Montana Governor’s Conference On Tourism: "the Road Ahead" Recap
 | Author:
Rachael Brug, President Visit Southwest Montana
Rachael Brug: MT43 News Vice President and Copy Editor |
Montana Governor’s Conference on Tourism: "The Road Ahead" Recap
Rachael Brug
President- Visit Southwest Montana
Earlier this week, Helena hosted the annual Governor’s Conference on Tourism, and it was nothing short of inspiring! With the theme “The Road Ahead,” attendees gathered to explore the future of Montana’s tourism industry through engaging presentations, hands-on workshops, and plenty of networking opportunities.
The event kicked off with an exciting sneak peek of the nearly finished Montana Heritage Center. This impressive facility showcases Montana’s natural beauty, rich history, and diverse cultures, leaving attendees in awe of what’s to come. The Heritage Center Plans a soft opening later this fall, with a grand opening celebration next summer in 2026.
Later that evening, the vibe turned social at Ten Mile Creek Brewery on Helena’s historic Last Chance Gulch. With local food and handcrafted brews, it was the perfect way to break the ice and connect with fellow tourism partners. The night wrapped up with a magical stargazing experience at the Montana Learning Center, where attendees marveled at Montana’s famous “Big Sky” through world-class telescopes.
The following days were packed with valuable sessions and workshops. Highlights included:
“From Data to Action”: A session showing how tourism research can help businesses make smarter decisions.
Breakout Sessions Galore: Topics ranged from using AI in event planning to strategies for promoting rural tourism and crafting compelling storytelling to engage visitors.
Montana’s New Brand Reveal: After more than 20 years, Montana will unveil a fresh new marketing brand to better position the state in national and international markets. While the brand and details were NOT revealed at the conference, there will be a kick-off tour this summer across the state so the residents of Montana are the first to see the new branding.
One of the standout themes of the conference was destination stewardship, which focused on how tourism can contribute to community well-being while preserving Montana’s natural landscapes and cultural heritage. A featured presentation emphasized the importance of building meaningful partnerships to ensure economic growth while safeguarding the state’s unique character. Founding speakers from the Old Salt Festival and the Red Ants Pants Music Festival were highlighted as shining examples of stewardship in action.
The Old Salt Festival takes place on the Mannix family ranch near Helmville, MT, and showcases Montana’s ranching heritage while celebrating land stewardship and sustainable practices. Attendees are treated to an outstanding food and music while celebrating Montana state’s cultural and agricultural roots. The Old Salt Festival is scheduled for June 20th - 22nd this summer.
Similarly, the Red Ants Pants Music Festival in White Sulphur Springs has become a beloved event that not only draws thousands of visitors to a rural community but also supports local businesses and promotes Montana’s rural way of life. The festival’s proceeds go toward grants for rural projects and women’s leadership programs, demonstrating how tourism can directly benefit the community. This year’s Festival is scheduled for July 24th through the 27th.
Agritourism was another key focus, with sessions exploring how Montana’s agricultural heritage can serve as a draw for visitors. Attendees learned how events like the Old Salt Festival and Red Ants Pants Festival create immersive, community-centered experiences that honor local traditions while driving economic growth. These examples showed how rural tourism and agritourism can work hand in hand to create meaningful connections between visitors and Montana’s authentic charm.
The conference wrapped up with the Tourism Awards and Closing Remarks, celebrating the incredible work being done across the state to support and grow Montana’s tourism industry.
This year’s Governor’s Conference left attendees inspired and equipped with new tools to tackle “The Road Ahead.”
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