Katia McKenzie, who opened the first Dominican travel office in England, at a time when UK traffic increased from 120,000 travelers to 216,000 travelers, says that the DR needs to work the UK market. Traffic is expected to be at 110,000 UK travelers this year. In an article in El Siglo newspaper, she says that contrary to what has been said the decline of UK travelers to the DR is not due to factors affecting the British economy. As the pound is not pegged to the Euro, it remains strong. More so, she says the economy in the UK has improved. She explains that instead of making one trip a year, the British are going on two or three holidays. "The British have not stopped traveling; they are simply visiting other Caribbean islands that have aggressive promotions in place. It is a very competitive market," she explains. In 1997 the DR became as popular for the UK traveler as Florida is. This was lost when the DR fell prey to what she calls "an unfair and manipulated campaign" focusing on the lack of hygiene controls at local resorts. She recommended that the DR kick off aggressive promotional and public relations strategies to start competing and regain the market. "The DR as a travel destination, nor the hotels in the country have anything to envy other places, nor other hotels in the Caribbean," she says. Unfortunately, she explains, the prices the DR is selling for make it seem a cheap destination not a good value one. McKenzie says that the DR can offer all that UK travelers are looking for and more. But that the country needs to improve its image in order to attract the tour operators that book travelers on regular flights. She says these travelers will not consider the DR until the country improves its image in the UK. Thus, her recommendation for the start of aggressive promotional and public relations campaign to gain back the trust of tour operators and travel agents. (27 September 2000)
