Dominica Tourism Update issue 46

TOURISM UPDATE

Bimonthly Newsletter of the Discover Dominica Authority
Issue 46, September 2020

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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
Photo Credit: DDA Image Library July and August 2020, in the COVID-19 environment.

WELCOME.........................................................1 Dominica has since opened its borders to nationals and residents on
July 15 and visitors on August 7. With the reopening of the borders, it is
QUALITY ASSURANCE mandatory that all tourism service providers be trained to ensure that they
Health and Safety Guidelines for Tourisum are equipped with the proper skills and official know how to safely operate
and Hospitality Industry..................................2 in the COVID-19 environment. So far, approximately 203 stakeholders to
How to get COVID-19 include taxi service providers, vehicle rental employees and tour guides
Certified as a Property................................ 2-3 have undergone training of the Health and Safety Guidelines for the
Tourism Health and Safety Tourism and Hospitality Industry. 28 properties have met the minimum
Training Series Kicks Off............................3-4 requirements of the Health and Safety Guidelines and have been approved
COVID-19 Surveillance Database..................4 for reopening by the Environmental Health Department.

DESTINATION MARKETING Undoubtedly, worldwide the tourism industry has been dealt a heavy blow.
Destination Highlight However, the marketing teams have kept abreast with latest trends and
Through Spotify Playlist..................................5 also used this time to keep communication open with the trade, ensuring
The Here and Now.......................................5-6 that the destination remains part of the conversation with the media and
Webinars & Seminars.....................................6 consumers. Webinars were hosted in the US, German and Canadian
Epic Trails - Season 3, markets and the team also took the opportunity to engage in proactive
Episode 2: Dominica........................................7 pitching and educate on the destination’s offerings.
Destination Zoom Backgrounds....................7
During this period, Dominica was featured in two televised airings; Epic
FILM Trails, a series that follows host Eric Hanson as he explores the people,
Film Production During a Pandemic............8 places and adventures surrounding the world's top trails featured
Dominica in episode 2 of season 3 and French-Canadian documentary
DDA CONTACTS...............................................9 Partir autrement en famille (Alternative Family Vacation) in which a family
explores Dominica’s sites and attractions.

We reiterate the importance of adhering to the health and safety protocols
as we mitigate the spread of COVID-19. We remind you to wash your hands
regularly with soap and water or use an alcohol-based hand sanitizer,
wear your mask and maintain physical distancing.

On behalf of DDA, I wish our students a successful academic year.

Yours in tourism development,

Colin Piper
CEO/Director of Tourism - Discover Dominica Authority

Cover: Eric Hanson on Batibou Beach
Photo Credit: Epic Trails

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QUALITY ASSURANCE

Health and Safety Guidelines for Tourism and Hospitality Industry
Odile Jno Baptiste, Product Promotions Manager (Ag.), DDA

Health and Safety Guidelines were developed through a adjustments as information on COVID-19 evolves, as
collaborative effort of the Ministry of Health, Wellness new and more efficient solutions become available
and New Health Investment, Ministry of Tourism, and with the development of a treatment or widely
International Transport and Maritime Initiatives and accessible vaccine for COVID-19. To date, guidelines
the Standards and Protocols Subcommittee of the have been developed for the accommodation,
COVID-19 Tourism Task Force. The objective is to transportation, vending, dive shops and water sports
guide service providers in the industry to keep guests, and tour operation sectors.
employees, and the local community safe from risks
and to mitigate the spread of COVID-19. Visit Health and Safety Guidelines for Tourism and
Hospitality Brochure to view guidelines.
The guidelines outline minimum operational
requirements and each service provider may
implement more advanced guidelines, if so inclined.
The guidelines are subject to re-evaluation and

How to get COVID-19 certified as a property
Odile Jno Baptiste, Product Promotions Manager (Ag.), DDA

The approved accommodation guidelines extend to Plans should be sent to Isabella John at
hotels, guesthouses, apartments, villas, cottages, [email protected] and Odile
inns, bed and breakfast, lodges, resorts and auxiliary Jno Baptiste at [email protected]. Following
accommodation. Properties must submit a COVID-19 which an assessment will be undertaken by the Quality
Action Plan to the Environmental Health Department Assurance Unit of Discover Dominica Authority and the
for review and appraisal prior to opening. The plan Environmental Health Department. This assessment
must detail measures to address all areas of the is to ensure that the minimum requirements are being
operation to manage and mitigate the spread of adhered to. If all minimum requirements are met the
COVID-19 amongst guest and staff. In addition, the service provider will be issued with a Certificate of
action plan should be flexible and continuously updated Approval from the Environmental Health Department.
as new information becomes available.
Continued on page 3.

