Western Montana's Glacier Country FY 2024 Annual Report
WESTERN MONTANA’S GLACIER COUNTRY
ABOUT
Western Montana’s Glacier Country is the official nonprofit destination marketing and management organization for Western Montana. We serve eight counties—Flathead, Glacier, Lake, Lincoln, Mineral, Missoula, Ravalli and Sanders—through programming that supports responsible tourism, enhances resident well-being and promotes economic vitality.
As we entered FY 2024, our focus sharpened on the long-term sustainability of our communities and landscapes. Through a comprehensive rebrand and expanded stewardship framework, we aligned our mission, vision and strategies with the region's evolving needs. Our work continues to be guided by four roles: destination marketing, destination management, destination stewardship and destination development.
As we reflect on the accomplishments of FY 2024, it’s clear that Glacier Country is not only adapting to change—we’re shaping the path forward.
This year, we advanced a redefined vision of what it means to be a destination stewardship organization. Our rebranding was more than visual—it was a realignment of purpose. Every campaign, partnership and program now reflects our shared responsibility to the people and places of Western Montana. That responsibility is reflected in our expanded Recreate Responsibly messaging, our strategic focus on year-round and regionally balanced visitation, and our strengthened collaborations with local communities.
We’ve seen encouraging signs. Our earned media value surged by 65%, our consumer leads grew by 8% and our blog readership, driven by authentic, educational storytelling, rose by 84%. These are not just numbers; they’re indicators of trust, connection and the effectiveness of our message. Importantly, our efforts are resonating at home, too—resident perceptions of tourism’s benefits increased by 8%, and our community town halls deepened our understanding of the impacts and opportunities that tourism presents.
We recognize that challenges persist. Like many rural destinations, we’re navigating the pressures of short-term rental growth, housing affordability and seasonal crowding. Visitor spending is down, and we are committed to better understanding and responding to the economic shifts behind that trend. But we remain confident that through smart planning, collaborative engagement and adaptive marketing, we can continue building a tourism economy that works—for everyone.
To our board, staff, partners and the communities we serve: thank you. Your insights, support and shared values guide everything we do. Together, we’re demonstrating that responsible tourism is not only possible—it’s powerful.
We enter FY 2025 with renewed purpose, clear data and deep respect for the region we are privileged to represent.
FY 2024 marked a defining moment for us as we introduced a refreshed brand, including a name change from Glacier Country Tourism to Western Montana’s Glacier Country. Our new brand reflects not just how we look—but who we are and what we stand for. More than a new logo and color palette, this rebrand signaled a renewed commitment to the values that guide our work: sustainability, inclusion, integrity and respect for place.
Mission Alignment
The brand realignment affirmed our role as a destination stewardship organization—one that prioritizes community well-being, cultural respect and the preservation of Western Montana’s natural assets. It reinforced our belief that tourism, when managed thoughtfully, can support thriving communities and protect what makes this region special.
Guiding Pillars
Our work is now grounded in four strategic pillars:
+ Enhancing community by ensuring tourism supports quality of life for residents
+ Fostering inclusivity by promoting equitable access and authentic representation
+ Sustaining nature through education, advocacy and responsible recreation
+ Championing stewardship in every campaign, conversation and investment
Visual and Verbal Identity
The new brand identity features a bold, nature-inspired aesthetic paired with trustworthy, informative and welcoming messaging. Together, these elements reflect the strength and diversity of the people and places we represent.
This rebrand is more than a visual shift—it is a strategic foundation. It supports our region’s transition from tourism promotion to tourism balance, aligning visibility with values and impact with intention.
Western Montana’s Glacier Country advanced strategic efforts across marketing, stewardship, development and engagement in FY 2024.
The following performance indicators highlight the reach, impact and alignment of our programs with regional goals.
