Discover Kalispell outlines visitation stewardship approach

In a tourism-powered region where many residents report feeling weary of increased visitation, leaders from tourism bureau Discover Kalispell say they are looking for a balanced approach of stewardship while looking to increase off-season visitation. 

“An interesting study by Leisure Trends Group found that each dollar spent on advertising Montana results in $146 in visitor spending,” Discover Kalispell Executive Director Diane Medler said. “So, while promoting Kalispell will continue to be the cornerstone for our organization, we will also equally focus on the challenges posed by that growth of visitation.”

Twelve million visitors coming to Montana spent $5.45 billion in 2022-2023, according to data from the Institute for Tourism and Recreation Research at the University of Montana. In Flathead County, 3.46 million visitors spent $819 million, with 58% of that spending happening between the months of July and September.