Samantha Livesay has been named Executive Director of the Montgomery County Blacksburg Christiansburg Regional Tourism Office, effective June 3, 2025.
"After conducting an extensive and competitive search, we are thrilled to have Samantha lead the Regional Tourism Office," said Angie Hill, Montgomery County Administrator. "Samantha's experiences and skills will allow her to be an excellent advocate for our regional tourism efforts, while providing strategic guidance and vision to the tourism office."
As Executive Director of the regional tourism program, Livesay will report to the Blacksburg Town Manager, Christiansburg Town Manager, and Montgomery County Administrator. Working in close collaboration with the Montgomery County Tourism Board, her role will involve the strategic marketing of the region's diverse attractions, such as its sports and outdoor offerings, deep-rooted local history, craft beverage scene that includes breweries, wineries, and distilleries, festivals, museums, theater venues, diverse dining and lodging options, and the variety of events and activities hosted by Virginia Tech.
"I welcome the opportunity to serve Montgomery County and elevate the regional tourism program," said Livesay. "I grew up in Montgomery County and my family and I are proud to call this community our home. I’m looking forward to collaborating with local, regional and state partners in this new role."
Earlier this year, the towns of Blacksburg and Christiansburg and Montgomery County signed a renewal on a joint tourism cooperative agreement, which has been operational for over a decade. This unified regional approach recognizes the significant economic impact of tourism in Montgomery County, which generated over $270 million in spending in 2024.
Prior to joining Montgomery County, Livesay was the Senior Director of Business Engagement for Onward New River Valley. Before that, she served as the Community Relations Coordinator for Community Housing Partners. In addition to previously serving as Co-Chair of the Montgomery County Chamber of Commerce’s Ambassador Team (2018–2020), she has served on the Chamber's Board of Directors since 2023 and currently Co-Chairs its Business Resource Committee.
Livesay is a graduate of Radford University with a bachelor degree in communications and public relations.
To learn more about the Blacksburg, Christiansburg and Montgomery County Regional Tourism Office, visit
https://gotomontva.com/.