Where Visitors Become Regulars
Visitors bring new dollars into our region and support many of the businesses and experiences that make our market more competitive for talent retention and attraction. The market findings recently commissioned by GFDA show significant opportunities to increase visitation, as well as recreation and entertainment industries in the region.
From destination development to event-driven economies, we connect partners with the resources needed to grow sustainable visitor industries. Our focus is on unlocking opportunities that enhance quality of place while driving economic impact
Opportunities
- Untapped assets (especially rivers, cultural attractions, and outdoor recreation) create opportunities for new programming, experiences, and business development.
- Tourism and recreation studies highlight strong potential to increase visitation and visitor spending.
- Market demand supports expansion in lodging, experiential tourism, and family-focused entertainment to extend visitor stays and attract workforce talent.
Recent Investments
- The Falls: Mixed-use development
- Little Shell Tribe Resort & Events Center
- The Newberry
Resources
- Our latest market assessment highlights demand drivers, infrastructure gaps, and investment-ready projects to guide strategic decision-making. It is designed to help stakeholders align development with market demand and long-term growth potential.
reach out to Shauni today!
Shauni Seccombe
Tourism, Recreation & Entertainment Business Development Officer
Opportunities
DESTINATION HOSPITALITY
Opportunity to develop unique lodging experiences such as boutique hotels, guest ranches, and luxury campgrounds that connect visitors to the region’s natural and cultural assets. These projects can elevate the destination appeal and capture higher-value overnight stays.
GUIDED OUTDOOR EXPERIENCES
Strong demand exists for guided recreation, adventure tourism, and curated cultural experiences. Expanding outfitter services and tour operations can unlock the region’s outdoor assets and convert day visitors into overnight travelers.
RIVERFRONT & OUTDOOR ACTIVATION
The Missouri River represents a major underutilized asset with opportunities for recreation, events, food and beverage, and public space activation. Strategic development can create a signature destination experience for both residents and visitors.
FAMILY-CENTRIC ENTERTAINMENT
There is a clear gap in family-oriented attractions that encourage longer stays. Indoor and outdoor entertainment venues designed for multi-generational audiences can increase visitor spending and retention.
CULTURAL & HERITAGE EXPERIENCES
The region’s museums, history, and cultural assets are a competitive strength. Opportunities exist to better package, promote, and monetize these experiences through coordinated programming and visitor passes.
EVENTS & LIVE ENTERTAINMENT
Market demand supports expanded live entertainment, events, and sports-related programming. New venues and enhanced event infrastructure can drive year-round visitation and regional draw.
Recent Investments
The Great Falls region has demonstrated measurable success in tourism, recreation, and entertainment, with strong existing visitation and clear momentum for continued growth. The market already attracts approximately 1 million overnight visitors annually, generating an estimated $185 million in visitor spending, establishing tourism as a key economic driver for the region. At the state level, Montana’s outdoor recreation economy reinforces this strength, accounting for 4.6% of GDP and 5.8% of total employment, among the highest shares in the nation, highlighting the broader demand environment supporting regional growth.
The recent market assessment confirms that the Great Falls trade area (serving a 13-county region of over 200,000 people) has a solid base of assets including outdoor recreation, guided tours, cultural attractions, and live entertainment, but also significant capacity for expansion. Existing strengths such as the Missouri River, extensive trail systems, and one of the highest concentrations of museums in Montana position the area as a differentiated destination with both natural and cultural appeal. At the same time, the assessment highlights that current supply is not fully meeting demand, particularly in areas like destination lodging, family-focused attractions, and curated visitor experiences, signaling strong opportunity for new investment.
Recent planning and investment activity further demonstrate forward momentum. The community has implemented a comprehensive tourism master plan supported by public and private stakeholders, alongside targeted funding and strategic initiatives to expand river access, trails, events, and visitor infrastructure. These efforts are already enhancing the visitor experience and aligning the region around a shared vision of becoming an active-lifestyle, outdoor recreation destination.
Together, these successes—strong baseline visitation, high-value natural and cultural assets, coordinated regional strategy, and identified market gaps—create a compelling environment for continued growth in tourism, recreation, and entertainment, with clear potential to increase overnight stays, expand visitor spending, and attract new private investment.