Dominican Republic: a three-year plan to become a top-of-mind destination in France

The Dominican Republic is a long-established long-haul destination for French travellers, but growing competition from other Caribbean and long-haul destinations meant its share of voice needed sustained, multi-year investment rather than a single seasonal campaign. The client's ambition was to move from being one option among several long-haul beach destinations to becoming a genuinely top-of-mind choice for French travellers and the advisors who influence them.

Our agency was appointed on a three-year mandate covering three levers at once: travel trade activation with agency networks and tour operators, press relations with national and specialised travel media, and an always-on social media presence built to keep the destination visible between campaigns rather than only around seasonal pushes. Running all three levers under one strategy, rather than as separate contracts, allowed messaging and destination themes to stay consistent from a trade workshop to a press trip to a social media post.

The trade dimension focused on training advisors and supporting tour operator programming, so that growing awareness could convert into bookable itineraries rather than staying at the discovery stage. In parallel, the press relations programme secured ongoing coverage positioning the Dominican Republic beyond its beach-and-resort image, highlighting culture, gastronomy, and the diversity of its regions from Punta Cana to Samaná.

On social media, the mandate delivered a sustained content rhythm, around 5,000 posts over the programme, combined with 90 creator collaborations designed to reach different traveller profiles, from honeymooners to multi-generational families to independent travellers looking for a more authentic side of the destination. This volume and diversity of content was deliberate: it keeps the destination present across multiple traveller intents rather than relying on a single seasonal push.

Across the three levers, the Dominican Republic is now tracking among the top three most engaged destinations on the French market (to be confirmed against the latest published rankings), reflecting a level of sustained, multi-channel visibility that a single-year or single-lever campaign could not have produced on its own.