The Ministry of Tourism and the Discover Dominica Authority (DDA) have officially launched the 2026 Tourism Awareness Program, spotlighting wellness tourism as a key driver of destination growth and competitiveness.
Held under the theme “Positioning Dominica through Wellness Tourism”, the initiative emphasizes community participation, sustainable development, and the island’s natural strengths. Activities will run through July under the public engagement banner “Be Well in Nature.”
Permanent Secretary Claudius Lestrade highlighted that wellness tourism aligns naturally with Dominica’s geothermal resources, rivers, forests, agricultural traditions, and cultural heritage. He noted that the global wellness tourism market, valued at US$814 billion in 2022, presents a significant opportunity for Dominica to establish itself as a leading regional destination.
Lestrade emphasized collaboration among communities, businesses, and government agencies to ensure high-quality visitor experiences while safeguarding the island’s distinctive resources.
Dominica’s tourism sector continues to expand. In 2025, total visitor arrivals rose by 15%, reaching 496,635. Stayover arrivals increased by 19% to 99,846, while cruise arrivals grew by 14% to 382,923 passengers. These gains underscore the island’s momentum as it pivots toward wellness-focused offerings.
Product Promotions Manager Odile Jno Baptiste outlined program activities designed to involve students, wellness practitioners, entrepreneurs, and the wider public. She stressed that wellness tourism supports local entrepreneurs, farmers, and community groups while encouraging healthier lifestyles and environmental stewardship.
Destination Marketing Manager Wendy Lake, delivering her first public address since assuming the role on June 1, emphasized that wellness is not limited to spas or retreats but is about creating spaces for visitors to recharge and reconnect. She noted that every stakeholder—from hotel staff to taxi operators—plays a role in shaping the visitor experience.
Key events under the program include:
- Poetry Competition (June 10) – Secondary school students ages 14–16.
- Panel Discussion (June 11) – “Wellness Tourism in Dominica: A Destination That Benefits Everyone” at Jungle Bay Resort and Spa.
- Wellness Fair (July 4) – Hosted at UWI Global Campus with screenings, consultations, and interactive experiences.
- Mocktail Challenge (July 19) – Highlighting local ingredients and creativity.
- Tourism Service Excellence Awards (July 28) – Recognizing outstanding contributions across the industry.
Additional activities will include Hike Fest, Global Wellness Day celebrations, retreats, and community-based initiatives.
Through this program, Dominica aims to strengthen public appreciation for tourism while advancing its reputation as the Nature Island of the Caribbean. By highlighting experiences rooted in wellness, nature, and community, the initiative supports sustainable growth and positions Dominica as a destination where visitors can reconnect and recharge.
Updates will be shared via Dominica Tourism Updates on Facebook and Discover Dominica on LinkedIn.
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