Dominican Republic launches Country Brand strategy in the United States

The Dominican government launched its Country Brand strategy here on Wednesday, in an effort to strengthen its presence, business relations and promotion in the United States, its main trading partner and where most Dominicans living outside the country reside.

The colorful ceremony, headed by President Luis Abinader, the Minister of Tourism, David Collado, the president of the Country Brand Commission for the private sector, Ligia Bonetti and the director of ProDominicana, Biviana Riveiro, took place in one of the halls of the Ziegfeld Ballroom, in the heart of Manhattan.

During the activity, the five pillars that complete the Dominican Republic Country Brand were highlighted, which are Investment, Exports, Tourism, Culture and Citizenship and it was explained that the strategy in the United States will be supported by the Dominican Diaspora with whom actions will be deployed so that they can embrace the country brand as their own and be ambassadors of the same in the United States, developing the pillars on which it is based.

The presentation of the Country Brand, which is the result of a long process that involved the government and the Dominican private sector, took place within the framework of President Abinader’s visit to New York, since one of its main objectives is to integrate the Dominican Diaspora in the relaunching of the Dominican Republic and where the country can develop its maximum potential.

President Luis Abinader stressed that the Dominican Diaspora is fundamental for the Country Brand, because they have been the main engine of the country’s recovery and their efforts and work are an example of commitment, brotherhood and struggle for the country.

“Only by working for our brand, we do justice to all those who day by day, like every absent Dominican, model our values, work hard, inside and outside the country, undertake, innovate and build a better Dominican Republic” said the president.

The Minister of Tourism, David Collado, described as a “historic event” the launching of Marca País in the United States, because this will support the re-launching of the nation as an ideal destination for North Americans, both in commercial and industrial matters as well as tourism.

“From now on there will be a before and after in the promotion of our country in the United States, a nation that brings us more than sixty percent of the tourists who visit us,” said Collado.

“In this effort to strengthen our presence here in the United States we must go hand in hand, shoulder to shoulder, with this great Dominican community, which contributes so much to our economy through their visits, remittances, investment and consumption of our products,” said the Minister of Tourism.

The Country Brand Strategy represents the beginning of a permanent effort to work in an integral way to strengthen the image of the Dominican Republic, projecting Quisqueya not only as a tourist destination but also as an integral destination for business and investment, with top quality export products and also as a space full of cultural riches.

The private sector, which has covered the costs of the entire process to date, including the launch in the United States, plays a leading role in this strategy, taking advantage of its experience, but also articulating actions to open the Dominican Republic to the world as an attractive and safe option to attract new investments in a sustainable manner.

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