From the period January to April, 2018, the Discover Dominica Authority hosted several journalists and travel writers from some of our key source markets; Germany, France, United Kingdom, United States and Canada. They were invited to visit the destination in order to experience the current product offer which has emerged since the passage of Hurricane Maria late last year. Journalists had the opportunity to visit several of the opened tourism sites and attractions, meet with stakeholders, visit existing and new tourism developments and participate in the Voluntourism initiatives currently available.
Spending an average of five days and four nights on island, they were able to fully immerse themselves in the Dominica experience, garnering a true appreciation of the island’s diversity and uniqueness. In addition, they gained intimate product knowledge and a real sense of the current Dominica tourism product offer and a bird’s eye view of the opportunities for new and emerging product development. A new product aspect experienced was the voluntourism activity along Segment 11 of the Waitukubuli National Trail. Media teams actively participated in the clearing, restoration and rehabilitation works while gaining knowledge about the flora, fauna and forest from supervising forest officers. Some of the tours experienced were the Cabrits National Park and Fort Shirley nestled at the North’s peak, tranquil row boat ride up the Indian River, hike through Syndicate Nature Trail, visits to the Kalinago Territory the Caribbean’s largest settlement of indigenous people, waterfalls, hot springs and others.
The first group to have visited came from Germany in late January, with commissioned articles in the German daily newspapers print and online circulations. Followed by, a group of freelance journalists from Canada in early March having several assignments with various media outlets including; Canadian Traveller magazine, Forever Young Magazine, Le bel Age Magazine, Active Life, Epicure & Culture. Also in March there were visits by the PRO of the German Hiking Association and journalist from US Departures Magazine. During the month of April additional visits are scheduled from the Austria-German, France and UK markets with publications in Spiegel Online, Zeit Online, Bild.de, SHAPE, Cosmopolitan and National Geographic Traveller.
This media engagement strategy is a key pillar in our efforts to maintain top of mind awareness of the destination while providing accurate up-to-date information to all interested publics. In addition to these visits, numerous telephone interviews and in person interviews with journalist based abroad have also been part of the strategy and have resulted in articles.
Our resident stakeholders continue to play a key role in this effort as we showcase the evolving state of the destination’s readiness.