Ministry of Tourism sets its sights on different points to strengthen the industry

The current administration manages new spaces and more investors, reinforces destinations and gives vigor to marketing

The Ministry of Tourism (Mitur) has several focuses in the north that follows, and everything indicates that each one is giving a high percentage of importance, considering that the push of the industry in the end is achieved with a sum of efforts.

The institution is reinforcing destinations and guaranteeing security in the value chain; clearly sees the importance of being proactive in airspace management and in the approval of air routes where there are critical markets; but it has also become clear to him that he should not let go of the health part and the policies that have to be followed as a country in that direction. The current management of the Mitur has ensured, on the other hand, that attracting investment is a sine qua non element, if the accommodation part is to be strengthened much more, which allows the visitor to have a place to stay when they arrive in the territory, especially rooms for long stays.

The Vice Minister of Tourism, Jacqueline Mora, told him that we must continue identifying which are the strategic allies that must be supported to start routes, taking into account that, in the case of some, it is possible that at the beginning they do not come, you arrive, but with only a percentage of the seats occupied. “In that case, what the States do is that when they start the route they share the risks and already after the third or fourth flight that begins to change, because the aircraft fill up,” she explained.

From her point of view, that part should be continued, without neglecting the value chain of microentrepreneurs who work in the different destinations on specific issues, and showing the hoteliers that work is still being done so that they continue to open their hotels. .

The conversation with Jacqueline Mora dealt with various aspects related to the so-called “industry without a chimney”, including the part of attracting new and better investments.

“It is a fundamental issue. Here, for a strong growth strategy, if people have nowhere to stay, it is an issue. Of course, we must say that we have rooms, but we must think more about those for long stays (…); it is essential to sit down with investors. And I must tell you that we have done very well, for two things. One of them is because they are seeing a government that changed and it was a positive change, not like in other countries, that the changes of governments that are taking place are negative. You cannot imagine the brands that perhaps have little presence here, that are coming to tell us that they want to invest in this country, because there is political stability, rules of the game and adequate incentives. That will be fundamental, because without rooms we will not be able to attract them, ”the official warned.

Jacqueline Mora, citing the main strengths that Luis Abinader’s administration has had in tourism, with David Collado as Minister of Tourism, stated that the first and most important is the creation of the Tourism Cabinet chaired by the President himself.

“Having it in your head, that gives you an impressive advantage, and it must be said that all the other entities in the sector have aligned very quickly. How much you have the President and the Minister of Tourism…. That was the best decision, “said Mora.

He highlighted that the second point was the fact that the country opened up in a pure way (in times of pandemic), with the contribution of the Health Cabinet, which has added and contributed a lot to the Tourism Cabinet, as well as the fact that this country has achieved internationally certified protocols and that health insurance was available for tourists who come to the Dominican Republic.

“But something important has also been the work of Minister Collado, hand in hand with each of the details that were implemented and the generation of a strategy based on intelligence. He has been looking, for example, how to take advantage of the opening that occurs in each country that has been opening, “he said.

He highlighted that the good relationship with the private sector has been an important element, as well as the change that the ministry made in the communication strategy. In the conversation, Vice Minister Jacqueline Mora cited the major projects that the Government is pushing, including that of Pedernales, Miches and those in the northern part of the country, including the rescue and return to the Puerto Plata tourist pole, where the president has shown its interest in diversifying the value offer and destinations.

She reported that a study has just come out that talks about how trends in tourism are changing. She assures that consumers want to go out to the communities and share more with them; know more about nature and they want there to be a safety protocol for them wherever they go. “It is a part that is working hard from the Vice Ministry of Destination Management, where direct projects are being worked with the communities, to create a different value chain,” she indicated.

Jacqueline Mora highlighted the importance of airspace for the country and as such the closeness and synergy that must exist at the work level between the Civil Aviation Board and the Ministry of Tourism. She stated that it is necessary to continue looking for routes that make traveling more comfortable. She stressed that it is of great value to continue strengthening tourism in the Colonial City of Santo Domingo, downtown tourism and “mice” or meeting tourism.

Redesign of the marketing and digital strategy

The vice minister said that the handling of the pandemic in the Dominican Republic is excellent news for the rest of the world. “People feel safe coming here; it is important for tourists to know that if they come and go on an excursion and want to share with local people, those locals are vaccinated and that we keep and respect the protocols (…) ”, she said.

She added that in addition to the strategy followed, the Marketing strategy should continue to be redesigned. “We have realized that we have to go more to the digital issue. Before, digital was 20% of the total, we changed that to 80%, ”she said.