During the first years after the Playa Dorada hotels opened in the mid 70s, the north coast beach destination attracted an affluent middle class well traveled Americans, interested in the new Caribbean experience. Thousands of US tourists came, many even returning to purchase real estate, leading to the first boom of the area. Gradually price wars, the adoption of the all-inclusive model and fierce competition led to the sacrificing of quality to maintain high occupancies. But now north coast hoteliers are committed to do a 180 degree turnaround and have been making the necessary investments. Major investments in promotion, the purchase of the golf course, construction of the Playa Dorada convention center climaxed last week with the celebration of the Dominican Annual Tourism Exchange when the tour operators that sell the DR were brought as a group to see for themselves the new Playa Dorada.
Playa Dorada now seeks to capitalize on an asset that has been there all the time ? the diversity of all there is to do and see to east, south or west, in the entire province of Puerto Plata. Thus, the push with the new slogan: ?Feel the experience, in and around.? Ventura Serra, president of Occidental Hotels in the DR, a major partner in Puerto Plata?s future, has inspired his fellow hoteliers to make the leap. The company has four hotels in Playa Dorada. While Occidental hotels are in Playa Dorada, Serra stresses that they now are selling Puerto Plata and going beyond to sell Sosua and Cabarete.
Speaking at DATE, Serra admits that Puerto Plata got a second chance when excess demand by US tourists in 2003 for Punta Cana on the East Coast of the DR resulted in tour operators selling their clients on a second choice in the DR ? Puerto Plata. Serra says the hotels lived up to the challenge, by investing in staff training and upgrading services in food and entertainment areas.
The tourists that came liked what they saw and now Puerto Plata hoteliers feel they are again riding on their own worth. Johnny Bernal, president of the National Hotel & Restaurant Association, said at DATE that two clear signs that things are working are that there are hotels in the area that have sold out for summer, and that tour operators are accepting guaranteed sales for hotel bookings. The hoteliers also credit the Ministry of Tourism with standing behind Puerto Plata in its negotiations for promotion funds with tour operators.
?We have to stop grading our successes in numbers of tourists, and more in average room rate and what our visitors are spending here,? said Ventura Serra, the leader of the movement to revitalize the destination of Puerto Plata. 50% occupancy at US$200 a day/room is much better for the business, the environment and the community than 95% occupancy at US$100 a day. That is the new challenge the hoteliers have accepted, and this time around their ace card is the diversity of town, natural and fun attractions within around half an hour from Playa Dorada.