Dominica Tourism Newsletter Issue 44

TOURISM UPDATE

Bimonthly Newsletter of the Discover Dominica Authority
Issue 44, February 2020

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WELCOME & TABLE OF CONTENTS

Dear Partners,

COLIN PIPER Discover Dominica Authority (DDA) is pleased to welcome the newly
CEO/Director of Tourism appointed Minister for Tourism, International Transport, and Maritime
Initiatives, Honourable Denise Charles. Support for the new minister
Photo Credit: DDA Image Library is encouraged as we as stakeholders collectively continue to move
the industry forward. DDA also acknowledges the hard work of all
WELCOME.........................................................1 industry stakeholders and congratulate all accomplishments in 2019.

QUALITY ASSURANCE Mas Domnik, The Real Mas 2020 has been officially opened and we
Quality Assurance through Standards and are ready to Play de Riddim, Play Mas. The National Parade and
Certification......................................................2 Official Opening was hosted with a display of pageant contestants,
costume bands, Ole Mas costumes all moving to the sounds of the
DESTINATION MARKETING lapeau cabwit and infectious Bouyon. Also on the events scene,
Press and Familiarization Trips.....................2 the dates for this year's World Creole Music Festival have been
announced. The three nights of pulsating rhythms will be held
Trade Event Snippets October 23 – 25, 2020.
in Source Markets............................................3
In this issue we also report on the best performance on record for
TRADE SHOW & CONFERENCE REPORTS stayover visitor arrivals, the various trade shows attended, activities
CHTA Caribbean Travel Marketplace............4 in the source markets, filming projects for 2019 and the two (2)
awards bestowed on the destination; the HSMAI Platinum Award
Salon de la Plongee.........................................5 for the Travel & Leisure April 2019 cover story and Caribbean Travel
Awards 2020 ‘Luxury Destination of the Year’ award.
Adventure Travel Show...................................5
On behalf of the destination, I welcome those joining us for Mas
CMT Stuttgart Trade Fair................................5 Domnik, The Real Mas 2020. Those of you who are unable to come
play mas tune in to social media to view the various activities; Miss
Destinations: The Holiday & Dominica 2020, Calypso Finals, Vivala Carnival, Soulassiont, Sunrise,
Souse and Punch, Kiddies Carnival and the street parades.
Travel Show.......................................................6
Yours in tourism development,
Travmedia's IMM 2020.....................................6
COLIN PIPER
The New York Times Travel Show.................6 CEO/Director of Tourism - Discover Dominica Authority

CRUISE
FCCA Holiday Gift Project...............................7

Enhancing the experience of
German cruise visitors....................................7

TOURISM DATA MANAGEMENT
Dominica’s 2019 stayover arrival
performance.....................................................8

FILM
2019 Film Review.............................................9

EVENTS & FESTIVALS
Mas Domnik 2020 Opening Parade in
Photos................................................................9

LOOKING AHEAD
Save the Date –
Dominica’s Jazz ‘n Creole.............................10

Save the Date – Dominica's World Creole
Music Festival.................................................10

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

Cover: David Benjamin, Conch Shell Blower
Photo Credit: DDA Image Library

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QUALITY ASSURANCE

Quality Assurance through Standards and • Accommodation: Hotels, Guesthouses, Villas,
Cottages, Bed and Breakfast and Apartments
Certification
Odile Jno Baptiste, • Food and Beverage Services
Product Promotions Manager (Ag.), DDA • Hair Braiders
• Tourism Taxi Service
The Quality Assurance Unit (QAU) is a department • Tour Guides
within Discover Dominica Authority (DDA) with the • Vending (Craft and Souvenir)
regulatory mandate to ensure that all tourism service • Travel Agencies
providers are in compliance with the requirements of • Tour Operators
the Tourism (Regulation and Standards) (Amendment) • Vehicle Rentals
Act #13 of 2016. The overarching goals of the Unit • Watersports
are to improve the overall quality of tourism services
in Dominica and to facilitate tourism providers in Certification provides assurance to visitors that
becoming competitive, through the implementation of tourism service providers and their affiliated
the Standards. businesses meet the minimum requirements of
the standards. This includes, but is not limited to,
Standards have been developed by the Dominica standards related to regulations, management, quality
Bureau of Standards (DBOS) in collaboration with and health and safety.
industry stakeholders for ten (10) sub sectors:

