About Us

Roche & Associates is a new consulting firm offering destination marketing in the tourism/hospitality arena and beyond. Services include, destination marketing & project management, strategic communications and tourism development, event planning, and advocacy. We specialize in assisting non-profits, communities, and small businesses find their competitive edge. Strategic communications, tourism development, event planning, marketing management. Roche & Associations served as consultant to the Maryland Tourism Coalition from September 2015 to February 2018. For MTC Roche & Associates managed the annual Industry Conference, restructured the membership program, and managed all government relations and strategic communications for the statewide association. Under Wini’s leadership the organization raised the profile of Maryland’s Tourism Industry and grew membership by more than 25%. At the end of the MTC contract, the business was put on pause for the last 9 months while Wini made a vigorous run for Harford County Council.


Meet Wini

With more than 25 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 the multi-million dollar visitor center, the public park, and event space. She also helped galvanize the Dorchester County community around the concept of heritage tourism and began the planning process that has led to the county’s designation as a Certified Heritage Area and resulted in the Underground Railroad Network to Freedom scenic by-way and Harriet Tubman State Park. Roche 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 brought the county notoriety with the “Harford County Love it!” campaign and 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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