The Dominican Republic expects to boost visitor numbers by up to 20% following the launch of a twice-weekly British Airways flight from Gatwick to Punta Cana.
The first scheduled service to the Caribbean island, which started operating in October, is expected to attract a new market.
Dominican Repulic public relations representative Robert Smith said: “[The destination] has been known as ‘cheap and cheerful’ and we want to change that.
“We want to target families and highlight all the activities available on the island.”
A number of boutique and small luxury hotels are springing up, he said, offering an alternative to the large all-inclusive properties the destination is known for.
UK tourism to the Dominican Republic has been steady, with 250,000 Brits visiting this year and a similar number in 2008.
However, Smith said new tour operators are expected to feature the island thanks to the new BA flight.