DESTINATION MARKETING

Press and Familiarization Trips AGK Group on a tour of the Cabrits National Park with historian Dr. Lennox
Lise Cuffy, Marketing Executive, DDA
Honychurch
GERMAN MARKET Photo Credit: DDA Image Library

German Press Trip Continued on page 3.
Travel journalist Marianne Rippel and photographer
Rainer-Maria Schuster contribute to various daily
newspapers and magazines in Germany and Austria.
During a cruise stop in Dominica on January 9 they
were hosted by Discover Dominica Authority for on-
island experiences which will be published in the
Augsburger Allgemeine, a major German regional daily
newspaper and Augsburg Journal, Swabia's largest
magazine for society, politics, economy & quality of life.

AGK FAM Trip

On January 27, Discover Dominica Authority (DDA)
co-hosted the first Arbeitsgemeinschaft Karibik e.V.

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DESTINATION MARKETING

(AGK) FAM trip, in cooperation with Star Clippers. This Canadian Market
brought a total of fifteen (15) German travel agents who
specialize in selling luxury trips. The agents undertook Canadian Press Trip
tours to the north of the island, in addition to hotel visits Canadian freelance journalist, Nathalie de Grandmont
and site inspections. Agent representatives ranged undertook a one-day press trip during her cruise stop
from senior sales agents, owners, agency directors and in Dominica on the MSC Preziosa, on January 29. Her
sales managers. DDA is confident that this trip will be Dominica experience will be documented in Bel Âge
beneficial to the destination and that these agents will Magazine, Seniors Lifestyle Magazine, CAA Magazine,
begin to sell Dominica to their clients. AAA Travel Guides and Globe Raconteuse.

Trade Event Snippets in Source Markets who offers powerful solutions that help destination
Lise Cuffy, Marketing Executive, DDA marketers attract high-value visitors and measure
marketing effectiveness and revenue generated by
US campaigns; Eva Fedderly, a world-traveled freelance
journalist who writes about travel, art, and social
Discover Dominica Authority (DDA) was awarded justice and currently looking for unique and luxurious
the HSMAI Platinum Award for the Travel & travel ideas to pitch; and British-born, New York-
Leisure April 2019 cover story. Dominica’s Director based Mark Ellwood, contributing editor to Conde Nast
of Tourism, Mr. Colin Piper, along with DDA U.S. Traveler, and an editor-at-large for luxury bible Robb
overseas representatives from MMGY Myriad; Report . He is also a columnist for Bloomberg Luxury
Taryn McCarthy, Public Relations Executive, Julie and the creator and co-host of Bloomberg ’s Travel
Cuesta, Executive Vice President and Laura Jones, Genius podcast. Mark is also an ongoing contributor to
Director of Marketing Services attended the event. Wall Street Journal and New York Times.
The ceremony recognized inspiring best practices in
sales and marketing for the hospitality industry and GERMANY
celebrates lifetime achievements; award-winning
approaches to advertising, public relations and digital A workshop for travel agents in Kempten, Germany
marketing and the team that makes it all happen. took place on January 22. The workshop was deemed
The black-tie networking extravaganza allows key successful as forty-three (43) travel agents were
constituents within the hospitality industry to connect trained in selling Dominica. A significant number of the
with one another. With a crowd of nearly 1,000, it was a participants were managers or owners of agencies.
networking and celebratory event unlike any other. The session consisted of a twenty-five (25) minutes
powerpoint presentation and a two (2) hour workshop.
On January 22, four (4) deskside and trade meetings As a raffle prize, Cabrits Resort & Spa Kempinski
were conducted with potential partners; SmartFlyer, Dominica partnered and provided a 5-night stay for 2
a full-service travel agency catering to high-end gift voucher.
corporate and leisure travelers worldwide; Adara

