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Dominican Republic targets largest group of leisure travelers with AARP partnership

New campaign highlights why Dominican Republic is a perfect fit for travelers 50+.

DOMINICAN REPUBLIC - In a strategic effort to create interest and awareness of Dominican Republic's must-visit destinations among the largest growing demographic of leisure travelers in the United States, the Dominican Republic Ministry of Tourism announced an advertising partnership with AARP.

The campaign, which began in August 2013 and will run through the end of the year, was designed to target travelers 50+ and highlights one of the country's best-kept secrets, Puerto Plata. It consists of a series of banner and online advertisements that highlight the range of activities and unforgettable attractions that make each region a unique and must-visit destination. The ads also offer a first look at the new Dominican Republic marketing campaign.

"The campaign is a supplement to our current advertising campaign and additional initiatives, all of which work in harmony to build awareness of each distinct destination," said Magaly Toribio, Marketing Advisor for the Dominican Republic Ministry of Tourism. "We worked with Puerto Plata's hoteliers and AARP to create offers for travelers of this age group in an effort to further promote the vast array of tourism offerings that are available on the country's North Coast."

According to a recent survey by the AARP, "Baby Boomers," also known as Americans aged 49 – 67, make up 80 percent of the leisure travel market in the U.S. and this number is only expected to grow with those aged 50 – 75 making up to 40 percent of the U.S. adult consumers by 2015.[1]  This age group is unique to those in the past as they see travel as a necessity, not a luxury. According to a 2010 survey did by Travel Marketing Decisions[2], several unique distinctions of this group make them an attractive target to destination marketing:
  • Boomers have traveled more than their predecessors
  • Boomers like and refuse to go without "creature comforts"
  • Boomers want to have fun
  • Boomers are not time deprived
  • Boomers will pay for luxury, expertise and convenience.


Photo caption: Bahia de la Aguilas, Pedernales, Dominican Republic.

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