G E N ER AL IN FO In 2019, Glacier Country received 31% of nonresident visitor spending ($3.76 billion) and visitation (12.6 million) and 29% of all resident spending in Montana ($351 million) and 27% of all resident overnight trips. Montanans love to travel, and we have an amazing state in which to do so. Tourism builds our communities by amplifying the experiences we enjoy. It enhances our quality of place and thus our quality of life, making our state a great place to live, work and play. Glacier Country Tourism is proud of Montana, and, as a destination marketing and management organization, we know our ultimate customers are our fellow residents. The visitors we host supply us with far more experiences than we could afford on our own. We have been successful in our efforts because we are constantly innovating how we market our destination. To this end, Glacier Country Tourism continued our consumer marketing programs with a robust rural marketing initiative, a Glaciers to Geysers parkto-park cooperative campaign with Yellowstone Country and new microsite launches for our weddings. We invested $370,000 in paid print and digital placements in Brand USA, Great American West, Yellowstone Journal, Smart Meetings, Meetings Today, Small Market Meetings, Leisure Group Travel, TripAdvisor and Madden Media, and advanced audience marketing on Facebook, Instagram, Sojern, LiveIntent to Los Angeles, San Francisco, Dallas/Fort Worth, Houston, Seattle, Minneapolis, Denver, Chicago, Phoenix and Alberta, Canada, which resulted in: + + + + + + +
Consumer response = 1,852,700 Electronic response = 1,797,000 Social media audience = 387,000 Responsive website = 1,595,000 Consumer database = 1,200,000 Qualified B2B database = 2,425 Earned media ad value = $3,612,000
The entire Montana tourism industry is grateful to the Montana Legislature for continuing to provide the promotion, funding and resources needed to successfully market our state, region and community destinations. This continued investment means the average tax burden on every Montana household is reduced by $626, according to the Montana Office of Tourism and Business Development. We look forward to creating more innovative and cutting-edge programs that will generate an even greater return on our investment and a speedy road to recovery throughout the entire Glacier Country region. Thank you for your continued support and for all you do to help make Glacier Country an incredible place to live as well as a place to travel.
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G LAC IE R C OU N TRY T OURISM | F Y 2 0 2 0 ANNUAL R EPORT
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