Amid a festive atmosphere at Bethel Woods on Thursday night, the team at the Sullivan County Visitors Association (SCVA) revealed its vision for 2026 and beyond through a re-strategized marketing plan.

SCVA President and CEO Michael Martelon announced refreshed branding, a redesigned website and a new travel guide for the organization to a room of business owners, local officials and non-profit entities. 

“It’s all dedicated to storytelling,” Martelon said of the initiative. “And what we want to do is tell the story more fully of our destination, and you can’t do that without talking about the people [who live here].” 

Martelon, who replaced longtime CEO Roberta Byron-Lockwood in May of this year, also highlighted the economic impact of tourism.

“If you take $20 million that tourism produces for the county, it basically shaves off six-to-seven hundred dollars of each household’s approximate tax. So tourism actually lightens the tax burden of every Sullivan County household,” he stated. 

Also in May of this year, the SCVA announced it would officially phase out its traditional paid membership model and introduce a free membership for all businesses within the region.

Tourism Awards

At the Sullivan County Visitors Association annual event on Thursday evening at Bethel Woods, the organization gave awards to individuals and businesses in the community honoring them for their commitment and contributions to tourism.

Here are the recipients:

STAR Award for Individual Achievement - Sarah Banks, The Chatwal Lodge

STAR Award for Business Achievement - Sims and Kirsten Foster, Foster Supply Hospitality

TOAST Award for Exceptional Service - Helen Tsicalos, Liberty Diner      

Sullivan Catskills Ambassador Award - John Conway, Sullivan County Historian  

Sullivan Catskills Emerging Business Award- Cam Shaw, Thom Chun, Pete Choo, Threshold Restaurant