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TRADE SHOW &
CONFERENCE REPORTS

CHTA Caribbean Travel Marketplace Minister for Tourism, International Transport and
Lise Cuffy, Marketing Executive, DDA Maritime Initiatives; Roland Royer, Permanent
Secretary, Ministry of Tourism, International Transport
Dominica participated in the Caribbean Hotel & and Maritime Initiatives; Lise Cuffy, Marketing
Tourism Association (CHTA) Caribbean Travel Executive, DDA and Fernanda Melgoza, Account
Marketplace 2020, at the Grand Hyatt Baha Mar, Executive, Myriad Marketing, DDA’s US representative,
in Bahamas from January 21-23. With two (2) days along with private sector partners from Rosalie Bay,
of pre-scheduled appointments, Caribbean Travel Fort Young Hotel and Secret Bay.
Marketplace provided the opportunity to meet face-to-
face with wholesalers from around the world selling It was a proud moment for the destination for winning
Caribbean travel. The main objective of the show was an award during the Caribbean Travel Awards 2020 at
for Discover Dominica Authority (DDA) representatives the Caribbean Travel Marketplace. Caribbean Journal
to conduct negotiations that will ultimately benefit the named Dominica ‘Luxury Destination of the Year’.
destination. Dominica's offerings have grown more sophisticated
with the emergence of a luxurious five-star branded
resort.

DDA representatives meeting with the trade 'Luxury Destination of the Year' award
Photo Credit: DDA Image Library Photo Credit: DDA Image Library

Twenty-two (22) business meetings were held
with buyers and media partners such as Classic
Vacations, Apple Leisure Group, Island Destinations,
Fellowship Travel International, Vacayou Wellness
Travel, GW Travel Boutique, Caradonna Adventure,
Expedia, Travelzoo, Adara, Sojern and Conde Nast
Traveler, amongst others. The B2B meetings with
partners provided a better understanding of the
current landscape and good tour operator/wholesale
distribution prospects for 2020. The Dominican
delegation comprised of Honorable Denise Charles,

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TRADE SHOW &
CONFERENCE REPORTS

Salon de la Plongee
Lise Cuffy, Marketing Executive, DDA

Discover Dominica Authority exhibited at dive show Salon de la Plongee in Paris, from January 10 - 13. With more
than 60,000 visitors, Salon de la Plongee is the main dive event taking place in the French market. This was a unique
opportunity for the dive centers and other operators to exchange with French clients and promote all the assets of
Dominica for divers. Cabrits Dive, East Carib Dive, Nature Island Dive and Jungle Bay were partners of the event.

Adventure Travel Show Theresa Campbell-Carbon from the Dominica High Commission office
Lise Cuffy, Marketing Executive, DDA
interacting with booth visitors
From January 18 - 19, Discover Dominica Authority (DDA) Photo Credit: The Brighter Group – Finn Partners
exhibited at the Adventure Travel Show (ATS), the UK’s
biggest specialist travel showcase that is committed to
presenting to over 15,000 visitors the best collection of
unforgettable journeys and cultural experiences of the
world’s most offbeat destinations. Now in its 24th year, the
ATS provided the opportunity for Dominica to engage with
adventure travel specialists about small group adventures;
land and sea expeditions; volunteering and career break
projects; walking and trekking routes; eco-adventures
and more! DDA was an official sponsor of the show which
provided additional exposure and generated an increased
number of visitors to the stand throughout the weekend.
Visitors were impressed and intrigued by the variety of
adventure and exploration activities the island has to offer,
with many visitors showing particular interest in trekking
the Waitukubuli National Trail.

