Glacier Country Tourism Love Now, Explore Later Video Press Release

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

April 9, 2020

Media Contact: Lucy Beighle



Glacier Country Tourism Releases Visitor-focused Video:  Love Now, Explore Later

Glacier Country Tourism, the destination marketing organization for Western Montana, responded to the COVID-19 crisis with a message to potential travelers to the area: Love now, explore later.

“As an organization, our purpose is to attract visitors to Western Montana, but in the current state our messaging has obviously changed,” said Racene Friede, President and CEO of Glacier Country Tourism. “Our purpose now is to remind travelers that now is not the right time to come to Montana, give them a little future travel inspiration, and welcome them back when the time is right.”

Tourism is one of the top two largest economic sectors in Montana, and Western Montana receives approximately one-third of all tourists to the state.  Hundreds of businesses in the region depend on tourism for their livelihood.  “We recognize that many of our partner businesses will be severely impacted by the global pandemic, so we’re hoping to get the pipeline filled and hit the ground running when it’s deemed appropriate.”

Currently, visitor resources are fully operational and can be reached during normal business hours via phone or online at and 800.338.5072.

Resources shared with travel partners:

Glacier Country Tourism COVID-19 Communications

U.S. Travel Association

Montana State Governor’s COVID-19 Task Force

Joint Information Center: Resources for citizens, businesses, employers, media, community partners and state employees

Glacier Country consumer blogs:

Navigating the Uncharted Waters of COVID-19

Social Distancing and the Great Outdoors

Take the Tourism Pledge and Leave No Trace

Supporting Local Montana Businesses During COVID-19

For interview opportunities, contact Racene Friede at 406.544.2697 or