The tourism sector of the Montana economy is stronger than ever and poised for continued growth, Gov. Steve Bullock said Tuesday in Kalispell.

“There’s a sense of pride when we tell people about the majesty of Glacier National Park and the history of the Missouri River, the splendor of our badlands or the rich history and culture of our tribal nations,” he said. “One of the many privileges of being governor is sharing Montana with people around the country and around the world.”

The Governor’s Conference on Tourism and Recreation concluded Tuesday with Bullock’s closing speech. The three-day conference included presentations on a wide scope of topics, such traveling millennials, social media tools and Montana’s new story-oriented tourism marketing campaign.

Bullock said he’s confident Montana’s new marketing slogan — the Sky’s the Limit — will be well received by travelers thinking about adding Montana to their itineraries.

Tuesday’s final session underlined the urgency to capitalize on the growing tourism market and number of nonresident travelers. That effort includes working with tribes across Montana to promote the state’s culture and landscape.

“As Montana looks to host tens of thousands of visitors to celebrate the National Park Centennial at Glacier and Yellowstone national parks, it’s imperative that we recognize the contributions by Montana’s tribal nations that really are a part of that which we celebrate,” Bullock said. He said Montana tourism culture should strive to include and preserve the native landscapes as well as stories that define the areas tribes have inhabited for generations.

The number of nonresident travelers in Montana was up 8 percent last year, according to the University of Montana’s Institute for Tourism and Recreation Research.

The research center published a report in January clocking 11.7 million nonresident travelers who spent $3.6 billion in the state.

Bullock credited Montana’s strong tourism market to a steady business industry, citing strength in a 4.2 unemployment rate and 10,000 jobs added last year.

Bullock spoke one day after his 50th birthday. Dawn Jackson of the Kalispell Convention and Visitors Bureau, led the crowd of 500 in singing “Happy Birthday” to the governor before his speech.

Bullock described his own experience in the tourism industry during his youth when he was a tour-boat guide at the Gates of the Mountains near Helena.

“I’ll always carry with me that experience and the depth of interest people had and continue to have about this very special place we call home,” he said.

With another potential record-breaking year ahead for national park visitation, Bullock said both state departments and tourism businesses alike have work together to promote the state and keep destinations in pristine form.

“I’m confident that we’re going to be able to continue to make Montana not just the last best place to visit, but to work, live, raise a family and recreate.”

Next year’s Conference on Tourism and Recreation will be in March in Helena.

Reporter Seaborn Larson may be reached at 758-4441 or by email at slarson@dailyinterlake.com.