CMT Stuttgart Trade Fair With more than 265,000 visitors, the CMT Stuttgart
Lise Cuffy, Marketing Executive, DDA trade fair is the world's largest public trade fair
for tourism and leisure. Dominica was among
The "Caravaning Motor Touristik" (CMT) travel fair, the exhibitors present and provided visitors with
held from January 11 – 19 in Stuttgart, started with information and tips for a perfect destination holiday
an overwhelming number of visitors. According to in the Nature Island. The CMT trade fair is indeed
the organizers, around 90,000 visitors came on the Europe’s largest travel fair ideal for showcasing
first weekend, about twelve percent more than in the exotic folklore, culinary specialties and breathtaking
previous year. This was the best CMT start ever, a landscapes to visitors.
spokesman for the fair said.
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TRADE SHOW &
CONFERENCE REPORTS

Destinations: The Holiday & Travel Show 2020 ‘Jack Sparrow’ educating visitors to the booth about the island as they take part
Lise Cuffy, Marketing Executive, DDA
in the ‘Complete the Waitukubuli Trail’ game.
Discover Dominica exhibited for the first time at the Photo Credit: The Brighter Group – Finn Partners
Destinations: The Holiday & Travel Show, the UK's
largest and longest-running travel show, January love for Dominica through his latest TV series ‘Ainsley’s
30 – February 2. With the largest choice of exhibitors Caribbean Kitchen’ of which Dominica has one episode.
anywhere in the UK and a huge variety of holiday This brought additional visitors to the stand who had
options on offer, over 51,000 visitors were inspired to listened to Ainsley’s talk. Discover Dominica Authority
discover Dominica as their next holiday destination. viewed its participation at the Destinations: The Holiday
Dominica’s participation at this large consumer show & Travel Show as an excellent avenue to further
demonstrated that the island is open for business and increase awareness of the destination and encourage
welcoming more visitors than ever since Hurricane bookings from UK travellers.
Maria of 2017. Representatives from MotMot Travel,
World Expeditions and Explore promoted their special
offers and updated information on visiting the island
for UK travellers. On stand activities gave visitors the
chance to play a ‘Walk the Waitukubuli Trail’ game to
win prizes from Captain Jack Sparrow’s treasure chest.
During the show, famous TV Chef Ainsley Harriot also
ran a talk in ‘speakers corner’ and demonstrated his

Travmedia's IMM 2020 media. It is also a great platform to get Dominica’s
Lise Cuffy, Marketing Executive, DDA brand message out, make new acquaintances and
achieve an economy of scale on investments vs
Participation in TravMedia’s International Media meeting with all journalists independently. IMM
Marketplace (IMM) took place in New York; a key creates an unrivalled opportunity for Discover
element in increasing Dominica’s exposure within the Dominica Authority to generate a year’s worth of
travel and consumer media. IMM provides a valuable media contacts in a single day.
opportunity to network and build relationships with top

The New York Times Travel Show Mr Colin Piper, CEO/ Director of Tourism, presented
Lise Cuffy, Marketing Executive, DDA to a room of agents and industry professional, all
interested in learning more about the islands of the
On January 24, Discover Dominica Authority joined Caribbean. The presentation utilized the dynamic video
the Caribbean Tourism Organization’s presentation produced by Matador Network 'We Call it Dominica'.
on Adventure & Festivals in the Caribbean. It was an The content greatly differentiated Dominica from the
opportunity to showcase Dominica’s unique travel thirteen (13) other islands at the presentation, as the
opportunities to top media platforms and travel trade. adventure hot spot of the Caribbean!

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CRUISE

FCCA Holiday Gift Project
Deslyn Simon, Quality Assurance Officer (Ag.), DDA

Dominica once again benefited from the Florida
Caribbean Cruise Association (FCCA) Holiday Gift
Project for underprivileged children. The Holiday
Gift Program was designed to reach out to FCCA ‘s
partners in the Caribbean, by providing holiday gifts to
underprivileged children in foster homes or institutions
where holiday gifts would not ordinarily be possible.

