The Discover Dominica Authority (DDA), the governing body behind the Caribbean island nation’s tourism development, has announced the appointment of seasoned Caribbean tourism executive Wendy Lake to the role of Destination Marketing Manager, with her tenure officially starting on June 1, 2026.
In an official press release published by the DDA, the organization laid out the core priorities of Lake’s new role: leading the design and execution of high-impact strategic marketing projects that will elevate Dominica’s standing on the global travel stage and drive consistent, sustainable growth in annual visitor arrivals to the island.
Lake brings 16 years of hands-on industry experience across the Caribbean tourism sector to her new position. Her professional background spans a diverse range of critical tourism marketing functions, from crafting cohesive destination branding identities and conducting in-depth market trend analysis to building productive stakeholder relationships and developing hyper-targeted marketing campaigns that resonate with core traveler segments. Over the course of her career, she has partnered extensively with both public sector tourism agencies and private sector hospitality businesses to deliver successful tourism infrastructure projects and large-scale promotional initiatives.
Academically, Lake boasts a robust credential set rooted in marketing and business management, all earned from the University of the West Indies’ St. Augustine campus in Trinidad. She graduated with distinction with a Master of Science degree in International Strategic Marketing, and holds an undergraduate Bachelor of Science degree in Management Studies with a supplementary minor in Economics. She also completed professional certification in Administrative Professional Secretaryship from the same institution.
The DDA emphasized that Lake’s cross-cutting experience across tourism operations, end-to-end project management, and destination marketing has given her a nuanced, highly practical understanding of shifting global travel market conditions and evolving consumer travel preferences — a skill set that is increasingly valuable in a post-pandemic global tourism landscape.
In her new role as Destination Marketing Manager, Lake will take charge of the DDA’s central marketing team. She will lead core organizational priorities focused on refining Dominica’s national tourism brand, expanding mutually beneficial trade partnerships with global travel industry stakeholders, and rolling out data-driven marketing strategies across the island’s key source tourism markets. Her key responsibilities will also include amplifying Dominica’s appeal to international leisure travelers and coordinating all promotional activities across both regional Caribbean and global markets.
Lake’s appointment comes at a time of growing momentum for Dominica’s tourism sector. Global traveler interest in the island has risen steadily in recent years, driven by rising demand for nature-focused, wellness-centered, and adventure tourism experiences — a trend the DDA has actively capitalized on through ongoing international marketing investment.
Marva Williams, Chief Executive Officer and Director of Tourism at the Discover Dominica Authority, extended a formal welcome to Lake upon her appointment, and expressed strong confidence in her ability to help the DDA advance its core organizational objectives.
“Wendy’s appointment brings invaluable marketing leadership to our team as we work to sharpen Dominica’s competitive edge in the global tourism market,” Williams noted in her statement. “Her deep industry insight and collaborative working approach will be instrumental in building impactful cross-sector partnerships, strengthening our global brand presence, and positioning our destination effectively in a fast-changing global travel market.”
For her part, Lake shared her excitement about joining the DDA team and contributing to the ongoing growth and evolution of Dominica’s tourism sector.
“I am excited and truly honoured to begin a new chapter as Destination Marketing Manager with Discover Dominica Authority,” Lake said. “I look forward to contributing to the promotion and marketing of beautiful Dominica, showcasing its rich culture, breathtaking natural beauty, authentic one-of-a-kind travel experiences, and warm, welcoming people to the whole world. I am grateful for this opportunity and excited to work alongside the DDA team and our local and international stakeholders to strengthen the destination’s global visibility, foster meaningful long-term partnerships, and support the continued sustainable growth of tourism in Dominica.”
Looking forward, the DDA reaffirmed its ongoing commitment to rolling out strategic marketing initiatives that will strengthen the destination’s global competitiveness, boost annual visitor arrivals, and create long-term, sustainable economic benefits for the island’s local tourism and hospitality industry.