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 Barbados.

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.

To contact reporter Gay Nagle Myers, send e-mail to [email protected].

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