Can a simple smile transform a tourist destination? The Dominican Republic says yes. With more than 6 million international visitors since the beginning of the year and a record-breaking 11 million in 2024, the country is not content with being one of the Caribbean’s favorites. Its new campaign, “Dominicana Smiles at You”, bets on something more powerful than sun and sand: the warmth of its people.
While other destinations showcase their landscapes, this island invites travelers to share a meal, join an impromptu merengue dance, or let themselves be guided by those who know every corner best. This strategy, led by the Ministry of Tourism under David Collado, aims to ensure that every visitor not only arrives but feels inspired to extend their stay… and return.
Dominican Hospitality: The Secret to Authentic Tourism
At the Faena Forum in Miami Beach, more than 200 guests—including travel agencies, airlines, and Latin American personalities—discovered firsthand a proposal that puts people before postcards. Authentic testimonials from tourists who extended their vacations or even moved to the country sum up the campaign’s spirit: when the welcome is genuine, the trip becomes unforgettable.
This concept also reinforces the country brand identity that the Dominican Republic has been building since 2020, when tourism began recovering faster than the regional average. Today, the sector contributes over 15% of GDP and generates more than 500,000 direct jobs, figures that confirm the importance of adding more reasons to visit.
Beyond Punta Cana: Emerging Destinations to Discover
While Punta Cana and Bávaro continue to dominate international arrivals thanks to their beaches and all-inclusive resorts, the promotional strategy is increasingly turning toward emerging destinations:
- Miches, northeast of Higüey, combines eco-lodges, nearly untouched beaches, and low-impact tourism projects.
- Samaná, famous for humpback whale watching from January to March, invites visitors to explore waterfalls like El Limón, boat routes through Los Haitises, and communities thriving on agrotourism.
- Amber Coast, including Puerto Plata, Cabarete, and Sosúa, blends colonial history, water sports, cocoa, amber, and coffee experiences.
- Santiago de los Caballeros, the country’s second-largest city, offers an urban and cultural side with tobacco routes, heritage architecture, and local gastronomy that connects visitors to authentic Dominican life.
What Makes “Dominicana Smiles at You” Different?
This new campaign is built on three clear commitments:
- Humanizing the tourist experience: shifting the focus from hotels to the people who welcome travelers.
- Decentralizing the offer: promoting less crowded regions and tourism that directly impacts local communities.
- Creating lasting bonds: encouraging visitors to return, recommend the destination, and feel part of an open and welcoming culture.
The goal is ambitious: to remain the leader in international arrivals in the Caribbean, exceed 12 million visitors by the end of 2025, and strengthen its image as an authentic, accessible, and trustworthy destination.
Traveler feedback confirms this promise is more than just words: surveys by the Ministry of Tourism show that over 90% of visitors want to return, and nearly half choose the country for the first time. High ratings for excursions and outdoor activities—buggy rides, snorkeling, diving, golf—reflect why the country’s natural beauty and human warmth keep attracting visitors.
At a time when travelers seek experiences with a human touch, “Dominicana Smiles at You” gives a name and voice to the hospitality that has sustained the Dominican tourism industry for decades. A reminder that, often, the reason to return is not only in the landscape… but in those who share it.
