Regional Economics Commons^™

Montana’S Outfitting Industry - 2024 Economic Contribution And Industry-Client Analysis, Carter Bermingham, Kara Grau, Emma Keinath-Lopez

Institute for Tourism and Recreation Research Publications

Montana's outfitting and guiding industry remains a vital economic sector driven primarily by nonresident visitors, generating an estimated $314 million in direct expenditures in 2024 and supporting more than $1.27 billion in total economic output when indirect and induced effects are included. This report, an update to ITRR's 2017 industry analysis, draws on a survey of outfitting businesses alongside ITRR's annual nonresident visitor survey to examine roughly 980,000 clients served by an estimated 1,500 outfitting and guiding entities statewide. While wildlife viewing and sightseeing attracted the largest share of clients, fishing generated the most revenue despite serving a smaller portion …

Meeting & Convention Tourism In Montana, Glenna Hartman, Elena Bigart, Melissa Weddell

Institute for Tourism and Recreation Research Publications

As meeting and convention travel continues its post-pandemic rebound, Montana still lacks a comprehensive picture of this growing sector's reach and impact. This report offers the state's first statewide analysis of meetings and conventions — examining their economic contribution to local communities, the factors that make Montana an attractive destination, the scale and geographic spread of events across the state, and how Montana compares to national industry benchmarks.

The findings paint a promising picture: 75% of meeting planners say they'd recommend Montana, and over half plan to bring events to the state in the next one to three years. Montana's …

Economic Contribution Of 2024/2025 Averaged Nonresident Travel Spending In Montana Travel Regions And Counties, Kara Grau

Institute for Tourism and Recreation Research Publications

Money spent by travelers in Montana has a direct effect on businesses where it is spent, and it ripples throughout the state’s economy from there. Statewide, spending by nonresident visitors (averaged over two years - 2024 and 2025) totaled $5.36 billion. This report details the methods and results of the economic impact analyses for each of Montana’s six travel regions, as well as analyses for counties in which nonresident travelers spent approximately $50 million or more.

The Montana Travel Industry - 2025 Summary, Melissa Weddell

Institute for Tourism and Recreation Research Publications

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 …

2025 Estimates - Nonresident Visitation, Expenditures, And Economic Contribution, Kara Grau

Institute for Tourism and Recreation Research Publications

Montana welcomed an estimated 13.24 million nonresident visitors in 2025, generating $5.64 billion in traveler expenditures and contributing an estimated $7.11 billion in total economic output to the state's economy. Nonresident spending supported approximately 52,620 jobs and generated $360.4 million in state and local tax revenues. Fuel (21%) and restaurant/bar spending (20%) accounted for the largest shares of visitor expenditures, followed by lodging, outfitter/guide services, and groceries. Summer travel remained the dominant season, with the third quarter accounting for 45% of annual visitation and 54% of total expenditures. Vacation travelers represented the largest visitor segment (41%) and had the highest …

Canyon Ferry Reservoir: A Regional Recreation System In Montana, Kika Bradford, Melissa Weddell

Institute for Tourism and Recreation Research Publications

This study examines recreation use, visitor behavior, and infrastructure demands at Canyon Ferry Reservoir, Montana, using a combination of visitor surveys, automated counts, and systematic observations conducted between February and October of 2025. Results indicate that Canyon Ferry functions primarily as a high-frequency, locally driven recreation system characterized by repeat visitation, small travel groups, and short-duration trips. Use is highly concentrated at a limited number of sites and during predictable peak periods, creating localized infrastructure pressures despite relatively stable overall visitation levels. Findings show that parking areas and campgrounds experience more consistent capacity constraints than boat ramps, and that perceptions …

Montana Resident Report: Rural Montana And Tribal Communities And Activities, Q1 2026, Carter Bermingham, Megan Schultz

Institute for Tourism and Recreation Research Publications

This study was designed to better understand residents’ perceptions of smaller, rural towns in Montana, along with their level of interest in visiting and participating in activities in American Indian communities across the state. The Institute for Tourism and Recreation Research (ITRR) conducts resident studies on a quarterly basis to better understand current topics throughout the state, with resident travel routinely serving as one of those topics. Recent efforts at the state level have focused on expanding Montana’s tribal tourism industry to provide economic benefits and to inspire visitation to Indian Country.

