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TOURISM Good for Montanans Good for Montana 6 Tourism Regions 10 Convention/Visitor Bureaus (CVBs) In 1988, the Year Montana first collected the 4% Bed Tax $4.8 million was Generated In 2003 that figure was over $12.6 million Bed Tax Collections (Calendar Years 1994-2003) +2% +6% +3%

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Tourism l.jpg
TOURISM

Good for Montanans

Good for Montana


6 tourism regions 10 convention visitor bureaus cvbs l.jpg
6 Tourism Regions10 Convention/Visitor Bureaus(CVBs)


In 1988 the year montana first collected the 4 bed tax 4 8 million was generated l.jpg

In 1988, the Year Montana first collected the 4% Bed Tax $4.8 million was Generated

In 2003 that figure was over $12.6 million


Bed tax collections calendar years 1994 2003 l.jpg
Bed Tax Collections(Calendar Years 1994-2003)

+2%

+6%

+3%

+6%

+4%

+5%

+4%

+3%

+6%

+4%


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How is the Bed Tax

Distributed


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Accommodations Projected Tax Revenue FY 2005

Projected Lodging Tax Revenue $12,970,036

Heritage Preservation Commission ($400,000)

(Virginia City)

Department of Revenue $298,311

(Collection costs & reimbursement to general fund of tax paid by state employees)

Available for Distribution $12,271,725


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Use of Funds(Determined by Montana Legislature)

State Parks – 6.5% $797,662

(Operations and Maintenance)

University System – 2.5% $306,793

(Tourism and Recreation Research)

Historical Society – 1% $122,717

(Historical Sites and Signage)

Regions/CVBs Marketing – 22.5% $2,761,138

Travel Montana Programs – 67.5% $8,283,414


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Travel MontanaProjected FY 2005 Budget

Funds from Accommodations Tax $8,283,414

Income from ad sales, co-ops, etc. $372,405

L&C Bicentennial Commission ($200,000)

Historical Society (L&C Bicentennial) ($100,000)

Historical Society (Historical Interpretation) ($193,627)

Historical Society (Scriver Collection) ($140,000)

Montana Trade Program ($200,000)

Total Funds Available$7,894,802


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How is the $7.89 MillionDistributed AmongTravel Montana Programs


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WHAT DO WE KNOW

ABOUT OUR

NONRESIDENT VISITORS?


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Montana NonresidentVisitor Facts

  • 9.67 Million Nonresidents Visited Montana

  • Primary Purpose of Visit

    • 44% vacationers

    • 15% visiting family & friends

    • 8% business travelers

    • 26% passing through

    • 7% shopping, conventions, other

Institute for Tourism & Recreation Research


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Nonresident Visitors(Millions)

Institute for Tourism & Recreation Research


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NONRESIDENT VISITORSBY SEASON

43%

26%

15%

17%

Institute for Tourism & Recreation Research


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Visitors Spent $1.87 Billion in Montana

These expenditures produced over $135 million in state and local taxes

Where does the $1.87 billion travel industry money go?

  • 28% Food $524.6 million

  • 21% Retail Sales $398.9 million

  • 13% Lodging $252.1 million

  • 22% Gas $421.4 million (which generates

    nearly 38% of Montana’s state gas taxes)

  • 14% Other Purchases/

    Transportation $276.5 million

Institute for Tourism & Recreation Research


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Tourism Means Jobs for Montanans

  • Tourism supports 37,000 Montana Jobs = 7% total work force (direct/indirect) = 8%

  • These Jobs Generated $739 million in personal income

Institute for Tourism & Recreation Research


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Between 1993 and 2003

  • Montana visitor expenditures grew from $1.23 billion to $1.87 billion

  • Nonresident visitation grew 20.6% from 8.37 million travelers to 9.67 million travelers

Institute for Tourism & Recreation Research


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Winter Visitor Facts

  • The typical winter visitor group (2.4 people) pumps $111 per day into the state's economy – stays 3.1 nights with a household income of $60,000 to $80,000.

  • Visitors were most likely to be from North Dakota, Wyoming,Washington and Alberta, Canada. Ninety-five percent had been to Montana before and 96% planned to visit again in the next two years.

  • Yellowstone National Park was visited by 31% of all vacationers, while the Flathead Lake Area, had 23% of the vacationers.

  • Visitors stayed overnight in Billings (32%) more often than any other community in the state.

  • For pre-trip planning, visitors felt that private businesses (36%) and the Internet (35%) provided the most useful information.

