Document Type

Report

Publication Date

9-2026

Disciplines

Agricultural and Resource Economics | Leisure Studies | Nature and Society Relations | Other Social and Behavioral Sciences | Regional Economics

Abstract

This report marks the 40th anniversary of the Institute for Tourism and Recreation Research (ITRR) at the University of Montana, founded in 1987 as the research arm of the state's tourism and recreation industries and funded through a small share of the Lodging Facility Use Tax.

It covers the 2025 travel year, when 13.2 million nonresident visitors spent $5.6 billion in Montana, supporting 52,610 jobs and $360 million in state and local tax revenue. Featured studies cover the state's museums and paleontological sites, its $1.27 billion outfitting and guiding industry, and tourism's growing role in Eastern Montana's rural economies. Additional sections describe ITRR's national park research partnership, its Survey Kit service for communities, and the continuous statewide visitor count it has run since 2009.

The report closes with priorities for the decade ahead: student training, methodological consistency, accessible data, and stronger statewide partnerships.

Keywords

Annual Report, 40 Years

Rights

© 2026 ITRR

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