A group of five western states that banded together nearly three decades ago to market the region internationally is changing its brand.
Idaho, the Dakotas, Wyoming, and Montana are dropping the “Real America” brand in favor of “The Great American West.” That’s the name that the five states will now use as they market tourism to tour operators, travel agents, and consumers through advertising and public relations efforts.
Officials hope the new brand will strengthen the region’s appeal to international travelers.
The multi-state international promotional cooperative has been marketing collectively in Europe and Australia since the early 1990s. Idaho Tourism had left the consortium, but will rejoin July 1, according to Rocky Mountain International, the marketing company that oversees international promotional efforts for the five states.
The regional cooperative is supported by the state tourism departments and aims to increase visits from travelers from the United Kingdom, Germany, Australia, France, Italy, Benelux, and the Nordic countries.