Respondents were asked to comment on how much …

On The Trail, In The Towns: Visitor Use And Community Perspectives Along Montana’S Continental Divide Trail, Ava Worbets, Kika Bradford, Melissa Weddell

Institute for Tourism and Recreation Research Publications

As outdoor recreation participation has steadily increased nationwide over the past decade, reaching record levels in 2024 amid long‑term growth trends (OIA, 2025), the Continental Divide Trail (CDT) is drawing rising numbers of hikers traveling through Montana’s gateway communities. Yet little is known about who these hikers are or how their presence affects the towns that support them. This report examines CDT hikers and their relationships with Montana gateway communities from two complementary perspectives. First, understanding hikers’ demographics, spending patterns, and trail behaviors using data from 507 respondents who completed Montana’s CDT sections between 2022 and 2024. Second, exploring how …

Montana Residents’ Attitudes Towards Tourism – 2025, Carter Bermingham, Megan Schultz, Jayce Beck

Institute for Tourism and Recreation Research Publications

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 …

Beyond Artifacts And Fossils: Exploring The Contributions And Socioeconomic Impacts Of Montana’S Museums And Paleontological Tourism, Emma Keinath-Lopez, Elena Bigart, Glenna Hartman, Kara Grau, Ava Worbets, Melissa Weddell

Institute for Tourism and Recreation Research Publications

This study explores how Montana’s museums, including those along the Montana Dinosaur Trail, influence communities, economies, and visitor experiences in a post-pandemic environment. Through mixed methods—511 visitor surveys at 44 museums and 18 interviews with museum professionals— this research provides a holistic understanding of museum operations, visitor motivations, and community impacts.

2026 Montana Tourism Outlook – Sales Tax: Is It Time? Montana Economic Seminar Presentation, Melissa Weddell

Institute for Tourism and Recreation Research Publications

No abstract provided.

Montana On Screen: Exploring Film Tourism In Montana, Kika Bradford, Elena Bigart, Melissa Weddell

Institute for Tourism and Recreation Research Publications

This report presents a study exploring how film and TV show exposure influences tourism to Montana, a state long celebrated for its cinematic landscapes and Western heritage. Using data from an online survey of 311 visitors who had both watched a Montana-related production and visited a filming location in the past five years, the research examines visitor profiles, motivations, travel behaviors, spending, and perceptions.

The State Of Short-Term Rentals – 2024, Elena Bigart, Melissa Weddell, Jesse Wheeler, Sophie Morris, Jenna Asnault

Institute for Tourism and Recreation Research Publications

This report examined the role short-term rentals (STRs) play in Montana’s housing challenges, building on earlier ITRR research (Bigart et al., 2021). Using a mixed-methods approach, the study analyzed STR and housing data from 2019 to 2023 and incorporated interviews with local officials to assess evolving regulations, occupancy patterns, and perceptions of STR impacts. Findings highlight that STRs interact with broader market forces contributing to tight housing conditions and underscore the need for balanced policy approaches that support housing supply and affordability while sustaining tourism-related economic activity.

Tourism And Quality Of Life In Montana: A Longitudinal Study Of Resident Attitudes 2012-2023, Sophie Morris, Melissa Weddell, Carter Bermingham, Megan Schultz

Institute for Tourism and Recreation Research Publications

Montana’s outdoor recreation and tourism industries have experienced steady growth over the past decade. This report explores how that expansion has shaped residents’ perceptions of tourism. Drawing on data from Montana residents, we track changes in attitudes from 2012 to 2023 on key issues, including overcrowding, the balance between tourism’s benefits and its impacts, quality of life, and the state’s role in promoting tourism.

The Changing Landscape Of Eastern Montana: Trends And Insights 2024, Melissa Weddell, Glenna Hartman, Elena Bigart, Kara Grau, Matthew Pettigrew, Ava Worbets, Sophie Morris

Institute for Tourism and Recreation Research Publications

The purpose of this study is to generate a comprehensive overview of tourism trends in Eastern Montana by leveraging existing data sources and integrating new survey insights. By analyzing county-level statistics, regional tourism data, and U.S. Census information, the study aims to create a detailed picture of visitor demographics, trip characteristics, and community dynamics over the past five years (2018-2023). This multifaceted approach illuminates local tourism patterns, highlights key differences between counties, and allows for comparisons with the more heavily visited western regions of the state. Specific objectives include identifying who visits Eastern Montana, how they plan and experience their …

Montana Folk Festival 2025, Butte, Montana, Rachel Baer, Ava Worbets, Kika Bradford

Institute for Tourism and Recreation Research Publications

This study was conducted for the Montana Folk Festival to provide insight into the characteristics of attendees of the 2025 Montana Folk Festival. 968 attendees from the event completed the survey. Results show that 80% of respondents were residents of Montana, of which 37% were from Butte-Silver Bow County. Out-of-county respondents spent an average of 4.5 nights in Montana, reporting a total spending of $263,194.25, mostly in hotel/motel/bed and breakfasts and restaurants/bars. Results provide event organizers with useful data for future event planning, making improvements to the event, event marketing/promotion, and understanding the visitor spending associated with the event.