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QUALITY ASSURANCE

At the time of publication, twenty-eight properties were issued with certificates of approval:

• Fort Young Hotel • Picard Beach • La Flamboyant • Mountain Caapi
Cottages Hotel Cottage Retreat
• Secret Bay Resort
• Portsmouth • Ocean Edge • Villa Vista
• Cabrits Resort & Beach Hotel Guest House
Spa Kempinski • Sea Cliff Cottages
Dominica • SeaWorld • Hibiscus Valley Inn
Guest House • Sutton Place
• Riverside Hotel • Pointe Dubique
• Atlantique View Guest House • Soufriere
• Hotel the Champs Resort & Spa Guest House
• Toucari Cottages
• Mango Garden • Tamarind Tree • Jungle Bay
Cottages Hotel • Caribbean Sea Resort and Spa
View Apartment
• Rosalie Bay • St. James • Aura Bed &
Eco-Resort Guest House • Kootney Resort Breakfast

• Banana Lama

As the island continues its efforts to keep the island free of COVID-19, properties are therefore urged to adhere to
the guidelines set for by the health authorities.

Tourism Health and Safety Training Series Kicks Off
Kelly-Ann Williams, Product Development Assistant, DDA

In preparation for the reopening of the borders, health The Tourism Health and Safety Training Series kicked
and safety guidelines were developed for the tourism & off on July 2, 2020. Twenty-seven tourism taxi service
hospitality industry to help guide service providers to providers operating at Douglas-Charles Airport were
keep guests, employees and the local community safe trained in the areas of:
from risks and to mitigate the spread of COVID-19.
• COVID-19 Causes and Symptoms
Training is an integral component for the successful
implementation and maintenance of these guidelines • Infection Prevention and Control (IPC) and
and to keep visitors and employees safe. It is mandated Personal Protection, including use of face
that all tourism service providers be trained in proper covering and other personal protective
health and safety protocols to ensure safe operations equipment (PPE)
in a COVID-19 environment. Consequently, Discover
Dominica Authority will host a series of training and • The cleaning, sanitizing, and disinfecting
sensitization programs, in collaboration with the practices for vehicles
Environmental Health Department, Dominica Fire
& Ambulance Services, Forestry Division as well • Guidelines for Tourism Taxi Service Providers
as regional and international organizations such as
Caribbean Public Health Agency and Pan American Continued on page 4.
Health Organization.

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QUALITY ASSURANCE

To date, approximately 203 stakeholders have
undergone training of the Health and Safety
Guidelines for the Tourism and Hospitality
Industry. The stakeholders targeted so far
were taxi tourism service providers operating
at the ports of entry and providing services
to the accommodation sector, vehicle rental
companies, watersports operators and tour
guides who work with destination management
companies and the accommodation sector.

Fire Officer explaining proper mixing of solutions
Photo Credit: DDA Image Library

Covid-19 Surveillance Database
Sheri Shillingford, Communicable Disease Surveillance Officer, Health Information Unit (HIU)

The Coronavirus disease (COVID-19) is an infectious collaboration with Discover Dominica Authority, made
disease caused by a newly discovered strain of provisions to provide properties (hotels, guesthouses
coronaviruses. This type of virus is known to cause as well as other accommodation options) with a user
respiratory infections in humans. Effective COVID-19 friendly COVID-19 data tracking system.
surveillance leads to the rapid detection of the virus
through a thorough screening protocol, the isolation The system, developed by Open Solutions for Health
of confirmed cases and the testing and management (OS4H) Ltd., allows accommodation providers to
of suspected cases. During this pandemic, it is an conduct active surveillance, through the tracking of
imperative goal for the Ministry of Health, Wellness temperatures and other COVID-19 related symptoms
and New Investment (Ministry of Health) that strict of guests daily. The data gathered is then passed on
public health and social measures are implemented to to the Health Information Unit, within the Ministry of
decrease the spread of the disease. Health. Having accommodation partners play an active
role in surveillance further strengthens the health
Prior to the reopening of borders to visitors and system, thus keeping nationals, residents and visitors
repatriated nationals, the Ministry of Health, in safe from this infectious disease.

