Destination Missoula’s main goal of the Tourism Master Plan is to create a community wide discussion based on extensive research regarding tourism’s role in Missoula. The plan will assess infrastructure and management needs into the future so that the Missoula community has a roadmap to balance our resources and our quality of life with the economic resources provided by a healthy tourism economy. The plan will encompass partners across our community from city and county government, outdoor recreation interests, the University of Montana, the business community, economic development to bring awareness of the tourism industry and to help guide the final plan. Extensive research will be done with Missoula’s visitors and also Missoula’s residents to explore the role tourism plays in helping to sustain and advance Missoula’s community values and quality of life.