Article by Jessica Renstrom |  Photos courtesy of Visit Billings

Billings, Montana, is more than just the largest city in a 500-mile radius; it is a destination that attracts visitors with its rich history, thriving arts scene, and fantastic access to outdoor adventures. This month marks National Travel and Tourism Week, celebrated from May 4-10, which provides the perfect opportunity to highlight tourism's powerful impact on our city. 

We caught up with Aly Eggart, Executive Director of Visit Billings, to learn more about tourism's impact and how Visit Billings is working to enhance visitor experiences, support local businesses, and grow the city's reputation as a premier travel destination. 

THE POWER OF TOURISM IN BILLINGS 

Tourism is an important piece of Billings’ economy, generating $621 million a year in annual visitor spending. The influx of 2.6 million visitors annually supports 10,000 local jobs (out of 44,000 statewide), making tourism an essential part of our city's finances. In addition, tourism reduces the average Montana household’s tax burden by $930 annually. 

Beyond financial benefits, tourism enriches the community by bringing special events, concerts, and festivals that both visitors and locals can enjoy. The presence of tourists also ensures that many of our favorite local businesses, restaurants, shops, and recreational facilities can operate year-round, benefiting residents in the process. With these benefits in mind, the Visit Billings team understands the importance of tourism for Billings and is actively committed to growing visits to our community.

VISIT BILLINGS: DRIVING TOURISM GROWTH 

Managed by the Billings Chamber of Commerce, Visit Billings markets the city to prospective visitors. The mission of Visit Billings is to generate room nights for lodging facilities in the city of Billings by effectively marketing the region as a preferred travel destination. This leads to full hotels, bustling restaurants, and thriving retail businesses, all contributing to a healthy economy. 

Visit Billings uses a variety of strategies to attract visitors, including:

• Regional and national marketing campaigns that highlight Billings as a key destination.

• Convention and group tourism efforts, encouraging associations to hold annual meetings in Billings.

• Sports tourism initiatives, bringing tournaments and events to the city, which not only boost visitor numbers, but also enhance Billings’ reputation as a premier event hub.

THE CERTIFIED TOURISM AMBASSADOR PROGRAM 

Visit Billings’ Certified Tourism Ambassador Program was developed to give visitors answers to the popular question: “I have a day in Billings – what should I do?” 

This free program trains front-line staff, including hotel employees, restaurant workers, and retail associates, to provide top-notch customer service and share knowledge about local attractions. However, the program is open to any local interested in learning more about Billings and promoting our city. Aly says the most common feedback she gets from participants in the program learning about some of Billings’ unique attractions is, “I had no idea that was there!”

The Ambassador program includes:

• A classroom training session covering customer service skills and local tourism highlights.

• Role-playing exercises to prepare staff for visitor interactions.

• On-site visits to local attractions, ensuring staff are well-versed in what Billings has to offer.

• An open-book test to earn certification, which must be maintained through continued exploration of Billings attractions. 

Interested in getting certified or having your staff trained? Contact Visit Billings and register for the next class to secure your spot.

UNIQUE ATTRACTIONS AND EXPERIENCES 

Billings offers something for every traveler, from scenic trails and cultural landmarks to an impressive food and brewery scene. Some of the many highlights discussed in the Ambassador program include:

Outdoor Adventures: Visitors can rent bikes from The Spoke Shop to explore scenic trails or rent paddleboards from The Base Camp to enjoy Lake Elmo State Park.

Parks and Recreation: New green spaces like Dover Park provide fresh opportunities for outdoor fun.

Billings Brew Trail: This collection of local breweries is a must-visit. It features an interactive app that allows visitors to track their stops and win prizes.

ZooMontana: a 70-acre wildlife park and botanical garden in Billings, home to over 80 animals representing 56 species, many of which are native to Montana or similar climates. The only true zoological and botanical park in the Northern Rockies offers visitors an immersive experience in nature, education, and conservation.

Annual Events: Visit Billings also supports major events like the Montana Marathon and Big Sky State Games, enhancing visitor experiences and local engagement.

“When you get to experience the city through the eyes of a visitor over and over again,

it’s a humbling reminder of what a great place you live in.” 

-Aly Eggart

EXPANDING AIR TRAVEL 

For tourism in Billings to continue thriving, visitors need reliable and accessible travel options, making air service expansion a key priority. The recent $55 million renovation and expansion of Billings Logan International Airport and the addition of routes and frequency of flights have improved visitors’ air travel experiences to the city. However, Visit Billings remains dedicated to building on this momentum, ensuring continued growth in air service to position Billings as a top destination for travelers. 

Simply put, “The more flights in and out of Billings, the better,” emphasizes Aly. Through its partnership with the Billings Chamber’s Air Service Committee, Visit Billings is actively working to secure new airline routes and increase direct flight options. Efforts focus on attracting additional carriers, improving affordability, and enhancing convenience for visitors and residents. By expanding air service, Billings strengthens its competitive edge while making travel more accessible.

COMMUNITY PRIDE 

One of the most significant aspects of tourism is its ability to foster community pride. When locals speak positively about Billings and engage with visitors, they help sustain the businesses and attractions that make our city unique. 

Another way to cultivate community pride is by supporting local initiatives that bring people together. Visit Billings offers a grant program to help launch and support new events, ensuring fresh experiences for visitors and residents alike. “If someone is planning a new event and needs help getting started, we have a grant application to help them get their events off the ground,” states Aly. Unique experiences like the Renaissance Fair and Sun & Celosia Flower Field have both been recipients of this grant program, bringing brand new attractions to Billings’ locals and visitors.

SHARING THE BEAUTY OF OUR CITY 

As Montana’s largest city and a regional hub, Billings provides the perfect balance of urban conveniences and outdoor adventure, making it a special place to live and visit. Whether it’s enjoying a sunset from the Rims, exploring the breweries along the Billings Brew Trail, or discovering hidden gems in the community, there’s always something new to appreciate. By sharing these experiences with visitors, we locals not only support the economy but can also deepen our own appreciation for the place we call home.

Originally printed in the May 2025 issue of Simply Local Magazine

Check this article out in the digital issue of Simply Local here!

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