Measuring Impact: The Role of KPIs in Building Sustainable Tourism in Samaná

As part of the Tourism Impact Alliance project, we have developed a comprehensive set of Key Performance Indicators (KPIs) designed to advance sustainability in tourism. These indicators are currently being tested across several destinations, including the Dominican Republic. In this interview, we speak with Lisette Marie Gil Muñoz, a key figure leading this initiative in the province of Samaná. Lisette shares valuable insights into the role of KPIs in fostering sustainable tourism, the challenges encountered during the pilot phase, and how integrating these indicators can drive meaningful and measurable progress. Our conversation also highlights the importance of local collaboration, effective data collection, and the potential of this pilot project to serve as a scalable model for other regions.

With over 30 years of experience in sustainable tourism, Lisette Marie Gil Muñoz has made significant contributions in both the private and public sectors. She played a pivotal role in developing the Dominican Republic’s first sustainable destination management model and currently leads the Sustainable Tourism Circuit in Samaná, which involves more than 100 local businesses.

Lisette shares expert insights into sustainable tourism in the Dominican Republic.

What drew you personally to this project, and how important do you consider the introduction of KPIs for tourism in the Dominican Republic?

The ability to measure tourism impacts across a wide range of variables offers my country a real opportunity to develop tourism in a more sustainable way—socially, economically, environmentally, and culturally. I firmly believe that tourism should first and foremost enhance the quality of life of local communities, and only secondarily serve visitors. In the Dominican Republic, this principle is still not sufficiently reflected in current practices. Tourism is a major source of foreign exchange, yet at the same time local communities often face water scarcity and inadequate public services. What motivates me most is the possibility of making this reality visible through data, and of delivering a clear, evidence-based message to decision-makers. I hope to see a fundamental shift in the Dominican tourism development model. Together with TourCert, we also aim to implement a pilot project that can serve as a reference for other destinations within the “Destinos del Futuro” network.

To what extent are KPIs already being used in the Dominican Republic, and what impact have they had so far?
The indicators currently used in the Dominican Republic mainly focus on tourism demand and are collected by the Ministry of Tourism and the Central Bank. These include metrics such as the number of arrivals, country of origin, average length of stay, and average expenditure. On the supply side, only limited data is considered, such as the number of available hotel rooms and direct employment generated by tourism. However, many important indicators remain unaddressed, including environmental impacts, the quality of life of local residents, and access to essential services such as healthcare and education. With the introduction of these new KPIs, we are entering new territory together with TourCert. I strongly hope this approach will be adopted systematically in the future, particularly by the Ministry of Tourism, which has already expressed interest.

Tourism should primarily serve local communities.

Which pilot destinations are involved, and why were they selected?

The province of Samaná is the first destination where these indicators are being tested. The reason is that it already has a horizontally structured tourism system built around a value chain within a Sustainable Tourism Circuit. Most of the necessary data is available in this region, which facilitates the process. Still, implementation remains complex due to the lack of basic measurement tools. For example, to estimate water consumption, we currently rely on benchmarks from other Caribbean destinations, as most tourism businesses do not have water meters installed. There are clear challenges, but we are addressing them step by step.

A beachfront hotel in Samaná where sustainable tourism practices are being tested to protect natural resources and benefit the local community.

What are the concrete objectives of the pilot phase, and how will it be implemented?
The objectives are twofold. First, we aim to collect as many indicators as possible to establish a solid baseline for regular, systematic annual measurement. Second, we want to embed the use of these indicators as an annual practice to track progress or setbacks, enabling both public authorities and private stakeholders to take targeted action. In this initial phase, we are collaborating with academic institutions. Two internship positions have been created for final-year tourism students who support us in research and data collection.

How is the data being collected, and which methods are used?
We apply several methods. The first involves analyzing official data sources and academic studies. The second consists of surveys conducted with private sector businesses, local stakeholders, and tourists. In some cases, we need to estimate data using simple formulas to arrive at realistic approximations. Key sources include the National Statistics Office, Central Bank data, and studies from SITUR.

What challenges do you expect, and how do you plan to address them?
There is currently no established practice in the Dominican Republic of systematically measuring sustainability indicators in tourism destinations. One of the biggest challenges is therefore the lack of specific data. Our goal is to build awareness within the sector so that data collection and monitoring become a standard part of professional practice. At this stage, we often need to actively search for data, conduct our own research, and in some cases generate data ourselves through estimation or benchmarking with more advanced destinations.

Pristine water sources like these are increasingly under pressure in the Dominican Republic, underscoring the urgent need for sustainable water management in tourism.

Are there specific sustainability indicators you consider particularly relevant for local tourism development? Why?
Water consumption is a critical indicator, as the Dominican Republic is officially classified as a water-scarce country, and many communities still lack access to this essential resource. Uncontrolled tourism development, especially without proper planning, further exacerbates this already alarming situation. Another key issue is the carrying capacity of sensitive natural areas, such as national parks, which has not been adequately addressed so far. Some destinations, like Saona Island, are extremely popular and receive more than 1.5 million visitors, yet there is virtually no wastewater or waste management in place. These are two particularly concerning examples. Governance is also of major importance and one of the core areas TourCert is focusing on in order to strengthen it within destinations.

How would you describe your collaboration with the Ministry of Tourism and other local stakeholders?
We maintain very strong relationships with the Ministry of Tourism (MITUR) as well as with local stakeholders. Our role is to contribute from a professional and respectful standpoint, offer alternative solutions, and work collaboratively toward sustainable development in Samaná. Since 2019, we have been actively engaged in promoting sustainable tourism together with TourCert, an effort that is highly valued by MITUR. The Ministry now even considers us a trusted advisor on sustainable tourism matters.

What are your long-term expectations regarding the introduction of KPIs in the Dominican Republic?
We hope that this pilot project in Samaná will be expanded to all tourism regions across the country and become an integral part of a strategic planning process based on real, sector-specific data, as well as regional insights and quality-of-life indicators. In addition, we aim for this pilot to be successful enough to serve as a model that can be replicated in other destinations within the “Destinos del Futuro” network across Latin America.

Are there other regions or countries in Latin America and the Caribbean where KPIs are being tested? Do you see differences in how they are applied?
All destinations should apply KPIs, even if some adjustments are necessary. For instance, a historic urban destination may need to adapt indicators related to ecosystems or biodiversity conservation, as these elements may not be present in the same way. Overall, I am convinced that KPIs are highly effective—and we intend to prove it. We hope that other destinations in Latin America within the network will adopt these indicators, enabling comparative exchange and mutual learning between our countries.

Thank you, Lisette, for sharing your inspiring vision and these valuable insights into how KPIs can actively shape the future of sustainable tourism.