ON LOCATION: Flair FAM Spotlights the Dominican Republic as New Vacation Packages Launch

The turquoise water surrounding Saona Island is almost impossibly clear as our catamaran anchors just offshore. For many travellers, this is the Dominican Republic they expect: Postcard-perfect beaches, rum punch and white sand.

But this press trip, organized by Flair Airlines, the Dominican Republic Ministry of Tourism and Enjoy Travel Group, set out to show something more.

TravelPulse Canada joined Flair on the recent familiarization (FAM) trip to the DR. Alongside a small group of Canadian influencers, we spent several days exploring Punta Cana and beyond, experiencing cultural landmarks, natural landscapes and resort stays designed to highlight the destination’s broader appeal.

Participants arrived on a Flair Airlines flight from Toronto Pearson (YYZ) to Punta Cana International Airport (PUJ) before embarking on a multi-day itinerary.

This is the Dominican Republic they expect: Postcard-perfect (Photo Credit: Natasha Lair-McKenty)

A Partnership Focused on Canadian Travel

Canada remains one of the Dominican Republic’s most important markets. According to the tourism board, the destination welcomed 1.1 million Canadian visitors last year, making Canada the second-largest international market after the United States.

Early projections suggest that number could grow again this year.

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“We expect an increase of around 15 percent,” Carlos Batista, International PR Analyst for the Dominican Republic Ministry of Tourism told TravelPulse Canada.

The visit comes just months after Flair launched Flair Vacations, marking the first time the carrier has offered bundled flight-and-hotel packages.

For the airline, the Dominican Republic is a natural place to showcase the new offering.

“We’ve been flying Punta Cana for a couple years and the Dominican Tourism Board offered us a partnership in co-promotion of the route to bring more Canadians down,” said Brittany Philpott, Marketing Manager of Routes and Partnerships at Flair Airlines.

“The last piece was bringing content creators from the Toronto market down to Punta Cana to experience what it’s like to fly with Flair and experience the destination hosted by the ministry.”

More Than Sun and Sand

One of the destination’s biggest challenges, Batista, who hosted the group during the trip, said, is overcoming the perception that the Dominican Republic is only about all-inclusive resorts.

While beach vacations remain a major draw, he notes that about 25 percent of the country’s territory is protected land, including national parks, waterfalls and mountain regions.

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“We are more than beaches,” Batista said.

“We have national parks, natural monuments, waterfalls and incredible biodiversity.

“We are very excited to work with Flair Airlines because we know that we are going to increase the number of tourists from Canada coming to the Dominican Republic."

Batista has spent nearly his entire career in tourism and says he still approaches the job with the enthusiasm of someone discovering the destination for the first time. He has worked with the ministry for almost 27 years, leading media and familiarization trips, guiding visitors through Santo Domingo’s historic sites and helping represent the destination at international events.

“For me, it’s like being on vacation,” Batista said of his work promoting the country. “I live here, I grew up here, and I’ve had the chance to explore the whole country.”

A Different Side of the Destination

While Punta Cana remains synonymous with large beachfront resorts, the itinerary was intentionally designed to show a different side of the country.

During the trip, the group stayed at two Punta Cana properties — Ocean Blue & Sand and Ocean El Faro, both part of the H10 Hotels portfolio.

The itinerary balanced resort time with excursions across the region, including a catamaran trip to Saona Island, one of the country’s most recognizable natural attractions.

Cultural stops included the historic city of Higüey and the Basilica of Our Lady of Altagracia, an important pilgrimage site and one of the Caribbean’s largest churches. The program also included outdoor adventure activities at Bávaro Adventure Park, giving participants a chance to experience another side of the destination beyond the beach.

“You start to peel back the layers of what people expect and see the colour and vibrancy of the country,” said Batista.

Bávaro Adventure Park in Punta Cana. (Photo Credit: Bávaro Adventure Park)

Building Momentum with the Canadian Trade

The collaboration also aligns with Flair’s broader strategy to expand its relationship with the travel trade. Philpott said the airline also sees opportunities to deepen its relationship with travel advisors as the program evolves.

“We just launched Flair Vacations and part of that is really growing that B2B market and building those relationships,” Philpott said.

Philpott travelled with the group throughout the itinerary, swapping impressions about excursions, comparing notes on the flight experience and explaining how the campaign came together behind the scenes. Thoughtful and candid in conversation, she spoke openly about the airline’s ambitions to grow its vacation offering while ensuring travellers feel confident choosing a value carrier.

The company plans to introduce additional packages in the future, including trips within Canada and select U.S. destinations.

Ocean El Faro resort in Punta Cana. (Photo Credit: Jason Summers)

For the Dominican Republic, initiatives like the FAM trip remain a key part of building awareness in Canada.

The tourism ministry regularly hosts both media and travel advisor trips, rotating partners and destinations to showcase different regions of the country.

“We try to show something different every time,” Batista said. “Sometimes it’s culture, sometimes nature, sometimes festivals. It depends on the audience.”

Ultimately, he believes the Dominican Republic’s biggest strength lies in its people.

“Dominicans are always happy,” he said. “Visitors come for the beaches, but many come back because of the people they meet here.”

 

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