Rocky Mountain International specializes in international tourism marketing and business development for the Rocky Mountain region. Our mission is to increase incremental international visitation, spending and market share of the region to fuel the economies of our stakeholders – Idaho, Montana, North Dakota, South Dakota and Wyoming. Through our work, we will significantly contribute to job creation, tax revenues and increased quality of life in the communities we live.
RMI headquarters are in Cheyenne, Wyoming with overseas operations in London, Munich, Amsterdam, Paris, Milan and Sydney.
The company was founded in 1990 specifically to meet the needs of Rocky Mountain state tourism departments for international tourism marketing in top inbound visitation markets; primarily the United Kingdom (England, Scotland, Wales, Ireland), Germany (Germany, Switzerland, Austria), Benelux (Belgium, Luxembourg, and Netherlands), Australia (Australia and New Zealand), France, Italy and Nordic (Denmark, Sweden, Norway, Finland & Iceland).
This unique public-private partnership, now in its 28th year, relies on the long-term commitment to regional tourism promotion between the Idaho Division of Tourism, Montana Office of Tourism & Business Development, North Dakota Division of Tourism, South Dakota Department of Tourism and Wyoming Office of Tourism.
RMI is built on the idea that states with related tourism products can greatly benefit from cooperatively marketing internationally. It’s more time-efficient and cost-effective to band together and cross-promote tourism products, especially when targeting international visitors who want the western experience and visit multiple states over multi-week itineraries.
The private sector, including destination marketing organizations, regional and local tourism attractions, accommodations, specialized inbound tour operators and other tourism businesses throughout the Rocky Mountain west can all participate in the cooperative model. There are no membership fees. Every destination, firm or business within the region that wants to participate in the cooperative can do so through a menu of services offered through RMI.
Cooperation is Key
Working together enhances the effectiveness of reaching the common mission to promote the region as an outstanding travel destination and ultimately increase international visitation, length of stay and spend.
- It can be economically efficient for the states and local and regional tourism businesses to pool their resources together. For states with smaller tourism budgets, cooperative marketing can be a very powerful way to get international exposure and business, leveraging the entire western experience.
- Resource sharing is a significant reason to cooperatively market with RMI. State tourism offices can hire one representative firm in markets of interest who then execute a promotional plan for the entire region and even for member states individually.
- Geographically complementary states, often seen as direct competitors for visitors, can create effective and mutually beneficial cooperative marketing campaigns to leverage the entire region as a bucket-list-worthy international destination.
- Economy of scale is an enormous benefit of the regional focus. Likewise, combining the efforts of an entire region into one marketing campaign benefits everyone in the region, even if they’re competing for the same dollar. The ever-increasing visitation to the world’s first National Park, Yellowstone, for example, serves all tourism products in the region, including competing states, brands, and tourism products.
- For international tourism trade, media and consumers of all kinds, cooperatively marketing the West can be highly convenient — they receive one packaged product and can picture a holiday in the region instead of a fragmented message sent by multiple suppliers in the same region.