Meagan Drillinger
Dominica is entering the 2025-2026 winter season with its most ambitious airlift expansion to date, a move tourism officials say is less about short-term demand spikes and more about long-term positioning ahead of a new international airport expected to open in 2027.
"What we've been doing over the past years is taking air access seriously," said Marva Williams, CEO and director of tourism for the Discover Dominica Authority. "We realized that one of the things that restricted our goals was a lack of access."
That reality has shaped a multipronged strategy: securing incremental service now while building airline confidence ahead of the island's future international airport. The result is broad expansion across the U.S., U.K., and the regional Caribbean market. United Airlines, which debuted service earlier this year, now operates twice-weekly nonstop flights from Newark, along with daily one-stop service via San Juan or St. Thomas. American Airlines has launched twice-daily nonstop service this month from Miami, significantly increasing North American access during peak winter and holiday travel periods.
Regional connectivity has also expanded. Contour Airlines now operates multiple weekly flights between Dominica and both San Juan and St. Thomas. These routes, Williams emphasized, are critical for visitors as well as returning nationals and diaspora travelers seeking flexibility. Caribbean Airlines continues to connect Dominica via San Juan, while British Airways and Virgin Atlantic offer one-stop service through Barbados or Antigua.
LIAT has introduced weekly nonstop flights from Punta Cana, a route Williams said opens doors to Canadian and German travelers already flying into the Dominican Republic. The Punta Cana connection also reinforces Dominica's push toward multi-island travel.
"Every new access strategy that is presented is intentional," she said. "We're preparing Dominica to take more flights and welcome more visitors in 2027 once the airport opens."
For travel advisors, Williams said the Caribbean itself remains "low-hanging fruit," particularly markets like Puerto Rico and the U.S. Virgin Islands that historically lacked direct links to Dominica. She pointed to San Juan, St. Thomas, Barbados and Punta Cana as natural pairing points for clients seeking contrast.
"If you're looking for a different natural experience, from nature and health to wellness, mountains, rivers, and waterfalls, Dominica offers that," she said.
No room at the inns?
Growth, however, comes with constraints. Williams acknowledged that accommodations, or lack thereof, remain a key focus as arrivals trend upward. Dominica currently has about 900 hotel and guesthouse rooms, along with more than 400 Airbnb-style accommodations. Several new properties are under construction, with additional openings expected in 2027 and 2028.
"We've been able to meet demand so far, but hotel stock is something we have to continually work on," she said. "When the airport comes along, accommodation is going to be a need."
The island continues to target travelers aligned with its eco-forward identity. These are nature-focused visitors, wellness travelers, families interested in wildlife and divers. Williams noted that Dominica has managed to modernize without sacrificing authenticity.
"We are modern, but we are still relatively unspoiled," she said. "If you really are into nature and sustainability, Dominica is for you."
Stronger focus on advisors
Advisor engagement is also rising on the authority's priority list. Last year, Discover Dominica met with more than 150 travel advisors in New York, sessions Williams described as listening exercises as much as presentations. The outcome has resulted in plans for dedicated advisor fam trips in 2026 and a revived specialist program slated for launch in the first quarter of next year.
Williams noted a persistent misconception advisors still encounter: Dominica is often confused with the Dominican Republic.
"We are a fully independent island of about 70,000 people, located between Guadeloupe and Martinique," she said.
Sustainability, Williams said, remains central to every decision, from infrastructure development to tourism dispersion. With 60% of the island legally protected, tourism activity is spread across communities rather than concentrated in a single zone. She said as airlift increases and infrastructure evolves, the goal is not to outgrow the island's identity but to protect it.