  • Shopping was the activity participated in the most (41%), followed by downhill skiing and gambling (12%)

  • Winter visitation to Yellowstone National Park has held steady at (13%) over the years, but visitation to Glacier National Park has increased from (2%) in 1993 to (9%) in 2001.

Nonresident Winter Visitor Profile: A Study of Winter Visitors to Montana – ITRR – December 2001

Institute for Tourism & Recreation Research


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Spring Visitor Facts

  • Typical nonresident spring visitor group (1.97 people) spent $95.98 a day, stayed 3.04 nights.

  • Visitors were most likely to be from Washington, Idaho, North Dakota and Wisconsin.

  • Vacationers visited Yellowstone National Park (47%), Glacier National Park (47%), Little Bighorn Battlefield (34 %) and the Flathead Lake area (28 %)

  • Glacier Country Tourism Region accommodated more overnighters (29%) than any other travel region, but visitors stayed overnight in Billings (17%) more than any other community in the state.

  • Camping was the most popular activity (48%), followed by visiting historic sites (45%), (33%) hiking and (31%) shopping.

  • For those who used available pre-trip planning sources, (39%) the Internet and (23%) auto clubs were the most useful. The most useful information used while in the state mostly came from service people (30%) and highway signs (28 %).

Nonresident Spring Visitor Profile: A Study of Spring Visitors to Montana – ITRR – February 2002

Institute for Tourism & Recreation Research


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Summer Visitor Facts

  • Typical nonresident summer visitor group (2.5 People) spent $109.51 a day and stayed 4.2 nights.

  • Top three expenditures were gasoline, retail and restaurant/bar.

  • Visitors from Washington (12%) and California (10%) represented a greater percentage than any other states. The border states of Idaho, North Dakota and Wyoming add up to 14% of nonresident visitors. Canada and Overseas (3%) made up 11% of nonresident visitors.

  • Seventy-six percent of all summer visitors were repeat guests.

  • Vacationers visited watched wildlife (50%), day hiked (46%), shopped (45%), visited museums (25%), hired an outfitter or guide (9%).

  • Top Montana attractions: Mountain/forests, Yellowstone & Glacier National Parks, Rivers/lakes, and open space/uncrowded areas.

  • Visitors stayed overnight in Billings (9%), Missoula & West Yellowstone (7%), Bozeman (6%), and Gardiner & Great Falls (4%).

  • For those who used available pre-trip planning sources, (43%) used the Internet and (38%) said it was their most useful source of information.

Nonresident Summer Visitor Profile: A Study of Summer Visitors to Montana – ITRR – April 2002

Institute for Tourism & Recreation Research


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Fall Visitor Facts

  • Vacationers to Montana comprise 29% of Montana’s fall visitors. This group stayed 4.98 nights. They were attracted to Montana’s mountains and forests, open space and hunting followed by wildlife and Yellowstone National Park.

  • Fifteen percent of these vacationers hired an outfitter or guide.

  • Eighty-four percent of fall vacationers have been to Montana previously. These visitors came from Washington, California, North Dakota, Minnesota, Oregon, Idaho and Alberta.

  • Visitors passing through comprise 34% of all fall visitors and stay 1.47 nights.

  • Fall Visitors visiting friends and relatives (VFR) comprise 23% of the state’s visitors. They stayed 6.5 nights. VFR visitors shop more than any other activity followed by day hiking, wildlife watching and visiting museums.

  • VFR visitors came from Washington, Idaho, Oregon, North Dakota, and Wyoming.

  • Fall Visitors are repeat visitors (89%) and 94% said they will return in the next two years.

  • Most fall visitors Do not use any information sources to plan their visit (57%). However the Internet was still the most used source.

Nonresident Fall Visitor Profile: A Study of Fall Visitors to Montana – ITRR – July 2002

Institute for Tourism & Recreation Research


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Consumer Marketing/Advertising

The Internet

Publications

Publicity

International/Group Marketing

1-800-VISIT-MT

So How Does Travel Montana Attract Visitors ?


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Travel Montana’s Advertising Budget is $2.9million

When Compared to other State Tourism Budgets Montana ranks 27th


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Print Ads(Sample list of 2005 Warm Season Publications)

  • AARP –The Magazine

  • National Geo Traveler

  • Good Housekeeping

  • Backpacker

  • American Heritage

  • Sunset

  • Family Circle

  • Outside

  • Bridal Guide

  • AAA Tour Book


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Television Spots

(National Campaigns)

  • “Rejuvenate Yourself” Spot- General Consumer Ad

  • Lewis and Clark Spot

    (In State Campaigns)

  • Enjoy Your Backyard Campaign (summer)

  • “My home’s in Montana” Campaign (winter)

