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Glacier Country Montana: Elevating Visitor Experience

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Industry

Destination Marketing

Challenge

Glacier Country Montana faced inconsistent service quality across its tourism sector and lacked a centralized training solution to prepare stakeholders for growing visitor expectations. Local businesses needed accessible, relevant training to improve customer service while preserving the region’s authenticity. The organization also sought to promote sustainable tourism practices through education.

Results

Glacier Country Montana saw improved customer service, stronger stakeholder confidence, and more consistent visitor experiences across the region. The training empowered local businesses and frontline staff with practical skills, cultural awareness, and sustainability knowledge. As a result, visitor satisfaction increased, and the region strengthened its reputation for both hospitality and environmental stewardship.

Key Services

Learning Experience Technology, On Demand Professional Development

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21
Testimonials
3
Learning Paths
340
Enrollments
$10K
Annual Savings

"Learn Tourism has been a game-changer for us. The training modules have provided invaluable insights and tools for our team, empowering us to enhance our marketing strategies and stay ahead in the competitive tourism industry."

Aerionna S.

Western Montana's Glacier Country

“I think it is very educational and covers a wide range of important topics."

Student

Course Participant

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About Our Partner

Glacier Country Montana is a regional destination marketing organization representing eight counties in Western Montana, home to Glacier National Park and some of the most stunning landscapes in North America. As a leader in sustainable and experiential tourism, Glacier Country promotes responsible travel and supports its local businesses through strategic partnerships and community-driven initiatives. In recent years, the organization has focused on enhancing the visitor experience by investing in workforce development and service training. This commitment led to the creation of a region-wide customer service training program in partnership with Learn Tourism.

The Challenge

Glacier Country Montana identified a proactive opportunity to improve consistency in visitor experiences across its diverse tourism landscape. As tourism grew, so did the need for accessible, high-quality training that could equip local businesses and frontline staff with customer service skills tailored to the region’s values. Without a centralized solution, training varied widely, limiting the region’s ability to meet evolving visitor expectations and support sustainable growth.

The Solution

Finding the Right Fit for Regional Training

Glacier Country Montana began exploring options to create a consistent, scalable training program that could serve frontline tourism workers across rural communities and diverse business types. They considered building a custom solution internally or partnering with a regional education provider, but both options posed challenges in terms of flexibility, cost, and tourism-specific relevance.

After speaking with other destination marketing organizations and reviewing available platforms, Glacier Country chose to partner with Learn Tourism. The deciding factors were:

  • A tourism-focused learning platform with built-in course creation and reporting tools

  • The ability to customize training content to reflect local culture, values, and visitor expectations

  • A user-friendly interface that supported self-paced learning for busy professionals

  • Proven success delivering customer service training in other small and rural destinations

“We didn’t want just an off-the-shelf training course. Learn Tourism gave us a platform we could shape to reflect Glacier Country’s personality, while still providing essential service skills.”
— Program Lead, Glacier Country Montana

The Results

Implementation & Transformation

Once the partnership was in place, Glacier Country worked with Learn Tourism’s instructional design team and local university partners to develop a series of high-impact training modules, including:

  • Customer Service Essentials

  • Don’t Add Fuel to the Fire (conflict resolution)

  • Train the Trainer (for local leaders and tourism teams)

The courses were launched through Glacier Country’s branded learning portal, with marketing support from regional tourism associations and chambers of commerce. Built-in progress tracking and certification allowed businesses to measure team participation and celebrate professional development milestones.

“I think it is very educational and covers a wide range of important topics.”
— Customer Service Essentials Graduate

With more than 340 enrollments from 250 unique learners, the program gained momentum quickly. It helped elevate service standards and foster regional pride in tourism roles.

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