The Attention Economy: A Case Study on La Perle des Antilles
- 5 days ago
- 5 min read
For as long as I can remember, my country has carried the weight of hardship. During my summer vacations in Grand-Goâve, I would wake up in the morning to play with the kids in the neighborhood, but they'd often have to tend to their family obligations by fishing on a small "bwa fouye." Left alone on the beach, all I could do was think and talk to my grandpa; often asking questions in the hopes to understand why kids were left to worry about providing for their family.
But there was a time when my country stood as a symbol of prosperity and real economic potential. There was a time where we held a strong influence in the Caribbean and shined internationally. A time before multi-media campaign channels, when we understood how to position ourselves as “La Perle des Antilles.”
“La Perle des Antilles” wasn’t just a poetic label. It reflected a real economic and cultural reality. The phrase, still present on our number plates today, is a reminder of a time when Haiti had built an international image strong enough to attract American tourists and global attention. Under the leadership of Dumarsais Estimé, the international exposition for the bicentenary of Port-au-Prince set a precedent. At a time when television wasn’t even widespread, Haiti had mastered visibility, desirability, and cultural export on a global scale. That visibility translated directly into economic activity. Tourism, culture, and perception worked together to create real value.
Haiti wasn’t just a place; it was a brand.
Like generational wealth, we were able to benefit from this positioning across different regimes. Even during complex political periods, such as the François Duvalier era, the country maintained economic growth of around 5% annually until the 1980s. This period of time (1960 - 1990's), is where things get very interesting. So interesting, I could write a separate article on just this alone, but I'll keep it brief. While Haiti was able to jumpstart Carribean tourism, the regime change of Hispaniola, as a whole directly, influenced the economic trajectory of both countries.
Learning your history grounds you, but true growth starts when you cross borders.
It's in looking back and comparing trajectories with our closest reference, we begin to see a very clear difference in approach. Today, Haiti’s GDP is around $39 billion, while the Dominican Republic’s is approximately $138 billion. That's about 4 times larger than Haiti's GDP, giving the Dominican Republic the ability to spend more money than Haiti produces. Which begs the question: what path did the Dominican Republic follow during their regime change to achieve their economic upswing?
When we break this down even further, we observe a country that has sustained an average economic growth of approximately 5.3% annually between 1982 and 2018. This growth is largely driven by tourism, with millions of visitors flowing into the country each year. But beyond tourism, what stands out is the importance the Dominican Republic places on public image and branding, not only to attract tourists, but also to secure foreign investment.
You can see this strategy in action at the end of every trip. After visiting the Dominican Republic, you are likely to receive a follow-up email asking you to complete a survey about your experience. This reflects a strong emphasis on data collection and understanding their audience. In an era where consumer data is one of the most valuable assets, the Dominican Republic makes it a a priority to track their metrics and gather insights to continiously optimize their international image. By understanding their target market and adapting accordingly, the DR stands as the fastest-growing economy in the Caribbean.
While our history has been tumultuous since the 1980s, the one thing Haiti has managed to consistently maintain over the years is attention. Haiti holds a strong international cultural presence, even through the most difficult periods. Our music has been present on the global stage for years. Today, artists like Michaël Brun and Joe Dwèt Filé continue to carry that legacy forward. Konpa is evolving, and the cultural wealth transfer between generations is happening successfully. Joe Dwèt Filé, for example, sold out one of the largest concert venues in Paris (Accor Arena), performing on the same stage as artists like Daft Punk, Prince, and Beyoncé. His music has crossed borders, gaining traction in Europe, Africa, and across the Americas.
Sports have become one of Haiti's most powerful tools for capturing global attention. At both the Summer AND Winter Olympics, Haiti took over global headlines for our opening ceremony outfits. Our return to the FIFA World Cup, after a 52-year absence, brings us back into the global spotlight, with our recent match against Scotland winning the hearts of fans around the world. Moment after moment, our impact extends far beyond the final score and offers more than just representation, because we have something extremely valuable: attention.
The cycle is clear. Our culture, talent, and presence continue to generate visibility on a global scale. However, we struggle to convert that visibility into tangible economic value.
There is a clear gap between the attention we generate and the value we extract from it.
Today, the Dominican Republic stands as the economic powerhouse of the Caribbean, and this is not by accident. With approximately 11.6 million tourists in 2025, Haiti's entire population, the country generated over $20 billion in revenue, a figure that comes very close to Haiti’s entire GDP. This comparison highlights two very different approaches. On one side, Haiti continues to generate attention but struggles with value creation. On the other, the Dominican Republic has built systems that allow it to consistently convert perception into economic growth. Their strategy did not happen overnight. It is the result of sustained effort, structured planning, and continuous optimization.
Haiti does not lack exposure; we have proven that repeatedly. What we lack is the system behind it. If we take the time to observe, adapt, and implement similar strategic frameworks while tailoring them to our identity, we can recognize clear patterns that lead to growth. The Dominican Republic did not necessarily surpass Haiti because of superior resources, but because of its ability to structure and capitalize on opportunity over time. Their tourism industry continues to grow, with increases approaching 10% annually, and that growth is far from slowing down.
The real question is not whether Haiti can generate attention, we already know we can. The real question is: what economic engine are we building to finally convert this attention into real economic value?
This is an Æra Hope x Xavier Tardieu Lewis writing collaboration.
Image sources noted in descriptions.
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