Dominica unveiled its 2026 Tourism Awareness Programme, highlighting wellness tourism through events designed to boost public engagement and destination growth.
Dominica: The Ministry of Tourism, International Transport, and Maritime Initiatives and the Discover Dominica Authority (DDA) have officially launched of Tourism Awareness Programme 2026, with this year’s focus being on wellness tourism. The launching ceremony took place on Friday, June 5, 2026, at the DDA’s Press Room, during which the programme's June and July schedule of events was revealed.
This programme, with the theme "Positioning Dominica through Wellness Tourism," is part of the 2026 Tourism Awareness Month in Dominica. According to the Ministry of Tourism, with the centre being wellness tourism, the country will have the opportunity to showcase the natural resources and community assets that are already existing in the country as it also strengthens its position in the global wellness tourism sector.
Present at the launching ceremony was the Permanent Secretary in the Ministry of Tourism, Claudius Lestrade, who spoke of the importance of wellness tourism in creating wholesome experiences and expanding the island’s reach to different visitors and the public, explaining that the theme is already in alignment with what Dominica offers.
"Across the world, visitors are becoming more intentional about the destinations they choose, with greater emphasis being placed on the value of the overall experience. This shift presents a clear opportunity for Dominica to position itself as the leading wellness destination in the region," stated Claudius Lestrade.
Lestrade further added, "Wellness tourism is not a trend that we have to manufacture because many of the elements that define the sector already exist across the island. Our volcanic landscape and geothermal resources provide a clear advantage, particularly in communities such as Wotten Waven, where hot springs are already part of the community's wellness identity."
The Ministry and the DDA have outline the list of events planned for this programme, beginning on June 10 with a Be Well in Nature Poetry Competition which will include secondary school students from the age of 14 to 16. On June 11, there will be a public panel discussion at the Jungle Bay Resort and Spa. The discussion’s title will be "Wellness Tourism in Dominica: A Destination That Benefits Everyone."
Three events have also been scheduled for July, with a Wellness Fair set for July 4; Wellness by Nature Mocktail Challenge for July 19 and a Tourism Service Excellence Awards scheduled for July 28.
The Ministry and DDA shared that they aim for the 2026 Tourism Awareness Programme “to strengthen public appreciation for tourism while advancing Dominica's position within the growing wellness tourism market. ”