New York’s Times Square in a chilly December is as far from
the Dominican Republic as you can get, but the island's tourism office recently
brought a piece of the country to the “crossroads of the world” in the form of
a giant transparent dome in Duffy Square right in the heart of Times Square
just weeks before the glittering New Year’s ball drops.
According to Jennifer Elias, marketing director for the island's
Ministry of Tourism, the idea was to “bring a little bit of the Dominican Republic
to Times Square. “ She told TravelPulse that “we want visitors to know about our people and our culture.“
She said New York is the destination's largest market, with 1.3 million visitors
from the area in 2023, up 5% this year. The dome has been open since Dec. 6 from 9 a.m. to 9 p.m. daily and closes
on Dec. 15.
Helping the Times Square crowds get to know the Dominican Republic,
there were merengue dancers and performers in carnival costumes outside the
dome, and the dancers put on periodic performances. In the dome, staff served traditional
foods like empanadas and sancocho soup, beverages like a coconut lemon drink
and strong Dominican coffee. Inside, the music is loud, and the welcome is
warm. Said Elias, “The temperature gets warm in the dome so people can feel
like they are on the island.”
When the minister of tourism officially opened the dome,
David Collado, he said, "With this activation, we want everyone in Times
Square to feel the joy, authenticity, and cultural richness of
the Dominican Republic. This is more than just a tourism initiative; it is
a celebration of the strong ties between our countries and an invitation to
discover the beauty and warmth of our home
The thousands of visitors have an opportunity not only to
sample the food and drinks but to win souvenirs like mugs and even a chance for
a trip to the Dominican Republic. The country also had a pop-up in Times Square
last year, but, said Elias, it was white and opaque and “this year we wanted
people to see what was happening inside.”
The Dominican Republic's Ministry of Tourism added a giant dome to Times Square. (Photo Credit: Susan Nagib)
The guests might also learn about all the goings on for 2025
on the island – including some very upscale developments like a new Four
Seasons Hotel and Residences in the newly developed Miches area and the St.
Regis Cap Cana that is scheduled to open in the spring in the Punta Cana area.
“We want to keep the momentum going,” said Elias. While the
core product remains all-inclusive resorts, she said, the coming of the Four Seasons
and the St. Regis demonstrate a move to reach a larger luxury market.
The destination, said Elias, is also expanding its programs
for travel advisors. The DO Travel Rewards plan, launched in 2023, offers cash
rewards for hotel nights sold, a referral program and benefits such as raffles,
participation in recognition tips and participation in exclusive events. “We
wanted to show,” she said, “how important advisors are to us.”
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