For Immediate Release       
April 26, 2022  

Media Contact: Charlene Williams
[email protected]; 207-620-9074
Michele Cota Named Executive Director of
Discover New England 
PORTSMOUTH, New Hampshire - Discover New England (DNE), the nonprofit cooperative destination marketing organization that promotes New England tourism internationally, has named Michele Cota as executive director. 
Cota brings 17 years of business and tourism experience to Discover New England, including extensive work with both state and federal programs. Her most recent position was with the New Hampshire Office of U.S. Senator Jeanne Shaheen, where she oversaw business, economic development, workforce and broadband policy. During the COVID-19 pandemic, Cota worked extensively communicating with the business community and municipal leaders.
Prior to 2019, Cota had 13 years of experience working for the New Hampshire Division of Travel & Tourism Development in various capacities and was recognized as the 2012 New Hampshire Travel Council’s Mildred Beach Travel Person of the Year, an award presented to an individual who has made significant and personal contributions to the travel industry's advancement during the previous year. During her time with the Division of Travel & Tourism Development, she served as Trade Relations Manager, responsible for international strategy and partnership, as well as domestic trade marketing.
“We are excited to welcome Michele to Discover New England,” DNE Board Chair Lori Harnois said. “We’re looking forward to working with her to build upon the achievements of our organization and to continually grow New England’s market share in our core target markets. She knows the organization and the region and will hit the ground running.”
Cota has an MBA from Plymouth State University and a Bachelor of Science in Marketing from Southern New Hampshire University. She also holds a certificate in Small Business & Entrepreneurship through Plymouth State University, and a Travel Industry Specialist Certificate through Purdue University.
“Hospitality and tourism are important economic drivers for the entire region. Discover New England is a truly unique partnership between the six states, and I am excited to take this on. I am looking forward to expanding New England's prominence on the world stage,” said Cota.
An outdoor enthusiast, Cota serves as a board member for the Granite State Running Team, is on the event planning committee for the 5 Rivers Conservation Trust and is a member of her local garden club.


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About Discover New England: Discover New England, founded in 1992, is a nonprofit cooperative destination marketing organization that promotes New England tourism internationally. In partnership with the state tourism offices of Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, and Vermont. Discover New England supports New England’s travel and tourism industry in reaching the global market and attracting more international visitors. To learn more, visit