Discover Dominica concluded its Destination and Festivals Roadshow across four Caribbean markets, promoting WCMF 2026 and year-round tourism.
Dominica: The Ministry of Tourism, International Transport and Maritime Initiatives has shared that the Discover Dominica Authority (DDA) has officially concluded its tourism campaign, the Destination and Festivals Roadshow, which reached four Caribbean markets ahead of the 2026 World Creole Music Festival (WCMF).
The Discover Dominica Authority carried out the campaign across 4 different countries in the Caribbean, including Trinidad and Tobago, St. Kitts and Nevis, St. Maarten/St. Martin and Anguilla. According to the Tourism Authority, the Destination and Festivals Roadshow lasted a little over two weeks (August 18 to September 2, 2026) and placed particular focus on promoting the upcoming World Creole Music Festival set for October 23-25, 2026.
In addition, the roadshow also highlighted Dominica's official carnival, Mas Domnik, and the island’s year-round tourism experiences.
During the campaign, the DDA engaged 18 media houses through 19 interviews across radio, television and online platforms, while also hosting eight consumer activations and three Destination and Festivals Cocktails. Other efforts also included connecting with travel advisors through the ASTA event, conducting a travel trade sales call and collaborating with influencers to broaden the campaign’s digital reach.
Meanwhile, Marva Williams, the CEO/Director of Tourism at the Discover Dominica Authority, shared the significance of the roadshow, noting that it reaches the stakeholders directly and strengthens Dominica's visibility.
Regional travel continues to be an important part of our tourism strategy, and these neighbouring markets present significant opportunities for Dominica.
She further added that "by connecting directly with consumers, travel advisors, tourism partners and media, we are strengthening Dominica’s presence in these markets and giving travellers more reasons to choose the destination.”
This roadshow was led by Kareem Guiste, Festival Coordinator and Monelle Alexis, PR & Communications Specialist. Wendy Lake, the Destination Marketing Manager, led DDA’s engagement at the American Society of Travel Advisors (ASTA) event in St. Kitts and Nevis.