On Wednesday February 2nd 2022, the Discover Dominica Authority hosted its destination brand launch, in an aim of promoting the Nature Island as the ideal tourist destination.
According to Minister for Tourism, International Transport and Maritime Initiatives, Honorable Denise Charles, the last time there was a major branding exercise and logo change was more than ten years ago. She expressed, “Today we are on our way to being the first climate resilient country in the world, have the best infrastructure in the OECS, have seven luxury five star resort, four already opened and three opening soon and direct flights from the US mainland.” Charles added, “A lot has happened. A lot has changed.”
Moreover, Charles considered this ongoing period of the Covid-19 pandemic as one of the darkest periods for tourism. However, she is pleased to announce that despite major challenges Dominica remains one of the best tourist destinations in the world. “We have been able to create a new brand and logo which we believe will resonate with every resident, Dominican nationals abroad and tourists. Further, it is one which will be easily used by all sectors,” she expressed.
In addition, she noted, “As we emerge from this global pandemic, we need to position ourselves to seize every opportunity that presents its self. We believe that a refreshed brand identity which will represent who we are and where we want to go, is a critical first step to do this. A destination without a cohesive energized brand identity is practically invisible and we cannot afford to be invisible at this time.”
Likewise, Ms. Kimberly King, Destination Marketing Manager of the Discover Dominica Authority, expressed that branding is very important to create a strong, positive perception of the destination. According to her, a strong brand is consistent, compelling, clear, desirable, defensible and differentiated.
Moreover, King articulated, “What the brand owns is its rich history and culture. How the brand acts is our behavior and where the brand grows is based on our awareness and understanding, sustainability and climate resilience.”
Importantly, King pointed out that the general public has a part to play in pushing and embracing the brand. She voiced, “How can you help? You are the brand. We must take pride in Dominica and all that it stands for, reflect the attributes of the brand in all your interactions and own and amplify the brand message.”
With this new destination brand, it is the aim of the Ministry of Tourism, International Transport and Maritime Initiatives, the Discover Dominica Authority and other associations within the Ministry of Tourism, to promote the Commonwealth of Dominica as the destination of choice, during and after this global pandemic.
