In the heart of Montana’s rugged landscapes, Destination Missoula continues to position itself as a premier hub for group travel, meetings, and events. As the official tourism and convention bureau for Missoula, Montana, the organization promotes the city’s unique blend of outdoor adventures, cultural vibrancy, and modern amenities to attract visitors year-round. With a focus on shoulder-season growth, Destination Missoula’s Group Travel Department is ramping up efforts in 2026 by attending three major industry conferences: Select Traveler Conference, Group Travel Conference, and Small Market Meetings Conference. These events provide invaluable opportunities for networking with travel planners, loyalty program directors, and meeting organizers, ultimately driving more group bookings to Missoula’s riverside trails, historic downtown, and event venues like the Missoula Fairgrounds and the University of Montana.
The year kicks off with Select Traveler Conference, held February 15-17, 2026, in Williamsburg, Virginia. Now in its 30th year, this event targets affinity travel leaders from banks, chambers of commerce, alumni associations, and other loyalty organizations. Attendees participate in educational seminars, one-on-one marketplaces, and networking sessions designed to foster partnerships for upscale group trips. For Destination Missoula, this is a chance to highlight Missoula’s appeal for customized itineraries, from fly-fishing excursions on the Clark Fork River to cultural immersions at events like the International Wildlife Film Festival. By showcasing sustainable tourism options and proximity to Glacier National Park, the department aims to secure bookings for bank travel clubs and similar groups seeking authentic Western experiences.
Next on the agenda is Group Travel Conference, scheduled for June 8-10, 2026, in Pigeon Forge, Tennessee, this gathering brings together group travel directors for innovative sessions on trip planning, entertainment, and destination marketing. With a focus on leisure groups and new emerging travel planners, the conference includes keynote addresses, and sponsored outings. Destination Missoula plans to emphasize its family-friendly attractions, such as the Historical Museum at Fort Missoula and the Rocky Mountain Elk Foundation, to appeal to organizers looking for educational and recreational packages. This aligns with the bureau’s goal of increasing year-round occupancy by promoting events like the Western Montana Grazing and Agriculture Conference and the Zootown Music Festival.
Wrapping up the trio is Small Market Meetings Conference, set for October 6-8, 2026, in El Paso, Texas. Dedicated to smaller destinations that welcome meeting planners, this event stresses big results from intimate settings through registration, keynotes, and sponsored dinners. It’s ideal for Destination Missoula to connect with planners for corporate retreats, associations, and small conventions, touting venues like the Delta Hotels by Marriott Utica (near Missoula) and the city’s walkable downtown with farm-to-table dining and craft breweries.
Jennifer Ferguson, General Manager of Group Travel Family—the parent organization behind these conferences—emphasizes the value of such participation: “Destinations like Missoula bring fresh energy to our events, offering planners authentic, off-the-beaten-path options that create memorable group experiences. We’re thrilled to have their team join us in 2026 to forge connections that boost tourism and community impact.”
By attending these conferences, Destination Missoula not only markets its assets but also gathers insights on industry trends, from sustainable practices to hybrid events. With staff committed to professional development the bureau is poised for growth. As Missoula celebrates its natural beauty and cultural scene, these strategic attendances promise to elevate the city as a top group destination in 2026 and beyond.
For information on Destination Missoula contact 800-526-3465 or destinationmissoula.org