Engagement + Awareness
+ 8.6% of website visitors were later observed traveling to the region, indicating strong trip-planning conversion
+ –6% decline in digital travel guide readership, impacted by website transition
+2.9% growth in social media audience, from 419,891 to 431,998 +84% increase in blog readership, rising to 420,212 views
Marketing + Media Performance
+ 105.5 million paid media impressions delivered (up from 74 million in FY 2023)
+ 0.84% average click-through rate (CTR) with a competitive $6.46 cost per thousand impressions (CPM)
$8.77 million in earned media value—a 65% year-over-year increase
Tourism Sales
+ +7% increase in B2B leads, growing from 3,855 to 4,120
+ Multiple familiarization (FAM) tours hosted, engaging both domestic and international travel trade
Visitor Information Centers funded across the region to support visitor readiness and local engagement 9
Visitor Economy Insights
+ $329 average visitor spend, a 13% decline from FY 2023, reflecting broader economic and travel industry trends
+ 1.08 visitor-to-resident ratio in Glacier County, the highest in the region
+ +15% growth in short-term rental availability, with occupancy at 24.6% and ADR (average daily rate) at $259
64.2% of visitors were nonresident travelers 64.2% 35.8%
Resident Sentiment + Community Engagement
+ +8% increase in residents who perceive tourism as beneficial to their community
+ 68% of residents identified summer crowding as a key concern
+ 8 regional town halls conducted to gather input and build alignment with local needs
300+
stakeholder engagements, including business visits, partner calls and strategic consultations
This data illustrates a year of meaningful progress across all areas of Glacier Country’s mission. While certain metrics reflect transitional challenges—such as digital disruptions tied to GA4—overall performance signals strong alignment with community values, economic impact goals and our commitment to responsible tourism leadership.
Digital analytics is evolving due to privacy laws and technology shifts, and Google’s move to GA4 reflects that—offering less precise but more privacy-compliant data.
In FY 2024, Western Montana’s Glacier Country advanced a comprehensive and mission-aligned marketing strategy that promoted seasonal balance, responsible recreation and meaningful visitor engagement. Through integrated messaging and high-performing digital tools, we successfully reached diverse audiences while reinforcing our stewardship values across every platform.
Key Campaign Highlights
+ Winter Wisely campaign: encouraged safe and respectful winter travel, reinforcing themes of preparedness, avalanche safety and local courtesy
+ We Live in a State of Awe campaign: celebrated in-state exploration and emphasized the economic value of resident travel within Montana
+ Targeted, seasonally focused content and specialty campaigns: reached planners for meetings, weddings and shoulder-season getaways, helping drive geographic and seasonal dispersion
Performance Highlights
+ 105.5 million paid media impressions, up from 74 million in FY 2023
+ Cost per thousand impressions (CPM) improved to $6.46 (down from $7.82)
+ Click-through rate (CTR) remained strong at 0.84%, reflecting broad audience reach and engagement
+ Social media audience grew by 2.9%, expanding from 419,891 to 431,998
+ Consumer leads database increased by 8%, growing from 1.58 million to over 1.71 million contacts
+ Blog readership surged by 84%, climbing from 228,996 to 420,212—a strong indicator of interest in educational, storytelling-driven content
+ Digital travel guide readership declined by 6%, largely attributed to the transition to a new website and Google Analytics 4 (GA4), which temporarily impacted page performance and indexing
Website + Conversion Performance
+ While overall website sessions dropped by 29.6% (from 2.29 million to 1.39 million), this was expected during the full relaunch and GA4 transition period
+ Despite this, conversion tracking showed that 8.6% of tracked devices visiting Glacier Country had previously accessed the website, confirming the platform’s role in travel planning
+ Average planning-to-visit window was 277 days, reinforcing the long decision-making timeline among our visitors and the importance of persistent, informative content
+ Top-converting pages included seasonal campaign landing pages, particularly for winter and spring, validating the effectiveness of targeted, timely messaging
Recreate Responsibly Integration
Our Recreate Responsibly messaging remained central to all paid and organic content, with strong impressions and engagement across blogs, social media, web content and advertising.
Community feedback, paired with survey data from the Institute for Tourism and Recreation Research (ITRR), points to measurable improvements in visitor behavior:
+ +9% increase in perceptions of fire safety practices
+ +15% improvement in perceived adherence to Leave No Trace principles
+ Continued high levels of sentiment toward recreating responsibly: 91% for fellow residents and 72% for visitors
Although formal behavioral data is still emerging, anecdotal evidence gathered through town halls and community engagement events reflects increased visitor awareness and a decline in negative behaviors—demonstrating the impact of our integrated communications strategy.
