Strengthening Montana’s Visitor Economy
Collaboration and Advocacy at Work

Western Montana’s Glacier Country plays a pivotal role in supporting Montana’s $5 billion tourism economy, which sustains over 50,000 jobs. In collaboration with partners like Tourism Matters to Montana, Voices of Montana Tourism, and Montana Travel Association, Glacier Country advocates for policies and resources that support tourism.

To navigate the legislative environment, Glacier Country and its partners actively track tourism-related legislation via the Tourism Matters to Montana website (tourismmattersmt.org/bill-watch). Weekly Tourism Talks Webinars, hosted with MTTA, keep the tourism community informed about key developments and advocacy strategies.

Watch for information in our news blast and by visiting Tourism Matters to Montana to track legislation and find ways to help. Together, we can ensure a thriving future for Montana’s tourism industry.

Tourism Sales Update

We’ve been busy showcasing Western Montana’s Glacier Country to B2B markets. Highlights include hosting 12 U.S. travel agents on a familiarization tour and connecting with meeting planners at Smart Meetings in Phoenix. We’ve also engaged with international tour operators through blogs, newsletters and updates on Glacier National Park’s 2025 reservation system. In the link below, find more information on how your business can benefit from these markets.

Public Relations Update

This quarter, we focused on hosting media through familiarization trips featuring activities like fly-fishing and llama trekking, engaging with journalists at the Outdoor Media Summit and building connections at the International Media Marketplace. Coverage highlights include features in Travel + Leisure, Outside Magazine and Condé Nast Traveler. Interested in hosting media or showcasing your business? Interested in hosting media, showcasing your business or being included in a FAM or media trip? Learn more in the link below.

Guiding Glacier Campaign

Our Guiding Glacier series highlights the people who live, work and play in Western Montana’s Glacier Country. Through videos and stories, it captures the passion and hard work that make this region special. Featuring local guides, makers and innovators, Guiding Glacier is an invitation for visitors and prospective travelers to connect with these stories—and perhaps make them a part of their own adventure here.

Research +
Trends

2024 Visitor Trend Highlights: This past year, our region welcomed travelers from near and far, and 32% of visitor spend in our region supported our local businesses. Check out our detailed visitor trend report to explore more of the behaviors, origins and economic contributions of visitors to the Western Montana region throughout 2024.