2026 NYS Tourism Excellence Awards Recipients Announced

TROY, NY – The New York State Tourism Industry Association (NYSTIA) today announced the recipients of the 2026 New York State Tourism Excellence Awards. Each year, this program honors exceptional achievements by New York’s destination marketing organizations, attractions, and tourism professionals across a wide range of categories, including marketing, destination stewardship, and leadership. Honorees will be celebrated at a special ceremony and reception, hosted by presenting partner Advance Travel & Tourism, on Thursday, September 17, 2026, in Corning, New York.

“If there’s one thing a trip to the Crystal City guarantees, it’s a moment of reflection,” remarked Cass Majestic, Board Chair of the New York State Tourism Industry Association. “The NYS Tourism Excellence Awards & Summit isn't just about presenting awards, reviewing committee reports or casting board ballots—it’s where we pause to look at what we've built over the past year and refine our strategy. Think of it as a masterclass in transparency and brilliant design. I promise you’ll leave Corning with sharp insights, fresh partnerships, and an absolute conviction that New York's tourism industry shines brighter than ever. See you in the Gaffer District!”

Open to all tourism professionals and organizations throughout the state, the New York State Tourism Excellence Awards are determined through a competitive evaluation process led by a panel of impartial industry experts. Earlier this year, the Tourism Excellence Awards Committee restructured several categories to better reflect the full scope of work across New York's tourism industry. New subcategories were introduced under Excellence in Tourism Marketing Campaigns, Projects & Programs, including Creative for Tourism Marketing, Overall Tourism Marketing, and International Tourism Marketing. The Committee also launched a new Excellence in Transformational Tourism Stewardship category, recognizing Destination Development & Community Engagement, Tourism Advocacy, and Workforce Development. Entries spanned the entirety of New York State, providing the judges with a challenging task of evaluating a diverse slate of highly qualified submissions across this expanded range of recognition.

“It seems that each year the standards of excellence recognized by the NYS Tourism Excellence Awards & Summit are both elevated and evolved,” observed Bob Provost, President of the New York State Tourism Industry Association. “They reflect the increasing sophistication of the visitor industry and the enlightened perspective of the intricate ecosystem of the visitor economy. The addition of Tourism Excellence Workshops in 2025 further enhanced the attendee experience, enabling them to learn from and appreciate the significance and relevance of the work being recognized.”

"Administering the Tourism Excellence Awards is an honor, and one I look forward to each year,” stated Rachele Markle, NYSTIA staff liaison to the New York State Tourism Excellence Awards Committee. “None of this would be possible without two groups of people who deserve our gratitude: the nominators who documented and submitted the outstanding work happening across the state, and the experienced volunteer judges who gave their time to carefully evaluate each submission. A sincere thank you to those who serve on the Tourism Excellence Awards Committee and this year’s panel of judges: Megan Arnone Eckwahl, Hayley Coriaty, Beth Duane, Claire Dunlap, Michelle Enright, Sarah Foster Calero, Corey Fram, Ryan Geraghty, Brandi Guerinot, Nick Gunn, Nigar Hale, Danae Jones-Persip, Diana Keating, Olga Luz Tirado, Cass Majestic, Maeve McEneny, Elizabeth Pantano, Kevin Peterson, Shane Rhinewald, Dwayne Thomas, Regina Wagner, and MacKenzie Zarzycki.”

Award recipients are recognized in the following format:

Nominee/Campaign/Project Name
Organization Name
Award Category: Subcategory
- *Budget Subcategory (if applicable)

*To ensure fair competition among organizations of similar budgets, nominators are asked to include the nominated organization’s total annual tourism operating budget (under or over $500,000). In the case(s) where a category receives nominations in both budget ranges, two awards—one in each budget range—are awarded.

Carol Eaton
Visit Syracuse
Excellence in Leadership: Career Achievement

Michele Vennard
Albany Convention Center Authority
The New Yorker Award

The Catharine Valley Trail Experience Project
East Shore Marketing on behalf of Watkins Glen Chamber of Commerce
Excellence in Tourism Marketing Campaigns, Projects & Programs:
Creative for Tourism Marketing
- Annual Tourism Operating Budget less than $500,000

Where You Go Matters. Make It Count.
Tour Cayuga
Excellence in Tourism Marketing Campaigns, Projects & Programs:
Creative for Tourism Marketing
- Annual Tourism Operating Budget $500,000 or more

 My New York Vibe
Paperkite on behalf of NYSDMO
Excellence in Tourism Marketing Campaigns, Projects & Programs:
Digital Marketing Campaign
- Annual Tourism Operating Budget less than $500,000

Commander in Cheers Beers
Destination Dutchess
Excellence in Tourism Marketing Campaigns, Projects & Programs:
Digital Marketing Campaign
- Annual Tourism Operating Budget $500,000 or more
 

My New York Vibe
Paperkite on behalf of NYSDMO
Excellence in Tourism Marketing Campaigns, Projects & Programs:
The Great Outdoors of New York State
- Annual Tourism Operating Budget less than $500,000
 

Destination Dutchess Farm Finder
Destination Dutchess
Excellence in Tourism Marketing Campaigns, Projects & Programs:
The Great Outdoors of New York State
- Annual Tourism Operating Budget $500,000 or more
 

Alon’s Amplify Business Development Program
Alon Tourism Solutions
Excellence in Tourism Marketing Campaigns, Projects & Programs:
Innovations & Strategies to Address New/Unique/Changing Markets
- Annual Tourism Operating Budget less than $500,000
 

