Distinctly Montana Magazine

D I S T I N C T LY M O N TA N A • S U M M E R 2 0 1 7 56 M O N TA N A i n 3 yea rs TOURISM SO, WHERE ARE WE TODAY WITH TOURISM NUMBERS, AND WHERE DO WE EXPECT TO BE IN 2047 WITH PROJECTED NUMBERS OF TOURISTS VISITING MONTANA ANNUALLY? In 2016 Montana attracted a record 12.3 million non-resident visitors. is is a five percent increase from the year before. Any economist studying travel trends today will agree that Montana is in a very successful tourism growth cycle. To look at the economic impact, last year those visitors spent $3.5 billion dollars, money that is injected into the Montana economy. ose dollars circulate in the communities they are spent in that create direct and indirect impacts. Combined, the industry created $4.8 billion in economic impact with 53,000 jobs, $1.3 billion in wages and salaries. People have been traveling to Montana for pleasure since 1883 when railroads allowed for easier long dis- tance travel to Yellowstone National Park. But the reality is that it was just 30 years ago when Montana really committed to supporting the tourism industry with sustained marketing dollars. It took 30 years of effort to bring Montana from 2 million to 12 million visitors. Looking ahead 30 years I believe the pace of growth will level based upon existing transportation infrastructure, but with our amazing attributes I imagine the industry could grow to 20 million visitors. FROM WHAT COUNTRIES DO YOU EXPECT THE LARGEST INCREASE IN MONTANA TOURISM, AND WHAT WILL HAVE TO BE DONE TO ACCOMMODATE THE INCREASE? Montana has always been a strong pull for the Canadian traveler, and while it appears the amount that Canadians spend has decreased recently, that is mainly attributed to the value of the dollar. Montana does market for overseas visitors and has been focused on Europe, Scandinavia, Australia, and Japan and Tai- wan. e area Montana is seeing the largest increase is from the Chinese market. Not surprisingly, Yellowstone National Park and Glacier National Park continue to be the draws for many international visitors. ere is great opportunity for many European visitors who are interested in the cultural and historic aspects of Montana, particularly with Native Americans and the honored ceremonies and celebrations around the state. WHAT WILL HAVE TO BE DONE ON A STATEWIDE BASIS TO HANDLE THE INCREASED TOURISM OVER THE NEXT 30 YEARS? ere are several things, but a lot can be summed up with transportation. Increasing airline capacity and airport capacity will be important. However, nine out of 10 visitors arrive in Montana by driving, including cars, buses, R.V's and motorcycles. Montana needs infrastructure with safe and smooth roads, sturdy bridges, and adequate signage to meet the demand of the growing tourism industry. Of course, residents appreciate great roads too. WHAT CHANGES IF ANY DO YOU EXPECT IN THE TYPE OF TOURISM TAK- ING PLACE IN MONTANA OVER THE NEXT 30 YEARS AND HOW WILL THOSE CHANGES BE ADDRESSED? (FOR INSTANCE, WILL THERE BE MORE "CON- TROLLED" ACCESS TO ACTIVITIES? WILL WILDERNESS AREAS SEE MORE RESTRICTIONS? WILL VISITORS BE MORE INTERESTED IN ACTIVE TOURISM: FISHING, SKIING, HIKING, RAFTING, ETC…OR MORE INTERESTED IN "SOFT" TOURISM: SIGHT-SEEING, CITY VISITS, ETC.? Recent research was just released that studied the perceptions of

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