About Us

Roche & Associates is a new consulting firm offering project management in the tourism/hospitality arena and beyond. Services include advocacy, event planning, marketing & project management, strategic communications and tourism development. We specialize in assisting non-profits, communities, and small businesses find their competitive edge. Strategic communications, tourism development, event planning, marketing management, and project management. Roche & Associations is currently the Management Firm for the Maryland Tourism Coalition where Wini Roche serves as the organization’s Executive Director.


Meet Wini

With more than 20 years experience as an award winning destination marketing professional and grass roots tourism advocate, Wini brings a passion for tourism and a love for all things Maryland! Originally from Cambridge, Maryland, Wini served as the tourism director of Dorchester County from 1994-2001 and was instrumental in the revitalization of the Chesapeake town. She was a founder of Sailwinds Park and worked with local and state lawmakers to bring the waterfront development project to fruition, including 3 million dollar visitor center. She also galvanized the community around the concept of heritage tourism and began the planning process that has led to the heritage area designation, the Network to Freedom scenic byway and Harriet Tubman Park National Park. She later moved to the northern part of the Bay where she created a tourism program for the City of Havre de Grace and established the town as a destination for weddings and leisure travel. In 2006 she became the Tourism and Marketing Manager for Harford County Government and put the County on the map with her popular Video Blog series Where's Wini?... read more



Sandy Turner

Tourism Manager, Cecil County

I met Wini 18 years ago when I became a DMO and have thoroughly enjoyed working closely with her ever since. She is smart, energetic, caring and professional. She has truly been a terrific partner with Cecil County Tourism on numerous efforts, and it was a pleasure to serve aside her on the MTC board…. Due to her superior attention to detail and organizational skills, Wini’s projects usually have a stellar outcome.


Patti Parker

Board Chair, Visit Harford! Inc.

Ms. Roche has truly changed the landscape of tourism in Harford County.  She led the charge to educate residents and businesses alike about the economic driver that tourism can be when led correctly.  During her tenure, Ms. Roche lobbied for a lodging tax in Harford County that would support and fund tourism activities.  As a result, the lodging tax was passed earlier this year and Visit Harford now receives the majority of its funding through the lodging tax.

…..She played an integral role in Visit Harford’s establishment as the Destination Marketing Organization for Harford County. Without Ms. Roche’s vision and effort, Visit Harford would not exist.

"Stunning Results"

Monica Worrell

Marketing Director at Advanced Eye Care

I have had the great pleasure to work with Wini for over 20 years in the tourism and hospitality industry. A true professional, her creative genius shines through in the many marketing campaigns and projects she has championed throughout the years. She’s a self-starter, who will take a project from start to finish. As marketing is always evolving, it can be difficult to differentiate oneself from the competition. That is not a challenge for Wini. She is creative and consistently brings new ideas to the table
In the twenty years we have worked together, I’ve seen her excel not only at the core elements of her job – like event planning, email marketing and advertising campaign strategy – but continue to shine in a field that is constantly evolving, and changing. In a field where new trends and strategies are surfacing daily, rest assured Wini knows how to keep up with emerging trends.

November 5, 2015, Monica was with another company when working with Wini at Harford County Government

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