# MITUR bets on Jarabacoa, Asonahores gathers 300 companies, Casa de Campo, Collado in Chicago and training Canonical-URL: https://turismo.news/en/digest/jarabacoa-ecotourism-asonahores-300-companies-casa-campo Text-Version: https://turismo.news/en/digest/jarabacoa-ecotourism-asonahores-300-companies-casa-campo.txt Markdown-Version: https://turismo.news/en/digest/jarabacoa-ecotourism-asonahores-300-companies-casa-campo.md Language: en Published: 2026-07-17T15:49:26.138Z Modified: 2026-07-17T15:50:11.117Z Author: Joan Sanz Topics: Destinations, Hotels, Airlines Summary: Jarabacoa positions as eco-tourism gem, Asonahores prepares record fair, Casa de Campo bets on young talent and Collado sells DR in Illinois. ## Article Dominican tourism today pivots on three certainties: the interior is no longer just a complement to sun and sand, trade fairs are heading for record participation, and technical training is leveling up with international allies. While Punta Cana and Bávaro remain the arrival engines, the Ministry of Tourism is putting chips on the table for Jarabacoa, Asonahores is preparing its biggest commercial expo yet, and La Romana is reinforcing its hotel talent pipeline. This is a week where the Dominican tourism map widens: we step beyond the coastline. ## Today's brief **Jarabacoa gets the official push from MITUR to become the country's first reference eco-tourism destination.** The Ministry of Tourism, through its promotion directorate, has announced direct support for a campaign to position the area, with a special focus on the **Festival of Flowers 2026**, to be held in the coming months. The initiative aims to attract a longer-stay, higher-spending traveler interested in nature, adventure, and rural culture. - The **Festival of Flowers 2026** is the flagship event: MITUR will promote it in European and North American markets as a differentiated product. - The strategy includes training local guides and improving signage on trails and protected areas. - Jarabacoa competes directly with mountain destinations like Boquete (Panama) or the Santos area (Costa Rica), but has the advantage of being just two hours from Santo Domingo. > **My take:** If MITUR manages to make the Flower Festival not just a weekend event but a year-round destination claim, Jarabacoa can become the first real eco-tourism benchmark in the Dominican Republic. And that opens a door to a traveler profile that today we lose to Central America. Source: [MITUR supports Jarabacoa promotion](https://noticias.mitur.gob.do/noticias/mitur-apoya-promocion-de-jarabacoa-como-principal-destino-ecoturistico-del-pais/) and [Jarabacoa Flower Festival 2026](https://acento.com.do/ecologia/festival-de-las-flores-jarabacoa-2026-9719364.html) **Asonahores confirms its 2026 Trade Expo will bring together over 300 companies, surpassing all previous editions.** The fair, which is consolidating as the main showcase for Dominican tourism offerings to international buyers, will occupy the Punta Cana Convention Center on **October 15 and 16**. The increase in exhibitors reflects the sector's confidence in market stability and investment appetite, with new hotel brands seeking a foothold in the country. - **More than 300 companies** confirmed, an 18% increase over 2025. - The event will feature a business roundtable with **250 tour operators and travel agents** from North America, Europe, and South America. - There will be exclusive pavilions for **hotel technology** and **sustainability**, two areas gaining weight in institutional buyer demand. Source: [Over 300 companies at Asonahores 2026 trade expo](https://acento.com.do/turismo/mas-de-300-empresas-participaran-en-la-exposicion-comercial-2026-de-asonahores-9719755.html) **Minister Collado promotes Dominican Republic to travel agents and tour operators in Illinois.** During an event in Chicago, the tourism minister presented the country's offerings, with special emphasis on new hotels in Punta Cana, the growth of Samaná, and air connections from the Midwest. The move is tactical: Illinois is a high-spending source market, with direct American Airlines and United flights from Chicago O'Hare to Punta Cana, and connectivity has grown 22% in the last year. - Collado highlighted that **RD received 45,000 tourists from Illinois** in 2025, a 14% increase over the previous year. - Tour operators like **Apple Vacations** and **Travel Impressions** announced new packages for the winter 2026-2027 season. - MITUR's presence in Chicago is part of the "Dominican Republic Has It All" campaign, seeking to reposition the destination beyond sun and beach. Source: [Collado promotes RD in Illinois](https://www.arecoa.com/destinos/2026/07/16/collado-promueve-turismo-de-rd-ante-agentes-de-viajes-y-touroperadores-de-illinois/) ## Hotels **Casa de Campo and UniRomana University join forces to boost young talent in La Romana.