Tourism Awards Presented at Annual Conference
HELENA, Mont. – Montana Department of Commerce leadership and staff today joined attendees of Commerce’s Governor’s Conference on Tourism in Great Falls to congratulate finalists and winners of the 2026 Montana Tourism Awards.
“These awards celebrate the outstanding work of the communities, businesses, organizations and individuals who champion Montana's tourism industry while increasing its economic impact for Montana residents,” said Commerce Director Marta Bertoglio. “A special congratulations from Commerce to all of the winners who have shown all of us how to make visitors feel truly inspired and welcome in our state.”
Award categories and winners:
Excellence in Cinema and Cultural Heritage: This honor recognizes individuals who have made significant contributions to the film and arts industry while also promoting and preserving cultural heritage. This award celebrates those who skillfully blend cinematic artistry with cultural narratives, bringing stories, languages and traditions to a broader audience.
- Winner: Norma Ashby, Great Falls Commerce’s Film Office named journalist and TV producer Norma Ashby Smith as the recipient of the 2026 Excellence in Cinema and Cultural Heritage Award. Over a 26-year career at KRTV in Great Falls, Ashby hosted 7,000 episodes of the talk show “Today in Montana,” interviewing notable figures and everyday Montanans.
Excellence in Heritage and Cultural Tourism: This honor recognizes an institution, individual or organization for contributions to the promotion and celebration of Montana’s authentic and unique culture or natural history as an important attraction for visitors and Montana residents.
- Winner: Montana Heritage Center, Helena The Montana Heritage Center has served as a premier, free-admission cultural destination since it opened in December of 2025. It welcomed more than 100,000 visitors in its first eight months and exceeded attendance projections. Through world-class exhibits and the five-day Montana History Festival, the center promotes education for thousands of students and strengthens local tourism by highlighting the state's history.
Excellence in Tribal Tourism: This award recognizes individuals, tribal governments, businesses or organizations that have demonstrated excellence in furthering Montana’s Indian Country Tribal Tourism promotion or extraordinary achievements.
- Winner: Voices of Yellowstone: First Peoples Celebration The Voices of Yellowstone: First Peoples Celebration is an annual, Indigenous-led, week-long event in Gardiner that honors the diverse cultures of the 27 tribal nations connected to the area. Now entering its fifth year, this free, collaborative festival features cultural tours, an art market and nightly programming while serving as a model for economic empowerment and tribal tourism.
Film Community of the Year: Nominees and winners for this award are selected by Commerce’s Film Office based on their assistance and support of a specific project or projects filmed in their communities.
- Winner: Red Lodge Red Lodge recently rolled out the red carpet for the feature film "Renew" starring Ron Perlman and Theo Rossi. Filmed on the Oniya Ranch and throughout the area, the Red Lodge community attracted local media coverage to highlight the production and the Montana-based crew, providing locations, logistics and welcoming hospitality.
Marketing Campaign of the Year: This honor recognizes outstanding tourism-related marketing that was executed within the past calendar year. For this award, the marketing campaign is defined as a series of marketing activities, channels and methods that produce a measurable result.
- Winner: Visit Helena Visit Helena leveraged the completion of the Montana Heritage Center to develop a campaign that told the story of Helena as the state’s premier historical, cultural and arts destination. Campaign content featured local voices as guides to authentic experiences across the Capital City. This engaging content led to a very successful campaign that not only informed people of the new Heritage Center, but also built awareness of the area’s many cultural, historical and artistic attractions.
Tourism Ambassador of the Year: This honor acknowledges and celebrates significant commitment demonstrated by an individual or group exemplifying the positive impact of the tourism industry, going above and beyond to ensure visitors' experiences are positive and worth repeating.
- Winner: Jamie and Justin McMillan, Glendive Jamie and Justin McMillan transformed the historic 1893 Matthew’s House in Glendive into a venue for curated events, maker classes and intimate "Listening Room" performances. Building on this success, the McMillans launched "Badlands Live" to host unique, large-scale musical experiences in regional landscapes, including a sold-out concert at Makoshika State Park.
Tourism Destination of the Year: This award recognizes outstanding achievements to advance tourism through marketing, product development, destination events and activities or compelling experiences in the tourism industry.
- Winner: Zootown Music Festival, Missoula The second annual Zootown Music Festival, held June 19-20 at the Missoula County Fairgrounds, drew more than 18,000 fans from across the country. Headlined by The Lumineers and The Chicks, the event featured more than 20 artists alongside attractions like hot air balloons. The festival boosted the local economy by completely booking out city hotels and vacation rentals. Attendees also participated in local tourism, including outdoor activities, shopping, dining and community events. Ultimately, the festival proved the fairgrounds is capable of hosting major regional and national events, prompting a nomination for the 2026 Tourism Destination of the Year Award.
Tourism Rising Star: This award recognizes an individual who has worked in the Montana tourism industry for at least two years, but not more than five, and excels at their job; demonstrates a curiosity, passion and vision for the growth of the industry and its importance to Montana's future development; is engaged in the industry at the local and state levels; and, as a rising star, will make a positive difference to the industry in the years to come.
- Winner: Avery Hughes, Great Falls Hughes is the tourism director for Central Montana. Managing 93 mostly rural communities, he works tirelessly to elevate the regional tourism industry. His initiatives, including the creation of tourism ambassador programs, reflect the curiosity, passion and vision this award was established to honor.
Tourism Service Award: This award honors tourism industry leaders who have served in prominent tourism roles.
- Winners: Sarah Bannon, Southwest Montana; Carla Hunsley, Missouri River Country; Diane Medler, Discover Kalispell; and Sherry Weamer, Red Lodge Area Chamber of Commerce These individuals have served their communities and regions well; most have had extensive experience working with Montana’s tourism industry and partners. As they approach retirement, Commerce thanks these leaders for their dedication to developing and promoting tourism in Montana.
According to a recent report by the Institute of Tourism and Recreation Research, in 2025, more than 13 million people visited Montana and spent an estimated $5.6 billion. In addition, the report indicates more than 52,000 Montana jobs are supported by out-of-state tourism.
The conference is hosted each year by the Montana Department of Commerce.
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