Evaluation
Most FY 2024 marketing objectives were met or exceeded. Blog readership and consumer lead generation showed exceptional growth, while paid media performance improved significantly in both efficiency and scale. While website and travel guide metrics were temporarily impacted by technical transitions, conversion data affirms their long-term influence on travel decisions.
Looking ahead, Glacier Country will continue evolving its digital strategies, leveraging insights to improve visibility, maintain visitor engagement and champion stewardship-focused messaging across all platforms.
In FY 2024, Western Montana’s Glacier Country continued to build a strong foundation for long-term, values-based growth through our tourism sales efforts. By cultivating relationships with domestic and international planners, tour operators and industry professionals, we showcased Western Montana as a destination that offers both unforgettable experiences and responsible travel opportunities.
Key Accomplishments
+ Achieved a 7% increase in B2B leads, reflecting continued interest in the region from group travel, meetings and event planners
+ Maintained a strong presence at travel trade shows and hosted familiarization (FAM) tours, giving industry decisionmakers firsthand experience of our communities, attractions and off-peak offerings
+ Promoted community-driven itineraries that support geographic dispersion, encourage longer stays and align with regional capacity and values
These strategic efforts helped sustain demand during a period of shifting global travel dynamics, reinforcing our position as a destination of choice for thoughtful, high-quality group travel. Looking ahead, our focus will remain on nurturing partnerships that contribute to regional resilience and shared economic opportunity.
Our communications efforts in FY 2024 focused on elevating Western Montana’s unique identity through storytelling that resonates with both heart and purpose. By strategically engaging media, influencers and production partners, we shared narratives that reflect the authenticity, resilience and beauty of our region—while reinforcing our commitment to stewardship and sustainability.
Key Achievements
+ Generated $8.77 million in earned media value, a 65% increase over the previous year, through national and regional media placements, influencer partnerships and organic outreach
+ Advanced thought leadership around Recreate Responsibly and destination stewardship, positioning Glacier Country as a model for responsible tourism and community-first destination marketing
+ Facilitated film and media productions that showcased our region’s landscapes and communities, supporting both economic development and long-term brand visibility
Our messaging emphasized cultural heritage, Indigenous storytelling, rural experiences and year-round travel opportunities, helping shape a more inclusive and values-driven perception of Western Montana. As we look ahead, Glacier Country will continue to invest in strategic communications that not only promote tourism, but also deepen public understanding of what makes this region worth protecting.
As visitor numbers remain strong and regional infrastructure faces increased demands, Western Montana’s Glacier Country continues to take a proactive approach to destination management. Our efforts focus on guiding visitor behavior, improving preparedness and aligning tourism strategies with the needs of our communities.
FY 2024 Highlights
+ Expanded the Recreate Responsibly program, distributing updated signage, digital assets and businessfacing toolkits to promote safe, respectful and informed travel across the region
+ Increased visitor awareness of key travel practices, with wildfire safety understanding rising by 9% and pre-trip planning improving by 15%, according to resident feedback
+ Hosted eight regional town halls, providing a forum for open dialogue, sharing insights and listening to community concerns, particularly around summer congestion, resource use and quality of life
These initiatives supported smoother visitor experiences while helping local leaders plan more effectively for the future. As we look toward FY 2025, we’ll continue to refine our education efforts, expand real-time communication tools and strengthen regional coordination to ensure that tourism contributes positively to both visitor enjoyment and community resilience.
Western Montana’s Glacier Country stewardship approach is built on a clear commitment: to protect the natural, cultural and community assets that make Western Montana a place worth visiting—and living in—for generations to come. In FY 2024, our work focused on measurable progress across five strategic stewardship pillars: rural enhancement, visitor dispersion, responsible recreation, stakeholder collaboration and values-based evaluation.
