Jul 30, 2026
From Inspiration to Itinerary: Building Award-Winning Destination Content That Drives Visitor Action
2026 NYS Tourism Excellence Awards Honoree: Trails & Itineraries
Join us on Thursday morning in Corning at the 2026 NYS Tourism Excellence Summit where MacKenzie Zarzycki, Vice President of Marketing & Communications at Discover Saratoga, will share how Discover Saratoga developed its award-winning Trip Ideas program by creating curated, traveler-focused itineraries that serve as powerful marketing assets across multiple channels. This session will explore the strategy behind the program, the development process, and how a single piece of content can drive website engagement, partner collaboration, destination awareness, and ultimately inspire visitors to explore more and stay longer.
Why You Should Attend This Session:
- Learn a proven, award-winning content strategy that can be adapted for destinations of any size.
- Discover how one itinerary can be repurposed across your website, social media, email marketing, PR, and partner promotions.
- Leave with practical ideas for creating content that benefits both travelers and local tourism partners.
Key Takeaways:
- A step-by-step framework for developing engaging, traveler-focused itineraries that support destination marketing goals.
- Best practices for maximizing the value of a single content asset across multiple marketing channels.
- Strategies for strengthening partner relationships while creating content that encourages longer stays and greater visitor spending.
About MacKenzie:
MacKenzie Zarzycki is the Vice President of Marketing & Communications at Discover Saratoga, where she leads destination marketing initiatives that inspire travel and strengthen the local visitor economy. Passionate about creative storytelling and data-driven strategy, she has helped expand Discover Saratoga's digital presence through innovative campaigns, owned media, and strategic partnerships. She also serves as the Host & Executive Producer of the Destination Saratoga: All Access podcast, where she showcases the people, places, and stories that make Saratoga County a premier year-round destination.
About Discover Saratoga:
Discover Saratoga is the official tourism promotion agency for Saratoga County, New York. The organization markets the destination to leisure travelers, meeting planners, sporting event organizers, and group tour operators while supporting the county's vibrant tourism industry. Through strategic marketing, public relations, sales, and visitor services, Discover Saratoga works to drive overnight visitation, strengthen the local economy, and showcase the county's world-class attractions, outdoor recreation, arts and culture, horse racing, dining, and year-round events.