|
By Adollfo Rudy Cardona
It may be the oldest city in the New World, but nowadays, Santo Domingo is aiming to become one of the newest hot-spots for Caribbean tourism.
This distinguished colonial city – founded by Christopher Columbus's brother Bartolomeo in 1496 - has enjoyed a long and distinguished history. And now, as part of a new tourism initiative, including the “Santo Domingo is Happiness” campaign, the capital of the Dominican Republic is undergoing something of a transformation.
The evidence is overwhelming. Collective efforts have being made to rejuvenate tourist attractions and cultural offerings to promote the city as a brand. Government officials and the public and private sector have – under the general coordination of the Tourism Cluster - worked diligently to put together a brand that provides a sense of unity and pride; a brand that projects the identity of the city and its people as one happy destination.
Government buildings are also being revitalized, while efforts are also being made to refurbish the iconic Zona Colonial (colonial zone). Here, as you stroll along the cobbled streets, past the first cathedral, and even the first hospital, it's possible to imagine how the first settlers might have lived back in the sixteenth century.
But this effervescent Caribbean jewel has so much more than historic sites. Restaurant choices are endless, and when it comes to night life, this truly is a city that never sleeps. For the visitor seeking good music, elaborate drinks, or elegant design in a genuine atmosphere - or pretty much anything else that turns an ordinary night out into an unforgettable experience - Santo Domingo is hard to beat. The two main areas for nightlife, Zona Colonial and Venezuela Avenue, are home to more great bars and restaurants than the average visitor could wish for, and places like Makumba (on Venezuela Avenue), the Mango Tree (El árbol de Mango), or Café de Toi offer the chance to party all night – every night!
Of course, one of the most popular activities when visiting Santo Domingo is shopping. Major chains from all around the world have opened branches here, and there's also everything from open markets (featuring crafts and handmade goods) to upscale shopping areas with both local and world famous designer brands. And it's fun, too: at the markets, and from street vendors, bargaining is accepted and a good way to come away with an affordable purchase.
Some of the best open market shopping experiences can be found in El Conde, an outlet loaded with middle-bracket, workaday stores selling basic necessities (food, clothing, cleaning supplies), electronic goods, CDs, and luxury items, all within a street that's peppered with fast-food joints and cafes. In the colonial section, La Atarazana is another popular location, with its high concentration of art galleries and gift and jewelry stores. And if that's not enough, other shop-till-you-drop areas include Norte Shopping, and the Nova America Outlet in Del Castillo.
Tourism and shopping aside, the major attraction of this tropical paradise has to be its people: joyful, warm, good-natured, and with sparkling personalities, it's no wonder that the tourist board decided on 'happiness' as the theme with which to promote the city. “The Dominicans are taught from early age that they must be cordial, accommodating and must do it with love,” said Yesilernis Pena Ph.D., President and CEO of MKT Market Global Research. “Our parents reprimand us when we're not well behaved. Additionally, our culture, music and dance are infused with happiness - which means we've been trained to be happy from childhood!”
Thanks to the new branding efforts, backed up by a warm welcome from the city's three million friendly residents (and its ever-celestial tropical breeze), and all set to the backdrop of “El Merengue” (the country's national music), there's no reason why this bustling, cosmopolitan city won't quickly become a premium tourist destination, especially since one strategy to increase the flow of tourists to the city has been to get the community to participate in making tourists feel at home. Engaging the locals in educational activities like “Hosts in Santo Domingo” (Anfitriones en Santo Domingo) has created an awareness of what it takes to deliver outstanding service to tourists – and taught the importance of tourism in the city.
“The people of Santo Domingo are always willing to assist those in need of help,” said Don Kin, Santo Domingo's Tourism Cluster Office Advisor. “This is a country where people always have a smile on their face, and look into your eyes with honesty. People in Santo Domingo approach every situation regardless of how challenging it may be with happiness and spontaneity. They dance, smile and feel the happiness.”
That's not the only way Santo Domingo is making it easier for visitors. The construction of the new four-lane Coral Highway is to be completed next year, connecting the popular Punta Cana tourism region with Santo Domingo. The new road will halve the journey time, meaning that tourists in Punta Cana can now reach the Colonial Zone in less than two hours' drive.
Of course, there is one drawback of visiting this historic, artistic, colorful, musical, city - a place that promotes itself as “happiness” - and it's that you're bound to be sad when the time eventually comes for you to leave. But at least when you remember your stay – and like most of the city's inhabitants - you'll have a smile on your face.
NOTE: Professor Cardona is a PhD. candidate an a marketing expert who is conducting his doctoral dissertation on "destination branding". He may be contacted at:
This e-mail address is being protected from spambots. You need JavaScript enabled to view it
|
