Travel Nevada Honors Top Tourism Partners at Annual Rural Roundup Conference
ELKO, NV – Nevada’s tourism industry gathered this week in Elko for the 33rd annual Rural Roundup, the state’s premier conference dedicated to connecting and supporting rural tourism partners. Hosted at the Elko Convention & Visitors Authority, the event brought together industry leaders to share ideas, strengthen partnerships, and align on their visions for growing rural tourism across the state.
A highlight of the conference was the Excellence in Tourism Awards dinner, held April 23, 2026, where outstanding individuals and organizations were recognized for their contributions to Nevada’s tourism industry.
The Excellence in Tourism Awards honored 11 individuals and organizations whose work has made a meaningful impact on their destination and community. Awards were presented across Nevada’s tourism territories in the following categories:
Territory Member of the Year
- Cowboy Country – Michelle Cromwell
- Frontier Territory – Natalie Colunga
- Las Vegas Territory – Gloria Kritzler
- Nevada’s Indian Territory – Leah Brady
- Pony Express Territory – Richard Mitroz
- Reno-Tahoe Territory – David Peterson
Best Organization
- Frontier Territory – Goldfield Main Street
Best Partner
- Pony Express Territory – Visit Fallon
Best Event
- Cowboy Country – National Cowboy Poetry Gathering
Best Innovation
- Nevada’s Indian Territory – Explore Native Nevada Navigation App
Rising Star
- Reno-Tahoe Territory – Keith Lewis
“We’re thrilled to come together in a new destination each year to celebrate our incredible rural tourism partners,” said Rafael Villanueva, CEO of Travel Nevada. “Their passion for showcasing and uplifting rural communities leaves a powerful legacy that will inspire and benefit generations. It’s a true privilege to recognize their achievements as we continue working side by side to enrich the quality of life for all Nevadans.”
The evening’s top honor, the Larry J. Friedman Industry Partner of the Year Award, was presented to David Peterson, Executive Director of Visit Carson City and Chair of the Reno-Tahoe Territory. Peterson has played a key role in advancing the Dust and Wonder Trail, an initiative stemming from Travel Nevada’s Destination Development Design (3D) program. Peterson continues to support projects such as the Nevada Adventure Center in Carson City. He has also helped grow Reno-Tahoe Territory membership and launched the “Jackpot Jamboree” familiarization (FAM) tour in partnership with the Las Vegas Territory, connecting more visitors to rural communities statewide.
In addition to the awards, Travel Nevada hosted the third annual Rural Pitch Day Challenge to support rural tourism entrepreneurs seeking to grow or refine their business models. Elizabeth Woolsey earned both the grand prize and people’s choice award for her proposed Galaxy HQ:IQ at the Stargazer Inn & Bristlecone General Store in Baker, Nevada. Galaxy HQ:IQ introduces a new focus on astrotourism and dark sky preservation, expanding the site’s offerings and appeal.
Hosted annually by Travel Nevada, Rural Roundup features speakers, panel discussions, and networking opportunities designed to help rural communities develop and promote themselves as travel destinations. The conference plays a vital role in increasing visitation and strengthening Nevada’s competitive position in the tourism market.
Rural Roundup will return in 2027, hosted in another of Nevada’s rural destinations.
EDITORS: for high-resolution images of the award winners, visit here.
The Nevada Division of Tourism is a division of the Nevada Department of Tourism and Cultural Affairs. More commonly known as Travel Nevada, the Nevada Division of Tourism is responsible for promoting and marketing Nevada as a travel destination to domestic and international travelers. Operating within a performance-based budget structure, Travel Nevada is funded solely by a percentage of lodging tax paid by overnight guests throughout the state. For more, visit TravelNevada.biz.