Explore Whitefish has re-launched its sustainable tourism management campaign called “Be a Friend of The Fish,” which aims to balance the economic viability of the tourism industry with community, social and environmental impacts.

“Be a Friend of The Fish” was originally introduced to visitors and locals in 2021 to promote Covid-safe behavior and expanded to invite visitors to support and enjoy the Whitefish community while taking care of the place. Since then it has become a fixture of marketing and education efforts.

“In my new role, I've become keenly aware of the importance of balancing the economic needs of our business members while preserving the quality of life for our residents,” said Julie Mullins, executive director of Explore Whitefish. “We want our visitors to embrace the culture and values of our community. It's important for us all to work together to balance the complexity of visitation in relation to business, community and the future of Whitefish.”

Messaging in the campaign asks for kindness and respect towards our natural resources and the people who live here, as well as reminding folks to slow down, be stewards of our public lands, recreate responsibly, be inclusive, plan ahead, clean up after themselves and be extra kind to our workers.

“Be a Friend of the Fish” will be promoted via the Explore Whitefish website, social media channels, rack cards, airport displays in the baggage claim area, posters in visitor information kiosks, and the visitor information center at the Chamber of Commerce. Banners will also be hung in downtown areas, as well as on pedestrian and bicycle routes. Digital advertising will also be served up to visitors on their mobile devices in Whitefish and the surrounding area.

“With the busy summer season approaching, visitors have a tremendous economic impact,” said Mariah Joos, board chair for Explore Whitefish. “And as we greet these visitors, we are focused on fostering destination stewardship in order to ensure community livability into the future.”

During the summer of 2022, visitors contributed approximately $89 million to the Whitefish economy, as tracked and extrapolated from Visa card spending. For more information, visit www.friendofthefish.com.