Dominica is targeting its prime market as
adventure tourism travelers, according to Steve Bornn, director of
tourism. "This is a finite market we are honing in on, an
eco-friendly Caribbean destination that will be fine-tuned and
aimed laser-like at the adventure market," Bornn said.
Behind the new
focus on adventure travelers will be "to ensure that we tell our
story to the right people. This is not a blanket message that
Dominica is trumpeting, and the biggest mistake that Dominica can
make is to have the wrong kind of visitor arrive here and be
disappointed," Bornn said.
The destination is
seeking out strategic partnerships in retail markets such as LL
Bean and Hudson Trail Outfitters, as well eyeing tie-ins with
adventure-oriented cruise ships.
"We are fully
committed to the process of tourism," Bornn said. "Nature tourism
is all that Dominica has ever known and we intend to market this
asset correctly in addition to lifting the quality of customer
service and insuring that the quality is upheld."
To help visitors
get to and get around on the island, new air lift and ferry service
are set to start this fall.
American Eagle will
add a second flight from San Juan on Dec. 13, which will operate
three days a week. LIAT also offers connections from St. Lucia and
In addition, a new
ferry terminal will open in Roseau, Dominica, by the end of
November and will facilitate the arrival of visitors from
Guadeloupe and Martinique.
Bornn was appointed
to his post a month ago, following a position as marketing director
of the U.S. Virgin Islands. Ian Douglas, the new tourism minister
who replaced Yvor Nassief, assumed his post Oct. 22.
contact reporter Gay Nagle Myers, send e-mail to [email protected].