Distinctly Montana Magazine

W W W. D I S T I N C T LY M O N TA NA . C O M 57 THERE IS GREAT OPPORTUNITY FOR MANY EUROPEAN VISITORS WHO ARE INTERESTED IN THE CULTURAL AND HIS- TORIC ASPECTS OF MONTANA, PARTICULARLY WITH NATIVE AMERICANS AND THE HONORED CEREMONIES AND CELEBRATIONS AROUND THE STATE. INTERVIEW WITH DAX SCHIEFFER DIRECTOR, VOICES OF MONTANA TOURISM visitors and potential visitors on how they viewed a Montana experience. e research provided sev- eral nuanced findings with branding opportunities to attract more visitors in the future, but sup- ported the traditional brand attributes Montana has relied on which include spectacular, unspoiled nature, vibrant and charming small towns and breathtaking experiences by day and relaxing hospitality at night. ese exceptional experiences in nature such as fishing, skiing, hiking, and rafting will continue to be a differentiating draw from other vacation experiences. at will be true in 30 years and is something that cannot be authentically replicated in other travel markets. Research shows great opportunity for cultural history in Montana, ranging from opportunities to promote Indian country to the fascinating story of the wild west. Great care must be taken to do this right; the moment the experience resembles Frontierland in Disney, we missed the mark. WON'T THE STATE AND NATIONAL PARK SYSTEMS NEED MORE CONTROLS TO DEAL WITH HUMAN TRAF- FIC INCREASES? at is not for me to say or predict; in fact, start- ing the conversation with "controls" might not be the first step. It is agreed that Montana's natural wonders are an asset, and as an asset, it is a resource that needs to be protected. (And not simply pro- tected for more visitors and locals to enjoy today, but protected for future generations to enjoy.) Instead of controls, the goal could be to steer desired behaviors through effective education and management. Yellowstone National Park saw a huge increase in visitation from 2014 to 2015. Without a huge budget, they made small changes in how to manage behavioral changes and expec- tations and had a much more successful season for visitors and staff. HOW WILL CLIMATE CHANGE IMPACT MONTANA TOURISM? Many of the economic data points we work from come from the Institute of Tourism and Recreation Research in the University of Mon- tana. Because the main attraction for visitors to Montana are outdoor activities that can be affect- ed by changing climate, it's clear, some of those activities will be affected if there is less snow or warmer springs, particularly around water-based or snow recreation. In the short term, visitors will likely adjust the times they arrive for a visit; in the long term it's more difficult to predict. HOW WILL TECHNOLOGY IMPACT TOURISM? (E.G. DRIVERLESS VEHICLES, DRONES, ROBOTICS, VIRTUAL REALITY, AUTOMATED TRAFFIC CONTROL, ETC.) When looking back in history, traveling for pleasure, or tourism, is a relatively new human activity of the past 200 years. With the early days of travel in Europe it was only for the very wealthy, sometimes only royalty. Technology changed all of that. Trains first made long dis- tance travel possible, (originally restricted to the relatively wealthy), airlines arrived, and prices have come down. In the '60s the Federal Highway System was built, making travel from state to state predictable and safe. Technological breakthroughs made today's tourism industry possible; while I can't predict the next 30 years, I can say with certainty, new technology will be a major factor. HOW LARGE A PART OF MONTANA'S ECONOMY WILL TOURISM BE IN THE YEAR 2047? Tourism is already a leading industry for Montana, and it will continue to hold that rank- ing. Tourism is sustainable: a visitor can come and experience Montana, inserting their money into the Montana economy and go home to make room for the next visitor. HOW DOES TOURISM IMPACT MONTANA'S POPULA- TION GROWTH? Montana has a growing population, but it is relatively moderate. While Montana's popula- tion growth is relatively flat, the urban areas are growing faster and the rural areas are declining population. ere is an interesting question that is being discussed in the economic development commu- nity which is what impact tourism has on creating new industries and investments in Montana. e starting position is that most people who start a new business in Montana have visited in the past, sometime strictly for business, but often for a vacation. Not only does the actual visit precede investment, but the allure and desirability of Montana can positively impact chances for a business to locate here. DAX SCHIEFFER is the director of Voices of Montana Tourism, providing year-round education and outreach around the value of the tourism of industry for Mon- tana. Schieffer grew up in eastern Montana in Sidney and graduated from Montana State University before serving an 18-year career in hospitality in Big Sky. To follow trends in the tourism industry, visit www.voicesoftourism.com and sign up for monthly newsletters.

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