Montgomery County VA Tourism
Showcasing Montgomery County to travel journalists
Nov. 14, 2025
Earlier this fall, Blacksburg, Christiansburg, and Montgomery County Regional Tourism welcomed 10 travel journalists to the community through its partnership with Geiger & Associates. Over the course of three days, the journalists explored attractions and experienced firsthand the places, people, and stories that make the region a destination worth visiting.
Focused on providing the journalists an all-encompassing visit, the tourism team organized an itinerary to blend the best of outdoor beauty, local flavor, and cultural vibrancy.
From a scenic walk at Pandapas Pond and a hike along the Poverty Creek Trails to the seasonal magic of Sinkland Farms’ Pumpkin Festival, the group had a chance to enjoy the landscapes that draw so many visitors to the area.
They also dove into our local food scene with stops like Buffalo and More, Cabo Fish Taco, Brew Da Bean, Lost in Taste, and an evening at Blacksburg Wine Lab.
Along the way, the band of journalists explored downtown Blacksburg, touring the historic Lyric Theatre and stopping by the impressive Center for the Arts at Virginia Tech.
Upon a visit to nearby Christiansburg, the team of crafty wordsmiths enjoyed browsing Old New River Books with its large book arch leading into Cambria Station Antiques. The group then decided to stretch their legs a bit more at Christiansburg’s new state-of-the-art Huckleberry Park.
Travelling beyond the two towns to Montgomery County, the team enjoyed a flavorful tasting at Beliveau Farm Winery, which concluded the exciting three-day venture with the relaxation and local charm so many locals and visitors rave about.
Hosting travel journalists offers a valuable opportunity to reach new audiences with our story. Articles and features help showcase Montgomery County’s character, beauty, and hospitality.
The Montgomery County Regional Tourism team is deeply grateful to our partners and businesses who welcomed the guests with open arms, and to the public information and communications officers from the Towns of Blacksburg and Christiansburg as well as those from Montgomery County for their support throughout the visit. Together, the teams curated a stay reflective of the visitor experience that so many have come to love, enjoy, and return for.
Economic Impact Update
Tourism Continues to Fuel Montgomery County’s Economy with Record Growth
Montgomery County, VA; September 10, 2025 – Tourism in Blacksburg – Christiansburg – Montgomery County continues to make a powerful impact. The Virginia Tourism Corporation (VTC) has released its 2024 Economic Impact of Tourism Report, and the numbers tell an exciting story: visitors are spending more, staying longer, and investing directly in our local economy.
In 2024, direct visitor spending in Montgomery County totaled $293.7 million — a 5.1% increase over 2023. This growth reflects the strength of our region as both a travel destination and a place that warmly welcomes visitors year after year.
Here’s how visitors spent their dollars in Montgomery County last year:
- Lodging: $73.7 million
- Food & Beverage: $113.2 million
- Recreation: $40.3 million
- Retail: $33.5 million
- Transportation: $33 million
Beyond spending, tourism continues to be a major employer in our community. In 2024, tourism supported 3,044 jobs and generated $148.9 million in labor income. Visitor activity also contributed $18 million in local taxes, helping to fund services and quality-of-life initiatives that benefit all who call Montgomery County home.
This growth comes during a record-breaking year for Virginia tourism overall. Governor Glenn Youngkin announced that tourism spending across the Commonwealth hit an all-time high of $35.1 billion in 2024, up $2 billion from the year before.
“We are thrilled to see such strong growth in visitor spending across Blacksburg, Christiansburg, and Montgomery County. To know that our community had a measurable impact on Virginia’s record-breaking tourism numbers is both exciting and rewarding. Our residents are truly what make this region a premier destination to promote and to visit. Looking ahead, we’re in the early stages of developing a new strategic plan to guide the future of tourism in our community. By strengthening partnerships with our hoteliers, restaurants, and other stakeholders, we will continue to provide high-quality experiences that keep visitors coming back to Montgomery County year after year.”
— Samantha Livesay, Executive Director of Tourism.
Tourism is not just about visits, it’s about vitality. Every meal shared in our restaurants, every night booked in our hotels, every purchase in our shops, and every experience enjoyed at our points of interest contributes to the prosperity of Montgomery County.
As we look ahead to 2026 and the milestone celebrations of both Montgomery County’s 250th anniversary and Virginia’s 250th anniversary, the future of tourism here is brighter than ever.
