Sep 4, 2025
More Than a Map: Where Inspiration Meets Information
2025 NYS Tourism Excellence Awards Honoree: Printed Materials
Join us on Thursday morning in Lake George at the 2025 NYS Tourism Excellence Summit where Kristina Mukherjee, Director of Marketing & Communications at Destination Dutchess, will share the Discover Dutchess Destination guide as a case study. This session will share best practices in creating an engaging, relevant, and inclusive travel guide that resonates with today’s travelers. From leveraging travel trends and local voices to rethinking design and prioritizing representation, you’ll learn how to produce a guide that both inspires and informs.
Why You Should Attend This Session:
- Learn how to elevate your travel guide with content, design, and storytelling that reflect today’s travelers.
- Take away actionable ideas for practical planning, collaboration, inclusion, and innovative presentation.
Key Takeaways:
- How to use current travel trends and authentic local voices to engage readers.
- Why content, collaboration, and representation remain essential to success.
- Practical tips for reimagining how information is presented to better serve visitors.
About Kristina:
Kristina Isabel P.D. Mukherjee, CTA, is the Director of Marketing & Communications for Destination Dutchess. She brings over 20 years of experience in brand strategy, storytelling, communications, and community engagement. Her career spans corporate and nonprofit sectors, from working behind the scenes on the iconic New Year’s Eve Ball Drop with the Times Square Alliance, to launching a college network for MTV, to helping organizations like Abilities First and Scenic Hudson refine their digital presence. Kristina also serves on the marketing committee for the New York State Destination Marketing Organization. When she’s not promoting Dutchess County and the Hudson Valley, she’s happily playing tourist in it, dining at the newest eateries, exploring kid-friendly hikes, and attending community events.
Destination Dutchess is the officially designated destination marketing organization for Dutchess County, New York, and is accredited by the Destination Marketing Accreditation Program of Destinations International. An independent 501(c)(6) non-profit, its award-winning tourism attraction efforts bring millions of dollars in visitor spending to area businesses and major economic investment to the county, benefiting all residents.