2004News

DR government halts promo efforts

The Diario Libre is reporting that the government has halted its official efforts to promote the Dominican Republic as a tourist destination. Apparently it has been eight months since the government has taken any proactive steps to promote the DR as a tourist haven. The president of the National Hotel and Restaurant Association (ASONAHORES), Johnny Bernal, told reporters that the sector he represents is not at all pleased with the situation, especially in light of the fact that tourism produced an excess of US$3 billion for the economy in 2003. The association pointed out that in 2003 the government spent US$25 million to market the Dominican Republic in the travel industry and the sector?s growth was evidence of this. The president of the Council for Tourist Promotion, Enrique de Marchena, warned that a lack of promotion could produce a decline of as much as 50% in sales, especially in view of the competition the country is facing. According to the Diario Libre article, 40% of the US$25 million was given to tour operators as incentives to bring their clients to the Dominican Republic, as part of an aggressive marketing package. The other 60% went to conventional institutional promotions. De Marchena revealed that the DR is selling a tourist product at prices that are 25%-50% below competing nations that wage institutional ad campaigns.