Visit Montgomery
About Montgomery County, MD
Welcome to Maryland’s Cultural Capital
Montgomery County is where world-class arts, global cuisine, preserved open spaces, and diverse communities come together to create a visitor experience entirely its own. Located in the heart of the National Capital Region, Montgomery County offers a unique blend of cultural attractions, historic sites, outdoor recreation, and downtown centers that reflect the character and creativity of one of the nation’s most diverse communities.
Visit Montgomery serves as Montgomery County’s official Destination Marketing Organization, working to strengthen the visitor economy and enhance quality of life for residents through tourism.
Our Vision
Montgomery County is the National Capital Region’s premier cultural destination where world-class arts, global cuisine, preserved open spaces, and diverse neighborhoods create a visitor experience entirely its own.
Our Mission
Visit Montgomery strengthens the visitor economy through strategic promotion, education, and partnership that position Montgomery County as an exceptionally memorable destination.
Our Strategic Direction
In 2026, Visit Montgomery adopted a five-year Destination Strategic Plan that establishes a shared vision for the future of tourism in Montgomery County. Developed through extensive research, stakeholder engagement, community input, and industry analysis, the plan provides a roadmap for strengthening the destination brand, growing visitation, fostering partnerships, and increasing the impact of tourism throughout the county.
Tourism is a vital part of Montgomery County’s economy, welcoming nearly 9 million visitors annually and generating more than $2.2 billion in visitor spending. Those visitors support local businesses, create jobs, and contribute tax revenue that helps fund public services and community amenities.
Strategic Imperatives
Brand Unity and Activation
Strengthen and unify Montgomery County’s destination brand through cohesive storytelling, marketing, and visitor engagement.
Visitation Growth and Balance
Grow visitation while diversifying visitor segments, extending length of stay, and supporting year-round demand.
Destination Connectivity
Connect communities, attractions, businesses, and experiences to create a more seamless and compelling visitor journey.
Community and Stakeholder Engagement
Increase understanding of tourism’s value among residents, businesses, partners, and elected officials while fostering stronger collaboration across the destination.
Organizational Capacity
Expand Visit Montgomery’s resources, capabilities, and impact to support the long-term growth of Montgomery County’s visitor economy.
Read the Full Strategic Plan
The Visit Montgomery 2026–2031 Destination Strategic Plan outlines the vision, priorities, and initiatives that will guide our work over the next five years.