Whitefish business owner Rhonda Fitzgerald was recently elected as chairperson of the Montana Tourism Advisory Council. She will serve a one-year term in the role as she looks to continue the state's successful marketing and branding campaign.

"It's going to be really challenging and exciting," Fitzgerald said.

Fitzgerald has owned and operated the Garden Wall Inn on Spokane Avenue since 1987. She has worked with the state's tourism industry since 1977 and serves on the board of directors of the Whitefish Convention and Visitors Bureau. She's also the vice-chairperson of the Heart of Whitefish downtown business association and has served on the Tourism Advisory Council since 2005.

Tourism and recreation is one of Montana's leading economic sectors. In 2010, about 10.5 million people visited Montana and spent $2.5 billion. Every dollar the state invests in tourism promotion yields $104 in visitor spending in Montana, the Tourism Advisory Council says.

The tourism council represents the private sector and advises businesses on how to spread the word about Montana as a visitor destination. The group also advises the governor, approves a marketing plan, oversees the state's budget for the 13 convention and visitor bureaus, and establishes rules on how bed-tax revenue is spent.

Fitzgerald says Montana's national marketing campaigns have been working well. The campaign has promoted the state's "unspoiled nature," "vibrant and charming small towns" and "relaxing hospitality."

"It's been spot on," Fitzgerald said. "Our ad campaigns have won some major awards."

Going forward, Fitzgerald said, the council's goals will be to cement those three pillars and further promote less known areas of the state.

According to data provided by the Institute for Tourism and Recreation Research at the University of Montana, 67 percent of first-time visitors travel to Montana because of Glacier and Yellowstone national parks, while 86 percent of visitors return to Montana and are attracted to less-traveled areas.

"Most visitors are attracted to the parks," Fitzgerald said. "Those are our anchor stores. But we've found they are also interested in other areas. The next step is to turn those visitors into frequent guests who explore the state."