    (Invite Montanans to vacation at home)

  • Governor’s Invite-A-Friend Campaign


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Travel Montana Launched Its First WebsiteIn 1994VISITMT.COM


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Travel Montana Websites (28)

Sponsored

Hosted

  • billingscvb.visitmt.com

  • missoulameetings.visitmt.com

  • yellowstone.visitmt.com

  • russell.visitmt.com

  • circle.visitmt.com

  • bozemancvb.visitmt.com

  • missouririver.visitmt.com

  • glacier.visitmt.com

  • goldwest.visitmt.com

  • custer.visitmt.com

  • greatfallscvb.visitmt.com

  • helenacvb.visitmt.com

  • westyellowstone.visitmt.com

  • bigsky.visitmt.com

  • visitmt.com

  • lewisandclark.state.mt.us

  • wintermt.com/skimt.com

  • montanakids.com

  • montanameetings.com

  • montanafilm.com

  • indiannations.visitmt.com

  • travelmontana.org (Intranet)

  • montanagroups.com

  • wildlife.visitmt.com

  • montanainfo.org

  • Co-op Sites: (sledtherockies.org, fourparks.com, nwlewisclark.com)


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Visits Per Day16,600 Total



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VISITMT.COM Growth from 1997-2004


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Recent Accomplishments

  • Visitmt.com turned Web visitors into more than 18,000 trips to the state in 2001 according to a recent report.

    • These visitors spent over $39 million.

    • For each $1 spent on marketing, $28 was returned to the state.

    • 10% of the respondents stated they were directly influenced by the website to visit the state.

    • Half of the 701 surveyed selected Montana as their primary vacation destination

  • Georgia Tech University’s Tourism and Regional Assistance Centers (TRACS) presented the Montana Department of Commerce’s Travel Montana web program with a “Best Practices in Tourism” award for its excellence in web marketing.

  • In 2004 all of Travel Montana’s dynamic sites were converted to an Oracle based system. A complete redesign of the page layouts was part of the process.


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Travel Planner

Vacation Guide

Winter Guide

Calendar of Events

Group Tours Planning Guide

Meeting Planner’s Guide

Lewis and Clark Brochure

Indian Nations Brochure

Kids Brochure

Travel Montana PublicationsMontana produces and distributes over1.5 million pieces of literature each year



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Publicity/Photography

  • Host Familiarization/Media Tours

  • Assist Travel Related Television and Broadcast Productions

  • Distribute Video News Releases

    (Distributed to regional and national television news stations)

  • Provide Research Assistance to Travel Writers

  • Distribute Press Releases/Travel Stories to Media

  • Produce Monthly Travel Montana Update Newsletter

  • Produce Quarterly Untold Story Leads to Media

  • Maintain Stock Photo Library for use by Media

  • Provide Photography Services to Media


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International Marketing3% of Montana’s Visitors are from Overseas

  • Montana markets to Europe with the states of Idaho, South Dakota and Wyoming with a company called Rocky Mountain International, based in Cheyenne, WY.

  • RMI coordinates the marketing activities and has established offices in our key markets of Germany, the United Kingdom, Belgium, France, the Netherlands, and Italy.

  •   In the Pacific Rim, Travel Montana works with the Dept. of Commerce Trade Offices in Taipei, Taiwan and Kumamoto, Japan on tourism marketing related projects.


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Group Travel

The average daily expenditure per person traveling with a group is $192 as opposed to an independent traveler who spends $187. (NTA packaged travel study 2000)

  • The program conducts fam tours for group tour operators.

  • Staff attend two national conventions to promote Montana as a destination.

    • CrossSphere, The Global Association for Packaged Travel, Host Montana Night dinner

    • ABA, American Bus Association

  • Produce Group Tour Planning Guide and www.montanagroups.com

  • Provide itinerary counseling to operators


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Meetings & Conventions

The national average daily expenditure of a convention delegate is $248.

  • Encourage attendees at conventions out of state to consider bringing it to Montana.

  • Provide a letter of invitation from the governor and travel packets to the board of directors or decision making group.

  • Provide a letter of invitation from the governor along with travel packets to convention registrants to encourage attendance and extended stays.

  • Attend several trade shows promoting meetings in Montana.

  • Provide a Meeting Planner’s Guide and Invite a Convention Kit.

