Board Of Directors

Roberta Byron-Lockwood

Sullivan County Visitors Association HONORARY DIRECTOR

Last updated on May 22nd, 2018

Roberta Byron-Lockwood is the president/CEO of the Sullivan County Visitors Association (SCVA) – the official destination marketing organization for Sullivan County. She brings a rich history of tourism experience. Roberta is responsible for marketing, promoting, and selling the Sullivan Catskills to the world, driving tourism dollars to local businesses and attractions.

Roberta’s career is extensive. Prior to her tenure at the Sullivan Catskills, she was the regional director of Central New York’s Tourism Region (formally Leatherstocking Region); served simultaneously as assistant deputy commissioner of marketing & advertising for Empire State Development and tourism director for I Love New York; selected as one of the delegates from New York State at the only White House Tourism Conference under President Bill Clinton; served on the Governor’s Tourism Advisory Board under Governors Mario Cuomo and George Pataki; and, one of the founders of the New York State Tourism Promotion Agency Council and hosted Governor Andrew Cuomo’s Catskill Challenge.

Among her numerous accomplishments, Roberta earned a master’s degree in business administration and public administration from SUNY Plattsburgh. Presently, she holds several prominent positions serving as the president of REAP, Regional Environment and Agriculture Program, Scenic Wild Delaware River executive board member, Sullivan County Chamber of Commerce, Sullivan County Partnership for Economic Development, New York State Tourism Industry Coalition and SUNY Sullivan Curriculum Advisory Board.

Roberta is also a dedicated member of the community serving on several committees to name a few: Past Chair of WSUL/WVOS Heart-a-Thon, Boys & Girls Club of Sullivan and Orange Counties and Sullivan County Renaissance, and SUNY Sullivan Advisory Board.

Throughout her career, colleagues recognized her for her outstanding leadership. She has received over 40 awards in leadership, marketing, and tourism development, including the I Love NY Individual Achievement, three NYSTIA Excellence in Tourism, the SUNY Sullivan Women Who make a Difference, and the Sullivan County Partnership Distinguished Service Awards.

Under her leadership, visitor spending in the Sullivan Catskills has grown over 20% since 2009. Roberta’s passion, excitement, and entrepreneurial spirit continues for Sullivan Catskills and the Catskill region. She is currently developing cutting edge training programs in social media marketing, hospitality training, and international marketing to prepare her members and partners for the influx of tourism in the region. Many of the programs will focus on enticing the New York metro market, domestic and international travelers from China, Germany, Switzerland, Ireland, the UK, and Australia.