- Dominica Uses 2026 Tourism Awareness Program to Advance Wellness Tourism Strategy – Initiative supports destination competitiveness, community participation and sustainable tourism development
ROSEAU, Dominica – The ministry of tourism and the Discover Dominica Authority (DDA) today officially launched the 2026 Tourism Awareness Program during a press conference at the Discover Dominica Authority’s Press Room, placing a spotlight on wellness tourism as a strategic area for destination growth and competitiveness.
Observed under the theme “Positioning Dominica through Wellness Tourism,” the program aims to strengthen Dominica’s competitiveness within the rapidly growing wellness travel market while encouraging greater public participation in tourism development. The initiative is being implemented under the public engagement theme “Be Well in Nature” and will continue through July with activities designed to educate, engage and inspire.
As destinations across the Caribbean seek to differentiate themselves within an increasingly competitive tourism marketplace, Dominica is leveraging the experiences, natural resources and community assets that already exist across the island to strengthen its position within the expanding global wellness tourism sector.
Delivering the feature address, permanent secretary in the ministry of tourism, Claudius Lestrade, said wellness tourism presents a significant opportunity for Dominica because it aligns naturally with the island’s strengths and the evolving preferences of travellers worldwide.
“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,” he said. “This shift presents a clear opportunity for Dominica to position itself as the leading wellness destination in the region.”
Lestrade noted that wellness tourism, valued at approximately USD 814 billion globally in 2022, has emerged as one of the fastest-growing segments of the travel industry and supports a sustainable approach to tourism development by creating value from natural resources, local knowledge and community-based experiences. He explained that Dominica already possesses many of the attributes sought by wellness travellers, including geothermal resources, rivers, forests, agricultural traditions and authentic cultural experiences.
“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,” Lestrade stated. “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 permanent secretary emphasised that the continued development of wellness tourism will require collaboration among communities, tourism businesses, government agencies and citizens to ensure high-quality visitor experiences while protecting the resources that make Dominica distinctive.
The focus on wellness tourism comes as the destination continues to record strong tourism performance. In 2025, total visitor arrivals increased by 15 percent, rising from 432,989 in 2024 to 496,635. Stayover arrivals increased by 19 percent, moving from 83,976 to 99,846 visitors, while cruise arrivals grew by 14 percent to 382,923 passengers.
Representing the Discover Dominica Authority, product promotions manager Odile Jno Baptiste outlined the activities planned under the program and said the initiative was developed to engage students, wellness practitioners, tourism stakeholders, entrepreneurs and members of the public while highlighting the connections between tourism, healthy living, entrepreneurship, environmental stewardship and community development.
Jno Baptiste noted that wellness tourism creates opportunities beyond the tourism sector by supporting local entrepreneurs, wellness practitioners, farmers, community groups and small businesses while encouraging healthier lifestyles and environmental stewardship.
From herbal practitioners and wellness retreats to agricultural experiences and community tourism enterprises, wellness tourism creates opportunities for a wide range of stakeholders across Dominica while encouraging sustainable use of the natural resources that distinguish the destination in the international marketplace.
The launch also marked the first public address by Wendy Lake since assuming the role of destination marketing manager at the Discover Dominica Authority on June 1.
“When people think about wellness, they often think about spas, treatments or retreats. While these are important, wellness is ultimately about how people feel. It is about finding space to recharge, reconnect and improve overall well-being,” Lake said. Dominica already offers many of the experiences sought by wellness travellers, from hot springs and rivers to nature-based adventures and local cuisine and emphasised that the success of wellness tourism depends as much on people as it does on place.
“Every hotel employee, tour guide, taxi operator, restaurant owner, attraction manager and community member contributes to the visitor experience,” Lake said. “The way we welcome our guests, the service we provide and the pride we take in our destination all influence how visitors remember Dominica and what they share with others when they return home.”
Lake added that Dominica is uniquely positioned to showcase wellness not simply as a tourism experience but as a way of life.
Major activities planned under the 2026 Tourism Awareness Program include:
- June 10 – Launch of the Be Well in Nature Poetry Competition for secondary school students ages 14 to 16.
- June 11, 10:00 a.m. to 11:30 a.m. – Public panel discussion, “Wellness Tourism in Dominica: A Destination That Benefits Everyone,” at Jungle Bay Resort and Spa.
- July 4, 9:00 a.m. to 4:00 p.m. – Wellness Fair at the UWI Global Campus featuring health screenings, wellness consultations, educational presentations and interactive wellness experiences.
- July 19 – Nature’s Bar: Wellness by Nature Mocktail Challenge, highlighting local ingredients and creativity within Dominica’s hospitality sector.
- July 28 – Tourism Service Excellence Awards, recognising individuals, businesses and organisations that continue to elevate standards across the tourism industry.
Additional activities will include Hike Fest events, Global Wellness Day celebrations, environmental initiatives, wellness retreats and community-based activities designed to encourage participation across the island.
Through the 2026 Tourism Awareness Program, the Ministry of Tourism and the Discover Dominica Authority aim to strengthen public appreciation for tourism while advancing Dominica’s position within the growing wellness tourism market.
By highlighting experiences rooted in wellness, nature and community, the program supports broader efforts to strengthen Dominica’s reputation as a destination where visitors can reconnect, recharge and experience the qualities that distinguish the Nature Island of the Caribbean.