The UK team attended Unite Caribbean on behalf of Discover Dominica Authority. This important event connects industry professionals through one-on-one meetings to discuss destination updates, future plans and opportunities. Seventeen meetings were realized with a range of tour operators, travel agencies and OTAs who are currently selling Dominica, looking to add Dominica back into their product portfolio following the pandemic, or completely new tour operators that are looking to expand their Caribbean offering to include Dominica in their product portfolios.
Most tour operators reported strong sales for the start of the year, with the Caribbean market in general coming back slightly slower than others. The cost of living is impacting a number of customers in the UK, although the luxury market is less impacted by this, which represents an opportunity for Dominica to promote itself as a luxury destination to this market. Existing Caribbean customers are looking for something new, slightly off the beaten track, Dominica is perfectly positioned to meet this demand with its diversity of unique experiences that set it apart from other Caribbean destinations.
With the increase in airlift and the development of new hotel product, alongside the diversity of experiences available in the destination from adventure, diving, romance, culture, cuisine, there was a lot of interest in Dominica as a destination at the event. Therefore, this an opportunity to capitalize on this demand and drive bookings to Dominica through activities with our trade partners, encouraging them to sell the destination to their customers.