    • Invite a convention Kit

    • www.montanameetings.com


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Primary Role is to bring film Productions into Montana for the Economic Benefit of the State

Produces the Montana Production Guide, a complete guide to filming a project in Montana. This guide lists 275 Montana Crew Members and over 700 Montana Businesses

Maintains montanafilm.com as a Marketing and Fulfillment tool for interested filmmakers

Responsible to ensure Montana is “film friendly”

Find locations that fit scripts from database of over 150,000 photographs of Montana as well as providing scouting services

Act as liaison throughout production

Cut through red tape

Montana Film Office


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Direct Economic Benefits the Economic Benefit of the Stateof Film Production

  • Money spent on wages, products, services

  • Brings in “new” money that would otherwise be spent in Canada or another state

  • Total economic impact is 1.5 times the direct expenditures by the production company

  • Productions help create & retain jobs for Montana workers and graduates of Montana’s University’s film programs

  • Comparable to a medium size business generating revenue in months, not years. With no need for additional infrastructure such as schools and public services

  • 5.7 Million Dollars of Direct Economic Impact in 2003


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Indirect Benefits of Film Production in Montana the Economic Benefit of the State

  • Positive Exposure to worldwide audiences

  • Publicity Values

  • Increased tourism


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1-800-VISIT-MT the Economic Benefit of the StateCall Center in Missoula


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Bed Tax Dollars the Economic Benefit of the StateHelp Fund A Number of State Programs and Cultural Sites

  • Lewis and Clark Bicentennial Commission

  • Scriver Collection

  • Virginia City/Nevada City

  • State Parks

  • Montana Historical Society

  • Montana Trade Program which helps Montana businesses especially Agriculture


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Travel Montana’s Tourism Development Program the Economic Benefit of the State

  • Community Tourism Assessment Program

    (CTAP)

  • Tourism Infrastructure Investment Program

    (TIIP)

  • Special Event Grant Program

    (SEGP)


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Community Tourism Assessment Program (CTAP): the Economic Benefit of the State

A Montana Partnership Since 1991

  • Travel Montana

  • 35 Montana Communities

  • MSU Extension

  • UM ITRR

The Purpose

  • Is Tourism For Us?

  • If Yes, What Kind Of Tourism Is For Us?

  • What’s Needed To Create A Sustainable Tourism Product & Strategy For Our Community?

  • Identify Cost Effective Projects

CTAP Grants 1991-2004

$436,000 tourism “bed tax” funds invested into tourism-related community projects


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  • Russell: the Economic Benefit of the State

  • Choteau

  • Fort Belknap Res.

  • Great Falls

  • Havre

  • Lewistown

  • Pondera County

  • Rocky Boy Res.

  • Wheatland County

  • White Sulphur Springs

CTAP

  • Glacier:

  • Hamilton

  • Kalispell

  • Libby

  • Browning/Cut Bank

  • Eureka

  • Sanders County

  • St. Ignatius

Missouri River:

  • Fort Peck Tribes

  • Glasgow

  • Malta/Phillips Co.

  • Custer:

  • Broadus

  • Crow Reservation

  • Glendive

  • Hardin

  • Laurel

  • Miles City

  • North. Cheyenne Tribe

  • Wibaux

  • Gold West:

  • Anaconda

  • Deer Lodge

  • Dillon

  • Helena

  • Whitehall

  • Yellowstone:

  • Livingston

  • Red Lodge

  • Three Forks


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Tourism Infrastructure Investment Program (TIIP) Results 1995-2004

  • 32 Montana Communities

  • >$2 million tourism “bed tax” invested

  • > $24 million in tourism projects assisted

44 Brick & Mortar Projects

  • 16 Museums

  • 9 MT Historic Sites

  • 3 State Parks

  • 2 New Attractions

  • 5 Wildlife Centers

  • 2 Historic Theaters

  • 4 Arts/Culture Centers

  • 3 Multi-Use Facilities


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TIIP ELEMENTS 1995-2004

  • IRS Recognized Non-Profit Sponsor

  • Hard Match: $1 match/$2 Grant

  • Minimum Grant: $20,000

  • Minimum Project: $30,000

  • Maximum Grant: Grant Pool Amount

  • Competitive Grant Process

    • 30-35 Applications/Yr

  • Grant Pool: $200,000 Year

    • ~ $2 million in Funding Requests each Year

  • “Brick & Mortar” Projects


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SEGP 1995-2004

  • The Special Events Grant Program (SEGP) was developed in 2002 to create and sustain community economic development through the creation of new annual, on-going events. To date, the SEGP has provided $201,000 in tourism bed tax funds to 21 Montana communities.

