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THE SUCCESS “WHILETOURISMCONTINUES TOGROW, ANDISBECOMING D I R E C T O R ’ S T O U R I S M M E S S A G E 2 0 0 5 ANINCREASINGLYIMPORTANT COMPONENTOFMONTANA’S This past year has been a busy and productive Gunn. Making stops in Havre, Shelby and Whitefish, ECONOMY, WEALSONEEDTO year for many involved in the tourism industry in Lieutenant Governor Ohs and Mr. Gunn promoted LOOKTOTHEFUTUREANDWORK Montana. Everyone hoped for a reprieve from the the advantages of Amtrak and how it benefits fires that plagued the state during 2003. Our prayers Montana’s economy. TOENSURETHATWEHAVETHE were answered, and we had a glorious season for For the past several months, we have been working INFRASTRUCTUREINPLACE tourism. Scattered spring rains continued in parts with the Montana Department of Transportation of the state throughout the summer leading Montana developing a study that will look at the opportunities NECESSARYTOHANDLEOUR into a beautiful Indian Summer that lasted several and challenges to air service in Montana. The study GROWINGNUMBEROFTRAVELERS.” weeks. Travelers were greeted with a wonderfulgreen was proposed by the Department of Commerce and landscape across all of Montana this summer and will be funded through federal highway funds provided absolutely beautiful colors this fall. These are some by the Department of Transportation. of the very visual experiences that travelers look for While tourism continues to grow, and is becoming when they visit Montana. an increasingly important component of Montana’s While the folks in the industry have been busy economy, we also need to look to the future and hosting our more than nine million nonresident work to ensure that we have the infrastructure visitors, the staff of the Department of Commerce in place necessary to handle our growing number have continued their work implementing the of travelers. We are committed to this at the Montana Strategic Plan for Tourism and Recreation. Department of Commerce, and we offer our heartfelt We are now two years into this five-year plan and appreciation to the many people and organizations are making definite progress. engaged in tourism throughout Montana that are Last winter, the department, working with our working to improve our economy. marketing firm, partnered with the Montana Ski Area Association, MacKenzie River Pizza and Big Sincerely, Sky Airlines in the new Ski Pass for Life in-state winter promotion. The promotion was a rousing success, and a young mother will now raise her kids skiing at the Showdown Ski Area. Mark Simonich This summer we were able to coordinate a train Director, Montana Department of Commerce ride through Montana on Amtrak with Lieutenant Governor Karl Ohs and Amtrak President David THE STATUS “THESUCCESSOFMONTANA’S TOURISMANDRECREATION INDUSTRYHASNOTHAPPENEDBY M E S S A G E F R O M T H E A D M I N I S T R A T O R ACCIDENT; INSTEAD, IT’SBASED ONASOLIDFOUNDATIONOF It’s my pleasure to present to you the Report on partners. This truly was a win/win situation! the Montana Tourism Industry January 2005. To increase opportunities for tourism benefits PLANNING, FUNDINGAND This annual report provides a summary of the throughout the state, new products are being STRATEGICPARTNERSHIPS.” activities and accomplishments of the Travel developed through expanded cooperation with public Montana Programand the Montana Film Office, as and private entities. Most recently developed are well as some of the marketing goals planned for the “Hands of Harvest Trail” which highlights the coming year. Montana heritage and craftsmanship within Central Tourism is Montana’s fastest growing industry, Montana and thenew Dinosaur Trail, which stretches injecting $1.8 billion dollars into our local economy from our eastern borders to southwest Montana. while supporting 37,000 jobs or 7% of the total We will continue to seek out and foster partnerships workforce. Tourism contributes $135 million that strengthen our program and bring increased dollars to state and local taxes, which is 8% of customers to our business partners. This will take Montana’s total tax collected. Last year we hosted cooperation from all stakeholders. more than 9 million visitors—10 visitors for each I never fail to be impressed by the hard work and Montana resident, that’s millions more customers dedication of the people in the tourism industry. for