The reality of Whitefish’s visitor economy

As the organization responsible for managing and strategically strengthening Whitefish’s visitor economy for the benefit of our community, Explore Whitefish often hears a common refrain: Whitefish is booming. Some believe that our restaurants are crowded year-round, parking is impossible downtown and our hotels are consistently full. 

Unfortunately, this perception does not reflect reality. While Whitefish experienced unprecedented visitation levels during COVID, the truth is that our local economy and our local businesses face real challenges. Empty storefronts are reappearing in our downtown core, hotels' annual occupancy levels are well below the national average and many restaurants are struggling to stay afloat amid rising costs and deepening shoulder seasons.   

Tourism has long played a critical role in supporting our local businesses, but the idea that Whitefish can thrive without effort is simply incorrect. Our town’s success depends on a balanced mix of both visitors and local patrons. When businesses struggle, the effects ripple through our entire community—impacting jobs, services, and the character of Whitefish itself. 

This note is a call to action for our community.  Supporting our local businesses, whether by shopping locally, dining out or simply understanding the realities they face—is essential. Whitefish is a special place, but its vibrancy relies on all of us working together to ensure a thriving future.  

Julie Mullins, Executive Director, Explore Whitefish