Director of Tourism

The Director of Tourism, who also serves as Chief Executive Officer (CEO) of the Discover Dominica Authority (DDA), leads the nation’s tourism agenda. This role is centred on developing and managing tourism policies, strategic marketing, sustainable growth initiatives, stakeholder relations, and organisational oversight.

Core Responsibilities & Institutional Role

The Director of Tourism/CEO reports to the DDA Board and the Ministry of Tourism. The role’s responsibilities, as outlined in official job documents, include:

• Establishing national tourism policy and implementing the Tourism Master Plan in coordination with ministry objectives.
• Leading strategic planning and development initiatives that promote sustainable tourism, support infrastructure upgrades, and align with economic goals.
• Overseeing marketing strategy and execution, including digital campaigns that present Dominica as a premier adventure and eco-tourism destination.
• Building and managing key partnerships with airlines, regional and international tourism bodies, local industry players, and cultural institutions.
• Supervising the DDA’s financial operations, including budgeting, accountability, procurement, and resource optimization.
• Leading the DDA organizational team, fostering performance, innovation, and alignment with strategic goals.
• Representing Dominica at global platforms, such as CTM, ITB, and CARICOM forums, and presiding over event planning, promotion, and execution.

Functions in Practice

The Director directs tourism destination development by supporting eco-resorts, trail systems, and projects like the upcoming cable car to Boiling Lake. The role requires a focus on infrastructure readiness, airlift expansion, and community engagement, ensuring cultural festivals remain central to tourism strategy. Leading on digital outreach, the Director coordinates media, manages crisis communications, and promotes tourism education initiatives.

Leadership Tenure

Colin Piper served as Director of Tourism and CEO for 15 years, stepping down on May 5, 2024. Under his leadership, the DDA navigated multiple crises, including hurricanes and the COVID‑19 pandemic.

Recent Appointment

On August 1, 2024, Marva Williams assumed the role of Director of Tourism/CEO. Her background, spanning events, marketing, and policy, reflects the emphasis placed on branding, digital strategy, and sustainable cultural tourism.

Below are individuals who held the role prior to the current and immediate past incumbents:

1. Colin Piper (2009–2024): Long-serving CEO/Director and tourism stabilizer during crises.
2. (Names & tenures of earlier holders not avilable yet…)

The Director’s Evolving Role

The Director of Tourism in Dominica acts at the nexus of public policy, economic growth, sector regulation, and cultural promotion. As CEO of the DDA, the role demands leadership in sustainable tourism development, marketing innovation, stakeholder coalition building, and crisis management. With strategic appointments like Colin Piper and Marva Williams, the position continues to evolve toward integrated, resilient destination management.