In this context, Travel2latam spoke with Jaqueline Mora, Technical Vice Minister of Tourism of the Dominican Republic.
What is your view on participating in this event and what is the current state of the tourism market in the Dominican Republic?
I think we have come a long and fruitful way. We have been developing all the destinations in the Dominican Republic for 50 years, each with its own flavor and color, all very different.
We have done extremely well, we emerged from the pandemic with spectacular results that have been internationally recognised and now we have to take the next step, which we have been working on: diversification and sustainability, which will be crucial in the coming years. Thirdly, there is the focus on strengthening the workforce, which is a global challenge, since the pandemic caused many people to leave the sector.
In addition, we have been working for years on golf and sports tourism, surfing and diving in Romana, where we were already doing very well and now we are doing better. And at the level of general diversification there is innovation tourism, everything that is innovation and health, which the President of the Republic is very focused on. In fact, we already have new clinics that have international intermediate certifications that we did not have before.
We are currently working on legislation for Digital Nomad issues. We are a very open country, you do not need a visa to come here, but we have to create a value proposition, not only the visa, but also the stay, the financial and communications part.
On the other hand, we did not belong to any international organization in terms of meeting tourism, and now we are starting with that process, so we have to have at least a convention center at a regional level, and at a global level, and along with that a strategy, a governance that accompanies it.
For three years now, we have known that we need to look more into the what, how and when, in order to be able to personalize and change strategies over time and be more agile. So I believe that this combination will shape tourism in the Dominican Republic.
How important is it to host an event like this in Santo Domingo?
We have been trying to bring events like this for a long time, which in the end leave a lot to the country, and hosting a place where there are leaders from the region and being able to tell them first-hand what our plans are is really very important.
I have had a great approach at this event with people from the region and from different organizations. This is a great first step for us. It is essential that they begin to see how Santo Domingo is, not as a MICE destination, but as a complete destination in general. We have accommodations, good category hotels, gastronomy, culture and security. When a destination is built, it is easier to enter an additional element such as MICE.
Do you see Arajet's growth as an airline as a future development as an aviation and business hub?
Yes. Last year we approved a law to encourage local aviation investment. Arajet is one of those elements and more will come. It is a large company that has established its headquarters in the Dominican Republic, which has begun to connect us with all of Latin America. Before, we did not have a direct flight from El Salvador or Guatemala. In addition, today we have a local airline flying directly to Argentina, Mexico, Costa Rica, Panama and Colombia. We also have Skyhigh and Air Century airlines, and there are also a few more airlines coming. The pandemic taught us that we have to have local, flagship airlines.
There are also investments in airports, right?
Many. Santo Domingo airport has a very good expansion plan for the next three or four years. Punta Cana has already begun its expansion process and Puerto Plata is also going to expand.
In addition, an airport will be built in Pedernales, which is the southern area that is not developed for tourism and is more sustainable. But there is also investment in the north, where the convention center will be located, and in turn, Punta Bergantín, which is a multi-million dollar innovation project, along with a film studio with One Race Film.
We have Samaná, Santiago, which is becoming a very interesting destination that is not a beach destination, but rather more industrial, in the majority of the free trade zone of the Dominican Republic.
When someone mentions the Dominican Republic, they think of sun and sand, but you are much more than that...
The thing is that the destinations in which we initially invested were where we have our strength, which is the sun and the beach, and it is a great complement to any type of tourism. But we are also a great golf tourism destination, with certified courses. We are obviously mountain tourism and we have sustainable community tourism in the north that is very useful for cruise passengers. We also have impressive cultural and gastronomic tourism, with a historical heritage that spans the country, since the conquistadors arrived from the north and settled in the south.
There is also business tourism. Today, the main brands are here in Santo Domingo and the city is already becoming a major centre. There is also a lot of real estate tourism. At the moment, we are very well positioned economically, there is a lot of legal security and openness to foreigners.
You are beginning your second term. What objectives have you set?
From the start, we set a goal that looked beyond four years, because we proposed a strategic plan that included more than just recovery. The issue of conventions is the number one point that has to get off to a good start. The second, the development of new destinations, such as Miches, where there was only one hotel. Luxury tourism and sustainable community tourism are in third and fourth place, with sustainability as a cross-cutting agenda, not only for tourism, but for the energy and transportation sectors at the national level.
What plans do you have for promotion in the coming years?
The promotion strategy for any destination must be multi-channel. There is the social media channel, which is very strong because everyone is there, as well as events and fairs, as a direct channel. At the same time, the magazine channel is important, people love it. And today we do everything. Tour operators also have marketing channels. The tools we have for loyalty among tour operators and international agencies are developed because we understand that they are a great channel.
Our strategy will be to continue strengthening digital channels in a disruptive and intelligent way. Trying to incorporate the topic of artificial intelligence into the marketing process will be crucial, for example, to have an application with a travel advisor available for travelers arriving in the Dominican Republic.
In addition, we offer courses with partners who serve the professional network and the tour guide. We do marketing together with the hotels, we have a public-private committee, and then we do direct marketing with all the agencies and tour operators.