** The resort, flagship of the chain, has signed a scholarship and internship agreement with UniRomana to train students in hospitality and tourism. Students will rotate through Food & Beverage, Housekeeping, Front Desk, and Nautical Activities departments. The program covers 100% of tuition for 20 students per year. - Casa de Campo, which has just completed a **US$15 million** renovation of its villas and the Teeth of the Dog golf course, aims to secure a local talent pipeline at a time of tension in the hotel labor market. - The initiative includes a **technical English for tourism** course and certifications in customer service under chain standards. - This is a model that other chains in Punta Cana and Bávaro should copy if they want to retain young talent against competition from sectors like logistics and construction. Source: [Casa de Campo and UniRomana boost young talent](https://www.arecoa.com/destinos/2026/07/16/casa-de-campo-y-la-universidad-uniromana-impulsara-el-talento-joven-de-la-romana/) ## Airlines and travel **The collaboration between MIDE, MITUR, and UN Tourism focuses on technical training in tourism for military and police personnel.** This alliance, part of the Armed Forces vocational schools program, will train active personnel and veterans in areas like basic hotel management, tourist service, and destination security. The idea is that those who have served in tourist zones (Samaná, Puerto Plata, La Romana) can retrain professionally into the tourism industry. - **150 military and police** will be trained in the first cohort, scheduled for September 2026. - Courses will be taught by instructors from the **UN Tourism School of Hospitality and Tourism** and professionals from **MITUR**. - The program includes a practical phase at resorts in the north and east zones, with guaranteed spots at chains like **Riu**, **Iberostar**, and **Decameron**. Source: [Defense Ministry, MITUR, and UN Tourism collaborate to strengthen tourism education](https://dominicantoday.com/defense-ministry-mitur-and-un-tourism-collaborate-to-strengthen-tourism-education/) ## What we are watching - **The market response to Jarabacoa promotion.** If European tour operators include combined packages (sun and beach in Punta Cana + eco-tourism in Jarabacoa), the Dominican interior will take a real leap. The indicator: bookings for the fourth quarter of 2026. - **The closing numbers of exhibitors and buyers at Asonahores Trade Expo.** With 300 companies already confirmed, the 400 mark is within reach. If reached, it would be the largest fair in the Caribbean after Fitur. - **The deployment of flights from Chicago and other Midwest hubs.** Collado's bet on Illinois makes sense if American and United maintain the 22% capacity growth. We will see the frequencies for winter. The signals this week are clear: the Dominican tourism sector is not only growing in volume, but is starting to diversify in product (eco-tourism), talent (university agreements and military retraining), and geographic reach of promotion (Chicago). Anyone looking only at Punta Cana is missing the full picture. The country is no longer sold just as a resort with a beach: it sells as a complete tourism ecosystem, and that is what will shield us from any cyclical swings. ## Sources - Arecoa: https://www.arecoa.com/destinos/2026/07/16/casa-de-campo-y-la-universidad-uniromana-impulsara-el-talento-joven-de-la-romana/ - Acento: https://acento.com.do/turismo/mas-de-300-empresas-participaran-en-la-exposicion-comercial-2026-de-asonahores-9719755.html - MITUR - Noticias: https://noticias.mitur.gob.do/noticias/mitur-apoya-promocion-de-jarabacoa-como-principal-destino-ecoturistico-del-pais/ - Dominican Today: https://dominicantoday.com/defense-ministry-mitur-and-un-tourism-collaborate-to-strengthen-tourism-education/ - Arecoa: https://www.arecoa.com/destinos/2026/07/16/collado-promueve-turismo-de-rd-ante-agentes-de-viajes-y-touroperadores-de-illinois/ - Acento: https://acento.com.do/ecologia/festival-de-las-flores-jarabacoa-2026-9719364.html - Tourinews: https://www.tourinews.es/resumen-de-prensa/notas-de-prensa-destinos-turismo ## Citation MITUR bets on Jarabacoa, Asonahores gathers 300 companies, Casa de Campo, Collado in Chicago and training. Turismo News. 2026-07-17. https://turismo.news/en/digest/jarabacoa-ecotourism-asonahores-300-companies-casa-campo