Bringing the Dominican Republic to Times Square

17.12.2024 - 21:25 / travelpulse.com / North America / Harvey Chipkin

New York’s Times Square in a chilly December is as far from the Dominican Republic as you can get, but the island's tourism office recently brought a piece of the country to the “crossroads of the world” in the form of a giant transparent dome in Duffy Square right in the heart of Times Square just weeks before the glittering New Year’s ball drops. 

According to Jennifer Elias, marketing director for the island's Ministry of Tourism, the idea was to “bring a little bit of the Dominican Republic to Times Square. “ She told TravelPulse that “we want  visitors to know about our people and our culture.“ She said New York is the destination's largest market, with 1.3 million visitors from the area in 2023, up 5% this year. The dome has been open since  Dec. 6 from 9 a.m. to 9 p.m. daily and closes on Dec. 15.

Helping the Times Square crowds get to know the Dominican Republic, there were merengue dancers and performers in carnival costumes outside the dome, and the dancers put on periodic performances. In the dome, staff served traditional foods like empanadas and sancocho soup, beverages like a coconut lemon drink and strong Dominican coffee. Inside, the music is loud, and the welcome is warm. Said Elias, “The temperature gets warm in the dome so people can feel like they are on the island.”

When the minister of tourism officially opened the dome, David Collado, he said, "With this activation, we want everyone in Times Square to feel the joy, authenticity, and cultural richness of the Dominican Republic. This is more than just a tourism initiative; it is a celebration of the strong ties between our countries and an invitation to discover the beauty and warmth of our home

The thousands of visitors have an opportunity not only to sample the food and drinks but to win souvenirs like mugs and even a chance for a trip to the Dominican Republic. The country also had a pop-up in Times Square last year, but, said Elias, it was white and opaque and “this year we wanted people to see what was happening inside.”  

The Dominican Republic's Ministry of Tourism added a giant dome to Times Square. (Photo Credit: Susan Nagib)

The guests might also learn about all the goings on for 2025 on the island – including some very upscale developments like a new Four Seasons Hotel and Residences in the newly developed Miches area and the St. Regis Cap Cana that is scheduled to open in the spring in the Punta Cana area. 

“We want to keep the momentum going,” said Elias. While the core product remains all-inclusive resorts, she said, the coming of the Four Seasons and the St. Regis demonstrate a move to reach a larger luxury market.

The destination, said Elias, is also expanding its programs for travel advisors. The DO Travel Rewards plan,