Discover Kalispell has ceased advertising in Canada amid trepidation from visitors north of the border to travel to the U.S.  

Businesses are beginning to feel the pinch of decreased visitation and bookings ahead of the busy summer season as a result of strained relationships between the two countries, Discover Kalispell Executive Director Diane Medler said during the Kalispell Chamber of Commerce luncheon Tuesday at the Red Lion.  

“We need signals from both governments that cross border friendships and our economic partners matter, and without that no amount of marketing is going to help that right now,” she said.  

As the tourism bureau of the chamber, Discover Kalispell received negative feedback from its promotions in Canada and so decided it was not appropriate timing to be advertising. Hotels have reported cancelations from Canadian sports teams and, Medler said, one tour group nixed its reservation for 70 rooms and a 200-person dinner, which translates to a $38,000 loss in revenue.  

“We are receiving messages from our longtime followers that they are staying home for now and we respect that,” she said. “But we want them to know that we want to maintain that person to person connection and hope they decide to come back again soon.” 

President Donald Trump earlier this year implemented a 25% tariff on some imports from Canada after previously saying Canada should become the 51st state. Canada has strongly pushed back against the idea that it should join its southern neighbor and in response to U.S. tariffs imposed its own 25% tariff on goods from the United States  

There was a 22% decrease in crossings at the Roosville Border Crossing near Eureka, a 46% decrease in credit card spending in Kalispell by Canadians and a 73% decrease in hotel bookings from Canada to Montana this winter and spring, Medler reported.  

“I think that the numbers are showing that we’re going to see such a decline this summer from Canada that we’re hoping domestic travel fills in those decreases, but also with economic concerns it’s kind of a wait and see,” Medler said. 

In Flathead County, 2.8 million visitors in 2023 spent more than $1 billion. Most visitors come here from other areas of Montana, Minnesota, Washington, Oregon, Idaho, Colorado, Alberta, Texas, Canada and Arizona.  

Canada is the top source of international visitors to the Unites States generating $20.5 billion in spending last year, according to the U.S. Travel Association.  

But it’s not just Canadian visitors who are altering plans. Travelers are being more cautious in planning upcoming trips with 70% expected to change their travel behavior to deal with economic concerns, according to Medler. Visitors are choosing to drive to their destination rather than fly, cutting back on the number of trips and shortening the length of trips. 

“The economic uncertainty is having its impacts on travelers,” Medler said. “The data is showing that travelers are being very careful with their money due to recession fears.” 

Nonresident tourists coming to Montana spent $5.82 billion in the state during 2022 and 2023, according to the Institute for Tourism and Recreation Research at the University of Montana. The total regional economic impact of nonresident spending in Flathead County is $942.2 million, according to the institute.  

Visitors from Canada made up 8% of all visitors to Montana in 2023.  

Tourism brings about 14,000 jobs to the Flathead, Medler noted, making it imperative that Discover Kalispell continue its balance of stewardship while aiming to increase non-summer season visitation.  

“It’s important for all our businesses to create a more stable year-round tourism economy so we promote highlighting visitation outside of the summer months and also to drive visitors coming here for group events and sports,” she said. “If we didn’t have such a robust economy through tourism, we wouldn’t have many of the resources that we enjoy such as expanded retail or places like the Wachholz College Center to host larger events." 

In Flathead County in 2023, the largest percentage of visitor dollars was spent on restaurants and bars at 23.5% which translates to $201 million. Visitor spending at outfitters and guides was 17.8%, while 15% was spent on hotels and 12.5% was spent on fuel.  

Looking out over the next decade, the U.S. Travel Association has identified the potential for a surge of visitation coinciding with the 2026 FIFA World Cup, 2028 Olympic and Paralympic Games, the 2025 Ryder Cup and America’s 250th anniversary. Some 40 million international travelers are expected because of the events and with some of the host cities having direct flights to Kalispell there is likely going to be a spill-over effect, Medler points out. 

“We will definitely see some residual pre and post residual travel from those events,” she said. “People are going to definitely want to come to Montana when they are so close to our state.”  

Deputy Editor Heidi Desch may be reached at 758-4421 or [email protected].