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Sullivan Catskills Visitors Association’s President and CEO, Roberta Byron-Lockwood, Named Outstanding Tourism Executive of the Year

LIBERTY, NY – Roberta Byron-Lockwood, President and CEO of the Sullivan Catskills Visitors Association, is the recipient of the New York State Hospitality & Tourism Association’s (NYSHTA) Outstanding Tourism Executive of the Year award.

Part of NYSHTA’s annual Stars of the Industry program, Byron Lockwood will be recognized at the Stars Legislative Lunch on November 2, 2023, at 1:00 PM at Crowne-Plaza Albany – the Desmond Hotel (660 Albany Shaker Rd, Albany, NY 12211).

The Outstanding Tourism Executive of the Year award recognizes a management/executive employee who has demonstrated outstanding contributions of leadership and service to their community.

“Every year, the NYS hospitality and tourism industry nominates its most outstanding individuals. After reviewing all the nominations submitted, the judges agreed that Roberta Byron Lockwood was the best of the best,” said NYSHTA President Mark Dorr. “Roberta is a star in every sense of the word and a shining example of what tourism is all about – the New York State tourism industry is lucky to have her.”

Byron-Lockwood is recognized for her work during the COVID-19 pandemic, implementing incentive programs that encouraged both safety and community engagement, and helping the Sullivan Catskills community sustain small businesses as well as develop activities for future success. As COVID regulations loosened, Byron-Lockwood began developing events like Catskill Cuisine 2023 which brought over 2,000 visitors and $400,000 to the region.

“Since the beginning of her tenure, Roberta has always made sure SCVA members have had the tools and support they need to weather the ups and downs of the tourism trade,” stated CEO of Bethel Woods Center for the Arts and Sullivan Catskills Visitors Association Chairman, Eric Frances. “During the pandemic, she used that disruption as an opportunity to rebrand our area in a campaign that attracted visitors in a way we hadn’t seen in years, and made the Sullivan Catskills into one of the fastest growing destinations in New York State, arguably the Northeast Region.”

“I would like to extend my congratulations to Roberta Byron-Lockwood on the well-deserved recognition as Outstanding Tourism Executive of the Year,” remarked Assemblywoman Aileen Gunther. “I know firsthand that Roberta’s leadership has changed the trajectory of Sullivan County. Her leadership for both tourism and business development have helped all aspects of our community. Thank you for all you do!”

About The New York State Hospitality & Tourism Association (NYSHTA)

The New York State Hospitality & Tourism Association (NYSHTA) is the country’s oldest state lodging association and offers programs and services to the statewide hospitality and tourism industry. NYSHTA’s mission is to lead and protect the New York State hospitality and tourism industry by providing advocacy, education, and resources.

About the Sullivan Catskills Visitors Association

The Sullivan Catskills Visitors Association’s mission is to promote and support the Sullivan County Catskills natural, cultural, and recreational assets to optimize tourism revenue. It also promotes the Sullivan Catskills as a premier multi-seasonal travel destination in New York State. Visit or call 845-747-4449 for more information.