Visit Rochester Reimagines Canadian Outreach with “Dear Canada”
Visit Rochester
Excellence in Tourism Marketing Campaigns, Projects & Programs:
Innovations & Strategies to Address New/Unique/Changing Markets
- Annual Tourism Operating Budget $500,000 or more
 

Online International Inbound Travel Training Program
Alon Tourism Solutions & IITA
Excellence in Tourism Marketing Campaigns, Projects & Programs:
International Tourism Marketing

Erie Canalway Bicentennial Marketing Campaign
Erie Canalway National Heritage Corridor
Excellence in Tourism Marketing Campaigns, Projects & Programs:
Overall Tourism Marketing
- Annual Tourism Operating Budget less than $500,000
 

Destination Dutchess Rev250
Destination Dutchess
Excellence in Tourism Marketing Campaigns, Projects & Programs:
Overall Tourism Marketing
- Annual Tourism Operating Budget $500,000 or more
 

The Catharine Valley Trail Experience Project
East Shore Marketing on behalf of Watkins Glen Chamber of Commerce
Excellence in Tourism Marketing Campaigns, Projects & Programs:
Printed Materials
- Annual Tourism Operating Budget less than $500,000
 

This Is Cooperstown Inspiration Guide
Destination Marketing Corporation
Excellence in Tourism Marketing Campaigns, Projects & Programs:
Printed Materials
- Annual Tourism Operating Budget $500,000 or more
 

Discover Saratoga Public Relations Program
Travel Alliance Partnership on behalf of Discover Saratoga
Excellence in Tourism Marketing Campaigns, Projects & Programs:
Public Relations Campaign

New York Susquehanna Basin Water Trail
2k Design on behalf of This Is Cooperstown/Otsego County, Visit Binghamton, Discover Chemung, Friends of the Chemung River Watershed, Explore Steuben, and Experience Tioga
Excellence in Tourism Marketing Campaigns, Projects & Programs:
Trails & Itineraries
- Annual Tourism Operating Budget less than $500,000 

Discover Saratoga’s “Trip Ideas”
Discover Saratoga
Excellence in Tourism Marketing Campaigns, Projects & Programs:
Trails & Itineraries
- Annual Tourism Operating Budget $500,000 or more
 

ADK DATA
Regional Office of Sustainable Tourism (ROOST)
Excellence in Tourism Marketing Campaigns, Projects & Programs:
Using Data to Drive Success

New York Susquehanna Basin Water Trail
2k Design on behalf of This Is Cooperstown/Otsego County, Visit Binghamton, Discover Chemung, Friends of the Chemung River Watershed, Explore Steuben, and Experience Tioga
Excellence in Transformational Tourism Stewardship:
Destination Development & Community Engagement
- Annual Tourism Operating Budget less than $500,000
 

Yōkoso to Cooperstown (ようこそ Cooperstown)
This Is Cooperstown
Excellence in Transformational Tourism Stewardship:
Destination Development & Community Engagement
- Annual Tourism Operating Budget $500,000 or more
 

ACORNS & JR. ACORNS
Genesee County Parks, Recreation and Forestry
Excellence in Transformational Tourism Stewardship:
Sustainable Stewardship
- Annual Tourism Operating Budget less than $500,000
 

Discover Saratoga’s Chowderfest
Discover Saratoga
Excellence in Transformational Tourism Stewardship:
Sustainable Stewardship
- Annual Tourism Operating Budget $500,000 or more
 

DMO/County Grant Program
Sullivan Catskills Visitors Association
Excellence in Transformational Tourism Stewardship:
Tourism Advocacy
 

“One Laugh at a Time” A National Comedy Center Memory Cafe
National Comedy Center
Excellence in Transformational Tourism Stewardship:
Tourism Equity & Inclusion

Economic Development/Workforce Development Web Pages
Black Dog Designs, LLC on behalf of Washington County Planning Department
Excellence in Transformational Tourism Stewardship:
Workforce Development
- Annual Tourism Operating Budget less than $500,000
 

Visit Rochester Frontline Toolkit
Visit Rochester
Excellence in Transformational Tourism Stewardship:
Workforce Development
- Annual Tourim Operating Budget $500,000 or more

Liza Ochsendorf
Warren County Workforce Development
Excellence in Transformational Tourism Stewardship:
Workforce Development
- Individual Subcategory Recipient
 

Hayley Coriaty
Alon Tourism Solutions
Excellence in Young Professional Leadership

About New York State Tourism Industry Association:

The New York State Tourism Industry Association (NYSTIA) is a member-driven, 501(c)6 nonprofit organization at the vanguard of transformational tourism marketing, stewardship and long-term strategic planning. We assist our members in advancing responsible economic growth, creating jobs, revitalizing communities, supporting small business success, and increasing state and local tax revenues in order to improve the standard of living, quality of life and pride of place for New York State communities and residents. We achieve these goals by facilitating the success of our members in realizing the economic potential of New York State's tourism industry as a catalyst for collaborative initiatives, exceptional marketing programs, industry research and legislative awareness for the private sector of New York State's tourism industry. www.nystia.org

About Advance Travel & Tourism

Advance Travel and Tourism, a national digital marketing agency specializing in destination marketing, now includes the expertise and reach of Advance Media NY Travel & Tourism. This partnership provides clients with enhanced benefits, including access to deeper data resources for targeted audience engagement, national best practices in travel and tourism strategies, and the expanded expertise of a nationwide team specializing in destinations, attractions, museums, and casinos. https://www.advancetravelandtourism.com/