our main street businesses! These numbers I applaud you for your commitment to this very alone show tourism is an important industry to important factor of Montana’s economy and quality Montana’s economy. of life. We at Travel Montana and the Montana The success of Montana’s tourism and recreation Film Office strive to mirror your commitment. industry has not happened by accident; instead, it’s I look forward to working with you in the year based on a solid foundation of planning, funding ahead and—as always—welcome and encourage and strategic partnerships. This document will give your participation, comments and suggestions. you a sense of the integrated efforts on behalf of Sincerely, tourism and film promotion. Last year, I reported on the strategic partnerships that emerged to overcome the challenges we faced as a result of natural disasters. Today, these Betsy Baumgart partnerships continue to flourish. To leverage our Administrator, Montana Promotion Division marketing dollars, we entered into partnerships for the first time with private businesses on our winter “Ski Pass for Life” campaign. This campaign exceeded our expectations in both increased inquiries and increased sales for our business 1 THE INVESTMENT MONTANA’SSUCCESSFULTOURISM INDUSTRYRELIESONTHELODGING FACILITYUSETAX. THIS4% TAX M O N T A N A ’ S T O U R I S M F U N D I N G ONOVERNIGHTLODGINGSUPPORTS In 1987, Montana’s legislature recognized the Montana Historical Society, the university system, MONTANA’S PROMOTION AND importance of tourism to Montana’s future economy. Montana Fish, Wildlife & Parks, Montana’s tourism DEVELOPMENTEFFORTS, ANDALSO During that session, the legislature created a 4% regions and Convention and Visitors Bureaus (CVBs) Lodging Facility Use Tax, commonly referred to and the Department of Commerce for travel and film CONTRIBUTESFUNDSTOSTATE today as the “bed tax.” Lodging facilities (such as promotion. Importantly, no additional money for PARKS, HISTORICSITESANDOTHER hotels, motels, bed & breakfast inns, guest ranches, tourism funding comes from Montana’s general fund. resorts and campgrounds) collect this tax from Sixteen years after the legislature created the bed IMPORTANTPROGRAMS. INTHEYEAR guests. In turn, these funds are directed to the tax, its success is evident. Today, tourism is one of 2005, THEBEDTAXWILLBRINGIN Montana’s largest and fastest-growing industries in the state. ABOUT$12.9 MILLION, YETITWILL HOW TRAVEL AND FILM PROMOTION In 1988, the year the bed tax was first collected, FUNDS ARE SPENT HELPGENERATEMORETHAN$1.87 $5 million was generated. In 2005, that figure will Visitor Information be over $12.9 million, representing an increase of BILLIONINNONRESIDENTSPENDING. Publicity (4.7%) Centers (2.7%) more than 100%. Electronic Services (7.6%) Bed tax collections are Montana’s source of funding for all of its tourism marketing efforts; however, the General Administration Consumer Marketing & Industry Services (8.2%) (37.4%) bed tax supports much more than marketing alone. In fact, about 20% of the bed tax currently supports Film Industry tourism-related infrastructure around the state. This Promotion (4.7%) includes items such as historic preservation funds GOrvoeurspe aCso Mnvaernketitoinngs &(7 .8%) T&(1 eF1leu.0mlf%ialrl)mkeetnintg for Virginia City/Nevada City, maintenance of state Tourism Development Publications parks, funding for the Lewis andClark bicentennial and Superhost (8.3%) (7.6%) program and historic signage. USEOF FUNDS TRAVEL MONTANA/FILM OFFICE ACCOMMODATIONS TAX REVENUE FY 2005 (Determined by Montana Legislature) PROJECTED FY 2005 BUDGET Projected Lodging Tax Revenue $12,970,036 State Parks - 6.5% Funds from Accommodations Tax $8,283,414 (Operations & Maintenance) $797,662 Income from ad sales, co-ops, etc. $372,405 Heritage Preservation Commission L&C Bicentennial Commission ($200,000) University System - 2.5% (Virginia City) ($400,000) (Tourism & Recreation Research) $306,793 Historical Society (L&C Bicentennial) ($100,000) Historical Society (Scriver Collection)($127,390) Department of Revenue Historical Society - 1% (Collection costs & reimbursement to general (Historical Sites & Signage) $122,717 Historical So(cHieisttyorical Interpretation) ($193,627) fund of tax paid by state employees) ($298,311) Regions/CVBs Marketing- 22.5% $2,761,138 Montana Trade Program ($140,000) Department of Commerce Total Funds Available $7,894,802 Available for Distribution $12,271,725 Programs - 67.5% (Travel Montana/Film Office) $8,283,414 2 THE NETWORK THESTATE’STOURISMINDUSTRYIS FUELEDBYMUCHMORETHAN T O U R I S M O R G A N I Z A T I O N S TRAVELMONTANA’SPROGRAMS. ALLACROSSTHESTATE, PARTNERS The Tourism Advisory Council (TAC), composed of Like Montana’s tourism regions, the ten CVBs CONTINUALLYWORKTOGETHER no less than 12 Montanans from the travel industry’s market themselves to visitors and must also submit private sector, has a number of important duties. annual marketing plans. FORSUCCESS, INCLUDINGTHE First, the Council advises the governor on matters Big Sky • bigskychamber.com TOURISMADVISORYCOUNCIL, related to travel and tourism in Montana. Second, Billings • billingscvb.visitmt.com it makes recommendations to the Montana Promotion Bozeman • bozemancvb.visitmt.com SIXTOURISMREGIONSANDTEN Division. Third, it oversees distribution of funds Butte • butteinfo.org FUNDEDCONVENTION& VISITORS and sets regulations for all of Montana’s nonprofit Flathead Valley • fcvb.org tourism regions and Convention and Visitors Bureaus Great Falls • greatfallscvb.visitmt.com BUREAUS(CVBS)—ASWELLAS (CVBs). Fourth, it determines allowable administrative Helena • helenacvb.visitmt.com LITERALLYHUNDREDSOFTOURISM expenses from bed tax funds for the tourism Missoula • missoulacvb.org regions and CVBs. And finally, the TAC oversees West Yellowstone • westyellowstonecvb.visitmt.com PROFESSIONALSINTHEPUBLICAND the university system’s travel research, approving all Whitefish • whitefishchamber.org PRIVATESECTORS. projects before they begin. Montana’s six tourism regions are private, nonprofit To find out more about Montana’s tourism BED TAX COLLECTIONS organizations dedicated to marketing themselves to organizations, including contact information, go (CALENDAR YEARS 1991-2003) visitors. Each year, they submit marketing plans to to our intranet site at travelmontana.state.mt.us. the TAC for approval. Find out more about any of 14 +2% the tourism regions on the web: +6% CGGMRYeuuloilasssllcsosdtoeiew elruWlrs r CtCiCeo osRonotuuei uvCn nneCttotrrrro uyyyCu n ••no•t r t ucrygruuny l•sast rts•ceye iger yl.l•ore.v. vllvidmlsioiswisitiwsitmetsmsmsotttt.uot..cv.crnociioeosrmmii.mtvvmeisrti..tvcmiostim.tcmotm.com MiCssCoGOOuLUAlaKNNWCaITElhRViRsiYtpeTEeflilsNOhHTUeIleROnaRINSUSMSGE&LrLe Ra CtOV EFUaNIGllSTsRIIYOTONSRMSIASCSOBNOUUUDNRITR RRYIEVEARUS 116802 +1929,4604%+$7,583,3139% +$8,235,4809% +$8,545,8264% +$9,097,3496% +$9,407,2123% +$9,800,5934% +$10,249,9435% +4$10,702,667% +$11,308,8716% +$11,615,8103% $12,341,130 $12,601,639 Butte CUSTER COUNTRY 4 $6, Bozeman Billings GCOOLUDN WTRESYT Big Sky ns2 o YECLLOOUWNSTTROYNE Milli0 West '91 '92 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 Yellowstone 3 THE MEASUREMENT SOHASMONTANA’SINVESTMENT INTOURISMPROMOTIONMADE ADIFFERENCE? IFNUMBERSARE R E S E A R C H R E S U L T S ANYINDICATION, THETOURISM To track the growth of Montana’s tourism industry historical sites and picnicking. The top destinations INDUSTRYHASAHUGESUCCESS and to help the state make informed marketing include Glacier and Yellowstone National Parks, Fort STORYTOTELL. SINCE1993, decisions, research is an invaluable tool. And each Peck Lake, Little Bighorn Battlefield, Lewis & Clark year, research continues to illustrate the value of Interpretive Center and the National Bison Range. MONTANA’SNONRESIDENT tourism to the state’s economy. It’s our goal to attract high-quality visitors who VISITATIONHASINCREASEDA An economic review of the state travel industry, spend more time—and money—on their vacation conducted by the Institute for Tourism and experience while they’re here. That’s not only good HEALTHY15.5%; LASTYEARTHE Recreation Research (ITRR) at the University of for the state’s tourism industry, it’s good for the state TOURISMINDUSTRYATTRACTED Montana, illustrated the impact of tourism on the in general. state’s economy in a number of statistical categories. Each year, Montana’s tourism and recreation $1.87 BILLIONFROMOUTSIDE In the year 2003, the study found the $1.87 billion industry relies on timely, accurate research information OURSTATE. spent by nonresident visitors supported nearly to help plan its marketing programs. To provide some 37,000 jobs and resulted in $739 million in total of this data, the Tourism Advisory Council (TAC), personal income. along with ITRR, solicits research