Discover Kalispell outlines FY27 marketing push, new ambassador training and visitor services upgrades

A Discover Kalispell presenter told the Kalispell City Council on Monday that destination marketing will remain the organization's chief priority in fiscal 2027, with a focus on targeted, data‑driven digital campaigns and partnerships with national media to reach niche markets tied to direct flights.

The presenter said Discover Kalispell will rely on reserve marketing funds for new opportunities identified by leadership and cited an awarded grant to support downtown parking signage. "Destination marketing, as I mentioned before, will also have ample reserve funds," the presenter said. The plan, officials said, also aims to reduce overreliance on outdoor recreation as the sole visitation driver by promoting downtown amenities and expanding sports‑related events.

Council members asked for more budget detail than was included in the packet. In response to a question about Canadian tourist spending, the presenter said first‑quarter 2026 credit‑card spending by Canadians in Kalispell was up 0.8% over last year but remains roughly 40% below first‑quarter 2024 levels, calling the trend "less bad."

The presentation also covered workforce development: Discover Kalispell plans to launch a Kalispell Ambassador program that combines an online course with experiential visits to local sites, and will continue hosting high‑school interns. The organization will upgrade visitor services infrastructure, including an AI web chat and enhanced window displays at the visitor center on Main Street, planned for FY27.

The presentation closes a planning year that the presenter described as "cost conscious" for travelers, and stressed partnerships with local groups and downtown stakeholders to keep the marketing effort aligned with community needs. The presenter thanked the council for past support and asked for continued collaboration as the work plan moves toward implementation.