Aug 18, 2026
2026 NYS Tourism Excellence Awards Honoree: Marketing Campaigns, Projects & Programs
The Experience-First Approach to Agritourism Marketing
Join us on Thursday morning in Corning at the 2026 NYS Tourism Excellence Summit as Melaine Rottkamp, President & CEO, and Kristina Mukherjee, Senior Director of Marketing & Communications of Destination Dutchess, share how agritourism is a growing opportunity in the Hudson Valley, where farms and agriculture are an important part of the region's identity. But marketing that experience effectively requires more than listing attractions. Learn how Destination Dutchess transformed a traditional farm directory into an experience-first visitor guide that better reflects how travelers actually plan their trips. Through the redesign process, they'll share practical lessons and best practices that any destination can apply when refreshing brochures, guides and other printed marketing materials.
Why You Should Attend This Session:
- Discover how agritourism can be more than a niche market and how it can become a year-round driver of visitation and local economic impact.
- Learn how thoughtful agritourism marketing can strengthen rural economies, support local businesses and encourage year-round visitation.
- Leave with practical ideas you can immediately apply to brochures, maps and visitor guides at your own destination.
Key Takeaways:
- Recognize the role destination marketing can play in showcasing local agriculture and supporting agritourism.
- Learn five practical questions to ask before redesigning any brochure or visitor guide.
About Melaine:
Melaine Rottkamp is a certified destination management executive with a 15-year track record of supporting and highlighting more than 1,000 tourism-related businesses and organizations throughout Dutchess County, New York.
As President & CEO, she focuses on data-driven strategies to steer Destination Dutchess’ advertising and marketing efforts to aggressively promote the county as a premiere leisure and business destination. Additionally, she oversees the non-profit’s business support and outreach programs including ongoing workforce development programs, educational seminars, conferences, networking, and recognition events. Melaine also directs the activities of Film Dutchess to bring productions and investment to the area.
She is proud to serve as the president of the Hudson Valley Tourism board of directors and on the board of the New York State Destination Marketing Organization. Additionally, she is a board member of the Dutchess County Regional Chamber of Commerce, a member of the Dutchess County Economic Development Advisory Council and the Mid-Hudson Regional Economic Development Council’s PLAY Committee.
A graduate of Syracuse University, Melaine has shared her expertise as a presenter at regional, state and international tourism conferences providing insight, successful strategies, and encouraging collaborations as pathways toward success for destination organizations and tourism businesses. As a former 4-H’er and proud daughter of the 1965 Pennsylvania Wool Queen, she is passionate about supporting farming families through agritourism and its promotion.
About Kristina:
Kristina Isabel P.D. Mukherjee, CTA, is the Sr. 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. 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.
About Destination Dutchess:
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.