Over 100 years ago, homesteaders settled Montana because of its majestic mountains, wide-open spaces and crystal clear rivers. In 2006, those same amenities drew 10.7 million visitors to Montana. In fact, the top reason tourists cite for visiting Montana and the Flathead Valley (after Glacier National Park) is our beautiful mountains.
This May 9 -17th is National Travel and Tourism Week, when the often unsung travel industry will celebrate its whopping $1.7 trillion contribution to the national economy. The industry also creates a U.S. trade surplus—because international travelers spend more in the U.S. than Americans spend abroad. In 2007 alone a $17.6 billion trade surplus was created by the travel and tourism industry.
Locally, the Flathead Valley feels a big boost from tourist dollars. In 2001, travelers and tourists spent $1.75 billion in Montana; $145 million of that was spent in the Flathead Valley and $74 million of that was spent in Kalispell.
How do we have such exacting details on tourism dollars? Thank another homegrown Montana industry—our university system. Each year, the University of Montana’s Institute of Tourism and Recreation collects and analyzes data from across the state. Merchants, reporters and anyone interested can get an in-depth peek into an industry that accounts for 12.7% of Montana’s overall jobs.
The research produced by the University of Montana is exhausting and fascinating. Their research reveals that, in the Flathead Valley, winter visitors spend less ($19 million vs. $98 million for summer visitors and $28 million in the shoulder season) but stay longer (winter visitors stay 6.1 days vs. a summer visitors’ average stay of 5.6 days). Data also reveals that no one beats the daily spending power of a shoulder season visitor (spring/fall)—shoulder season tourists spend $114, vs. $108 for the summer tourist and $99 per day for the winter tourist.
If dollar amounts don’t strike your fancy, other data on visitor habits might—51% of tourists to the Flathead Valley came as couples vs. 44% for Montana as a whole. And Canadians favored the Flathead Valley over the rest of Montana—visitors to the Flathead were from CA, WA, Alberta, CO and OR, while visitors to Montana were more likely to hale from WA, CA, ID, WY or CO.
Over 96% of travelers to the Flathead Valley were here for vacation; and 90% of Montana visitors were making a repeat visit—they had already visited Montana once before. While on vacation they wanted to watch wildlife, photograph nature, shop and take day hikes. Statewide the reason for visiting Montana varied slightly from the Flathead—most visitors were in Montana to see family members, photograph nature, shop and visit historic sites or day hike.
As for the reasons tourists were attracted to the Flathead Valley and Montana—it’s the same reason settlers came years ago. After Glacier National Park, our mountains, rivers and open space were the prime motivators for travel.
The University of Montana’s Institute of Tourism and Recreation offers incredible insight into the travel habits of the state—patterns for resident and non-resident travel are analyzed, what tourists spend money on is ranked, even resident attitudes toward tourism is grounds for a scientific study.
It’s all insightful detail into an industry that provides jobs and fun for people in Montana, America and the world and has proved to be a consistent economic generator for our communities and small businesses.
For more information about tourism in Montana's Flathead Valley or for a free vacation travel guide, please contact the Flathead Convention & Visitor Bureau at 1-800-534-3105 or visit www.montanasflathedvalley.com.
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