Document Type

Report

Publication Date

3-2026

Disciplines

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

Abstract

Montana residents maintain a broadly positive outlook on tourism, with 66% agreeing that tourism's benefits outweigh its drawbacks and 72% recognizing the economic value of state-supported tourism promotion. However, resident sentiment remains nuanced: 45% report concerns about overcrowding, and fewer than half (36%) believe increased tourism would improve their personal quality of life — a trend consistent across four consecutive years.

Regional divides are pronounced. Communities near high-visitation destinations such as Glacier National Park and Yellowstone National Park express greater skepticism toward tourism growth, while lower-visitation regions, including Central Montana, Southeast Montana, and Missouri River Country, hold more favorable views on tourism's potential economic benefits. Statewide sentiment has stabilized since 2025, continuing a steady recovery from peak negative attitudes recorded in 2021–2022.

The 2025 survey also examined resident opinions on a potential Montana statewide sales tax. Despite Montana being one of only five U.S. states without a general sales tax, 66% of residents oppose its introduction — citing concerns about regressive impacts on low-income households and seniors unless paired with offsetting reductions in property or income taxes.

These findings from the Institute for Tourism and Recreation Research (ITRR) at the University of Montana offer critical insights for tourism industry stakeholders, policymakers, and destination marketing organizations working to balance sustainable tourism growth with quality of life for Montana communities.

Keywords

Montana Tourism, Montana Resident Attitudes Toward Tourism

Rights

© 2026 ITRR

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