ideas from the And let’s be clear: tourism’s economic impact industry, policy makers and land managers around stretches far beyond “tourism” businesses. In fact, the state. These ideas are prioritized and approved nonresident travelers spend more on retail sales, gasoline and oil, and bars and restaurants than 2003 MONTANA they do on lodging. Montana’s tourists go a long NONRESIDENT EXPENDITURES way toward keeping malls, grocery stores, service Misc. Expenses, Services, stations, restaurants, lounges and entertainment Campground, RV Park Fees, Licenses, facilities profitable. So tourism not only brings in 2% Transportation Fares 4% new money from outside the state, it also circulates Outfitter, Guide 4% Gasoline,Oil that money throughout Montana’s economy. 22% Auto Rental & Repairs It’s also interesting to note why people come to 6% Montana. Of the 9.67 million out-of-state travelers Groceries, Snacks who visited in 2003, 8% were here primarily for 7% business reasons, 44% came for vacation, 15% visited family and friends, 26% were traveling Hotel, Motel, Retail Sales through Montana en route to another destination, B&B, etc. 21% 11% 2% came for shopping and 5% for other. Restaurant, Bar What do people do when they’re visiting 21% Montana? The six top activities were shopping, Total Expenditures: $1,874,300,000 wildlife watching, day hiking, camping, visiting Note: Numbers may not add up to 100% due to rounding. 4 by the TAC. In addition, Travel Montana’s programs 2005 NONRESIDENT AND RESIDENT TRAVEL THEINSTITUTEFORTOURISM occasionally contract outside research projects to AND RECREATION SURVEY determine specific marketing needs or results. Every four to five years ITRR conducts the ANDRECREATIONRESEARCH Following is an overview of research projects for year-long nonresident travel study to assess visitor (ITRR) RECEIVESBEDTAX Fiscal Year 2005. characteristic, expenditures, travel patterns and other pertinent travel related information. This study will FUNDINGTOCONDUCT TRAVEL OUTLOOK AND replicate and add to previous nonresident studies. In ECONOMIC IMPACTS TOURISMRESEARCHFORTHE addition, residents will be surveyed about their travel The purpose of this project is to estimate annual and recreation patterns. STATEOFMONTANA. INPART, nonresident visitation and the economic impact of visitors to Montana and to project visitation for the STATEWIDE RESIDENT ATTITUDES THISRESEARCHHELPSTHE year 2005. TOWARD TOURISM MONTANATOURISMINDUSTRY Every four to five years ITRRassesses residents’ COMMUNITY TOURISM ASSESSMENT AND attitudes toward tourism in the state of Montana. MAKEBETTERINFORMED QUALITY OF LIFE MONITORING This study looks at tourism’s influence on statewide Each year, three communities are selected and MARKETINGDECISIONS. quality of life. Comparisons from previous years are monitored in order to determine tourism’s influence made to analyze any possible trends occurring with VISITTHEIRWEBSITE: on the quality of life in each community. This year, resident attitudes. the project will examine RockyBoy Reservation, WWW.ITRR.UMT.EDU Wheatland County and Helena to measure their potential and desire for tourism development. NONRESIDENT VISITORS (UP 16% FROM 1993) MONITORING TOURISM IN MONTANA The monitoring completed each year consists of NONRESIDENT ACTUAL EXPENDITURES two main components: 1) A yearly phone survey 10 9.28 9.43 9.51 9.55 9.77 9.67 (1993-2003) (begun in 1991) about resident attitudes toward 8.66 8.77 8.70 8.89 9 tourism. When attitudes change, the tourism industry $2,000 can address the issues; 2) Analysis of secondary data 8 related to accommodations, attractions, visitation, 7 $1,800 highway traffic, airline traffic, and other data as it 6 relates to Montana tourism. 5 $1,600 PILOT TEST: NONRESIDENT AND RESIDENT TRAVEL AND RECREATION SURVEY 4 There are two purposes for this pilot test: 1) To $1,400 3 determine the best method for collecting resident information related to travel patterns and recreation 2 s $1,200 pcnooanrntdriceuiscpitdaietningot n hv.i ig2shi)t woTrao ym dpoerdtoeeprlm.o rRitneioes nua l tcmso eufrtnohtmos d ftoohlreo t gphyei l ofotr t est Millions01 ’94 ’95 ’96 ’97 ’98 ’99 ’00 ’01 ’02 ’03 In Million $1,000 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 will be applied to the nonresident/resident survey. 