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DESTINATION MARKETING

Destination Highlight Through Spotify Playlist This was comprised of music from Dominican artists
Lise Cuffy, Marketing Executive, DDA such as Asa Bantan, Michele Henderson, Triple Kay
International and others. The playlist was pitched
As part of ongoing media monitoring efforts as part of an agency roundup within the Myriad
throughout the current pandemic, Discover Dominica Destination PR newsletter to a target list of over 320
Authority (DDA) continued to keep apprised of any journalists for coverage consideration. It was also
relevant proactive pitching opportunities and latest included in DDA’s B2B quarterly newsletter along
media trends. It was observed that there was a with a recipe to prepare a traditional Coconut Rum
rise in articles featuring destination management Punch for travel advisor partners to create the perfect
organizations and other companies sharing free Dominica atmosphere right at home.
virtual tours and other unique ways to ‘escape’ without
physically leaving one's home.

To tap into this trend, Myriad Marketing, DDA’s US
marketing representative, worked with the DDA
marketing team to curate a Discover Dominica Spotify
Playlist, to provide a taste of the island’s local music.

The Here and Now We embarked upon a ‘Three Phrased Approach’
Lise Cuffy, Marketing Executive, DDA communication strategy exploring the consumer
mindset: (a) Inform and Improve (b) Inspire (c) Initiate.
Media Sentiment These steps would then translate to customer sales
The global media landscape is changing day by day and then hold onto them, look after them and give
with travel editors adjusting their content and travel them a better experience than before – and move them
plans on an ongoing basis in light of the current into advocates.
COVID-19 situation. Although press trips are not
currently being commissioned for immediate travel Continue The Momentum
there are still lots of great opportunities to achieve The current situation is obviously unprecedented,
coverage. There has been an increasing trend for and likely to continue to fluctuate over the next days,
virtual tours and ways to experience a destination in weeks and months. Discover Dominica Authority
your own home and the shift to the ‘inspiration’ phase will continue to regularly update stakeholders on
with longer lead calls to action when the time is right. developments in the markets as the situation evolves
Travel editors are also still keen to fill their pages and will adapt communication recommendations
with aspirational travel and deals from September accordingly. The aim now is to maintain momentum
onwards. Source market representatives have been in in our communications to make certain that Dominica
constant contact with key travel editors to help create remains top of mind with media and consumers to
round up ideas and evergreen content ideas which ensure the destination is in the strongest position to
people can book once travel bans have been lifted. It attract tourist spend.
is predicted that after months of self-isolation 2021
could see a boom in travel and it is important that
Dominica remains part of the conversation during this
‘inspiration’ phase to drive bookings for late 2020 and
into 2021.

Continued on page 6.

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DESTINATION MARKETING

Our Strategy Short-term - plan of activities were implemented
To ensure Dominica remains front of mind for during the down period which focused on destination
travellers, and a preferred choice once consumer inspiration and communicates the wider innovation
confidence and bookings resume. messages, encouraging forward bookings for travel
later in the year and into 2021, preparing for the
The here and now - ensure that health and safety is recommencement of normal operations.
the backbone in all decision making and planning.
Therefore, putting people first is critical during Mid-term and long-term - recovery plan to
this sensitive time and Destination Dominica will relaunch Dominica messages to all source markets
recommend reactive and proactive sharing of travel demonstrating the island is open and welcoming,
advice and communications relating to COVID-19 and including news and the reopening of events and
on-island protocols in real time. experiences. Connecting with new trends which
may emerge following the COVID-19 crisis to ensure
Dominica secures a strong share of voice.

