The Flathead Valley saw a strong year for tourism in 2024, but challenges loom as travelers grow weary amid an uncertain economy, international travel is expected to dwindle, and airport operations will be limited for part of the summer.  

Visitor spending in Whitefish reached an all-time high in July, and Kalispell saw steady occupancy in its hotels, with a new one that opened in the spring. Last winter also saw a healthy snowpack that lured skiers to the valley with the promise of powdery turns at the local mountains.  

Summer and winter weather can heavily influence tourism volume, according to Diane Medler, executive director of Discover Kalispell.  

“We didn’t have any wildfires in our area last summer, so summer was solid,” she said, offering an example. 

But to proactively appeal to tourists, Discover Kalispell offers a promotion in which travelers who book two nights in a Kalispell hotel receive two free adult lift tickets to Blacktail Mountain Ski Area.  

Hotel occupancy in 2025 was slightly higher than in past years, according to Medler. The average occupancy rate sits between 55% and 60%, and the new extended-stay hotel in North Kalispell, Home2 Suites, added fresh booking options for travelers.  

Looking to 2026, Discover Kalispell is helping to bring in significant sporting events to the valley, including the Montana Spartan Race, which is returning to the Flathead Valley in May after a two-year hiatus. 

Spartan Race is a fitness brand that hosts obstacle course race events across the world. The four-race series will take place in Bigfork. Bringing the event back to the valley was part of Discover Kalispell’s initiative to promote purpose-driven tourism that offers activities for travelers year-round.   

“Bringing those sporting events during the off season, boosting winter travel, it helps our local business have a more steady revenue stream,” Medler said.  

Earlier this year, Discover Kalispell launched its Canadian Welcome Pass. The promotion offers Canadians exclusive discounts from participating businesses.  

It came amid a sharp drop in Canadian visitation to the United States following new tariffs imposed on Canadian goods. Remarks by President Donald Trump about the neighboring country to the north becoming the 51st state were likewise poorly received in Canada.  

“[It’s] just a community driven effort to show our Canadian neighbors that we’d love to have them back when they’re ready to visit,” Medler said.  

The digital pass has gotten 1,700 downloads, over 90% of which are from Alberta, Medler said. Most of the users have been taking advantage of hotel discounts. The promotion will run through March but potentially get extended if it's still being enjoyed by businesses and Canadians, Medler said.  

Whitefish saw Canadian travel and spending down 23% year-over-year, which impacted the city that sees 90% of its international spending from Canadians, according to a fall tourism update from Zak Anderson, executive director of Whitefish Convention and Visitors Bureau.   

The tourism organizations must also grapple with the significant decrease in international travel forecasted for 2026. The U.S. Department of the Interior’s plan to increase fees for international travelers visiting national parks is expected to affect visitation at Glacier National Park, which saw over 3.2 million visits in 2024, according to the national park service.  

“It’s a significant increase and it’s confusing at this point, so we’re getting more information and trying to understand it,” Medler said. 

LOOKING AHEAD to 2026, Discover Kalispell is preparing for Glacier Park International Airport’s runway overhaul, which will significantly limit its operations for the month of July. The transit hub will be closed from 6 p.m. on Mondays through noon on Fridays between July 6 and July 31, 2026. 

“It’s during our busiest month of the year. It’s a challenge,” Medler said. 

The closure is expected to discourage visits to Glacier National Park in July, but Discover Kalispell is planning ways to mitigate its potential impact on the local economy. 

The organization will suggest flying into the Missoula Montana Airport or Great Falls International Airport and plans to offer fun road trip itineraries when driving to Kalispell. Medler noted that road trip ideas will be shared with travelers from the Pacific Northwest as well.   

Medler also hopes that the FIFA World Cup will bring overseas visitors to the valley. Seattle is expected to host matches during the global tournament. 

Despite the economic headwinds that lay ahead, Whitefish is expecting an increase in bookings year-over-year for December, January and February, “a particularly positive sign given the trend toward shorter booking windows and the absence of early-season snowfall,” according the Explore Whitefish update.  

“The Whitefish market has managed to maintain steady performance despite national tourism slowdowns, reduced Canadian travel and broader economic uncertainty,” read the update. 

Reporter Jack Underhill can be reached at 758-4407 and [email protected].  

    A Delta Air Lines flight arrives at the terminal at Glacier Park International Airport on Thursday, Dec. 11. (Casey Kreider/Daily Inter Lake)
 Casey Kreider   

    Travelers walk to the ticketing area at Glacier Park International Airport on Thursday, Dec. 11. (Casey Kreider/Daily Inter Lake)
 Casey Kreider   

    A traveler walks through the main lobby of Glacier Park International Airport on Thursday, Dec. 11. (Casey Kreider/Daily Inter Lake)
 Casey Kreider   

    Travelers walk through the main entrance at Glacier Park International Airport on Thursday, Dec. 11. (Casey Kreider/Daily Inter Lake)
 Casey Kreider   

    A Delta Air Lines flight arrives at the terminal at Glacier Park International Airport on Thursday, Dec. 11. (Casey Kreider/Daily Inter Lake)
 Casey Kreider