What destinations can learn from the Dominican Republic's tourism growth
As the Dominican Republic records continued tourism growth, Petra Cruz explains the strategies behind its success and what other destinations can learn for the future.
Global travel may have recovered, but the market is no longer defined by rebound alone. As explored in the latest Travel Hero Podcast, Summer 2026 – The Status of the Global Travel Market, destinations are adapting to a new reality in which traveller expectations, pricing, trust and technology are reshaping competition. Whilst some markets continue to gain momentum, others are facing growing pressure to reposition themselves.
Among the destinations highlighted by industry experts is the Dominican Republic, which has emerged as one of the strongest performers for the months ahead. Its continued growth raises broader questions for the travel industry: Which strategic decisions are driving success? How are changing traveller expectations influencing destination management? And which lessons can other destinations apply to their own markets?
Santo Domingo
© Petra Cruz
To explore these questions, ITB Berlin spoke with Petra Cruz, Director of the Dominican Republic Tourist Board for Germany, Austria, Switzerland and Eastern Europe. She explains how long-term planning, public-private collaboration, air connectivity and product diversification have contributed to the destination's development and shares her perspective on the travel trends that are likely to shape tourism over the coming years.
Travellers are becoming more selective in their destination choices. What factors are now most important in their decision making, and how is the Dominican Republic adapting to these changes?
Today's traveller is looking for much more than beautiful beaches. Safety, authenticity, sustainability, high-quality service and easy accessibility have become decisive factors.
The Dominican Republic has invested heavily in all these areas. We continue improving tourism infrastructure, expanding connectivity, developing new destinations responsibly and working closely with local communities. Sustainability is increasingly integrated into hotel developments, destination management and environmental protection.
Another important trend is flexibility. Travellers want destinations that offer multiple experiences within one trip. In the Dominican Republic, visitors can combine luxury resorts with eco-tourism, adventure, gastronomy, golf, wellness, history and vibrant local culture.
The Dominican Republic has achieved remarkably high visitor satisfaction and repeat visitation. What lessons can other destinations learn from your approach?
One of the most important lessons is consistency. Tourism cannot be managed through isolated campaigns. It requires a long-term vision, strong leadership and continuous collaboration across government, airlines, hotels, tour operators and local communities.
Another key factor is listening to the market. We constantly analyse traveller behaviour and adapt our marketing, product development and connectivity accordingly. Rather than promoting only one destination, we promote the diversity of the country.
Finally, hospitality remains our greatest strength. Dominicans genuinely enjoy welcoming visitors. That warmth, combined with reliable infrastructure and high-quality tourism services, creates memorable experiences that encourage guests to return.
Looking ahead, which travel trends do you believe will have the biggest impact on destinations over the next three to five years?
Several trends will shape the future of tourism. First, travellers will continue seeking meaningful experiences over traditional sightseeing. Nature, culture, gastronomy and wellness will become even more important. Second, sustainability will move from being a competitive advantage to becoming an expectation. Destinations that successfully balance tourism growth with environmental protection and community development will be the most successful. Third, air connectivity will remain one of the strongest drivers of tourism growth. Strategic partnerships with airlines will become even more important as competition for long-haul capacity increases.
Finally, digitalisation and artificial intelligence will transform how travellers research, book and experience destinations. Personalisation will become increasingly relevant, but authentic human hospitality will remain the defining element of successful destinations.
The Dominican Republic is preparing for all these changes. Our goal is not simply to welcome more visitors, but to continue building a tourism model that is innovative, resilient and sustainable for generations to come.
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