The Five Pillars of Dominican Tourism at FITUR 2025

The Dominican Republic has unveiled its key strategies to captivate visitors at FITUR 2025. Centered around Punta Cana, Samaná, Miches, Santiago, and the Amber Coast, the country’s ambitious tourism plan positions it among the top three destinations with the most visitors in the Caribbean region. The announcement, led by the Ministry of Tourism, took place at the Four Seasons Hotel in Madrid.

This year’s strategy emphasizes destination branding, highlighting the unique natural and cultural richness of the nation. The presentation, hosted by branding expert Andy Stalman, known as “Mr. Branding,” featured key figures such as Tourism Minister David Collado, Dominican Ambassador to Spain Juan Bolívar Díaz, and prominent industry leaders like Juan Bancalari, President of ASONAHORES, and Steven Puig, CEO of Banco BHD. The event marked the start of a new phase in the country’s global promotion under the slogan, “Dominican Republic Has It All.” According to Collado, the campaign focuses on innovation, sustainability, and delivering unique experiences.

Record-Breaking Growth and a Clear Vision

Dominican tourism continues to exceed expectations, with 2024 marking its third consecutive record-breaking year, surpassing 11 million visitors. Minister Collado attributed this success to the strong collaboration between public and private sectors. “This achievement is no coincidence. It’s the result of strategic, dedicated work. But we’re not settling—we aim to double our efforts and maintain our leadership in Caribbean tourism and beyond,” he stated.

Collado highlighted transparency and efficiency in managing tourism resources: “In four years, we’ve spent less than previous administrations spent in a single year, while breaking every tourism record.” He also emphasized the diversity of the Dominican tourism offering, which goes beyond traditional sun-and-beach experiences to include gastronomy, culture, history, sports, and conferences.

Destination Brands: Identity and Diversification

A key focus of the presentation was the development of destination brands, designed to enhance the identity and uniqueness of each region:

• Punta Cana remains the crown jewel of Dominican tourism, offering luxury and premium experiences. “It’s our flagship, but we can’t rely solely on its success, which is why we’re diversifying and strengthening other destinations,” Collado explained.
• Samaná, described as a biodiversity sanctuary, focuses on eco-tourism and cultural experiences, combining nature and history.
• Miches emerges as the future of Dominican tourism, offering exclusivity and untouched natural beauty. It’s an aspirational destination blending sophistication with a paradise-like setting.
• Santiago, the country’s second-largest city, is evolving into a hub for culture, sports, and medical tourism.
• Amber Coast, located in the north, aims to attract eco-tourism and family travel, particularly from the Canadian market.

Projections and Challenges for 2025

Looking ahead to 2025, the Dominican Republic plans to expand its air connectivity and attract new investments. Speaking exclusively to Caribbean News Digital, Minister Collado emphasized, “Connectivity is key to our growth. We’re working on agreements with airlines and new routes to make our country more accessible and reduce flight costs.”

Collado also revealed that Samaná, Miches, and other destinations will soon welcome internationally renowned hotel brands, further enhancing their global appeal. “We’re building sustainable, high-quality tourism that creates jobs, attracts investment, and enriches the experience for every visitor,” he added.

With a strategic focus, diversified offerings, and a strong public-private partnership, the Dominican Republic aims not only to maintain its regional leadership but also to inspire the world with its successful tourism model and valuable cultural identity