28 Feb Interview with Denise Charles-Pemberton, Minister of Tourism, Dominica
What factors make Dominica stand out as a tourist destination?
Dominica aims to become a world-class sustainable tourism destination focused on eco-adventures. Known as the Nature Island of the World, we boast 365 rivers, stunning waterfalls, thermal spas and fresh and invigorating air. Our wellness packages are exceptional. Visitors can experience the rich culture of the Kalinago, Dominica’s indigenous people. Our nation’s warmth and hospitality alongside our commitment to environmental protection set us apart. Notably, we will be the first country in the world to establish a resident sperm whale reserve. We are leveraging our natural resources to build sustainable industries while preserving Dominica’s beauty. For example, our new cable car — designed with minimal environmental impact — will enhance visitor access to the world’s second-largest boiling lake, showcasing our breathtaking landscapes while supporting eco-friendly tourism growth.
As Nature Island, we aim to showcase what makes Dominica truly unique. We focus on eight pillars, starting with adventure. Dominica is home to the Waitikubuli Trail, the Caribbean’s longest hiking trail, and the Waitikubuli Sea Trail, where visitors can kayak from Scotts Head to Capucine. River tubing is another popular adventure that highlights our island’s vibrant waterways. Our second pillar is wellness, which is rooted in our cuisine, herbal medicine and pure, clean water. Dominica’s flowing springs and organic seasonings create flavorful and healthy meals. We encourage local ingredients to give visitors an authentic taste of Dominica’s rich culinary heritage. Agro-tourism lets visitors experience farm life firsthand; visitors can plant crops, pick fruits and make fresh juice. Many properties follow a farm-to-table concept, where guests select their produce and see it transformed into delicious and organic meals for an authentic culinary experience.
Our Kalinago heritage is another pillar. As one of the few islands with a protected indigenous settlement, visitors can immerse themselves in Kalinago culture at the Kalinago Barana Aute village. Visitors can dress in traditional attire, receive a Kalinago name and participate in cultural dances. It is a truly unique experience. Romance tourism is also key. Dominica’s stunning natural backdrops — such as its waterfalls — create unforgettable settings for weddings and honeymoons. Our festivals celebrate Dominica’s vibrant culture. The World Creole Music Festival in October attracts visitors from around the world and showcases our Creole heritage through music, food and traditional dress. While October is a fantastic time to visit, visitors must book well in advance. Carnival — known as Real Mas — is another cultural highlight. It blends traditional elements like Sensay costumes, black zombies, blue devils and Lapo Kabwit drummers with modern parade costumes. Uniquely, anyone can join the festivities; there are no tickets required. This immersive cultural experience sets Dominica apart. These pillars define Dominica as a diverse and vibrant destination.
Dominica has seen growing demand, especially from the U.S. market. Since launching the first nonstop flight from Miami with American Airlines in 2022, U.S. visitors have increased from 13 percent in 2019 to 33 percent. This growth is driven by Dominica’s natural wonders, including more than 20 waterfalls that attract waterfall-chasing visitors. We continue to discover new waterfalls each year. Dominica is also renowned for its numerous hot springs found throughout the island that provide a unique wellness experience. Roseau Valley is Dominica’s wellness capital. It offers diverse experiences from farm tours to a unique eco-resort resembling an igloo covered in grass and flowers. Set to open by the end of 2025, it provides stunning views of flower beds and organic food sourced from local farmers. Visitors can also try bushrum made from local herbs such as ginger shots. Dominica’s blend of wellness and eco-adventures, including hiking and nature experiences, makes it a top destination for holistic travel. Many visitors come to Dominica for yoga retreats at Jungle Bay Dominica. Most of our properties follow eco-friendly practices. We conserve water and protect natural resources in alignment with the growing demand for sustainable travel. Dominica is 60 percent forested, which helps travelers reduce their carbon footprint. The country is also a safe and affordable destination with a low crime rate. Despite not yet having an international airport, Dominica’s unique eco-adventures by land and sea make it an ideal travel destination.
How is Dominica upgrading its infrastructure to handle the rising number of tourists?
Since 2019, the number of visitors visiting Dominica by cruise ship has increased by more than 45 percent. Due to cruise ships expanding their size, we are adapting by expanding the pier in Roseau, a popular spot known for its rich heritage. We also plan to build a new cruise terminal, with construction starting in April 2025. It will accommodate five vessels — two mega ships and three smaller ones. We are also creating a dedicated vendor’s market near the cruise terminal to support local vendors and promote authentic Dominican products. The designs are ready, and we are finalizing them with input from vendors to ensure an inclusive approach. We aim to start this project later in 2025 or early 2026.
How is the country enhancing its accommodation offerings to prepare for an anticipated increase in visitors?
Dominica offers diverse experiences, from sleeping in hammocks on mountains to staying at Airbnbs and luxury resorts. We are targeting eco-travelers who care about the environment. We want to reduce their carbon footprint and fulfill their desire to reconnect with nature. The government has transformed the citizenship-by-investment program to boost hotel infrastructure and cater to different tastes. Major developments include the Marriott Onishi Resort, Ocean Edge Oasis, Sanctuary Eco Resort in Roseau Valley and Hilton Tranquility Beach Resort opening in December 2025. With growing airline access through American Airlines, United Airlines, regional carriers and ferry services from Guadeloupe and Martinique, we aim to expand our room capacity. In the next two years, these investments will add around 400 rooms, bringing our total to 1,500. This will allow us to provide experiences for all types of travelers, from barefoot island adventures to luxurious stays.
What steps is Dominica taking to support its indigenous people and make their unique culture more accessible to tourists?
Dominica takes pride in offering a community-based tourism experience. Our hidden gems are found within local communities. We empower residents to manage and benefit from their natural resources. For example, we have invested in training and capacity building in the Kalinago Territory, known for its rich natural attractions. We also launched a Kalinago website, allowing visitors to directly book and customize their experiences. At Kalinago Barana Aute Village, we provide an immersive experience in the culture, customs and history of the Kalinago people, Dominica’s indigenous community known for their rich heritage and role in defending the island. Visitors learn about their traditions, local foods, captivating folk stories and attractions. To support resilient livelihoods, we empower the Kalinago to manage their resources and benefit from tourism. The government invests in infrastructure such as kiosks and provides materials for their renowned arts and crafts. This approach preserves their culture, creates sustainable jobs and strengthens the community.
Which digital tools is Dominica leveraging to promote itself as a premier Caribbean destination?
We are enhancing our digital presence with several strategies, including the development of the Explore Dominica app. The app will provide comprehensive information on accommodations, experiences, taxi services, Airbnb properties, restaurants and tour operators to make it easier for visitors to plan their trip. We have also moved our immigration card online for a smoother airport experience. We are launching a new website with updated content and an account registration feature to keep visitors informed on the latest happenings in Dominica. Dominica is undergoing major developments such as the marina project, cable car project and geothermal energy initiatives. We are positioning ourselves as a sustainable destination, with a focus on clean, renewable energy. If our geothermal plant is completed in December 2025, we will be one of the few countries to power homes through geothermal energy. We are also exploring shore power for cruise tourism in line with International Maritime Organization regulations to provide a sustainable energy solution for cruise ships. These efforts align with our commitment to environmental protection. They will help drive resilient economic growth and give us a competitive edge.
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