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Across Glacier Country, we’re seeing and hearing signs of change. Booking patterns are shifting, visitor behavior is evolving and workforce and operational costs remain a challenge. While many of these dynamics aren’t new, what is new is the level of uncertainty about what’s coming next.
As always, we’re paying close attention to how these economic changes impact the people and businesses that make up our communities. We may not be able to control what’s happening in the world—but we can control how we respond, plan and show up for our region.
A key unknown this year is how the season will shape up in terms of capacity—not just the kind that stretches our communities, but the kind that leaves them with unexpected gaps. In recent years, we’ve focused heavily on managing high volumes of people. But we also need to prepare for what it looks like if we see fewer visitors. That could mean changes in revenue, workforce planning, supply chains and overall confidence for local businesses.
The balance we aim for—between resident quality of life and visitor experience—depends on our ability to adapt to both sides of that spectrum. Capacity isn't only about crowding and congestion. It's also about economic unpredictability, underused infrastructure and vulnerable businesses. And it extends beyond our towns and Main Streets to our recreation areas and public lands.
We’re especially mindful this year of the human capacity required to care for the places we all love. The reality is that the ability to steward our natural resources depends heavily on people—staffing, funding, volunteers and capacity within our agencies and communities. That’s one reason we’re stepping up our messaging around recreating responsibly. This is about more than protecting nature; it’s about respecting the people and communities who make it possible for these places to remain open, cared for and welcoming.
To plan and act effectively, we need strong input from the businesses and community members living this reality daily. The strategies we implement must be thoughtful, efficient and grounded in local knowledge. Understanding what’s happening on the ground, what’s trending up, what’s slowing down and what challenges are emerging—helps us carry out our work across all five pillars of our destination stewardship plan: healthy communities, responsible growth, vibrant economies, protected assets and engaged partnerships.
We’re committed to the long game. Supporting a resilient, thriving region that serves those who call it home while welcoming visitors with care and intention. Let’s keep working together to ensure that we’re ready for whatever comes next.
Western Montana’s Glacier Country plays a pivotal role in ensuring Montana’s visitor economy—one of the state’s top two industries—remains strong and sustainable. Behind the scenes, organizations and industry leaders work tirelessly to support the businesses, communities and people who depend on tourism.
Collaboration for a Stronger Voice
Glacier Country works collaboratively with destination organizations across the state and key industry partners like Tourism Matters to Montana, Voices of Montana Tourism, Montana Travel Association (MTTA), Montana Chamber of Commerce and Montana Lodging and Hospitality Association (MLHA). Together, we advocate for the resources and policies that support tourism.
This unified voice helps secure the attention tourism deserves, from supporting pro-tourism legislation to opposing harmful measures. Tourism generates over $5 billion in economic activity and provides more than 50,000 Montana jobs, making it a cornerstone of our economy.
Advocacy and Engagement
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.
In This Together
Tourism is not just an industry—it’s a community effort. Advocacy ensures Montana’s visitor economy remains a priority, enriching communities, preserving cultural heritage and sustaining our natural landscapes. By working together, we amplify our voice and strengthen Montana’s position as a top travel destination.
Stay informed and engaged by watching 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.
As we transition into the fall and winter seasons, we’re excited to share the next chapter of our "Still Here" campaign. At its core, this campaign is a celebration of Glacier Country’s unwavering beauty and the vibrant communities that call it home. From the ever-flowing rivers and steadfast mountains to the welcoming towns and expansive public lands, we encourage everyone to find a sense of belonging in these surroundings. It’s about more than just visiting—it’s about connecting deeply with the landscapes and communities that remain constant, offering a timeless refuge where nature’s beauty and local spirit thrive year after year.
Our fall and winter campaigns align with our commitment to destination stewardship, inviting visitors to explore responsibly, respect our environment and support local communities and businesses. These campaigns center around seasonal community capacity, ensuring we welcome fall and winter visitors in a way that thoughtfully accommodates them while maintaining the well-being of our local communities. Designed to connect deeply with both in-state and drive-market audiences, our campaigns showcase the essence of Western Montana in each unique season.
This fall, we’ve focused on inspiring locals and nearby travelers to embrace the beauty of autumn. Through our blog, we highlight must-do activities, scenic hikes and seasonal events that make the shoulder season so special in Glacier Country. Think crisp air, vibrant foliage and the charm of fewer crowds.
