The vice-president for Latin America of the International Communication Agency ATREVIA, Pedro Miguel Casado, praised the strategy implemented by the Dominican Republic to reactivate the tourism industry severely hit at the beginning of the Covid-19 pandemic.
He highlighted the work carried out by the Tourism Cabinet chaired by President Luis Abinader and coordinated by Minister David Collado.
He affirmed that the government of Abinader and the direction of Collado at the head of the Ministry of Tourism (Mitur) have bet on confidence by telling the world that the Dominican Republic was a safe country, a country where one could go on vacation.
He stated that the recovery of the sector is more than evident, placing it as a reference in the world.
“During the eleventh month of this year, tourism recorded an improvement of 197% over the same period of 2020, being 12% higher than November 2019, and even, positioning itself 7% above November 2018,” he said.
He explained that “the government of President Luis Abinader is doing a magnificent management both in the image of the country and in its positioning”.
He maintained that the main factor that must be developed by someone who manages a brand is to show what are the differential elements that generate value to both the market and the sector, in this case a tourism brand, to know how to say what is the added value that the country offers to the international tourism sector.
According to Despertar Nacional, Casado said that the Dominican Republic designed a strategy based on three fundamental pillars to generate confidence and attract tourists.
He certified that the Government appealed to three essential elements which are transparency, confidence and security, an example of which, he said, was the insurance for tourists.
In addition, he said that the Dominican Government knew how to read the international context, identify what was the international context and what were the needs of tourists so that they could travel with confidence and bet on them, communication is that,
“In a process of shoring up or generating reputation in a brand, it has to offer, it has to transmit what its differentiating value is,” he added.
He affirmed that the Dominican Republic has the challenge of continuing to offer a climate of security to tourists who visited the country during the pandemic so that they can repeat their visit.