Dutchess Tourism Unveils New Identity as “Destination Dutchess” | 2025 Travel Trends Conference Marks a Decade of Destination Marketing Excellence

Dutchess Tourism, Inc. has reached a historic milestone in its tourism evolution, marking 10 years of unparalleled growth and innovation highlighted at the 2025 Tourism Trends Conference, April 3, at The Grandview in Poughkeepsie. The organization unveiled its new brand identity at the event and will now be doing business as “Destination Dutchess,” reinforcing its status as a premier destination in the heart of New York’s Hudson Valley. Industry leaders, tourism professionals, and community stakeholders gathered to reflect on a decade of achievement and to discuss the future of tourism in Dutchess County.

“The past 10 years have been a transformative journey,” said Melaine Rottkamp, president & CEO of Destination Dutchess who succeeded long-time leader Mary Kay Vrba in 2020. “Through strategic initiatives, we have positioned Dutchess County as a must-visit destination for every explorer — culture seekers, history buffs, culinary enthusiasts and outdoor adventurers alike.”

She added, “We’ve set new benchmarks and proudly achieved Destination Marketing Accreditation Program (DMAP) distinction from Destinations International — a testament to our unwavering commitment to best practices and transparency.” Accreditation requires destination marketing organizations to demonstrate compliance across 15 disciplines, composed of over 120 mandatory standards and is globally recognized as the highest achievement in destination excellence.

Ross Levi, Executive Director of I LOVE NY, spoke about the state’s support for regional tourism and partnerships, saying, “Dutchess County has been a shining example of how a destination can evolve and thrive through vigorous tourism promotion, both domestically and internationally. Destination Dutchess continues to be a vital partner in bringing visitors to the Hudson Valley — and New York State overall — using creativity and innovation, making the region perennially popular with travelers from around the globe.”

Founded in 1984 as part of the Dutchess County Economic Development Corporation, Dutchess County Tourism became an independent 501(c)(6) nonprofit in 2015, rebranding as Dutchess Tourism, Inc. Now known as Destination Dutchess, the organization has been instrumental in driving economic growth through strategic marketing and tourism development. According to the Hudson Valley Tourism Economic Impact Reports from Tourism Economics, an Oxford Economics company, visitor spending in Dutchess County surpassed $6 billion from 2014 to 2023, generating $442 million in local taxes and $335.5 million in state taxes. This impact extends beyond the economy, supporting thousands of local jobs, from park rangers and museum curators to restaurant waitstaff and hotel housekeeping, reinforcing tourism’s vital role in the community by supporting local businesses and enhancing the quality of life for residents. Programs like the Dutchess Certified Tourism Ambassador (CTA) program empower locals to be knowledgeable and passionate advocates, reinforcing the strong link between tourism and a community’s vitality.

Sarah Lehman, CEO of Zartico, emphasized the role of data-driven marketing, “The success of Destination Dutchess over the past decade showcases the power of leveraging cutting-edge data insights to drive tourism growth. Dutchess County has set a standard in strategic destination marketing, ensuring that every campaign and initiative is backed by actionable intelligence to maximize impact.”

Destination Dutchess also unveiled key findings from its latest Resident Sentiment Study conducted by Longwoods International, which revealed strong community support for the tourism sector:

• 8 in 10 residents believe tourism is good for their local area and care about the success of the county’s tourism industry. Dutchess County residents showed significantly higher support for tourism growth than national and regional benchmarks.
• 87% of residents look forward to showing off Dutchess County when friends and family visit.
• 93% of residents are proud to call Dutchess County home.

Kelsey Waite, Director of Client Engagement at Longwoods, highlighted the importance of resident engagement: “Tourism isn’t just about attracting visitors, it’s about enhancing the lives of those who call Dutchess home. This important research affirms that Dutchess County residents recognize the positive impact of tourism, from job creation to an enriched sense of community pride.”

FourthIdea, Destination Dutchess’ agency of record, helped create the new brand. “To truly capture the essence of this extraordinary destination and meet the evolving demands of modern travel and destination marketing, we worked closely with the team in Dutchess who recognized the need for a fresh, dynamic brand. ‘Destination Dutchess’ and our new identity system embody the spirit of the community, weaving together the natural beauty of the Hudson River, the fertile farmlands and hills, and the iconic Bannerman Castle into a simple, symbolic visual narrative,” said Thomas Mooney, the agency’s principal and chief creative. “This new brand is not only a celebration of the region’s heritage but also a strategic tool, designed to thrive in the digital age and create impactful experiences across all platforms, from digital screens to physical signage. We're excited to invite travelers to discover the heart of the Hudson Valley, now more vibrantly than ever.”

Looking ahead, Destination Dutchess remains committed to driving tourism innovation and economic growth. “We are not just looking forward; we are actively shaping the future of tourism today," said Rottkamp. "Our team has taken center stage at international, national and regional conferences, sharing insights that are helping reshape the future of tourism marketing. Through our rebranding as Destination Dutchess, we are strengthening our identity and ensuring visitors recognize that we are ‘The Heart of the Hudson Valley.’”

Visitors to Dutchess County can explore a wealth of attractions, from viewing world-class contemporary art at Dia Beacon to seeing chefs in training at The Culinary Institute of America. History enthusiasts can walk in the footsteps of leaders at the Franklin D. Roosevelt Presidential Library, Museum and Home or experience the Golden Age of Aviation with a biplane ride at the Old Rhinebeck Aerodrome. Those seeking respite or adventure outdoors can take in 360-degree views of the Hudson River from the Walkway Over the Hudson or from one of the county’s many fire towers.

The Tourism Trends Conference and anniversary event was supported by Trailblazer Sponsors Adams Fairacre Farms, Central Hudson, Changing Our World, and Mirbeau Inn & Spa; and Adventurer Sponsors Barton Orchards, Courtyard and Residence Inn by Marriott Poughkeepsie, FourthIdea, the Hudson Valley Wine & Food Festival, M&T Bank, and Today Media.

For more information on Destination Dutchess and its initiatives, visit www.destinationdutchess.com.