
stimulants like intellectual property, increased foreign

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FESTIVALS AND EVENTS

Thought Leaders Roundtable on Fostering Entrepreneurship and Economic Opportunities in the

Creative Sector in Dominica
Marva Williams, Festival and Events Manager, DDA

On February 11, Discover Dominica Authority’s Festival and The discussion showcased experiences in music, fashion,
Events Manager, Marva Williams, was a member of the visual arts, festivals, animation and digital arts and other
panel of local experts on the Thought Leadership Roundtable sub-sectors with high-impact potential for Dominica and by
Dialogue to discuss the establishment of an Entrepreneurial extension the Caribbean. Ms. Williams shared perspectives
Community of Practice within the Creative Sector in on the situation, major achievements, opportunities and
Dominica. The Roundtable focused on pragmatic approaches challenges within the festival and events sub-sector. Overall,
to build skills, capabilities and competencies that will allow the dialogue among experts and local stakeholders provided
entrepreneurs to pursue sustainable economic opportunities insights on what works and does not work to empower
in the Creative Industries Sector. creative entrepreneurial communities. Furthermore, the
Roundtable facilitated connections among creative sub-
The event was presented by the Government of Dominica sectors and support paths for collaboration to build on the
through the Ministry of Sports, Culture and Community lessons learned and successful experiences from creative
Development, the Ministry of Trade, Commerce, communities in the Americas.
Entrepreneurship, Innovation, Business and Export
Development and the Climate Resilience Execution Agency The COVID-19 pandemic has emphasized the importance
for Dominica (CREAD), in collaboration with the Organization of addressing vulnerabilities for MSMEs and the need for
of American States (OAS) Executive Secretariat for Integral constructing new mechanisms, systems and processes
Development (SEDI). that allow communities to withstand external shocks
for businesses and families that rely on tourism related
This undertaking was the first step in the development of a activities. It is anticipated that local stakeholders and
project or initiative to provide targeted interventions to harness international experts will explore initiatives and modalities
the potential of the creative sector to spur employment and to spur community-led movements to enhance value and
economic growth. It facilitated the opportunity to present position the creative sector as a key contributor to social and
the vision of the Government for the creative communities economic development.
of Dominica, followed by a series of dialogue with thought
leaders with proven global experiences in the successful
deployment of grassroots entrepreneurial approaches to
generate new revenue streams among creative communities.

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TOURISM DATA MANAGEMENT

2020 Visitor Arrival Update 2021 Outlook
Elizabeth Angol, Marketing Executive, DDA The second wave of COVID-19 posed an increased threat as it
has forced lockdowns in some countries, further restricting
2020 in Review movements of people and resulting in decline in arrivals over
Preliminary data suggests stayover visitor arrivals for the past couple months. However, with the introduction of
January to December 2020 (21,733) declined 76% over 2019 the vaccine regionally and internationally we expect to see
(89,626). 2020 H1 arrivals declined 57.6% over corresponding an increase in movement of people which should positively
period 2019, while H2 saw additional slippage by 35 impact visitor arrivals over the coming months.
percentage points resulting in a 92.9% decline over H2 2019.
Additionally, the Authority continues its efforts to increase
Visitor arrivals in H2 2020 (3,271) declined 82% over H1 visitors to our shores through the implementation of several
2020 (18,462). A month-on-month improvement in arrivals marketing initiatives, namely, Safe in Nature Managed
was evident from October 2020 which translated into 2,225 Experience, Work in Nature, a global destination awareness
arrivals in Q4 (October to December), an 11% increase in campaign, and generation of videos and image content to
arrivals over Q3 (1,046). push out to the markets; all geared at positioning Dominica
as the vacationing destination of choice during and post the
The best monthly performance in visitor arrivals since COVID-19 pandemic.
the advent of the pandemic in Dominica was recorded in
December (918), with the worst performance recorded in
June (1). The following graph depicts preliminary visitor
arrivals numbers and trends for January to December 2020
compared to same period 2019.

Quarterly Stayover Arrivals
2020 vs 2019

30000 23,443 20,081 21,076 25,026
25000 18,408
20000 2,225
15000 Q1 54 1,046 Q4
18,408 2,225
10000 23,443 Q2 Q3 25,026
5000 54 1,046
20,081 21,076 8
0

2020
2019

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]

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Tourism Update is provided bimonthly to give you a
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Dominica Authority (DDA). All rights reserved. It is not permissible
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without the written consent of the DDA.

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