Refined, Refreshed, Renewed
Welcome to Western Montana’s Glacier Country Rebranded

Glacier Country Tourism has just completed a rebranding, and we are excited to announce our new official brand name, Western Montana’s Glacier Country. This rebranding journey has been an opportunity for us to delve into our organization's core values, understand our audience and clarify our mission.

Through extensive engagement with partners, residents and business owners, guided by our Destination Stewardship Plan, we have strengthened our commitment to serving as the official destination stewardship organization for Western Montana.

This rebranding effort includes brand identity, a brand guide with defined brand pillars, a refreshed website, a redesigned travel guide and a new advertising campaign. 

Our brand embodies the very essence of this remarkable destination: natural wonders, cultural richness and unforgettable experiences. The name itself evokes imagery of rugged mountains, glacial waters, pristine landscapes, and a tapestry of diverse communities. It encapsulates an adventurous spirit, a commitment to preservation, and an invitation to explore the treasures found here.

We look forward to where this renewed sense of place, responsibility and adventure takes us all, together.

Tourism Sales Update

On the domestic group tour front, our Marketing Project Manager, Aerionna Skrutvold, represented Western Montana at ABA's Marketplace in Nashville, Tennessee, in January, reaffirming the growing demand for rural destinations, fresh mountain air and immersive experiences. At the Go West Summit in Tahoe, Nevada, our Director of Sales, Debbie Picard engaged with international tour operators crafting fly-drive itineraries incorporating western states, drawing special attention to Western Montana. Debbie has been actively advocating for the hosting of meetings and events in our region, responding to numerous RFP requests from meeting and retreat planners. If you're affiliated with an association or have insights into regional meetings that align with our offerings, we welcome your collaboration. Contact Debbie at debbie@glaciermt.com or Aerionna at aerionna@glaciermt.com to promote your business.

Public Relations Update

This quarter, our Director of Communications, Lucy Beighle, attended International Media Marketplace in New York City, where she met with 25 international and domestic media. Lucy also attended the Destinations International Marketing & Communications Summit for beneficial networking and discussion opportunities with peers who are experiencing similar opportunities and challenges. Lucy hosted @TravelingMel for a low-impact, recreate responsibly couple’s winter trip in the Bitterroot Valley, and @SuziontheMove came to the northern part of the region to show that February is a fantastic month to visit. Upcoming shows for Lucy include the Governor’s Conference in Missoula, IPW in LA, and a product verification trip to the Flathead Valley. Partners interested in hosting media or showcasing their business can contact Lucy at lucy@glaciermt.com for potential inclusion in a FAM or media trip.

Community
Engagement Update

In January, Jenna Boltz, Director of Community Engagement, coordinated a series of Town Hall meetings to discuss our Destination Stewardship Plan and gather resident input on challenges, opportunities and strategies regarding tourism impact. The Ravalli County Town Hall discussed the benefits, like jobs and cultural exchange, alongside concerns about overcrowding and strained infrastructure. Similar discussions at the Missoula County Town Hall highlighted economic benefits but also raised issues like traffic, wildlife impact and affordable housing. Lake County's Town Hall revealed mixed sentiments, emphasizing the need for improved infrastructure and engagement with younger generations. As we continue these community conversations across the region, join us at an upcoming Town Hall meeting. Feel free to contact gcstewardship@glaciermt.com with questions. 

Research +
Trends

By closely examining trends and visitor behavior, we gain valuable insights that inform our messaging, target audience and media planning. We’ve seen some shifts in visitation, with much higher numbers of people from our drive market (Montana, Idaho, Washington) and less from those beyond. Average visitor spending decreased by 3%. Visitors were here for outdoor recreation and sports, staying at accommodations, shopping and eating. The highest share of visitor spending was on food, followed by retail, accommodations, fuel and attractions. The people who stayed at accommodation businesses were from the Billings, Seattle-Tacoma, Spokane, Portland and Butte-Bozeman areas. The people who spent the most were from Great Falls, Butte-Bozeman, Spokane, Missoula (Glacier Country region) and Billings.