• Creative Partnerships
• Event Management
• Influencer Relations
• Public Relations

As the Dominican Republic experiences a moment of solid economic growth, largely driven by global and prestigious brands entering the market, the Ministry of Tourism of the Dominican Republic has embarked on a strategic and ambitious campaign to position itself as a luxury destination in the Caribbean, attracting high-end clientele and strengthening its position in the competitive international tourism market. The Dana Agency was tasked with helping the ministry position the Dominican Republic as a top destination to invest in, particularly in the hospitality sector, and as the Caribbean’s hottest destination to visit, thanks to its dynamic tourism offerings. 

The Dana Agency first supported the ministry at an exclusive gala at Vizcaya Museum & Gardens, where it unveiled a new marketing campaign to promote the country’s luxury destinations. Minister of Tourism David Collado presented the Dominican Republic as an idyllic Caribbean destination for luxury tourism in front of North American, European and Latin American investors; executives from airlines, luxury hotel chains and investment funds (including CEOs, presidents and decision-makers from Marriott International, American Airlines, Expedia, Google Travel, JetBlue, Four Seasons, Grupo Punta Cana, Sky High, Virtuoso and Rosewood Hotels); as well as socialites and entertainers. The minister unveiled new conceptual identities promoting the country’s luxury destinations, including Miches, Samaná and Costa del Ámbar, among others. Grammy Award-winning Dominican singer-songwriter Juan Luis Guerra closed out the event with an unforgettable performance.

The Dana Agency partnered with the ministry for a second time for its third-annual trade show, which has become the Dominican Republic’s most consequential international marketing event, also led by Minister Collado. The trade show began with an opening ceremony and ribbon-cutting at the JW Marriott Marquis Miami, bringing together more than 600 industry professionals, including travel agents, tour operators, airlines and international media representatives. Collado highlighted the importance of the tourism sector as a key driver of economic diversification and sustainable development, positioning the country as the leading luxury tourism destination in the Caribbean.

As a key platform for expanding and strengthening the country’s tourism sector, the event exceeded expectations, featuring 90 co-exhibitors and more than 1,500 confirmed meetings, setting the foundation for unprecedented economic impact. Agreements signed during the event are expected to bring over 500,000 additional tourists to the country, generating $1.3 billion in economic investment for the hotel industry and creating more than 33,000 direct and indirect jobs.