Sullivan Catskills Visitors Association Announces New President & CEO LIBERTY, NY
(June 24, 2025) — The Sullivan Catskills Visitors Association (SCVA), Sullivan County’s Destination Marketing Organization (DMO), is excited to mark the 50-day milestone of Michael Martelon’s leadership as its new President and Chief Executive Officer. Since his appointment by a unanimous vote of the SCVA Board of Directors, Michael has quickly immersed himself in every facet of the organization, laying the groundwork for a bold new chapter in strategic tourism marketing and destination development.
In his first six weeks, Michael has already made an impact across a wide range of operational and strategic areas. He has initiated efforts to streamline accounts payable processes, begun development of a first-party data tech stack, and initiated a cutting-edge digital asset management system. He and the team are also actively working on points of interest (POIs) for creating consumer spending patterns and profiles, as well as defining the brand's voice, look, and feel.
“The Board selected Michael for his innovative approach and proven leadership in destination marketing, particularly in resort communities,” said SCVA board chair Eric Frances. “In just a short time, he’s brought fresh vision, operational clarity, and strategic momentum to the organization. We’re excited about what’s to come under his guidance and the lasting impact he’ll make on the Sullivan Catskills.”
Michael is also developing relationships with county staff members for a future of collaborations and partnerships, all while tackling projects like developing an HR system, strengthening hotel participation, and transforming social/paid media strategy. His focus on SEO reflects a data-driven approach to boosting digital visibility. Additionally, Michael is already planning for the new and upcoming Sullivan Catskills Visitor Guide.
As part of his people-first approach, Michael has spent considerable time with each SCVA staff member, listening and collaborating to outline individual and team goals that align with the organization’s long-term vision. Michael brings more than three decades of executive experience in the tourism and hospitality industry. Prior to joining SCVA, he served as CEO of Visit Santa Cruz County in California and prior to that led exponential growth as President and CEO of the Telluride Tourism Board in Colorado for more than a decade – where he championed the use of data analytics for micro-targeting consumer segments and fueling economic growth through tourism. His expertise lies in behavioral marketing, brand repositioning, and strategic insights, all of which he now brings to the Sullivan Catskills.
“It’s an honor to lead the Sullivan Catskills Visitors Association at such a pivotal time for the region,” Martelon said. “Over the past 50-plus days, I’ve had the privilege of getting to know our dedicated team, some of our partners, and some of the incredible assets that make this destination so unique,” he said. “We are laser focused on aligning our strategy as the next generation DMO with data, creativity, and collaboration to drive sustainable tourism growth and deliver even greater value to the community.
For more information about the Sullivan Catskills, please visit sullivancatskills.com.
