Document Type

Report

Publication Date

6-2026

Disciplines

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

Abstract

In 2025, Montana welcomed 13.2 million visitors — a 4% decline from 2024 — who collectively spent $5.6 billion across the state. Tourism supported 52,610 jobs (1 in 11 statewide), generated $360 million in state and local taxes, and saved the average Montana household over $740 in taxes. Glacier Country led regional spending at $1.79 billion, followed by Yellowstone Country at $1.34 billion. The typical visitor was 57.8 years old, traveled in a group of 2.2, stayed 5.2 nights, and arrived primarily by car (74%). Top origin states were Washington, Idaho, and North Dakota. Visitors were drawn most by mountains and forests (71%), open spaces (50%), and rivers (49%). Montana's outdoor recreation economy ranked 3rd in the U.S. at 4.9% of GDP, generating $3.8 billion in economic impact and supporting 32,094 jobs. Travel and tourism represented the largest employment sector in the state at 18.3% of jobs. State park visitation reached 3.4 million (up 4.9%), while Yellowstone and Glacier National Parks drew 4.8 million and 3.1 million visitors, respectively. Data were produced by the Institute for Tourism & Recreation Research (ITRR) at the University of Montana.

Keywords

2025 Montana travel industry, infographic

Rights

© 2026 ITRR

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