Samantha Johnson serves as Tourism Director with Visit Staunton, joining the DMO with nearly 10 years of industry experience. Samantha formerly served as the Artistic Director of Artists Collaborative Theatre, Kentucky’s most awarded community theatre. Samantha has also served as Event Director for a number of festivals, concerts, and markets, including developing the very first night market series for Southeastern Kentucky.
Samantha has had the privilege of leading impactful initiatives that have shaped local communities and driven significant growth. As Executive Director of Prestonsburg Tourism for 6 years, they would go on to see record-setting visitor spending, tax-generated revenue, and visitation growth each year. During her tenure, they were also the first and only organization to win the prestigious “Most Innovative” Traverse Award two years in a row. Samantha has served as Chair to regional tourism initiatives, on Kentucky Travel Industry Association’s Board of Directors, and currently as the Director of Appalachian Tourism & Regional Outreach for the Appalachian Arts & Entertainment Awards. In the spring of 2024, Samantha joined Visit Staunton, VA as Director of Tourism. She has been quickly and immensely inspired by the community engagement, innovation, and desire for collaboration and feels very fortunate to call such a beautiful place home.
