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MONTANA’S TRAiLHEAD
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Destination RECOVERY
GUIDING VISITATION TO MONTANA’S TRAILHEAD
BY ALEX TYSON, IOM EXECUTIVE DIRECTOR, VISIT BILLINGS
Travel and tourism at Montana’s Trailhead thrive on recreation, competition, exploration, learning, and networking. Travel restrictions and social distancing precautions due to COVID-19 left many people confused and unsure of travel. One data set shows over 50% of Americans less likely to resume travel until a COVID-19 vaccine is available or until they feel safer in public places (Destination Analysts, May 2020). The Visit Billings staff and Chamber/CVB and Billings Tourism Business Improvement District boards are committed to fulfilling the Visit Billings mission to grow visitation to Billings. Despite a new travel environment of restrictions, directives, and high emotions, tourism is as important as ever to help impact local economies and help people connect again.
As Visit Billings continually adjusts operations, marketing, and sales strategies, we are also regaining momentum in visitor growth with innovation and ingenuity. Visit Billings is focusing on three phases of the pandemic: Mitigate, Restart, and Reimagine—all moving toward resiliency. These phases offer a strong framework to help play a role in recovery for the tourism industry. THREE PHASES OF FOCUS presented by Destination THINK
VISIT BILLINGS IS WORKING THROUGH PHASES OF THE COVID-19 IMPACTS TO ASSIST STAKEHOLDERS, MEETING PLANNERS, TOUR OPERATORS, SPORTS OFFICIALS, TOURISM PARTNERS, AND VISITORS WITH TRIP CANCELLATIONS, EVENT POSTPONEMENTS, AND REVISING OF ITINERARIES. PHASES INCLUDE: MITIGATE, RESTART, AND REIMAGINE.
As any business or organization is experiencing, re-normalizing life with COVID-19 is challenging and is a process that demands some patience. We are adapting programming and budgets in order to continue to support the lodging community by marketing Billings as a preferred travel destination in leisure, sports, and business. As the world transitions from restrictions and people begin to travel, we are inviting people to Billings. There is pent-up demand to explore, and Visit Billings is responsibly marketing to those travelers who are looking for an open and safe destination with wide-open spaces and connectivity to nature. We are sharing that visitors can enjoy trails, outdoor venues like ZooMontana and the Montana Audubon Center, as well as museums, restaurants, and retailers. The message must convey safety along with the ability to re-engage in adventure under Montana's big sky.
HOW WE’RE G uiding VISITATION THROUGH COVID-19 RESPONSIBILITY, RELATIONSHIPS, RESOURCES, RE-EDUCATION, RECOVERY, AND RESILIENCY
RESPONSIBILITY – From Governor Steve Bullock’s first directive,
Visit Billings met the demands of the regulations. All messaging supported reminiscing and dreaming of the next adventure to
Montana’s Trailhead, playing a responsible role in supporting the #TravelAwaits perspective. Today, Visit Billings marketing efforts are actively inviting Montanans to choose Billings for business, events, and leisure travel.
RELATIONSHIPS – Staff made it a priority to communicate with stakeholders, tourism partners, and volunteers in a show of support.
It’s also important for our team to support peers, colleagues, and neighbors. After all, Billings is Strong - #HospitalityStrong.
RESOURCES – Communicating resources to potential visitors, including the COVID-19 section at VisitBillings.com, is a priority.
Staff are fulfilling traveler information requests to ensure visitors feel safe about choosing Billings as a place to stay. The lodging community is taking the health of its customers seriously while other businesses also pledge to be open and safe. Visit Billings remains a key resource for travel planning and reassuring visitors.
RE-EDUCATE – As people re-engage in travel, Visit Billings offers excitement to explore Montana and is working to re-educate the traveling public about choosing Billings as a destination. The team is responsibly encouraging Montanans to think of Billings as a place to meet, conduct business, compete, or enjoy a staycation.
Marketing data shows people are opting for trips closer to home away from crowds, where they can social distance and enjoy nature.
Billings fits this bill. The hashtag transitions from #TravelAwaits to #TravelResponsibly RECOVERY – Assessing and reassessing the pandemic’s impact on Visit
Billings’ budget, and on the industry locally and in the future, are a priority. The organization plays a key role in recovery, and in helping reset the economy by marketing Billings to potential visitors. In 2018, resident and non-resident travel to Billings impacted the local economy by $500 million (ITRR, 2019). Strong leisure travel during recovery is necessary and plans are in place to execute recruitment efforts accordingly. How does Visit Billings help rebuild visitor volume in a recovery? By operating effectively and communicating with visitors sensitively. During the 2008 recession, recovery efforts focused heavily on booking sports and hobbies, concerts and festivals and gradually growing from staycations to wider-market visits. Recovery from this crisis will likely be quite different and dependent on shifting attitudes toward travel and public gatherings, and respecting social distancing until a vaccine is available.
RESILIENCY – Visit Billings, with tourism partners, community leadership and residents, will get through this collectively by supporting each other – together.
The mission of Visit Billings is to generate room nights for lodging facilities in the city of Billings by effectively marketing our region as a preferred travel destination. Visit Billings is managed by the Billings Chamber of Commerce.
