“Dominicana Smiles at You”: The D.R. unveils new tourism campaign

The Dominican Republic has unveiled its latest global campaign, “Dominicana smiles at you.”

The campaign aims to capture the “warmth, authenticity and lively spirit of the Dominican people,” reads a press release.

It was unveiled at an event on July 16 at Faena Forum in Miami Beach. The launch brought together key figures from across the travel and tourism industry, including top airline executives, over 200 tour operators and travel agents, and familiar faces from the worlds of television and sports.

Attendees got a first look at the new campaign and heard updates on the country’s continued growth and evolution as one of the region’s leading travel destinations

“Dominicana smiles at you” celebrates the country’s contagious joy, world-class hospitality and rich cultural experiences, from sun-soaked beaches and music-filled nights to cuisine, warm reunions with friends and local adventures.

It also emphasizes the sense of safety, trust and high-quality experiences that travellers can feel from the second they step foot in the Dominican Republic.

“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,” said David Collado, Minister of Tourism of the Dominican Republic, in a press release. “With this campaign, we reaffirm our commitment to positioning theDominican Republic as a leading destination for travelers across North America, Latin America and Europe.”

In the first half of 2025 alone, the Dominican Republic welcomed over 6.1 million visitors. Of these, 74 per cent arrived by air, 45 per cent from the United States, and more than 12 per cent from Latin American countries.

The launch event drew a mix of industry insiders and recognizable faces, including Dominican NFL player Bayron Matos and celebrities such as Débora Nascimento, Pampita, Fefi Oliveira, Elizabeth Gutiérrez, Gaby Espino, Karen Martínez, Catalina Robayo, Zuleyka Rivera, Javier Romero and more.

The new campaign can be viewed here.

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