Dominicana Te Sonríe: The Dominican Republic Unveils a Heartfelt Invitation to the World
A Campaign with Heart, Heritage, and Hospitality
On July 16, 2025, the Dominican Republic brought a taste of the Caribbean to Miami Beach’s Faena Forum, officially unveiling its newest global campaign: “Dominicana te Sonríe”—or “Dominican Republic Smiles at You.” Far from a traditional tourism pitch, this new initiative leans into the warmth, authenticity, and hospitality that define the Dominican experience, positioning the people—not just the paradise—as the destination’s greatest asset.
In a ballroom filled with more than 200 travel agents, tour operators, airline executives, and celebrities from across Latin America and the United States, the evening fused culture with commerce, unveiling a campaign designed to remind the world that luxury can be as simple—and as powerful—as feeling welcome.
More Than a Slogan, It’s a Signature
"Hospitality is our greatest pride; it’s what makes us unique and what allows us to win the hearts of every visitor who steps foot on our soil. With this campaign, we reaffirm our commitment to positioning the Dominican Republic as a leading destination for travelers across North America, Latin America and Europe.”
David Collado, Minister of Tourism of the Dominican Republic
“Dominicana te Sonríe” isn’t just a feel-good phrase—it’s a brand identity that translates the nation’s spirit into something global travelers can instantly recognize and remember. The campaign highlights a spectrum of experiences—from sunlit beaches and lively streets to soulful cuisine, familial reunions, and high-touch hospitality that reflects both cultural heritage and modern elegance.
The campaign also underlines a priority that speaks to luxury travelers: a sense of trust, comfort, and quality from the moment they arrive.
A Star-Studded Stage for Caribbean Storytelling
The campaign's unveiling was a celebration in its own right. Dominican NFL player Bayron Matos stood alongside prominent celebrities such as Débora Nascimento, Pampita, Fefi Oliveira, Elizabeth Gutiérrez, Gaby Espino, Karen Martínez, Catalina Robayo, Zuleyka Rivera, and Javier Romero—a cross-section of figures reflecting the campaign’s pan-regional reach and aspirational pull.
While the red carpet offered glamour, the event's energy came from the Dominican touches woven throughout: live music, authentic bites, and craft cocktails, each delivering a multisensory immersion into the country's rhythm and flavor.
Tourism’s Role in the Dominican Republic’s Global Rise
This celebration arrives at a pivotal moment for Dominican tourism. In just the first half of 2025, the country welcomed over 6.1 million visitors—a number that not only reflects post-pandemic resilience but confirms the country’s growing influence across global travel markets.
With 45% of visitors arriving from the United States and more than 12% from Latin America, the Dominican Republic is not only a favorite for North American travelers but also a rising star among its regional neighbors.
Behind that success is a model that blends scale with sincerity: luxurious resorts, rich culture, and genuine connection—all delivered with a smile.
What’s Next for Travel to the DR
As the campaign expands across global markets, “Dominicana te Sonríe” aims to invite more travelers to go beyond the all-inclusive and experience the soul of the island—one interaction at a time.