Tourism cluster seeks to create a destination brand for Puerto Plata
The Puerto Plata Destination Tourism Cluster (CTDPP) together with the consulting company Berry Whale, held four tourism perception workshops for the development of brand value, in which different actors from all the municipalities of this province participated.
The first day of investigation of the process consisted of two workshops that took place in the Imbert and Luperón town halls. While the second took place in Sosúa.
During the meetings, a series of exercises and activities were developed that were directed by Victor Pizarro, CEO of Berry Whale, led by the local consultant Anderlin Familia, and with interventions by the creative Rafael Holguín, a professional with vast international experience.
Birgitt Heinsen, president of the Cluster, thanked the participation in such an important activity for the future of Puerto Plata, and stressed that “in the process of developing a destination brand it is vital to know how we perceive ourselves as a tourism product, what our common values are and what experience we want our visitors to have”.
She also indicated that the destination brand is the basis for the development of a tourist area, since strategic development plans, marketing plans, investment plans, quality indicators, among others, emerge from it. Furthermore, it is a living process, which will continue to be reviewed and adjusted through a governance committee, as international trends change and our product grows.
On her side, Ambra Attus, executive director of the institution, explained that “the results of this exercise will lead us to know the collective perception of the province as a tourist product.”
«What is important is the essence, the set of values, the feeling, and the entire brand system that will allow us to identify our strengths and achieve our positioning in global markets. Therefore, the support of everyone is essential during this process, in order to achieve a result with which we can all feel identified and committed, ”she added.
Member and allied institutions participated, both from the public and private sectors, such as Mitur, the mayors of the municipalities of Imbert and Luperón that hosted the workshops, Transporte Arianny and the hotels: Gran Ventana, Hodelpa, Casa Marina, Be Live, Viva, Subscape and Colonial House.
