The Dominican Republic officially unveiled its new global campaign “Dominicana smiles at you” ( Dominicana te sonríe) at a gala event at the iconic Faena Forum in Miami Beach on 17 July 2025. Designed to capture the warmth, authenticity and lively spirit of the Dominican people, the campaign invites travelers from around the world to discover why the Dominican Republic is more than just a destination ─ it’s a feeling.
Figures from across the travel and tourism industry, including top airline executives, over 200 tour operators and travel agents, and familiar faces from the worlds of television and sports. Attendees got an exclusive first look at the new campaign and heard updates on the country’s continued growth and evolution as one of the region’s leading travel destinations.
The launch event last week drew a mix of industry insiders and recognizable faces, including Dominican NFL player Bayron Matos and celebrities such as Débora Nascimento, Pampita, Fefi Oliveira, Elizabeth Gutiérrez, Gaby Espino, Karen Martínez, Catalina Robayo, Zuleyka Rivera, Javier Romero and much more.
In a press release, the Ministry of Tourism explains that the campaign celebrates the country’s contagious joy, world-class hospitality and rich cultural experiences, from sun-soaked beaches and music-filled nights to flavorful cuisine, warm reunions with friends and unforgettable adventures that never leave the heart. The campaign emphasizes the sense of safety, trust and high-quality experiences that travelers can feel from the second people arrive.
“Hospitality is our greatest pride – it’s what makes us unique and what allows us to win the hearts of every visitor first steps on our soil,” said David Collado, Minister of Tourism of the Dominican Republic. “With this campaign, we reaffirm our commitment to positioning the Dominican Republic as a leading destination for travelers across North America, Latin America and Europe.”
Tourism remains a vital engine for the Dominican economy. In the first half of 2025 alone, the country welcomed over 6.1 million visitors, with 45% arriving from the United States and over 12% from Latin America.
The new campaign can be viewed here: Dominicana Smiles At You
Read more:
A Smiles campaign video
Ministry of Tourism press release
Travel Pulse
22 July 2025