Visit Billings: Boosting Tourism in the Magic City

Visit Billings and local businesses are scaling operations to prepare for the upcoming summer tourism season, leveraging a new marketing strategy and a significant surge in sports tourism to support the city’s multi-million dollar industry.

The economic impact of tourism is a primary driver for the region. According to Aly Eggart, executive director of Visit Billings, approximately 2.6 million people visit the city annually, contributing $620 million to the local economy. This activity supports a broader economic landscape where Billings’ GDP is valued at $13.2 billion, as reported by Big Sky Economic Development.

Business Preparations for Summer Demand

Local enterprises are currently increasing production and staffing to meet expected visitor numbers. Travis Peterson, owner of Meadowlark Brewing, noted that his West End establishment is filling its tanks in April 2026 to ensure readiness for the spring and summer months.

Peterson identified several key drivers of traffic for his business, including sporting events, medical appointments, local shops, and visits to ZooMontana. He stated that these factors have a significant impact on his operations.

The city is preparing for several high-profile events this summer, including celebrations for America’s 250th anniversary and the arrival of the Blue Angels. These events are expected to draw substantial crowds to the Magic City, further benefiting breweries and downtown businesses that rely on outside spending to grow the economy.

The ‘Do Mighty Things’ Marketing Shift

To attract more visitors and encourage longer stays, Visit Billings launched a new marketing campaign in the fall of 2025 titled Do Mighty Things. Developed in partnership with the marketing agency Sunshine & Bourbon, the campaign replaces the previous slogan, Montana’s Trailhead.

The shift in messaging aims to present Billings as more than a stopover for those visiting Yellowstone National Park, Pompeys Pillar National Monument, or the Little Bighorn Battlefield National Monument. Eggart has emphasized that the city represents the real Montana experience, serving as a place where residents live, work, and play.

The campaign highlights the city’s status as the largest destination within a 500-mile radius and the biggest city in the state. This includes promoting the genuine downtown area, which features a single block with three restaurants operated by James Beard Award-nominated chefs. The city is also positioned as a hub for outdoor enthusiasts, specifically hikers and bikers.

Impact of Sports Tourism

Recent data indicates that sports tourism is providing a substantial immediate boost to the local economy. Visit Billings reported a significant impact from a series of events known as The Mighty Six, which took place between February 19 and March 29, 2026.

During this period, the First Interstate Arena hosted six consecutive weekends of record-breaking turnouts, consisting of three basketball tournaments and three wrestling tournaments. These events included the MHSA State Wrestling and the Montana Open wrestling tournaments.

The Southern B Divisional basketball tournament saw the highest turnout of any single event in the series, with 15,609 fans in attendance. In total, more than 70,000 people participated in or watched the events, representing a 42 percent increase in spectators compared to previous figures. More than 8,000 coaches and competitors were involved in the tournaments.

Visit Billings estimates a $7.5 million direct economic boost to the area between those dates, alone.

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Casey Conlon, the sports tourism director for Visit Billings, noted that the city is continuing to track these trends as they look toward further events in April 2026, including the Magic City Classic scheduled for April 25 and 26.