Dominican Tourism Must Rely on Diversity, says De Marchena of Caribbean Tourism Association

Dominican Tourism Must Rely on Diversity, says De Marchena of Caribbean Tourism Association
República Dominicana, Santo Domingo,10/05/2011

Enrique de Marchena Kaluche, former president of the Association of Caribbean Hotels and Tourism (CHTA), believes it is important for the Dominican Republic should use its diversity to project itself as the main destination of the Caribbean

A strategy based on taking advantage of these possibilities, he said, will contribute to the strengthening of the DR as a destination and will help achieve sustainable growth in terms of visitors and arrivals.

De Marchena, who also served as president of the Dominican Association of Hotels and Restaurants (ASONAHORES), believes the DR has the potential to strengthen its basic tourism attraction – sun and beaches – with with cultural, ecological, sporting and other ingredients, according to the Center for Communication and Business (CICOM).

A strategy based on taking advantage of these possibilities, he said, will contribute to the strengthening of the DR as a destination and will help achieve sustainable growth in terms of visitors and arrivals. “The combination of an intelligent investment in promotion with additional modest necessary investments to enrich what we already have can help us double the number of tourists we will receive in the coming ten years.”

Last year, the Dominican Republic welcomed 3.5 million foreign tourists who arrived by plane; they came mainly from the United States (34%) and Canada (18%), pointed out Mr. De Marchena.

De Marchena believes that a growth strategy based on enriching the product along with promotion of new market niches, will also have as strong impact on tourism spending which has been stagnant for a long time at about $1,000 per visitor.

He said the English-speaking Caribbean is beginning to look to South America when the Dominican Republic and Cuba have already done a successful job which now just needs to be strengthened.

An increase in investment earmarked for promotion, he said, will increase the impact of tourism in the economy thus favoring the the agricultural, agro-industrial, business, industry, construction, telecommunications and other sectors.

De Marchena said tourism development should always be in harmony with the environment and natural resources. On the other hand, health and safety are elements that tourists take into consideration when deciding on their vacation destinations. He noted that the decline in Mexico’s tourism flow has been a direct consequence of the country’s inability to control the violence that has plagued it in recent years, something the Mexicans themselves admit.

Invited by PROJuventud, De Marchena spoke about the “Current Situation in the Dominican Tourism Industry.” PROJuventud is an organization of young professionals dedicated to working for a solution to national problems. They have a presence in Santo Domingo, Bonao, Santiago, Ocoa, Moca, La Vega, San Cristóbal, San Francisco de Macorís, Puerto Plata and Mao.


Enrique De Marchena Kaluche accompanied by representatives of PROJuventud