A DREAM YEAR FOR THE DOMINICAN REPUBLIC
The Dominican Republic celebrates the start of the new year on the strength of the results achieved in 2022 – a record year with over 7 million tourists, the only country in the world to grow in terms of tourist arrivals compared to 2019 – and with the aim of promoting the country as an ideal destination in the Caribbean.
Martinengo Communication, together with a group of international agencies, developed and implemented the 2022 advertising campaign that helped the Dominican Republic achieve this ambitious result, with Italy becoming the 5th European market.
A marketing mix of digital, offline and Out Of Home advertising to raise awareness of the identified targets in the best and most consistent way, focusing on travellers who could be interested in the destination and reaching them with interesting content, on the channels they use most.
7,165,387 visitors from January to December 2022, the month that turns out to have been the best in the history of Dominican tourism, exceeding three quarters of a million tourists for the first time, with a total of 765,910 visitors.
Compared to 2019, the country saw growth of 10% in visitors by air and 20% in visitors arriving by cruise ship – a percentage that led 2022 to also break the record for cruise passengers, 1,311,129 people – for a unprecedented total of 8.47 million visitors to the Dominican Republic. Another figure, in this record-breaking 2022, concerns the revenues generated by tourism, which for the first time exceeded $8 billion dollars in foreign currency, according to preliminary data awaiting confirmation by the Central Bank, which it is estimated could go up to $8.6 billion in foreign currency.