Dominica's New Marketing Chief: A Strategic Move to Boost Tourism

The Discover Dominica Authority has appointed Wendy Lake as its new Destination Marketing Manager, effective June 1, 2026. This strategic hire aims to strengthen Dominica's international profile and drive sustainable growth in visitor arrivals.

Who is Wendy Lake?

Lake brings 16 years of experience in the Caribbean tourism industry. Her background includes destination branding, market analysis, stakeholder relations, and developing targeted marketing campaigns. She holds a Master of Science in International Strategic Marketing with Distinction from the University of the West Indies, St. Augustine campus, along with a Bachelor's degree in Management Studies and a professional certification.

What Will She Do?

As Destination Marketing Manager, Lake will lead the Authority's central marketing team, focusing on:

• Brand development
• Trade partnerships
• Data-driven marketing strategies across key tourism markets
• Enhancing Dominica's appeal to visitors
• Coordinating promotional efforts regionally and internationally

Why Now?

Dominica is experiencing increasing interest from travelers seeking nature-based, wellness, and adventure tourism experiences. The appointment aligns with ongoing international marketing efforts to capitalize on this trend.

Leadership Perspective

Marva Williams, CEO and Director of Tourism, expressed confidence: "Wendy's appointment brings valuable marketing leadership... Her deep industry insight and collaborative approach will be instrumental in building impactful partnerships, enhancing our brand presence and positioning the destination effectively in a dynamic global market."

Lake's Vision

"I am excited and truly honoured to begin a new chapter... I look forward to contributing to the promotion and marketing of beautiful Dominica, showcasing its rich culture, breathtaking natural beauty, authentic experience, and warm people to the world," said Lake.

The Discover Dominica Authority remains focused on strategic marketing initiatives to strengthen competitiveness, increase visitor arrivals, and create lasting benefits for the local tourism industry.