5 THE LURE MONTANAHASMYSTIQUE. MONTANA HASAPPEAL. MONTANAHASCACHET. ANDBECAUSEOFTHESEQUALITIES, M A R K E T I N G T H E M O N T A N A M Y S T I Q U E ALONGWITHOURMOUNTAINS, OUR There are a variety of travelers out there. Travel partnerships with our fellow tourism partners such PEOPLE, ANDOURBIGSKY, MONTANA Montana creates a marketing mix which strives to as our numerous regions and CVBs, has resulted in IS, INALLLIKELIHOOD, ONMANYA provide specific messages aimed at varied interests. cooperative Lewis and Clark magazine advertising For instance, while Montana continues to market and an ongoing newspaper packages campaign in VACATIONER’SSHORT-LIST. ITIS itself to core markets such as active mature travelers the Canadian market. THEGOALOFTRAVELMONTANA’S and outdoor enthusiasts, the state also strives to While Travel Montana continues to strive to diversify its audiences based on interests. For example, build even more cooperative opportunities within CONSUMERMARKETINGPROGRAM leading up to the Lewis & Clark Bicentennial in the state, we are also continuing our cooperative TOCONVERTTHESE“DREAMERS” Montana, we have frequently targeted the western marketing efforts with our neighboring states in history and culture market by promoting Montana’s an effort to stretch marketing dollars and increase TOVISITORS. ANDASOURRESEARCH place in this historic expedition. reach with meaningful partners. These partnerships HASFOUND, ONCEAVISITOR But while the messages are tailored, the overall include a four-state Lewis and Clark marketing image is reinforced in all the messaging. We strive initiative with the states of Idaho, Oregon and EXPERIENCESMONTANA, THEYONLY to be consistent and carry creative themes within Washington; a highly successful national parks- seasons from campaign to campaign. themed campaign with Wyoming and South Dakota; BECOMEMOREENTICEDTODISCOVER Nonresidents are not the only travelers with and our perennial tri-state snowmobile cooperative ALLHERVARYINGLAYERSWITH a quest to reveal Montana’s treasures. Montana with Idaho and Wyoming. SUBSEQUENTVISITS. residents also realize with such a vast state, we all Montana is a remarkable product with remarkable have a lot to discover within our own boundaries. people. We recognize it is a matter of reaching Travel Montana has initiated several in- the right people with the right message and we state campaigns to spur more resident continually strive to achieve this balance in our MEDIA DOLLARS SPENT travel within Montana. Our summer “In consumer marketing. (FY 2004) Your Own Backyard” television spots promote a variety of our beautiful and Miscellaneous Web $79,361 unique locations throughout the state. MARKETING BUDGET & VISITATION $444,581 3.6% 20.2% A very successful in-state campaign was (1996 TO 2003) launched last winter bringing together Visitation (in Millions) Direct Mail public and private businesses working Advertising (in $ Millions) $14,000 .63% cooperatively in educating Montanans 10 Mill. 9.28 9.43 9.51 9.55 9.77 9.67 Magazine about the wonders of our state in the $817,499 8 Mill. 37.2% winter in a fun, engaging manner. Television Travel Montana’s 2005 warm season mag- 6 Mill. $787,645 35.8% azine efforts will continue to incorporate 4 Mill. $2.37 $2.40 $2.50 $2.61 $2.73 $2.72 the eye-catching creative developed in 2 Mill. Newspaper 2003 and 2004. In addition, continued $56,141 0 1998 1999 2000 2001 2002 2003 2.55% opportunities for creating advertising 6 ADVERTISINGISTHEINITIALLURE; ITENTICESPOTENTIALVISITORS, CONVINCINGTHEMTOCALL, WRITEORGOONLINETOFIND All the advertising in the world means nothing and OUTMOREABOUTMONTANA. without followup. And some of Travel Montana’s federal agencies (such as Montana Fish, Wildlife & most important followup mechanisms are the Parks, the Bureau of Land Management and the IT’SUPTOTRAVELMONTANA’S publications it produces. These publications are U.S.D.A. Forest Service) to create and update con- PUBLICATIONSANDFULFILLMENT the materials people receive when they request tent for all of its guides and materials. Chambers of information from the state; as such, they must commerce, regional tourism organizations and MATERIALSTOHELPTURNTHAT contain accurate facts and they must be easy to Convention & Visitors Bureaus INTERESTINTOANACTUALVISIT. use, of course. But more than that, the publications also provide valuable input and assistance in the must act as “sales tools” for the state, helping to publications process. convince people that Montana should be their next Currently, Montana