Webinars & Seminars in the webinar which highlighted the new travel and
Lise Cuffy, Marketing Executive, DDA safety protocols for Dominica as well as the many
lovely things that visitors can still enjoy on island.
With the current worldwide situation still impacting Special thanks to island hotels Cabrits Resort & Spa
travel, source market representatives have been Kempinski Dominica, Fort Young Hotel, Tamarind Tree
utilizing this down time to engage in professional Hotel and Picard Beach Cottages for providing prizes
education – whether it’s dedicating hours to specialist for the winners.
programs, participating in webinars, or other online
opportunities to learn about new market trends. The first Sa Ka Fête webinar series within Canada
Consequently, the Discover Dominica Authority’s took place on July 31. Sa Ka Fête means 'What's
(DDA) US-based marketing representative, Myriad up?' in creole and is a popular way to greet people
Marketing focused on engaging travel advisors on the Nature Island. The presentation focused on
through online educational initiatives over the past the reopening of borders to international visitors and
few months. These included participation in a variety also provided information to keep consumers, agents
of live webinars with valued partners like Caradonna and media up to date on how the island has been
Dive Adventures, travel advisors selling the Caribbean progressing and what we have waiting for consumers
network, and others. To help advisors create the to experience. There was a total of 68 participants
perfect Dominica experience for their clients, a including 30 from the US market.
four-part travel advisor email series was developed
and distributed to provide a variety of itinerary ideas DDA is thankful for the support from local stakeholders
surrounding specific travel themes of Dominica; and special thanks to Jungle Bay Resort and Spa and
Culture, Adventure, World of Water and Wellness. Hotel The Champs for providing prizes to winners.

Similarly, DDA’s German representative, Tropical
Consult, in collaboration with Arbeitsgemeinschaft
Karibik e.V. (AGK), conducted a webinar on July 28 for
German travel agents. A total of 77 agents participated

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DESTINATION MARKETING

Epic Trails- Season 3, Episode 2: Dominica Canyoning with Extreme Dominica
Lise Cuffy, Marketing Executive, DDA Photo Credit: Epic Trails

Discover Dominica Authority and its U.S. marketing
representative, Myriad Marketing, celebrated the
launch of Dominica's episode in season 3 of Epic
Trails. Epic Trails is an exciting and inspiring series
that follows host Eric Hanson as he explores the
people, places and adventures surrounding the world's
top trails. The full episode was launched on June 18 on
Outside TV and has been aired an additional 75 times
across Fox Sports and Outside TV, since its release.

Epic Trails additionally developed vlogs which were
released on its facebook page and on Backpacking
TV’s youtube channel. To date, this has achieved
over 26,000 views across both platforms. Myriad
Marketing developed a suite of promotional assets for
the episode, including a custom email to Dominica’s
U.S. trade database, instagram stories and a press
release. The episode and additional vlog features are
a result of a year-long collaboration with the show.
The Epic Trails production team visited Dominica in
July 2019 to participate in a variety of adventure travel
experiences. Within the 30-minute episode, Epic
Trails perfectly encapsulates the island’s essence,
while positioning Dominica as an adventure travel
destination in the Caribbean.

Destination Zoom Backgrounds Sample Destination Zoom Background
Lise Cuffy, Marketing Executive, DDA
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Team Brighter Group, Discover Dominica Authority’s
UK marketing representative, developed ‘Destination
Zoom Backgrounds’ for use during destination
presentations. With the current trend of people
working from home, video conferencing tools, such
as Zoom, are being used more than ever before. The
use of video conferencing allows users to change
backgrounds to a picture of their choice.

Team UK recommended Dominica share image
backgrounds that users can use to look like they are
in Dominica, which they can screenshot and share on
social media platforms. Some of the backgrounds are
videos that include subtle animations and the rest are
static images.

FILM

Clip from the teaser video of the episode featuring Dominica

Film Production during a Pandemic sulphur spas, ziplining and wildlife. The family was
Daphne Vidal, Project Officer, DDA accommodated at 3 Rivers Eco Lodge in Rosalie. Prior
to the coronavirus pandemic, TV5 viewership figures
Film production in Dominica ground to a halt over were estimated at 1.5 million weekly viewers and an
the past 4 months as the world grappled to curb average of 30,000 viewers per minute. This figure may
the spread of COVID-19. This also meant that two have been significantly higher at the time when the
potential film shoots had to be postponed indefinitely. episode which featured Dominica was broadcasted.
However, all was not lost. In the first quarter of the
year, three documentaries were filmed in Dominica. Furthermore, local filmmakers were encouraged to
The first two documentaries focused on marine participate in numerous free online training sessions
wildlife and were filmed by crews from the United which were available during this time.
Kingdom and the USA.

Canadian film company Ocean Television filmed an
episode of the French-Canadian documentary Partir
autrement en famille (Alternative Family Vacation)
in early March. The season 7 episode in which a
family explores Dominica’s sites and attractions was
aired on Canada’s TV5 on July 15. In this episode, the
family discovers some of Dominica’s many rivers,

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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
/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 © 2020 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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