Goodwill Ambassador for Dominica

Goodwill Ambassador for Dominica is an honorary title conferred by the Government of Dominica on prominent nationals and cultural figures who have achieved distinction in their fields and can use their influence to promote the island globally. Unlike professional diplomats, Goodwill Ambassadors are drawn from the creative arts, sports, business, and community leadership. Their role is to complement official diplomacy by projecting Dominica’s image abroad, engaging diaspora communities, and inspiring national pride.

Origins and Purpose

The designation of Goodwill Ambassadors emerged as part of Dominica’s cultural and diplomatic outreach after independence in 1978. The government sought to harness the success of high-profile Dominicans to support nation branding, cultural diplomacy, and international visibility. Through this initiative, musicians, artists, and other figures have been officially recognized as cultural envoys, tasked with amplifying Dominica’s presence abroad while nurturing unity at home.

The programme is coordinated through the Ministry of Culture, in collaboration with the Ministry of Foreign Affairs. Appointees receive letters of appointment from the government and are expected to represent Dominica positively in regional and global arenas.

Duties and Responsibilities

Goodwill Ambassadors are entrusted with responsibilities that extend across cultural promotion, community development, and diaspora engagement. These include:

• Representing Dominica at major international cultural, sporting, and business events.
• Acting as role models and mentors to youth, encouraging national pride and creativity.
• Strengthening ties with diaspora communities in hubs such as London, New York, and Toronto.
• Promoting Dominica’s creative industries, eco-tourism, and cultural heritage abroad.
• Partnering with institutions like the Division of Culture and Dominica Festivals Commission to support initiatives including the World Creole Music Festival and DOMFESTA.

Notable Goodwill Ambassadors

• Ophelia Marie – One of Dominica’s earliest cultural icons, celebrated for bringing Cadence-lypso music to international prominence.
• Michele Henderson – Singer-songwriter and flutist from Grand Bay, acclaimed regionally and internationally. She composed the official CARICOM anthem, Celebrating CARICOM, and was named a Goodwill Ambassador for her role in advancing Dominican music and cultural diplomacy.
• Asa Bantan – Known as the “Bouyon Boss”, Asa was appointed Goodwill Ambassador in 2020. His high-energy music and widespread popularity have helped promote Bouyon music as a distinctly Dominican genre while amplifying the island’s cultural identity abroad. He also serves as Brand Ambassador for DBS Radio and Trois Piton Water.
• Dr. Lennox Honychurch – Recognized as a historian and cultural custodian, his work interpreting Dominica’s history for international audiences functions as a form of goodwill representation.
• Alwin Bully – Playwright, artist, and flag designer whose career advanced Dominica’s theatre and cultural expression across the Caribbean, embodying the essence of a goodwill envoy.

Diaspora and Cultural Diplomacy

Goodwill Ambassadors extend Dominica’s reach within its diaspora communities. By participating in Creole festivals in North America and Europe, performing at international music festivals, and lending their names to cultural campaigns, they project Dominica’s heritage to new audiences. Their informal but influential role bridges diplomacy, culture, and people-to-people connections.

The programme has become especially important for cultural resilience, reinforcing identity among younger Dominicans abroad and promoting Dominica as a hub of Caribbean creativity. In addition, Goodwill Ambassadors are often used to generate international support during crises, such as after Hurricane Maria in 2017, when musicians and diaspora leaders organized relief concerts and fundraising efforts.

National Significance and Legacy

The institution of Goodwill Ambassadors highlights the centrality of culture and heritage in Dominica’s national identity. By elevating the achievements of leading artists and thinkers, the government ensures that Dominica’s story is told not only through formal diplomacy but also through music, literature, and performance. These ambassadors serve as enduring symbols of Dominican resilience, pride, and creativity.