MILTON, PA - The Susquehanna River Valley Visitors Bureau (SRVVB) is pleased to announce that Judy Machesic has been named Executive Director of the organization, effective July 1, 2026, transitioning from her previous role as Interim Director.
Machesic began her journey with the SRVVB in 2019 as Member Services Director, where she focused on strengthening relationships with community partners across Northumberland, Snyder and Union counties. In that role, she fostered collaboration to support shared tourism and economic development throughout the Susquehanna River Valley.
A graduate of Bloomsburg University with a degree in Communications, Machesic was recognized as the Outstanding Journalism Graduate. Prior to joining the SRVVB, she spent nearly two decades in advertising and marketing. She is also a 2024 graduate of Leadership Susquehanna Valley.
Machesic has been serving as Interim Director while leading the organization through a period of growth and transformation. During that time, she has pursued advanced professional development through Destinations International's Certified Destination Management Executive (CDME) program, gaining insight into emerging industry trends, destination leadership strategies and best practices from tourism organizations across the country.
“I am proud of the great work our team has accomplished in the past two years,” Machesic shared. “Engagement on our website and across our social media channels is at an all-time high, and as a staff we are always looking for new ways to elevate the Susquehanna River Valley brand in the minds of both visitors and residents.”
Machesic highlighted new marketing initiatives like the SRV Stories blog, the Explore the SRV podcast and ongoing collaborations with travel writers and influencers. “Today’s travelers consume their information in a wide variety of ways,” she added. “It is important that we remain visible across those channels and continue inspiring visitors to choose the Susquehanna River Valley as their next destination.”
Over the past two years under Machesic’s leadership, the organization has seen steady growth in its digital presence. Website traffic has increased by more than 300%, with more visitors using the site to plan trips and learn about the region. Social media engagement has also grown by more than 200%, helping connect new audiences to the Susquehanna River Valley and its offerings.
“Judy has earned the confidence of the Board through her leadership, organization and unwavering commitment to moving the organization forward,” said Amber Guerrero, Chair of the SRVVB Board of Directors. “She brings a collaborative leadership style that serves our staff, partners and stakeholders while maintaining a strong focus on execution and accountability. We are particularly impressed by her commitment to continuous learning and professional growth, and we are confident she will successfully lead the organization into its next chapter.”
In her new role, Machesic will continue leading strategic marketing initiatives, partner engagement and regional tourism development efforts across the Susquehanna River Valley.
“I am honored to continue serving the Susquehanna River Valley in this role,” Machesic said. “This region is built on strong partnerships and community pride, and I look forward to continuing to grow and share that story.”
Machesic credits much of the organization's success to the strong partnerships that support its work.
“I am fortunate to work alongside a talented staff and a highly engaged Board of Directors whose expertise spans finance, marketing, governance, business development and organizational leadership,” she said. “Their guidance, mentorship and commitment to this region have been invaluable as we continue building momentum for tourism throughout the Susquehanna River Valley.”
Active in both professional and personal community service, Machesic serves as Secretary of the Board for Birthright of Sunbury and co-leads an OCIA program at Saint Monica Church in Sunbury, where she also serves as a lector. She resides in Paxinos with her husband and son.
About the Susquehanna River Valley Visitors Bureau
The SRVVB is a non-profit organization dedicated to promoting tourism, recreational activities and economic development in Northumberland, Snyder and Union counties. By showcasing the region’s natural beauty, thriving communities and diverse experiences, the Visitors Bureau works to create welcoming and memorable experiences for travelers and residents alike.
