Idaho recognized two key contributions to its tourism sector at the 2026 Idaho Conference on Recreation and Tourism: a decades-long career and a volunteer-led trail restoration. The awards, announced by Visit Idaho on October 28, demonstrated how training programs and conservation projects strengthen the visitor economy.
Governor’s award honors 20 years shaping Idaho’s tourism industry
Carl Wilgus received the Governor’s Lifetime Achievement in Recreation and Tourism Award for leading Idaho’s tourism strategy from 1987 to 2007. His work began under Governor Cecil Andrus and continued through the buildup to the 2002 Winter Olympics in Salt Lake City, where his international marketing generated over $100 million in economic benefits for the state.
Wilgus’s contributions went beyond promotion. He created IDAHOST, a hospitality training initiative that trained over 100,000 Idaho residents in service standards to enhance visitor experiences. His early work at Sun Valley in sales and marketing also shaped his approach to destination branding. By the resort’s 50th anniversary, his efforts had boosted media coverage by 150%.
Beyond training, Wilgus developed initiatives like the Idaho Golf Trail, a six-course route that positioned golf as a draw for travelers. This approach later influenced the Idaho Whitewater Trail. He also served as president and CEO of the Pocono Mountains Visitors Bureau from 2008 to 2017.
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Lieutenant Governor Scott Bedke presented the award at the October 19–21 conference in Moscow. Governor Brad Little praised Wilgus’s role in raising Idaho’s global profile and establishing its hospitality foundation. The recognition came long after his career began, reflecting the enduring influence of his work.
Volunteers earn first ‘Travel With Care Champion’ award for Lolo Trail restoration
The Lewis & Clark Trail Alliance won the inaugural Travel With Care Champion award for its Lolo Reconnected project, a volunteer effort to restore the historic Lolo Trail in the Nez Perce-Clearwater National Forest. More than 40 volunteers contributed over 700 hours to clear debris, repair signage, and improve trail access.
The project supports Visit Idaho’s Travel With Care initiative, which promotes responsible tourism. By maintaining the trail, volunteers help preserve the natural and cultural resources that attract visitors. The award highlights how conservation directly benefits tourism by ensuring meaningful experiences for travelers.
Marketing awards celebrate regional and local campaigns
The conference also honored three destination marketing groups. The Southwest Idaho Travel Association won Best Campaign Over $50,000, the Twin Falls Area Chamber of Commerce took Best Campaign Less Than $50,000, and Visit Boise received the Judges’ Choice Award for creativity.
