Minister for Tourism, Industry and Private Sector Relations, Yvor Nassief has explained what this new website is intended to do for the destination.

“Dominica is continuing to grow both as a premier eco-tourism and adventure travel destination, and our online presence will reflect that position.

“The website will be used as a tool to assist in building continued awareness of the destination and we believe its design and new features will effectively differentiate us from some of our primary competitors. Our online media campaign and banners created for such outlets as Lonely Planet, Tripadvisors and National Geographic also support our position and target audience for the destination.”

Speaking at the launch of the redesigned website last week, Nassief told members of the media that Dominica is not a “mass market destination”.

“Dominica is not a mass market product. What we have are niche markets, small niche markets- wellness and adventure, hiking, diving. Smaller but emerging ones would be biking, whale and bird watching … So because we cannot reach them through the mass market we have got to target these niches individually by going after consumers who have these interests and hobbies by specific publications, dive publications, National Geographic Magazine and going after certain websites.”

The Minister further emphasised that the most effective way in today’s world to do niche marketing is “through e-marketing and this website is one component of that overall strategy”.

Nassief also told the members of the Press at the Ministry of Tourism’s monthly press conference that Dominica also has banners on Tripadvisors, Lonely Planet, National Geotraveller, Outside Magazine and two dive publications-Dive Training and Scuba Diving.

Enhancements to the original website include interactive maps, streaming video, downloadable screen savers, E-cards, and a fresh modern look. In keeping up to date with the latest technology, the website also boasts a live webcam from the north coast of the island.

In recent months, Dominica has been seeking to reposition itself to take advantage of its unique features and characteristics. Dominica now has a new tag line and logo - Defy the Every Day-the Nature Island of Dominica.

Dominica is the largest of the Windward Islands in the Caribbean and lies between the two French Departments of Martinique and Guadeloupe.

Funding for the redesign of the website came from the European Union through the Eco-Tourism Development Programme while the site was designed by a Dominican firm, Delphis Ltd.