Montana Tourism Industry Unites for "Montana Aware" Campaign

COVID-19 UPDATE Check out the latest Glacier Country Tourism information on communication response and resources.

Businesses in Western Montana’s Glacier Country participate in effort to promote safety measures

Missoula, Mont. (August 25, 2020) – The Montana Department of Commerce’s Office of Tourism and Business Development has launched the “Montana Aware” campaign to promote safe and responsible behavior among those who are traveling in the state. The public health initiative aims to educate residents and visitors on safe travel best practices to slow the spread of COVID-19.

“Our top priority is to keep those who live, work and travel in Montana safe,” said Commerce Director Tara Rice. “It’s important that we put safety first and adventure second because we all have a shared responsibility to slow the spread of COVID-19.” 

The “Montana Aware” program encourages Montana’s tourism partners and local businesses to use flyers, posters, social media messages, customer emails and business websites to help inform patrons about safety guidelines for travel. Regionally, 15 businesses and organizations from around the 8-county Western Montana’s Glacier Country are involved to date, including eleven chambers of commerce and the Missoula International Airport.

“We’ve had a fantastic response from our regional partners, and the help in distribution of materials is going to make a huge impact,” said Racene Friede, president and CEO of Glacier Country Tourism.  “The safety of residents and visitors alike is of the utmost importance,” she said. 

Safe Travel Guidelines

Before travelers hit the road, they should, “Know before you go.”

  • Know the local public health guidelines before arriving at their destination
  • Understand some services and destinations may be limited
  • Stay home if they’re sick

When travelers are on the road, they should:

  • Wear a mask – face coverings are required in certain indoor spaces and for certain organized outdoor activities in counties currently experiencing four or more active cases of COVID-19
  • Maintain social distance (at least 6 feet apart)
  • Wash their hands and use hand sanitizer
  • Avoid touching their face
  • Cover coughs and sneezes

For More Information

Please visit for the most up-to-date regional travel updates.

The “Montana Aware” initiative is funded with federal dollars through Montana’s Coronavirus Relief Fund. For more information about the Montana Aware program, go to

For interview opportunities, contact Racene Friede, President and CEO of Glacier Country Tourism, at or 406.544.2696

Glacier Country Regional Tourism Commission is a nonprofit organization dedicated to promoting tourism in Western Montana and represents eight western Montana counties (Flathead, Glacier, Lake, Lincoln, Mineral, Missoula, Ravalli, and Sanders), Glacier National Park, and other entities.