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Tourism Matters to Montana: Legislative Priorities for the 2025 Session

Montana’s visitor economy is a cornerstone of our state’s prosperity, contributing over $5 billion annually and supporting more than 50,000 jobs. Destination organizations (DOs), in collaboration with state and local governments, play a critical role in managing and promoting travel that supports sustainable growth, strengthens communities, and preserves Montana’s treasured natural and cultural heritage.
Montana’s travel industry sustains a rich and diverse economy, providing amenities that benefit residents and visitors alike. From vibrant urban centers to rural towns, from agricultural traditions to the deep histories of Montana’s First Nations and the cultural contributions of all its residents, Montana’s heritage reflects the stories of a broad spectrum of people and places. Protecting and celebrating this heritage is essential to maintaining Montana’s unique identity and quality of life.

As we navigate the 2025 legislative session, Tourism Matters to Montana advocates for policies that align with the following core principles:

Core Principles

1. Support Statewide Promotion and Local Community Development

• Montana’s lodging tax revenue is critical for maintaining the state’s standing as a world-class travel destination, benefiting communities of all sizes and types.
• Investments in statewide promotion ensure urban and rural destinations alike attract visitors, generating economic benefits across Montana.
• Address capacity-building needs in rural and underserved areas without penalizing urban communities that contribute significantly to the state’s visitor economy. This balanced approach fosters equitable growth and economic sustainability.

2. Address the Seasonality of Montana’s Communities

• Many Montana communities face significant seasonal fluctuations in visitation, with some thriving in summer but struggling in winter and vice versa.
• Lodging tax revenues should be used strategically to promote year-round travel, ensuring economic stability and workforce retention across all seasons.
• Support targeted programs that encourage off-season travel to both rural and urban regions during slower periods, helping all communities maintain a balanced visitor economy.

3. Prioritize Destination Stewardship for Long-Term Sustainability

• Montana’s travel and tourism industry must balance visitor quality of experience, resident quality of life, and the preservation of natural landscapes to remain competitive and resilient.
• Extreme weather events are a growing threat to both communities and tourism. Montana’s travel industry prioritizes legislation that creates more resilient and sustainable communities. As such prioritize:
  • Support legislative actions that strengthen sustainable practices, such as reducing waste, conserving water, and promoting the use of local goods and services.
  • Invest in infrastructure and resiliency plans that prevent and mitigate environmental impacts, prepare for natural disasters, and educate travelers about sustainable practices.
  • Promote forest management, energy efficiency, and the development of sustainable ground transportation to ensure the long-term health of Montana’s natural resources and communities.
• Celebrate and protect Montana’s historical and cultural heritage, which includes the histories and traditions of First Nations, agricultural communities, and the diverse cultures that enrich our state.

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Legislative Priorities

1. Protect and Enhance Lodging Tax Revenue for Statewide and Local Tourism Development
   • Ensure lodging tax revenues continue to fund the promotion of Montana as a premier travel destination while investing in community capacity to sustainably manage visitor growth.
   • Focus on community development that enhances residents' quality of life and visitor's quality of experience.
2. Promote Year-Round Travel to Address Seasonality
   • Encourage initiatives that reduce seasonal fluctuations in visitation, creating stability for local economies and workforces.
3. Safeguard Montana’s Natural and Cultural Resources
   • Advocate for investments in natural resource management, including healthy forest practices, sustainable practices of resources, improved ground transportation, and habitat preservation.
   • Support programs and initiatives that honor and preserve Montana’s rich cultural heritage, including the traditions of First Nations, agricultural communities, and the diverse stories that shape Montana’s identity.
4. Provide Tools for Local and County Governments
   • Support legislation that empowers local and county governments to generate funding for essential services, infrastructure, and visitor management.
5. Foster Resiliency and Sustainable Growth
   • Back policies that prepare communities to respond to natural disasters while promoting stewardship practices that protect Montana’s assets for future generations.
6. Support Crisis Management Policies
   • Advocate for policies that invest in healthy forest management and watershed conservation to reduce the risk of catastrophic wildfires and floods and protect Montana’s natural assets and communities.
   • Support legislative measures that develop and fund statewide and regional plans for rapid response to natural disasters, minimizing economic and social impacts on tourism-dependent areas.
   • Back initiatives that provide communities with tools and resources for disaster preparedness and recovery, enabling them to rebuild infrastructure and sustain their status as travel destinations.
   • Support measures that educate visitors and residents on responsible recreation and safety practices during high-risk periods to reduce preventable incidents and foster resilience.

This provides a clear framework for legislative advocacy, emphasizing the critical role of Montana’s visitor economy in driving growth, supporting communities, and celebrating both natural and cultural resources for generations to come.