Richès Karayib met with Marva Williams, Managing Director of the Discover Dominica Authority and Director of Tourism, at the Caribbean Travel Marketplace 2025. Through her strategic and committed eyes, Marva Williams sets out the vision of a Dominica that is repositioning itself on the global tourism stage thanks to a skilful blend of sustainability, investment and vibrant culture.
Dominica, a natural island yet to be discovered
For Marva Williams, taking part in a show like the Caribbean Travel Marketplace is an indispensable lever for Dominica, a destination that is still relatively unknown on the international circuit.
“We’re an amazing island, sustainable, culturally rich… but yet to be discovered. To change that, we need to multiply our digital, traditional and trade show distribution channels.”
The objective is clear: to increase Dominique’s visibility with tour operators, travel agencies, specialized media and all the influencers who make travelers’ choices.
Air accessibility and strategic development
Beyond communication, Dominica is working on a structured structured air access planin two stages:
- On the one hand, the modernization of the existing airportalready enlarged and reinforced.
On the other, the construction of an international airport 40% complete, scheduled to open in 2027.
“We launched a flight with United Airlines in February. American Airlines also continues to play a key role. And we are actively working on direct connections with Europe, Canada and Latin America,” she adds.
These efforts are aimed at welcome more visitorsboost the local economy through community-based tourism, and consolidate Dominica as a model of sustainability in the Caribbean.
A cultural autumn to the rhythm of Creole
Dominica offers more than just unspoilt scenery. It also cultivates a intense cultural scenerooted in her Creole identity. Marva Williams highlights three key events between October and November 2025:
Dominica's World Creole Music Festival
📅 From October 24 to 26, 2025
📍 Windsor Park Stadium, Roseau
Celebrating its 25ᵉ editionthis festival is, according to Marva Williams, “the biggest cultural event in the Caribbean, if not the world”.
Three nights of concerts, a pan-Caribbean and international program, with a focus on bouyon music and new collaborations.
“This year, we’re inviting the public to stay two to three weeks on the island, to fully immerse themselves in our culture, our gastronomy, our nature.” – Marva Williams
Ti Vilaj Kweyol
📅 Late October, before the festival (generally between October 21 and 24)
📍 Roseau Botanical Gardens
Family event par excellence, Ti Vilaj Kweyol is an afternoon rendezvous with a folk festival feel. It brings together young and old to enjoy traditional cuisine, music and cultural dances.
“It’s also an opportunity to wear our national dress, to showcase our traditions in an atmosphere accessible to all.”
Creole Day
📅 Friday, October 24, 2025
📍 Downtown Roseau
Today marks the official launch of the festivalBut it’s also a time of strong cultural expression. The capital comes alive with the sounds and colors of Creole: parades, traditional performances, crafts and local cuisine.
“The Kalinago people, our indigenous communities, will also be in the spotlight,” Williams points out. “It will be a day to celebrate our heritage.”
An island ready to welcome, a vision supported by culture
In the words of Marva Williams, we’re talking about a coherent coherent tourism strategy to strengthen access, build a strong image, invest in living culture and promote sustainable tourism, rooted in local communities.
Dominica is not content to be “natural”: it is ambitious, structured and resolutely focused on tourism for the future, where every event, every project, every welcome is an invitation to rediscover the Caribbean in a different way.
