Wendy Lake, Destination Marketing Manager, Discover Dominica Authority. (Photo Credit: Discover Dominica Authority)
WHY IT RATES: The industry veteran will put her robust experience to work to drive awareness and visitor growth for the Caribbean island destination.—Patrick Clarke, TravelPulse Senior Editor
The Discover Dominica Authority (DDA) has appointed Wendy Lake as Destination Marketing Manager, effective June 1, 2026. In her new role, Lake will lead strategic marketing initiatives aimed at increasing awareness of Dominica and supporting sustainable tourism growth across key international markets, including the United States.
Lake brings more than 16 years of experience in Caribbean tourism marketing, with expertise in destination branding, market research, stakeholder engagement, and integrated marketing campaigns. Throughout her career, she has developed and strengthened partnerships across the public and private sectors to advance tourism growth and enhance destination visibility.
A graduate of the University of the West Indies, St. Augustine campus in Trinidad and Tobago, Lake holds a Master of Science in International Strategic Marketing with Distinction, as well as a Bachelor of Science in Management Studies with a minor in Economics. She also holds a professional certification in Administrative Professional Secretaryship.
Her background in operations, project management, and destination marketing provides a well-rounded perspective on evolving travel trends and consumer behavior, positioning her to help strengthen Dominica's presence in an increasingly competitive tourism landscape.
As Destination Marketing Manager, Lake will oversee the DDA's marketing team and lead efforts focused on brand development, trade and media partnerships, and data-driven marketing strategies designed to increase visitation and elevate Dominica's profile among travelers seeking nature, wellness, and adventure experiences.
Her appointment comes as demand continues to rise for immersive, experience-driven travel, with travelers increasingly seeking destinations that offer authentic cultural connections and outdoor exploration.
"Wendy's appointment brings valuable marketing leadership to our team as we continue to strengthen Dominica's position in the marketplace," said Marva Williams, Chief Executive Officer and Director of Tourism at the Discover Dominica Authority. "Her deep industry knowledge and collaborative approach will be instrumental in expanding strategic partnerships, enhancing our brand presence, and showcasing all that Dominica has to offer."
Lake expressed enthusiasm about joining the organization and contributing to the destination's continued growth.
"I am excited and honored to begin this new chapter as Destination Marketing Manager with the Discover Dominica Authority," said Lake. "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. I am grateful for this opportunity and excited to work alongside our team and stakeholders to strengthen the destination’s visibility, foster meaningful partnerships, and support the continued growth of tourism in Dominica.”
The Discover Dominica Authority continues to advance strategic marketing initiatives that support long-term tourism development while preserving the island's natural and cultural assets.
For more information, visit discoverdominica.com or follow @DiscoverDominica on social media.
SOURCE: Discover Dominica Authority press release.
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