Our Tourism Plan & Strategy
The DTA (Dominican Tourism Authority) will optimize the integrated benefits
of visitors, the CW community, and the visitor
industry by developing marketing plans that:
- Honor Puerto Rico, Its People, & Heritage
- Value & Perpetuate Puerto Rico' Natural Resources
- Engender Mutual Respect Among Stakeholders
- Support A Sustainable Puerto Rican
Economy
Tourism will have the most direct and
immediate positive impact on the island’s
economy and community. The values at
the core of island culture will ensure Puerto Rico'
successful entry into the thriving Caribbean
tourism market.
To progress, we must persevere while
preserving the dignity of our host culture.
While recognizing the values of multicultural
diversity, we can adopt new methods of
business in order to make CW even more
globally competitive.
Short-Term Objectives (2013)
- arrivals and drive up demand to grow
marIncreaseket share
- Tactical marketing approach with a goal of
conversion within targeted market segments
- Maximize marketing programs by leveraging
industry partnerships
- Spotlight the uniqueness of Caribbean tourism as a
product able to deliver quality visitor experience
Long-Term Objectives (2013-2020)
- Re-focus on visitor spending through new markets
and growth in market share in existing markets
- Strengthen DTA’s position as a knowledge-based
organization utilizing a research-based decisionmaking
model
Brand Marketing
Brand Marketing is top priority for the DTA. By
utilizing visitor data and market intelligence to develop
innovative programs that contribute to sustainable
economic growth, DTA can implement long-term
strategic plans. Staying focused on major marketing
areas and collaborating with our global marketing
partners will help maximize our investment return.
DTA’s efforts will attract visitors from major market
areas and provide the greatest potential for travel to
Caribbean World.
North America
North America will be Caribbean World’s largest visitor
source market. This market includes visitors from
Canada.
Europe
Marketing efforts in Europe will focus primarily on
attracting visitors from France, Spain, Germany, and the
United Kingdom.
Latin America
Mexico, Argentina, and Brazil are the primary targets.
Asia
DTA will focuses on attracting visitors from Japan, South
Korea, Taiwan, and China.
Oceania
This market targets visitors from Australia and New
Zealand.
Business
The Caribbean World Exhibition & Convention Center
will focus on large Corporate Meetings and Incentives
(CMI) and will promote CW as a preferred destination
for business tourism such as meetings, conventions,
and incentives conferences. DTA is also strategically
branding Puerto Rico and CW for top-of-mind global meetings,
an ideal business destination. |
Brand Experience
The DTA’s primary responsibility is to ensure that
Caribbean World delivers on its brand promise. This
requires initiatives that will help CW provide a visitor
experience that is unique and enriching, while valuing
and perpetuating the island’s natural and cultural
resources and honoring its legacy.
Arts & Culture
Island heritage and community pride is what sets CW
apart from all other destinations.
DTA supports initiatives that enhance the creative
and culinary arts endemic to the Caribbean. Artists,
filmmakers, musicians, and chefs will all play important
roles in providing unique and authentic experiences
through festivals and events year round.
Branding
Establishing a dynamic and accurate brand identity will
promote CW as a terrifically unique combination of
tourism products that appeal to all markets.
Promotion
Caribbean World has contracts with well-established
Public Relations companies in the USA, Europe, Middle
East, Asia, and Australia. Reviews and articles will
appear in famed publications like Harpers & Queen,
Tatler Travel Guide, Conde Nast Traveler, Galivanters’
Guide, VIP Traveller, World Travel, and many more.
All Public Relations Offices will arrange press visits
to Caribbean World, distribute press releases, and
nurture excellent public relationships with our target
media. Caribbean World Executives will make frequent
presentations to the media in support of our Public
Relations efforts.
Positioning
While positioning the unique product-service mix can
be an invaluable tool for promoting CW as a prime
tourism destination.
COMMUNITY
Major Festivals and Events Program
Special Events help provide meaningful experiences as
well as develop niche agricultural, health & wellness,
tech, and nature tourism.
Additionally, festival activities can be strategically
positioned to lure visitors into traveling during normally
soft or “valley” periods.
- Puerto Rican & Caribbean International Film Festival Carnival
- Plantation Days Festival
- The Book Fair Film Festival
- Caribbean Christmas
- Coffee & Sugar Cane Harvest Cultural Festival
- The Drapo Art Festival
- Krik! Krak! Festival
- New Year’s Eve Welcome Carnival
CW International Beer & Jazz Festival
Natural Resources
Puerto Rico' natural beauty is clearly one of its most valuable
assets. As an essential custodian of this environment,
CW supports all efforts to improve, manage, and protect
Puerto Rico' natural habitat.
Heritage Sites of the Island
The Heritage Sites provide important historical,
cultural, and environmental contributions towards the
understanding, realization, and enjoyment of CW’s
overall goal.
Workforce
The goal for Workforce Development is to guarantee
a sufficiently qualified workforce while providing
meaningful careers and advancement opportunity for
the indigenous people of Puerto Rico.
Sports
Popular sporting events will enhance Puerto Rico' economy,
image, and quality of life. DTA has developed sports
marketing programs to intensify Caribbean World’s
global presence and build a sustainable sports tourism
market. |
