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Tourism is certainly among the top industries of the Dominican Republic. This vital revenue generator saw a sharp drop in visitor check-ins in 2019 after several American tourists died.
These unfortunate incidents resulted a frenzy of negative media activity. All the deaths were found to be accidental or due to natural causes.
Dominican officials called in the F.B.I. to do their own tests which resulted in a confirmation of no foul play. In fact, the tourists to tourist-death-ratio was found to be within the standard norm. With over 2 millions visitors a year, the deaths, although tragic, were not unusual.
Still, good news does not sell, and the tragic events caused a reaction totally out of proportion to the facts. The hotels responded with a concerted and coordinated effort to communicate the reality of the resorts’ safety and security.
The concept of the Punta Cana Promise was always in effect. Tourist safety and security was always a prime objective of the hotels and resorts.
Now it has become more relevant and urgent to communicate the Punta Cana Promise to prospective tourists who have many options for where to spend their tourist dollars.