Dominica is ramping up efforts to establish itself as a leading wellness tourism destination in the Caribbean, with officials identifying the fast-growing sector as a key area for future tourism growth.
The focus was outlined on June 5 as the Ministry of Tourism and the Discover Dominica Authority (DDA) launched the 2026 Tourism Awareness Programme under the theme “Positioning Dominica through Wellness Tourism.”
Officials said the initiative is designed to strengthen Dominica’s competitiveness in the global wellness travel market while encouraging greater public participation in the tourism sector.
Delivering the feature address, Permanent Secretary in the Ministry of Tourism Claudius Lestrade said the island is well positioned to capitalise on growing demand from travellers seeking experiences that promote health, well-being and connection with nature.
“Across the world, visitors are becoming more intentional about the destinations they choose, with greater emphasis being placed on the value of the overall experience,” Lestrade said.
“This shift presents a clear opportunity for Dominica to position itself as the leading wellness destination in the region.”
According to Lestrade, wellness tourism is one of the fastest-growing segments of the global travel industry and offers a natural fit for Dominica because of its geothermal resources, rivers, forests, agricultural traditions and community-based experiences.
He argued that unlike some destinations, Dominica does not need to create a wellness product from scratch.
“Wellness tourism is not a trend that we have to manufacture because many of the elements that define the sector already exist across the island,” he said, pointing to communities such as Wotten Waven, where hot springs have long been part of the local identity.
Major activities planned under the 2026 Tourism Awareness Program include:
• June 10 – Launch of the Be Well in Nature Poetry Competition for secondary school students ages 14 to 16.
• June 11, 10:00 a.m. to 11:30 a.m. – Public panel discussion, “Wellness Tourism in Dominica: A Destination That Benefits Everyone,” at Jungle Bay Resort and Spa.
• July 4, 9:00 a.m. to 4:00 p.m. – Wellness Fair at the UWI Global Campus featuring health screenings, wellness consultations, educational presentations and interactive wellness experiences.
• July 19 – Nature’s Bar: Wellness by Nature Mocktail Challenge, highlighting local ingredients and creativity within Dominica’s hospitality sector.
• July 28 – Tourism Service Excellence Awards, recognizing individuals, businesses and organizations that continue to elevate standards across the tourism industry.
The push comes as Dominica continues to record strong tourism growth.
The destination welcomed 496,635 visitors in 2025, a 15 per cent increase over the previous year. Stayover arrivals grew by 19 per cent to 99,846 visitors, while cruise arrivals rose 14 per cent to 382,923 passengers.
Officials believe wellness tourism can help build on that momentum while creating opportunities for a broad cross-section of the economy.
Product Promotions Manager at the Discover Dominica Authority, Odile Jno Baptiste, said wellness tourism extends beyond hotels and attractions, creating opportunities for farmers, wellness practitioners, entrepreneurs, community groups and small businesses.
She said the Tourism Awareness Programme will seek to engage students, tourism stakeholders and members of the public while highlighting the links between tourism, healthy living, entrepreneurship and environmental stewardship.
The launch also marked the first public address by Wendy Lake since taking up the role of Destination Marketing Manager at the Discover Dominica Authority on June 1.
Lake said Dominica already offers many of the experiences wellness travellers are seeking, from hot springs and rivers to nature-based adventures and locally sourced cuisine.
“When people think about wellness, they often think about spas, treatments or retreats. While these are important, wellness is ultimately about how people feel,” she said.
“It is about finding space to recharge, reconnect and improve overall well-being.”
She added that the success of the sector will depend not only on the island’s natural assets but also on the people who shape the visitor experience every day.
As part of the Tourism Awareness Programme, a series of activities will be held throughout June and July, including a public discussion on wellness tourism, a wellness fair, environmental initiatives, student competitions and the Tourism Service Excellence Awards.
Officials say the programme forms part of wider efforts to strengthen Dominica’s reputation as a destination where visitors can reconnect with nature while supporting sustainable and community-based tourism development.
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