Explore Whitefish names new executive director

Julie Mullins has been appointed as the new executive director of Explore Whitefish, the nonprofit destination stewardship organization.

Mullins replaces former director Dylan Boyle to lead the organization, also known as the Whitefish Convention and Visitors Bureau.

“I am inspired by the efforts and ability of Explore Whitefish to maintain and preserve our community’s culture,” said Mullins. “Whitefish has maintained the balance of tourism and community — this is one of the primary reasons why my husband and I have chosen to call Whitefish home.”

Mariah Joos, chair of the Explore Whitefish board of directors, praised Mullins.

“Julie not only possesses a wealth of industry knowledge to help our businesses achieve long-term economic sustainability, but she also brings a passion for destination stewardship and protecting the livability of our community,” Joos said in a release.

Mullins first arrived in Whitefish a decade ago, attracted by the allure of skiing and business opportunities her husband had in the aerospace manufacturing industry. Mullins has worked in the convention and visitors bureau industry for over 20 years, leading teams, developing and implementing organizational strategic direction, and managing complicated board and committee priorities. She left her last full-time convention and visitors bureau role at Choose Chicago to live and work from Whitefish where she operated her own destination consulting business across multiple tourism industries since 2021.

“You have to be very strategic and smart in a community like Whitefish,” Mullins said. “We must ensure we are focusing our messaging on those who will embrace the culture and community. It’s not only about what’s best for the economic needs of our town but sustaining the way of life here — being focused on conservation and maintaining our natural resources.”

The WCVB was formally organized in 1998 as a collaboration of Whitefish business partners to promote and enhance visitation during the fall, winter, and spring. It became a volunteer bureau of the city in 2006, achieving nonprofit status.

Over time, Explore Whitefish has created a focus on community sustainability, with initiatives like the 2019 Sustainable Tourism Master Plan and the “Be a Friend of the Fish” campaign to educate visitors about best practices. Other initiatives include wayfinding, transportation, responsible recreation, environmental protection, and affordable housing. Its current campaign, “For the Love of the Wild” speaks to protecting and preserving special places for future generations.

“I am honored to be given this opportunity to be a steward of Whitefish and I will do everything in my ability to maintain its liveability and promote conscious tourism,” said Mullins. “I will listen and work collectively to achieve the goals of the community together.”

For more information, visit www.explorewhitefish.com.