Located on the dramatic cliffs of Dominica, Secret Bay is the perfect picture of eco-elegance. Leve Global’s Founder, Dr. Auliana Poon, armed Secret Bay with a revolutionary idea to set this world-renowned resort apart: the “Noble Savage,” a barefoot butler who serves as your personal guide to the soul of Dominica. And who better than a Rasta to embody this role of the noble savage?

This visionary concept emerged from a collaboration between Secret Bay’s developers and Dr. Auliana Poon during the execution of a €6 million EU-funded Eco-Tourism Development Project led by Leve Global (then Tourism Intelligence International). The challenge was to create an experience that was both luxurious and authentically Dominican, one that went beyond the superficial and connected guests to the island’s vibrant culture and pristine environment.

Dr. Poon saw the answer in the Rastafarian community. With their deep reverence for nature, their “Ital” lifestyle of clean living, and their inherently low environmental footprint, they were the living embodiment of Dominica’s brand promise. The “Noble Savage” is more than a butler; he is a philosopher, a guide, a chef, a concierge and a friend, all rolled into one.

“The Rastafarian lifestyle is one of natural harmony,” explains Dr. Poon. “Their philosophy of living in tune with the earth, of treating the body as a temple, is the purest form of sustainability. The footprint of a Rasta is very low. We wanted to weave that spirit into the very fabric of the guest experience.”

The noble savage concept is a powerful example of how Leve Global helps clients find the unique, authentic story that elevates their brand from excellent to unforgettable.