We work with developers, operators, and investors to expand and strengthen tourism, recreation, and entertainment assets across 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
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.
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.
August 2025 MARKET ASSESSMENT
Our latest market assessment provides a comprehensive analysis of visitor trends, regional assets, and emerging opportunities in tourism, recreation, and entertainment. The report 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.
Shauni Seccombe
Tourism, Recreation & Entertainment Business Development Officer