    • Glacier Country: Hamilton, Hot Springs, Plains, Missoula, Whitefish, Pablo

    • Russell Country: Fort Belknap, Havre, Lewistown, Choteau, Fort Benton

    • Missouri River Country: Malta, Plentywood, Sidney

    • Custer Country: Billings

    • Yellowstone Country: Big Timber, Bozeman, Livingston

    • Gold West Country: Deer Lodge, Butte, Dillon


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Visitor Information Centers 1995-2004

In nine “gateway” communities, a state-local partnership provides over 165,000 visitors annually with Montana travel information through the Montana Visitor Information Centers.

Broadus St Regis

Culbertson West Yellowstone

Dillon Lolo Pass

Hardin Wibaux

Shelby

Montana VIC staff answer visitor questions, supply Montana maps, guides and brochures and respond to visitor needs. The community partners provide the building and staffing; Travel Montana assists with staff salary, training, computer services, furniture and Montana travel publications.


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Montana Tourism & 1995-2004Recreation Initiative (MTRI)

The Montana Tourism and Recreation Initiative (MTRI) is a multi-agency cooperative working together to plan and fund mutually beneficial tourism and recreation projects that serve the needs of residents and visitors.

State Agencies:

Governor’s Office Department of Commerce

Fish, Wildlife & Parks Montana State University Extension

Historical Society Department of Natural Resources & Conservation

Arts Council Department of Transportation

Tourism Advisory Council Heritage Preservation & Development Commission

Lewis & Clark Bicentennial Commission

University of Montana – Institute for Tourism & Recreation Research

Federal Agencies:

Bureau of Land Management Bureau of Reclamation

U.S.D.A. Forest Service National Park Service

U.S. Fish & Wildlife Service U.S. Army Corps of Engineers


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Montanans Are Visitors Too! 1995-2004

Montana Nonresident Pleasure Travel Study – ITRR – November 1999


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Travel and Recreation Behavior: 1995-2004The Montana Resident

  • 76% of Montanan’s take pleasure trips in a year

    • 44% of pleasure trips are day trips ($20/trip)

    • 29% are overnight in Montana trips ($65/trip)

    • 27% of pleasure trips are leaving MT ($285/trip)

  • $962 million on pleasure travel (9.5% of HHI)

  • $707 million is leaving MT

  • $255 million dropped in MT

Montana Nonresident Pleasure Travel Study – ITRR – November 1999

Institute for Tourism & Recreation Research


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History/Culture 1995-2004

Day Hiking

Nature Photo

Special Event

Fishing

Sporting Event

Day Hike

History/Culture

Fishing

Nature Phone

Sporting Event

Special Event

MT Resident Trip Activities

Day Trips

Day Trips

Trips Out of MT

  • History/Culture

  • Sporting Event

  • Nature Photo

  • Day Hike

  • Special Event

  • Boating

Montana Nonresident Pleasure Travel Study – ITRR – November 1999

Institute for Tourism & Recreation Research


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Montana 2005 Predictions 1995-2004

  • The nation expects more domestic travel and Montana can expect to benefit.

  • The approaching Lewis and Clark Bicentennial Commemoration provides reason to expect more visitors.

  • Americans expect to travel and Montana can be that special trip.

  • Institute for Tourism and Recreation Predicts 2% growth

    ( Normal growth pattern for last 5 years)

Institute for Tourism & Recreation Research


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National Tourism Trends 1995-2004

  • Mature Travelers (Empty Nesters, Boomers turn 55):

    • Over 50: 80% of leisure travel, 75% of nation’s wealth

    • Seek heritage, culture, education, soft adventure, amenities

  • Family travel up:

    • Seek value, variety, kid/grandparent-friendly

  • Heritage/cultural travel is largest segment:

    • More affluent, educated, seek learning/challenge

    • 65% of U.S. travelers include heritage/culture on trip

    • Seek authenticity, quality, integrity, amenities


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National Tourism Trends 1995-2004(continued)

  • Rural tourism up: small towns, rural festivals

  • Combine business with cultural experience

  • Shorter, more frequent trips, shorter planning time

  • Women still do the family planning

    • Safety, hygiene, “creature comforts”, shopping

    • Seek “One-Stop” convenience: packages

  • Canadian visitation to US up 9% 1998-2000

  • Shopping is #1 activity overall


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Get involved in Montana’s Tourism Industry 1995-2004

  • Through your Tourism Region

  • Get on Travel Montana’s “Update” Newsletter Mailing List

  • Attend Annual Governor’s Conference on Tourism and Recreation in Helena March 21-22, 2005

  • Know your Legislators/Get Involved in Legislative Process


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Useful Resources 1995-2004

  • Travel Montana

    (406) 841-2870

    www.travelmontana.org

  • Institute for Tourism & Recreation Research

    (406) 243-5686

    www.itrr.umt.edu


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THANK YOU 1995-2004


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