Destination: Dominica

EXECUTIVE SUMMARY

This report presents an overview of global, national, and regional tourism trends relevant to Dominica’s tourism economy. It presents the case for a sustainable destination approach to tourism development in Dominica and a strategy for how to achieve it.

The report is based on primary and secondary research conducted in September 2007. The consultant interviewed Dominican residents, business owners, and representatives of the government’s dedicated tourism promotion agency, the Discover Dominica Authority; carried out a comprehensive evaluation of the 2010 Sustainable Tourism Policy and the proposed 2008 marketing strategy; and visited various sustainable tourism attractions in southeastern Dominica.

The World Travel and Tourism Council (WTTC) defines a sustainable tourism destination as a country, region, or town that has shown dedication to, and success in, tourism development that maximizes benefits to the natural environment and local communities and minimizes negative impact. Furthermore, WTTC states that a sustainable tourism destination supports the preservation of natural and cultural heritage, local character, and authenticity. The National Geographic Society Center for Sustainable Destinations defines sustainable tourism as a key way to develop the most beneficial, least disruptive form of tourism highlighting the natural, historical, and cultural assets unique to a destination. Sustainable tourism requires local governments, businesses, and other tourism stakeholders to “anticipate development pressures and apply limits and management techniques that sustain habitats, heritage sites, scenic appeal, and local culture. … It aims for quality tourism, not quantity."

Major recommendations of this report for Discover Dominica include the following:

Participate in and support global sustainable tourism initiatives that will help protect Dominica’s tourism assets while positioning the country as a world-class sustainable tourism destination. These initiatives include the World Heritage Alliance; the geotourim strategy of the National Geographic Center for Sustainable Destinations; the Small Tourism Enterprise Project (STEP) of the Organization of American States; and the United Nations World Tourism Organization (UNWTO) Center for Excellence in Destinations.

Develop a public/private Destination Stewardship Council made up of various stakeholders involved in sustainable tourism to oversee the development and execution of a sustainable tourism plan for the country. While government will play an instrumental role, the best way to ensure successful destination stewardship is to engage other organizations and businesses using geotourism stewardship council model developed by the National Geographic Society.

Generate public awareness and participation in sustainable tourism through education, communication, public events, and competitions that help
Dominicans understand the importance of sustainable tourism and the visitor’s experience.

Develop a Destination Management System (DMS) and call center to help tourism enterprises in Dominica access the market and make it easier for a potential traveler to plan and a book a complex itinerary that involves various suppliers. By initiating a DMS, Discover Dominica will become the facilitator for national tourism promotion, hosting and managing tourism information while leaving the booking and transaction part of the process to the private sector. Strategic partnerships with the private sector will ensure that tourists visiting the Discover Dominica Web site can find information and plan their trips.

Focus product development activities on helping the private sector understand how to incorporate elements that make up Dominica’s “sense of place” rather than trying to recreate mainstream Caribbean tourism products. “Sense of place” begins with the design and construction of hotels and extends to the ingredients used in preparing visitors’ meals. The private sector must understand how to develop unique and authentic experiences that can be delivered only by Dominicans.

Promote and publicize sustainable tourism initiatives (e.g., exemplary practices) through yearly awards, coordinated marketing campaigns, conferences, training, technologies and resources for improving social and environmental practices, and technical assistance to businesses willing to practice sustainability. Promote the adoption of newly created baseline criteria for sustainable tourism developed by the United Nations Foundation, the Rainforest Alliance, the World Conservation Union (IUCN), the Sustainable Tourism Certification Network of the Americas, and the European Network for Sustainable Tourism Development (ECOTRANS).

A sustainable tourism model for Dominica will ensure that a growing number of tourists continue to come and spend their money in the country in a manner consistent with tourism industry trends while the character of the island and its authentic experiences and attractions are preserved for future generations residents and visitors alike.