Strategic Planning and Community Engagement
FY 2025 Plan Approved, Grants Secured and New Initiatives Launched

We are thrilled to announce that our FY 2025 Destination Organization Plan has been approved by the Montana Tourism Advisory Council. Strategic meetings with travel industry partners are now in progress, focusing on the 2025 legislative session to advocate for Montana's vital tourism industry.

We assisted five communities with their Department of Commerce Pilot Community Grant applications, providing guidance and research. We are excited to share that Mission West Community Development Partners received a $1.25 million grant for their project in the Ronan area, with potential increases up to $2.75 million over 60 months.

Community outreach remains a priority. We completed town hall meetings across Glacier Country's eight counties, presenting our destination stewardship plan and discussing sustainable visitation. Our refreshed online training programs, including new sessions on communication during wildland fires, aim to equip our communities and businesses with essential tools and knowledge.

In marketing and communications, we launched a new travel guide, revamped our webpage, and introduced three targeted campaigns to attract visitors in the spring and fall. These efforts support a healthier visitor economy tailored to our region's diverse needs.

Thank you for your continued support as we work to promote and sustain Montana's tourism industry.

Tourism Sales Update

Spring is always a busy time for our sales team, and this year was no different. In April, we partnered with Discover Kalispell to host a Military Reunion FAM. Five reunion planners from military associations across the U.S. explored Kalispell and were impressed by the warm welcome from resident veterans and left with a deep sense of gratitude. Our team also focused on highlighting Western Montana as a top destination for international travelers. At International Roundup in Casper, WY, and IPW in Los Angeles, Debbie engaged with international tour operators interested in crafting fly-drive itineraries. Additionally, we promoted Western Montana as a prime location for retreats, meetings and events. In June, we hosted a Meetings Media FAM for writers and editors, who were impressed with our relaxed atmosphere, stunning scenery and excellent culinary scene. We welcome collaboration from associations and those with insights into regional meetings. Contact Debbie at debbie@glaciermt.com for more.

Public Relations Update

It’s been a busy quarter! Lucy Beighle, our Director of Communications, hosted numerous journalists and content creators. Notable visits include Rob Annis of Men’s Journal and Outside Magazine, Sophia Toomb of @TravelersForGood focusing on sustainable tourism, and Alex Schnee of @Alexonthemap on responsible recreation. Lucy attended the Montana Governor’s Conference on Tourism in April and IPW in Los Angeles in May, connecting with 25 international journalists. In June, she participated in the PRSA Travel and Tourism Conference in Greenville, SC, and the SATW online media marketplace event. Alongside Debbie Picard, Lucy hosted a five-day meetings media FAM in June, with six writers and editors from top industry publications. The group explored the region, resulting in positive post-trip feedback and anticipated coverage. Partners interested in hosting media or showcasing their business can reach out to Lucy at lucy@glaciermt.com for potential inclusion in a FAM or media trip.

Community
Engagement Update

Jenna Boltz, Director of Community Engagement, has concluded a series of town hall meetings across our eight rural counties, discussing tourism impacts and sharing our destination stewardship plan. Hundreds of residents shared their opinions on tourism's benefits—like economic diversity and community pride—and drawbacks, such as increased traffic and resource strain. Themes of self-reliance, collaboration and transparency emerged. We are developing communication strategies to report our findings. Jenna is notifying nonprofit organizations and community leaders about funding opportunities and programs addressing local priorities. She has also provided data for recreation-evaluation projects and attended the Grand Opening of the Blackfeet Visitor Center. For more information, please email gcstewardship@glaciermt.com.

Research +
Trends

U.S. Travel Association Travel Insights Dashboard for the month of May 2024:

U.S. travelers traveling internationally: 17.5% increase May 2024 vs. May 2023; 19.6% increase in YTD vs. previous year.

Short-term rental demand increased by 8.9% to 11.7%. Hotel demand increased by 0% to 2%.

National park visitation: 2% increase nationally.

Lodging demand: slight increase of 1.9%.

Air passenger numbers: nationwide growth of 7.7% compared to 2023 and 11% compared to 2019.

Montana’s passenger throughput: increased 31.4% since 2019.