Montana Tourism & Recreation Strategic Plan 2008-2012
A Fresh Path Forward

Welcome to the Montana Tourism & Recreation Strategic Plan 2008-2012 home page. Below is the completed strategic plan – A Fresh Path Forward – for Montana’s Tourism & Recreation Partners to use in setting goals, prioritizing resources, taking action and measuring achievements between now and 2012.

Download any and all parts of the plan. Share it with others. Educate your community, organization or agency. Keep track of your successes and share them with us so we can celebrate your achievements with other plan stakeholders.

Cover

Executive Summary & Table of Contents

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Chap 1_Introduction

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Chap 2_Tourism and Recreation Trends

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Chap 3_Markets for Tourism and Recreation

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Chap 4_Tourism Strategy for 2008-2012

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Chap 5_Actions to Achieve Goals for 2008-2012

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Chap 6_Implementation

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Appendices B-M below consolidate Chapter 5 actions for specific Partner Groups into one list for easy reference


Appendix A: Resources for Information, Funding, and Technical Assistance

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Appendix B: Travel Montana Actions

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Appendix C: Tourism Advisory Council (TAC) Actions

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Appendix D: State and Local Government (Policy Makers) Actions

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Appendix E: Tourism Region and Convention and Visitor Bureau (CVB) Actions

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Appendix F: Business, Business Association, and Land Owner Actions

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Appendix G: Nonprofit Organization (NPO) Actions

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Appendix H: Research, Education and Workforce Actions

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Appendix I: Montana Tribal Tourism Alliance (MTTA) and Tribal Actions

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Appendix J: MT Fish, Wildlife and Parks (FWP) and MT Dept. of Natural Resources & Conservation (DNRC) Actions

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Appendix K: MT Historical Society, MT Arts Council, MT Dept of Agriculture, MT Dept. of Commerce, and MT Dept of Revenue Actions

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Appendix L: MT Dept of Transportation (MDT) Actions

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Appendix M: Federal Agency and MTRI Actions

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The Plan Sets High Standards – Targets Social and Economic Benefits

In his opening statement for the plan (Executive Summary), Montana Governor Brian Schweitzer points out that the “plan sets high standards for tourism and recreation development and promotion which, when achieved, will deliver great economic and social benefits across the state.”

“By 2012….Montana’s 10+ million visitors will be enjoying more Montana-made and grown products, they’ll be sharing more of their wealth with Montana businesses and communities of all sizes, and those of us who are the stewards of this special place will have more resources to protect and enhance the cultural, historical and natural assets that we value – the parts of Montana that create that special connection within us all,” Governor Schweitzer said.

Many Montanans Involved in the Process and Responsible for Results

Over 1200 Montanan’s participated in creating the plan’s 86 actions designed to achieve the 10 targeted goals over the plan’s 5-year period. We look forward to the involvement of these same Montanans – and others – to realize the plan’s vision. The plan identifies 46 Partner Groups responsible for implementing the plan’s actions. These groups along with the Montanans who provided special assistance during the plan’s development are listed in the Executive Summary.

The 2008-2012 plan was developed under the direction of Lorraine Roach, President of the Hingston Roach Group. She and her planning team did an excellent job facilitating the involvement of Montanans all across the state. The research, expertise, personal knowledge and coaching they provided throughout the 14-month process helped create a plan worth pursuing. The planning team included:

  • The Hingston Roach Group, Inc.: Lorraine Hingston Roach, President; Anna B. Holden, Project Manager; Kara Harder, Director of Research, Ruth R. Mohr, Research Analyst; www.thrgroup.com
  • Applied Communications, Inc.: Kate McMahon, Principal, www.appcom.net
  • Blackwood and Associates: Clint Blackwood, Principal, clint@virtualmontana.com
  • Premier Planning: Gail Brockbank, President, gailb@mt.net

Questions, Comments, Information, Successes to Share?

If you have any questions, comments, requests for more information or strategic plan successes to share, contact Travel Montana’s Victor Bjornberg, Tourism Development Coordinator, vbjornberg@mt.gov, 406-841-2795.