Tourism Minister Denise Charles said Dominica will be rebranded to the outside world with media influencers engaged for the purpose, while PM Roosevelt Skerrit has appointed two tourism ambassadors to promote the country’s image to the entire world.
Tourism Minister Charles lamented that many people around the globe do not know of the existence of Dominica as a sovereign country despite the huge investments in tourism. She said the country must be rebranded as a tourism destination using social media so that people in other nations can instantly connect with the name when it is mentioned.
We have to go under the massive re-branding of the destination. Despite the amount of monies we have invested in marketing Dominica, we still find people saying they don’t know where Dominica is. We have to market Dominica’s name so people can get connected with the name, Dominica.
Denise Charles: Minister of Tourism
Although the minister of tourism said the government will launch a survey for people to share their feedback on how best to market the country, she said increasing the digital footprint of the island may be one of the best strategies to pursue. She noted that it might be necessary to appoint Dominicans based overseas so that they become ambassadors for the country by promoting the country as a choice destination for pleasure trips.
The key thing for us is to increase our digital footprint. Soon we will be launching a survey [for] people who are interested in becoming a Dominican ambassador for us. We also came up with the concept of the Dominican national abroad, who we can use as influencers to promote the destination.
Denise Charles: Minister of Tourism
Meanwhile, PM Skerrit has appointed Shepherd Fregiste of Sheppie Fun Tours and Dorival James as tourism ambassadors for Dominica. The two tour operators have been in the business for decades and Skerrit said he has been following their activities for a long time. He expressed satisfaction with their social media presence and how well they have publicized the island to the world.
At the end of the day, we are all ambassadors and we should use our access through social media, because I see both of you heavily involved in social media, and all of the videos I have seen, all of the posters I have seen from both of you on social media are all positive.
Hon. Roosevelt Skerrit: Prime Minister of Dominica
The prime minister added that he will ensure both tour operators are approved by cabinet as tourism ambassadors so that they can work with the Ministry of Tourism and also travel around the world in their marketing efforts to promote Dominica to the world.
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