Dominican Republic’s Tourism Minister David Collado has unveiled a groundbreaking international marketing campaign titled “Dive Into Happiness” at a launch event hosted in Miami, marking a key step in cementing Cabarete’s reputation as one of the Caribbean’s premier destinations for surfing and wind-powered water sports.
This latest initiative builds on a strategic tourism development framework rolled out several years ago, which branded Cabarete the official “Surf & Wind City” of the Caribbean. That earlier strategy was designed to put the Puerto Plata coastal town on both regional and global travel radars, positioning it as a top-tier hub for sports, adventure, and immersive experiential travel.
The campaign’s launch event drew high-profile professional surfers from both the Dominican Republic and Mexico, a deliberate pairing that aligns with the tourism ministry’s broader goal of bridging Dominican tourism offerings with key international audiences, while showcasing the full breadth of the country’s diverse travel attractions beyond its most well-known spots.
Through this new campaign, the Dominican Ministry of Tourism is doubling down on its effort to establish the country as the Caribbean’s leading multi-destination travel spot. Rather than only leaning into the nation’s iconic postcard-perfect beaches, the campaign shines a spotlight on niche, specialized destinations like Cabarete, which has already earned global acclaim for its unrivaled natural conditions ideal for surfing, kitesurfing, windsurfing, and a wide range of other adrenaline-fueled water activities.
Industry analysts note the campaign delivers a much-needed economic boost to the Dominican Republic’s North Coast and the province of Puerto Plata as a whole. It also comes at a pivotal moment for national tourism leaders, who have made growing diversification of the country’s travel product and strengthening the unique identity of individual local destinations a core priority for long-term sector growth.