Gifts was brought aboard the MV Celebrity Summit on Students with MV Celebrity Summit crew members.
December 17, 2019. Crew members of the ship along Photo Credit: DDA Image Library
with the Ministry of Tourism, International Transport,
and Maritime Initiatives, Discover Dominica Authority

(DDA) and the West Dominica Children Federation On a yearly basis, DDA coordinates with FCCA to
presented the gifts to 200 children, at a ceremony on make this noteworthy event a grand success. Both
the said day. entities will continue to maintain this annual Christmas
tradition.

Enhancing the experience of German cruise visitors Additionally, to facilitate the request of TUI Cruises,
Deslyn Simon, Quality Assurance Officer (Ag.), DDA tour translation is now being provided in German on
every tour bus. DDA contracted Dr. Lennox Honychurch
In an effort to improve the experience of German to provide a detailed script of the island, which was
cruise visitors, Discover Dominica Authority (DDA) has then translated in German by DDA’s German reps.
embarked on a couple of initiatives. The German script has been placed on flash drives
for each tour operator who is currently working with
DDA has contracted a German interpreter who will German cruise lines.
be required to work at the Roseau Cruise Ship Berth
and the Woodbridge Bay Port to welcome passengers
as they come ashore and to respond to queries. This
initiative commenced on January 5 and will continue
through April 15, 2020, for the German cruise calls to
include the ships of AIDA and TUI Cruises.

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# of VisitorsTOURISM DATA MANAGEMENT

Dominica’s 2019 stayover arrival performance
Elizabeth Angol, Marketing Executive, DDA

Preliminary data suggests that Dominica has recorded approximately 89,708 stayover arrivals for the year 2019,
its best performance on record.

This performance surpassed 2016 (pre-maria) arrivals by 14%; and reflects a 43% and 24% increase over 2018 and
2017, respectively.

Dominica Stayover Arrivals

100,000
90,000
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
-
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Arrivals 74,92 76,51 75,54 78,96 78,27 81,51 74,48 78,36 72,22 62,86 89,70

October (10,879) recorded the highest number of arrivals followed by March (9,738). These performances were
fuelled by arrivals for the World Creole Music Festival and Mas Domnik, respectively. October’s performance
was second only to Dominica’s 30th Independence celebrations in 2008 (12,126) while March 2019 surpassed all
previous years.

Air arrivals (50,275) accounted for 56% of entries into Dominica. Arrivals into Douglas Charles Airport (49,366)
represents 98% of air entries. There has been a significant increase in sea arrivals (39,433) which shows an
average increase of 37% over the past three (3) years.

Our performance is attributed to a solid marketing strategy which included various niche products and access
initiatives as well as a strong social media presence. This was backed up by close collaboration with internal and
external stakeholders.

We hope to continue the momentum into 2020 as we aim to better 2019’s performance.

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FILM

2019 Film Review Other documentaries involved filming of elements
Daphne Vidal, Project Officer, DDA of Dominica’s biodiversity – flora, fauna - for which
permission was granted by the Forestry Division.
Discover Dominica Authority through the Dominica In 2019, Dominica was featured on House Hunters
Film Office aided eight film companies for filming International episode 12 of season 144 released in July
projects in 2019. The Dominica Film Office facilitates 2019. The episode highlighted the country’s recovery
producers and film makers wishing to film in Dominica from the effects of Hurricane Maria in 2017 and was
by serving as a one stop shop to ensure hassle free viewed by audiences worldwide.
filming. All eight (8) companies filmed documentaries.
One of these companies filmed two different Film crews can spend up to US$18,000 on
documentaries; one on whales and the other on tiny accommodation for stays of up to three (3)
creatures. weeks. Additional spending of over EC$50,000
has been recorded for expenses such as rentals,
Documentaries on the sperm whales found in telecommunications and other goods and services.
Dominica’s coastal waters are becoming popular, In addition to the valuable foreign exchange to the
with four (4) of the eight (8) companies having economy, film projects provide an opportunity for local
received authorization from the Fisheries Division for photographers and videographers to hone their skills
underwater filming of these huge mammals. and gain more exposure in their field.

EVENTS & FESTIVALS

Mas Domnik 2020 Opening Parade in Photos

Photo Credit: DDA Image Library

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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
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/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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