Key Achievements
+ Resident sentiment improved by 8%, reflecting stronger community support for tourism when it's managed with care and intentionality
+ Expanded stewardship messaging across paid media, digital content and visitor touchpoints, encouraging low-impact travel and supporting seasonal and geographic dispersion
+ Tracked a 15% increase in short-term rental availability, with the greatest growth seen in rural counties like Sanders (+31%) and Mineral (+26%)—data that helps communities plan more effectively for housing, infrastructure and visitor readiness
While ongoing challenges such as crowding and housing affordability remain top of mind, we are making tangible progress through collaboration, education and data-driven planning. Our stewardship efforts continue to evolve with the needs of our communities, always rooted in the belief that tourism should enrich lives—not overwhelm them.
Glacier Country’s outreach program is central to our mission of aligning tourism efforts with the values and needs of the communities we serve. By fostering open communication, listening actively and showing up consistently, we’ve built meaningful relationships that shape every aspect of our work—from campaign messaging to program funding.
In FY 2024, we:
+ Conducted 300+ direct interactions with stakeholders across all eight counties, including in-person meetings, listening sessions and collaborative workshops
+ Partnered with local chambers of commerce, Tribal governments, tourism-related nonprofits and economic development organizations to ensure regional alignment and shared success
+ Provided technical assistance and planning support for community-led tourism initiatives, helping local leaders bring their visions to life
These engagements not only informed decisions around grantmaking, strategic communications and advocacy priorities—they strengthened trust and laid the groundwork for continued collaboration. As we look ahead, Glacier Country remains committed to being a responsive, reliable partner to every community in our region.
In FY 2024, Western Montana’s Glacier Country continued to invest in destination development strategies that strengthen infrastructure, support community-led initiatives and improve the overall visitor experience. Our goal is to ensure tourism contributes meaningfully to the vitality of every corner of Western Montana—especially rural areas—by funding projects that align with local identity and capacity.
Key efforts included:
+ Funding 9 Visitor Information Centers (VICs) across the region, helping to improve trip planning resources and provide in-person support to travelers
+ Awarding cooperative marketing grants, including support for Cut Bank’s brand refresh, to help communities define and promote their unique story and offerings
+ Providing event support to enhance community events that draw visitors and generate local economic activity
While regional visitor spending declined by 13%, these investments helped strengthen the foundation for future growth, reinforced community pride and improved the quality of the visitor experience. Looking ahead, we remain committed to fostering place-based development that delivers lasting benefits for both residents and guests.
Western Montana’s Glacier Country continues to champion the positive impact of tourism through thoughtful education, collaboration and legislative engagement. In FY 2024, we worked to elevate tourism’s role in community development and ensure strong support for the resources that sustain our industry.
Through initiatives like Tourism Matters to Montana, we:
+ Supported policies that uphold infrastructure investment and community-based tourism funding
+ Provided elected officials with accurate, timely information about tourism’s benefits across rural and urban areas
+ Partnered with Voices of Montana Tourism to share nonpartisan educational resources and strengthen tourism literacy
These efforts helped reinforce tourism as a vital contributor to Montana’s economy, quality of life and long-term growth, while building a stronger understanding and alignment among decision-makers statewide.
Western Montana’s Glacier Country strategically allocates its lodging tax budget to support marketing, destination development, stakeholder education and long-term stewardship. Our FY 2024 financial plan was designed to ensure balanced investment across key operational areas, reinforcing community engagement and regional resilience.
$1,000,000
This balanced funding structure supported Glacier Country’s comprehensive programs in FY 2024, ensuring that strategic communications, visitor engagement, stakeholder outreach and community-based development all received adequate resources.
2024 NONRESIDENT VISITOR EXPENDITURES
GLACIER COUNTRY REGION – SOURCE: ZARTICO
+ Average visitor spend: $329 (↓13% from FY 2023)
+ Nonresident visitors: 64.2% of total visitors
This expenditure data reinforces the importance of continued investment in tourism infrastructure, messaging and management—ensuring visitor dollars contribute meaningfully to local communities and businesses.
CONCLUSION
The efforts of Western Montana’s Glacier Country brought stewardship to the forefront—helping our region adapt to growth while preserving what makes it special. Through marketing, outreach, education and advocacy, we continue to serve Western Montana with care, creativity and a steadfast commitment to responsible tourism.
