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Director of Tourism and CEO of Discover Dominica Authority Colin Piper says the ”Safe in Nature” and “Work in Nature” campaigns have been very successful in keeping Dominica’s tourism brand in the spotlight during the COVID-19 pandemic.

Mister Piper says through the “Safe in Nature” campaign hoteliers were able to open up through certification and begin to see some semblance of revenue generation.
“Safe in Nature’ has almost become a brand of itself as with one nice easy phrase ‘Safe in Nature’ people understand the messaging. So the certainty, the assurity that you can have a good time in Dominica was brought across very clearly with ‘Safe in Nature.’ And so we were able to indicate to potential travelers that if they came to Dominica they could have a good time, they could go out, they could experience things and that has gone over well,” Mr. Piper stated.  

Mr. Piper says the “Work in Nature” campaign on the other hand, is picking up steam.

“Most recently we have been voted by Kayak as one of the leading remote work programmes in the Caribbean and so we intend to build from that. We have had quite a bit of interest and we continue to go through the applications so that we can ensure that we can dot i’s and cross t’s because we are inviting people to essentially be a ‘longer stay’ visitor and almost become a resident as part of the Work In Nature programme and so it something that is working out well for us,” the DDA CEO explained.

Mr. Piper says the “Safe in Nature” and “Work in Nature” campaigns will continue beyond the COVID-19 pandemic.

“As a result of the pandemic, health, safety and security, these sort of things have become more critical, more important to travelers. And so the product that Dominica is offering, the natural aspect of things is one that augers well for them. So we are taking advantage of that. But definitely I believe Work in Nature and Safe in Nature will continue beyond the pandemic; it is something we will continue to use as we talk about the destination,” Mr. Piper added.