Tour Cayuga has received a 2026 New York State Tourism Excellence Award for a marketing campaign centered on Harriet Tubman's legacy in Auburn.
The Cayuga County tourism agency was recognized for its "Where You Go Matters. Make It Count" campaign, which was created with The Culturist Group and highlights Auburn as Tubman's chosen hometown.
The award is part of the New York State Tourism Industry Association's annual Tourism Excellence Awards, which recognize destination marketing organizations, attractions and tourism professionals across categories including marketing, destination stewardship and leadership.
Tour Cayuga won in the Creative for Tourism Marketing subcategory under Excellence in Tourism Marketing Campaigns, Projects and Programs.
The campaign invites travelers to think more deeply about the places they visit while connecting Cayuga County's tourism identity to Tubman's enduring legacy. According to the announcement, the campaign was designed to honor history, strengthen destination identity and engage heritage travelers and multicultural audiences seeking destinations with meaning and authenticity.
Award recipients will be honored Sept. 17 at a ceremony and reception in Corning. The event will be hosted by presenting partner Advance Travel & Tourism.
NYSTIA said the awards are determined through a competitive evaluation process led by impartial industry experts. The association said this year's entries came from across New York and were reviewed under updated categories meant to reflect a broader range of work in the state's tourism industry.
The Cayuga County Convention and Visitors Bureau, which operates as Tour Cayuga, is the county's tourism promotion agency. The bureau said it works to increase tourism and related revenue through promotion, research-based marketing and visitor experience support for local hospitality providers.
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