Lisa BurnsPittsford, N.Y. - Finger Lakes Regional Tourism Council is delighted to announce its hire of Lisa Burns in the role of Executive Director.

The Finger Lakes Regional Tourism Council (FLRTC) is an organization comprised of the 14 Official County Tourism Promotion Agencies of the Finger Lakes Vacation Region whose mission is to maximize the economic impact of tourism in the region.

The Executive Director will facilitate organizational priorities and implement strategies as outlined in the 2016 FLRTC Destination Market Analysis and Strategic Marketing Plan. The plan was funded by a grant awarded to the FLRTC by Empire State Development and the New York State Division of Tourism, under Governor Andrew Cuomo's Regional Economic Development Council initiative.

"I LOVE NEW YORK congratulates Lisa Burns on her new position as Finger Lakes Regional Tourism Council Executive Director and we look forward to working with her on regional and statewide initiatives promoting New York State as a world-class destination," said Ross Levi, Executive Director of the New York State Division of Tourism.

Under the direction of the Executive Director, the FLRTC plans to focus its 2018 efforts on initiatives identified and supported by the marketing plan. Top priorities for the organization will include the continuation of a 10-year collaborative, regional public relations program and the development of a new, "content rich" destination website - for which the region recently was awarded a New York State grant to pursue. In the future, the organization plans to increase its joint marketing efforts, grow its digital and social media channels, and increase advocacy among key officials and stakeholders to further support a region-wide tourism message.

"The FLRTC Board is thrilled to have Lisa Burns as our new Executive Director, she brings a strong tourism industry background and a passion for the region," explains Becca Maffei, FLRTC Board Chair and Tioga County TPA. "This is another step in moving our strategic plan forward."

Burns comes to the position with a varied career in travel and tourism and with strong tourism management and destination marketing skills. Most recently, she served in a marketing and public relations capacity for New York State Parks Genesee Region and Letchworth State Park. There, she led various marketing and PR initiatives including the development of the first official Letchworth State Park Map and Guide.

Burns has also been previously immersed in the Finger Lakes Region as the Vice President and Tourism Director for the Livingston County Area Chamber of Commerce and Tourism Agency. Additional expertise includes Executive Director of the Finger Lakes Opera, Vice President of a motorcoach and group tour company and as a national and international travel tour director and guide.

Burns is a graduate of Massachusetts College of Liberal Arts, Fugazy International Travel and holds a Certified Travel Industry Specialist designation offered in cooperation with the American Bus Association and Purdue University/Indiana University at Purdue.

"It is a sincere pleasure to serve as Executive Director for the Finger Lakes Regional Tourism Council," Burns said. "Tourism has been my passion for over 25 years and this opportunity to represent the Finger Lakes region, its tourism partners and attributes and work alongside the tourism professionals in the region and in the state of New York is a great privilege."

For more information on the official tourism promotion agency for the Finger Lakes, Finger Lakes Regional Tourism Council, visit




The Finger Lakes Regional Tourism Council

The breathtaking Finger Lakes takes its name from eleven lakes spanning the region like a giant handprint, stretching from its easternmost point in Onondaga County to its westernmost border in Livingston County, near Letchworth State Park. Boasting a mix of nature trails and natural beauty, wineries and breweries scattered across the region, and quaint villages close to large metropolitan areas, the Finger Lakes Vacation Region has a plethora of tourist attractions within its borders.


In January 2014, the 14 Official County Tourism Promotion Agencies of the Finger Lakes Vacation Region formed a 501(c)(3) organization known as the Finger Lakes Regional Tourism Council (FLRTC). The FLRTC Board includes representation from all 14 TPAs and counties: Cayuga, Chemung, Cortland, Livingston, Monroe, Onondaga, Ontario, Schuyler, Seneca, Steuben, Tioga, Tompkins, Wayne and Yates. For information about attractions and events throughout the Finger Lakes region, visit or call 1-888-408-1693.


Media Contact:

Nicole Mahoney

Regional Director, FLRTC