Discover Dominica Authority appoints new Destination Marketing Manager

The Discover Dominica Authority has appointed a new Destination Marketing Manager, Wendy Lake, effective June 1, 2026.

A Discover Dominica Authority (DDA) press release explained that in her new position, Lake will be responsible for leading strategic marketing initiatives aimed at strengthening Dominica’s international profile and supporting sustainable growth in visitor arrivals.

Reportedly, Lake joins the Authority with 16 years of experience in the Caribbean tourism industry. The DDA indicated that her background includes destination branding, market analysis, stakeholder relations, and the development of targeted marketing campaigns. Throughout her career, she has worked extensively with both private and public sector partners to deliver tourism projects and promotional initiatives.

The release also stated that she is a graduate of the University of the West Indies, St. Augustine campus in Trinidad, where she earned a Master of Science degree in International Strategic Marketing with Distinction. She also holds a Bachelor of Science degree in Management Studies with a minor in Economics, as well as a professional certification in Administrative Professional Secretaryship from the same institution.

According to the DDA, her combined experience in operations, project management, and destination marketing equips her with a strong understanding of changing market conditions and consumer travel preferences.

As Destination Marketing Manager, Lake will oversee the Authority’s central marketing team and lead efforts focused on brand development, trade partnerships, and data-driven marketing strategies across key tourism markets. Her responsibilities will include enhancing Dominica’s appeal to visitors and coordinating promotional efforts at both regional and international levels.

The appointment comes as Dominica continues to experience increasing interest from travelers seeking nature-based, wellness, and adventure tourism experiences, supported by ongoing international marketing efforts.

Chief Executive Officer and Director of Tourism at the Discover Dominica Authority, Marva Williams, welcomed Lake’s appointment and expressed confidence in her ability to contribute to the organization’s objectives.

“Wendy’s appointment brings valuable marketing leadership to our team as we continue to sharpen Dominica’s competitive edge,” said Williams. “Her deep industry insight and collaborative approach will be instrumental in building impactful partnerships, enhancing our brand presence and positioning the destination effectively in a dynamic global market.”

Lake also shared her enthusiasm about joining the organization and supporting the continued advancement of Dominica’s tourism sector.

“I am excited and truly honoured to begin a new chapter as Destination Marketing Manager with Discover Dominica Authority. I look forward to contributing to the promotion and marketing of beautiful Dominica, showcasing its rich culture, breathtaking natural beauty, authentic experience, and warm people to the world,” said Wendy. “I am grateful for this opportunity and excited to work alongside the team and stakeholders to strengthen the destination’s visibility, foster meaningful partnerships and support the continued growth of tourism in Dominica.”

The Discover Dominica Authority stated that it remains focused on implementing strategic marketing initiatives designed to strengthen the destination’s competitiveness, increase visitor arrivals, and create lasting benefits for the local tourism and hospitality industry.