The Dominican Republic is
launching its first advertising campaign in years in a bid to kick-start a recovery in the number of British holidaymakers visiting the island.
Operators, including JMC, Airtours and Thomson, are reporting a small but steady increase in bookings to the island.This appears to be based mainly on keen pricing by Dominican Republic hoteliers on all-inclusive holidays for summer 2000.
This is good news for the destination after recent 1999 figures showed that arrivals to the Dominican Republic were almost exactly halved year on year. This is the result of negative publicity following a health scare on the island two years ago.
UK visitors between January and October 1999 totalled 94,090, a sharp fall on the 188,182 figure for the period January to December 1988.
But the island has fared better in other markets. Figures for 1999 are expected to show a 13% year-on-year rise in arrivals worldwide.
Some $800,000 has been invested in the new campaign, which will draw on the country’s rich colonial heritage and natural attractions.
The first three-month wave of promotions started last month in London with advertisements appearing in both the trade and consumer press and on buses and railways. The second push begins in the spring in Manchester and Birmingham, while adverts in the specialist press will target the wedding and golfing markets.
Dominican Republic Tourist Board UK director Rocio Rossi said: “The new campaign will help us to reach a broader audience.”
Three agent roadshows in London, Birmingham and Manchester are planned for this spring.