Gay Nagle Myers
What’s behind the big boost in visitors to the Dominican Republic in 2012, a year that Deputy Tourism Minister Radhames Martinez described as “exceptional”?
The destination’s popularity with Russian travelers, expanded air access from U.S. gateways and improved promotional efforts meshed to bump the total numbers up 5.9% over 2011, topping out at 4.6 million, according to the ministry. 
The D.R. led the Caribbean region, followed by Cuba, with 2.8 million visitors; Jamaica, with 1.9 million; Cancun, with 1.8 million; and the Bahamas, with 1.4 million visitors.
Market leaders are the U.S., Canada, France and, for the first time, Russia, which overtook Germany.
“We benefited when U.S. travelers sought closer destinations for their vacations, coupled with the best price-value propositions,” Martinez said. “Travel from the U.S. increased 14% in 2012, as did the overall visitor spend.”
While work continues on infrastructure projects, including the completion of key roadways linking airports with tourist centers, promotions this year target segmented markets, including weddings and honeymoons, family travel, sports, gastronomy and baby boomers.
Puerto Plata, in particular, will be promoted in its own campaign with an emphasis on sports tourism.
The restoration of the colonial zone within Santo Domingo also is a key focus this year.
This year’s tourism budget — the country’s largest ever, according to Martinez — includes a $1.7 million allocation for promotion.
“The promotions will support President Danilo Medina’s announced target of 10 million visitors a year in the next 10 years. It’s worth the effort,” Martinez said.