Montana Tourism Hits Records, Fuels Economy Despite Shifts

Montana shattered tourism records in 2024 with 13.79 million nonresident visitors, a 9% jump from 2023 and the highest ever, according to the University of Montana’s Institute for Tourism and Recreation Research (ITRR). Spending reached $4.93 billion despite an 8% decline from prior peaks, directly fueling $3.9 billion in local economic activity, 38,240 jobs and $308 million in state and local taxes—lowering the average household tax burden by $680. Bozeman Yellowstone International Airport led arrivals with 753,000 visitors, followed by Glacier Park International (369,000) and Missoula (301,000).

Visitor profiles evolved in 2025, with numbers dipping 3.6% to 13.8 million but spending soaring 12% to $5.6 billion, driven by older, richer tourists. The most common age shifted from 60-65 in 2019 to 65-69, and 55% reported over $100,000 annual income versus 43% pre-pandemic. Glacier County topped spending at $1.7 billion annually, with Yellowstone County at $1.3 billion; transportation and food/drink claimed over half of expenditures.

Regional trends varied, with Glacier Country's visitation down 5.5% through November 2025, out-of-state by 3% and spending by 1.8%, though Glacier National Park held steady. International visitors added $364 million in 2024, led by Canadians (8% of total) but with overseas travelers (2%) spending over half at $193.4 million. New flights like United Airlines' daily Billings-Chicago seasonal route through October aim to sustain momentum.