Oct 29, 2026
New position will strengthen partnerships and help advance Explore Steuben's long-term vision
CORNING, N.Y. — Explore Steuben has named Christina Oldroyd its Director of Destination Development, a newly created position focused on advancing partnerships and initiatives that will ultimately strengthen Steuben County for visitors, businesses, and residents.
Creating this position is an important step in Explore Steuben’s evolution beyond traditional destination marketing. Oldroyd will work closely with the communities, tourism businesses, government partners, and other organizations that keep Steuben County strong, helping to move priority projects forward and support the county’s long-term destination plan.
“Christina is joining our organization at an exciting time for tourism in Steuben County,” said Kevin Peterson, President and CEO of Explore Steuben. “Our work has grown well beyond simply promoting the destination. We are increasingly focused on strengthening the visitor experience, supporting our communities, encouraging thoughtful investment, and creating opportunities that benefit both visitors and residents. Christina brings the collaborative approach, regional experience, and organizational perspective we need to help turn those ideas into action.”
As Director of Destination Development, Oldroyd will help advance priorities identified through Steuben County’s Destination Management Plan, including increasing year-round visitor experiences, cultural and culinary development, pride of place, mobility, workforce and hospitality initiatives, and stronger collaboration across the county.
Oldroyd brings more than 15 years of experience in strategic communications, marketing, brand development, and organizational leadership to the team. Most recently, she served as Vice President of Brand Development for Finger Lakes Wine Country Tourism Marketing Association. She holds bachelor’s degrees in communication and psychology from SUNY Fredonia.
“I’m thrilled to join the Explore Steuben team as the organization’s first Director of Destination Development,” Oldroyd said. “In this role, I will help bring Steuben County’s destination vision to life by connecting people, ideas, and opportunities across the county. I look forward to building strong partnerships, advancing meaningful projects, and helping shape a destination that continues to grow, thrive, and inspire visitors and residents alike.”
Peterson said the creation of the position reflects a broader shift in how destination organizations serve their communities.
“Marketing will always be a significant part of what we do, but a strong destination also requires investment in the experience itself,” Peterson said. “That means listening to our communities, supporting our tourism partners, identifying gaps and opportunities, and bringing the right people together to make progress. Christina will be instrumental in helping us do that work across Steuben County.”
About Explore Steuben
Explore Steuben is the official destination storyteller for Steuben County, New York, sharing the real people, places, innovations, and unique moments that make this Southern Finger Lakes gateway worth falling for. Through social storytelling and marketing, communications and media relations, partner engagement, destination development, research, and advocacy, Explore Steuben works to strengthen the visitor economy while supporting the communities and businesses that make this region one to discover—and savor.
For more information, visit ExploreSteuben.com.