As we move into winter, our campaign will broaden its reach, targeting key cities with a high propensity to visit Glacier Country, including Los Angeles, Seattle, Minneapolis, Houston, Chicago, Phoenix, Portland, San Francisco, San Diego, Dallas, Calgary, Edmonton and Vancouver, as well as regional drive markets, including Montana. We will use a mix of print, video, out-of-home, social and digital placements to bring the full spectrum of winter experiences to life. From exhilarating ski runs and cozy fireside moments to tranquil winter hikes and the warm embrace of local hospitality, there’s something for everyone.
To guide prospective visitors from inspiration to trip planning, we employ ad retargeting strategies that speak to both national and in-state audiences. Our weather-triggered digital ads will keep powder-chasers informed of significant snowfall, and when the snow is light, we’ll pivot to highlight other winter activities and events, ensuring Glacier Country remains top of mind for all travelers.
Across all our messaging, we emphasize the importance of recreating responsibly and respecting our natural resources, reminding every visitor that Montana’s beauty is a shared gift. By promoting responsible tourism, we aim to preserve the landscapes and communities we love for generations to come, inviting everyone to enjoy Glacier Country in a way that sustains its timeless allure.
Additionally, we’re thrilled to introduce the "Guiding Glacier" campaign—a video series featuring local guides and storytellers who bring the essence of Glacier Country to life across all four seasons—capturing the diverse experiences that make this region so uniquely ours.
Stay tuned for more as we continue to celebrate the magic of Glacier Country, from the vibrant hues of fall to the serene snowscapes of winter. We hope these campaigns inspire residents and visitors alike to explore, enjoy and cherish all that this incredible region has to offer.
Here’s to another beautiful season in Glacier Country!
The team at Western Montana’s Glacier Country has been incredibly busy, and we are pleased to share the latest developments from our organization as we continue to advocate for and support Montana's tourism industry.
We recently received approval from the Montana Tourism Advisory Council for our FY 2025 Destination Organization Plan. Our strategic meetings with travel industry partners are now underway, focusing on preparations for Montana's 2025 legislative session to advocate for one of our state's top industries. Additionally, we assisted five communities in applying for the Department of Commerce’s Pilot Community Grant with guidance and research assistance to bolster their efforts in building strong, vibrant communities. We are pleased to announce that Mission West Community Development Partners’ application for "Building a Thriving Rural Region Through Placemaking, Downtown Revitalization, and Strategic Tourism Infrastructure” focusing on the Ronan area has been awarded. This grant award is for $1.25 million over a two-year period, possibly increasing up to $2.75 over a 60-month period.
Community outreach and education remain at the forefront of our initiatives. We completed town hall meetings across Glacier Country's eight counties, sharing our destination stewardship plan and engaging in meaningful dialogues about sustainable visitation. We refreshed our online training programs, including "Train the Trainer" and "Customer Service Essentials," and introduced a new session, "Don't Fuel the Fire," to enhance communication strategies during wildland fire events. These efforts aim to empower our communities and businesses with the tools and knowledge needed for success.
In marketing and communications, we are excited to announce the launch of our new travel guide, revamped webpage, and three targeted campaigns designed to attract visitors during the spring and fall seasons. These initiatives are part of our ongoing commitment to maintaining a healthier visitor economy that meets the diverse needs of our region. Thank you for your continued support as we work together to promote and sustain Montana's tourism industry.
Racene Friede – President CEO
Glacier Country 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.
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.
OUR VOICE shares who we are and captures where we’re headed—standing at the crossroads of being informative, helpful, thoughtful, respectful and trustworthy. It represents our welcoming mindset that values adventure and the preservation of the places we explore.
OUR TONE is a promise—to ignite the imagination, to empower discovery, to speak with confidence, to welcome diversity, and to stay grounded in authenticity, principles and collective responsibility to ensure that the natural wonders and cultural treasures of Western Montana’s Glacier Country remain untouched, unspoiled and unforgettable.
OUR BRAND PILLARS showcase what makes our region special and how we connect on a human level.
We could not have embarked on this rebrand so successfully without the invaluable input from Western Montana’s partners, residents and business owners, and we look forward to where this renewed sense of place, responsibility and adventure takes us all, together.
