Hosted by Explore Steuben and organized by the New York State Tourism Industry Association (NYSTIA), the event brought together destination organizations, industry partners and tourism professionals to share ideas, examine emerging priorities and recognize outstanding work from across the state.
From innovative marketing and community-focused development to changing visitor markets and advances in technology, the program reflected a field continuing to evolve. ITI Digital contributed to those discussions through a formal session led by our Account Executive, Kathleen Blan, exploring the changing role of destination websites as AI becomes a larger part of travel discovery and planning.
The gathering also provided an opportunity to learn from organizations across the state and celebrate partners recognized among this year’s New York State Tourism Excellence Award recipients.
What’s Shaping Tourism Across the State
The Summit reflected the range of priorities facing tourism organizations today, from marketing and destination development to advocacy, changing visitor markets and new technology.
Sessions and discussions explored how organizations can strengthen their communities, build productive partnerships and adapt as the ways travelers discover and plan trips continue to change. International travel was also part of the program, alongside strategies for reaching evolving domestic markets.
Together, the topics shared in Corning pointed to a broader shift: successful destination marketing increasingly requires organizations to think across disciplines rather than treating marketing, visitor service, community development and digital strategy as separate efforts.
Celebrating the 2026 NYS Tourism Excellence Award Winners
The event also recognized the people, organizations and campaigns helping move tourism forward through the 2026 New York State Tourism Excellence Awards.
Excellence in Leadership
Carol Eaton (Visit Syracuse) — Excellence in Leadership: Career Achievement
Michele Vennard (Albany Convention Center Authority) — The New Yorker Award
Creative & Overall Tourism Marketing
Tour Cayuga — Creative for Tourism Marketing ($500k+) for Where You Go Matters. Make It Count.
Erie Canalway National Heritage Corridor — Overall Tourism Marketing (Under $500k) for Erie Canalway Bicentennial Marketing Campaign
Destination Dutchess — Overall Tourism Marketing ($500k+) for Destination Dutchess Rev250
Digital Marketing & Public Relations
Paperkite on behalf of NYSDMO — Digital Marketing Campaign (Under $500k) for My New York Vibe
Destination Dutchess — Digital Marketing Campaign ($500k+) for Commander in Cheers Beers
Travel Alliance Partnership on behalf of Discover Saratoga — Public Relations Campaign for Discover Saratoga Public Relations Program
Innovations & Strategies to Address Changing Markets
Alon Tourism Solutions — Innovations & Strategies (Under $500k) for Alon’s Amplify Business Development Program
Visit Rochester — Innovations & Strategies ($500k+) for Reimagines Canadian Outreach with “Dear Canada”
Alon Tourism Solutions & IITA — Online International Inbound Travel Training Program
For our team, the awards offered an opportunity to celebrate ITI Digital partners whose work was recognized among this year’s honorees.
Tour Cayuga received the Creative for Tourism Marketing ($500k+) award for Where You Go Matters. Make It Count.
This Is Cooperstown was recognized for two projects: the Cooperstown & Otsego County Inspiration Guide and Yōkoso to Cooperstown.
Their recognition was part of a broader celebration of the creativity, collaboration and leadership represented throughout the state.
More Than Individual Destinations
Some of the most valuable moments in Corning happened outside the formal sessions.
Conversations with professionals from Steuben County, Yates County, Washington County and communities across the state reinforced something that became increasingly clear throughout the event: New York tourism is a community, not simply a collection of individual destinations.
That spirit of collaboration could be seen in the award-winning work, the ideas exchanged during sessions and the connections made between them.
For ITI Digital, participating in this year’s summit offered an opportunity not only to contribute a perspective on AI and destination information, but also to listen to the priorities, challenges and ideas influencing organizations throughout the state.
As technology, traveler behavior and destination marketing continue to evolve, those relationships remain central to moving the industry forward.
Thank you to the New York State Tourism Industry Association and Explore Steuben for bringing everyone together in Corning—and congratulations to this year’s New York State Tourism Excellence Award recipients.