produces and distributes more TOTAL INQUIRIES vacation destination. than 1.5 million pieces of travel literatureeach year. (1996 TO 2003) In a state as diverse as Montana, the list of Approximately 2,400 businesses receive free listings publications should be diverse, as well. Currently, in the publications, and more than 425 businesses 4,546,145 Travel Montana produces a Winter Guide, a take advantage of advertising opportunities.These Vacation Guide, a Travel Planner and publications are distributed in direct response to Calendars of Events each year. In addition, the advertising inquiries, as well as to leads generated 3,732,382 publications program oversees production of numer- by trade/travel shows and international offices. ous specialty guides directed at specific interest Guides are also distributed at key points throughout areas, including a guide explaining Montana’s Indian the state, including Visitor Information Centers, reservations, a guide tracing Lewis and Clark’s jour- chambers of commerce, airports and so on. ney through the state and a poster/brochure designed The publications program is dedicated to providing 2,422,776 especially for kids. affordable advertising vehicles for Montana’s travel Travel Montana’s publicationsdepart- and tourism businesses. To do this, the guides are 2,165,889 ment works closely with always adapting and changing to fit the needs of other users. By combining the pages of our guides with the 1,552,765 pages of our web site, visitmt.com, visitors can see all the great state of Montana has to offer. 975,081 570,263 468,084 1996 1997 1998 1999 2000 2001 2002 2003 state 7 THE TECHNOLOGY ONLINEGROWTHCONTINUES ATAPHENOMENALRATE. INTHEYEAR2004, WEEXPECT I N S T A N T I N F O R M A T I O N F O R V I S I T O R S MORETHAN5 MILLIONVISITORS Today, the Internet remains a perfect vehicle for and functionality. Based on our current web statistics TOOURPRIMARYWEBSITES. travel planning and Montana remains a leading state and previous web site conversion studies Montana VISITMT.COMISAVERAGINGMORE in web technology. Our online travel web sites let continues to get an excellent return on its electronic consumers have power over their travel planning. To marketing dollar. In 2004 we had nearly three million THAN8,000 USERSESSIONSADAY, this end Travel Montana has designed and maintains consumers visit our primary consumer web site A21% INCREASEOVERLASTYEAR. a dynamic web presence that includes up-to-date Visitmt.com alone. information on nearly 10,000 tourism-related properties Travel Montana continues to offer new features and and events and 28 dynamic web sites. technical innovation on our web sites. The winter As of July 2004, the Travel site layout has been updated, slope conditions have Industry Association (TIA) been integrated into area pages and a new area estimates that 56 percent of locater map designed. Travel Montana’s Intranet has the 213.9 million adults in the been completely redesigned and updated. The site U.S. currently use the now reflects the look and feel of other State of Internet. More than Montana agency sites. New content has been added half use the Internet for to the Kids site; look for a major face lift and travel planning. This translates redesign in 2005. Our new “Photographer Showcase” into 120 million potential visitors. features work from Montana’s most accomplished Among the 145.7 million past-year photographers. Also in cooperation with the Department travelers, 67 percent use the of Agriculture, we have a new section of recipes from Internet and frequent travelers the “Montana Culinary Excellence Awards.” Look for are even more likely to use a new partnership with Montana Magazine to offer the Internet (74%). Half of new content on Visitmt.com in the coming year. online travel planners use In 2004 we completed our third year of testing destination web sites, like our satellite, countertop, web-based computer Visitmt.com, to plan their systems at Travel Montana-supported Visitor trips. We are ready Information Centers (VICs) in the eight supported for them at Travel gateway communities. The program has been very Montana with an successful: travelers entering the state from any IT infrastructure direction have high-speed Internet access at their and ever growing fingertips to help plan their Montana adventure. wealth of content Look for a new visitor information site in Lolo in 2005. 8