Montana Resident Report: Consumer Confidence And Expectations For Income, Travel, And Recreation Over The Next 12 Months, Q2 2025, Carter Bermingham, Megan Schultz

Institute for Tourism and Recreation Research Publications

This report is a summary of Montana residents and their expectations related to spending, personal income, travel, and recreation over the next 12 months. ITRR conducted similar studies in 2019 and 2022, with this current effort aimed at continuing a long-term study to track consumer sentiment over time.

Montana International Choral Festival 2025, Missoula County, Montana, Matthew Matz, Ava Worbets, Kika Bradford, Megan Schultz

Institute for Tourism and Recreation Research Publications

This study was conducted for the Montana International Choral Festival to provide insight into the characteristics of attendees of the 2025 Montana International Choral Festival hosted in Missoula, Montana. Three hundred ninety-four attendees of the event completed the survey. Results show that the majority of respondents were relatively local, with 79% of respondents being residents of Montana and 83% of Montana respondents residing in Missoula County. Out-of-county respondents spent an average of 4.1 nights in Missoula, reporting a total spending of $100,274.00, mostly in rental home/cabin/condo, hotel/motel/bed and breakfasts, and restaurants/bars. Results provide event organizers with useful data for future …

Clark Fork River Pedal & Farm Tour 2025, Trout Creek, Montana, Ava Worbets, Kika Bradford, Megan Schultz

Institute for Tourism and Recreation Research Publications

This study was conducted for Kaniksu Land Trust to provide insight into the characteristics of attendees of the 2025 Clark Fork River Pedal & Farm Tour hosted in Trout Creek, Montana. Forty-two attendees of the event completed the survey. Results show that the majority of respondents resided outside of Sanders County, with 71% from Montana (but only 7% from Sanders County itself) and 29% visiting from other US states, primarily Idaho. Out-of-county respondents spent an average of 2.3 nights in Sanders County, reporting a total spending of $8,732.00, mostly in hotel/motel/bed and breakfasts and restaurants/bars. Results provide event organizers with …

2025 Montana Tourism Outlook: Balancing Innovation And Tradition - Montana Economic Seminar Presentation, Melissa Weddell

Institute for Tourism and Recreation Research Publications

No abstract provided.

Economic Contribution Of 2023/2024 Averaged Nonresident Travel Spending In Montana Travel Regions And Counties, Kara Grau

Institute for Tourism and Recreation Research Publications

Nonresidents spend over $5 billion in Montana each year. This report looks at the distribution of spending across Montana’s six travel regions, as well as 20 of the 56 counties with the highest spending based on an average of 2023 and 2024 spending data.

Montana Resident Report: Participation In Outfitted And Guided Outdoor Recreation And Sports Tourism Within Montana, Carter Bermingham, Megan Schultz

Institute for Tourism and Recreation Research Publications

While nonresidents play a significant role in outdoor recreation and travel across the state, the contribution of residents is not to be underestimated. This report sheds light on two important topics from the Montana resident perspective: 1) their participation in outfitted or guided outdoor recreation activities in Montana, and 2) their participation in travel for sport across Montana.

Nacaa Am/Pic Conference 2025, Billings, Montana, Ava Worbets, Kika Bradford, Megan Schultz

Institute for Tourism and Recreation Research Publications

This study was conducted for Montana State University (Extension) to provide insight into the characteristics of attendees of the 2025 National Association County Agricultural Agent’s Annual Meeting and Professional Improvement Conference hosted in Billings, Montana. Four hundred forty-seven attendees of the event completed the survey. Results show that the majority of respondents resided outside of Montana, 95% in other US states and 1% visiting from other US Territories, only 3% of respondents were residents of Montana. Out-of-county respondents spent an average of 6.4 nights in Montana, reporting a total spending of $748,676.05, mostly in hotel/motel/bed and breakfasts and event registration …

Impacts And Insights: Assessing The Aftermath Of Yellowstone’S 500-Year Flood In Montana, Melissa Weddell, Kara Grau, Patrick Holland-Stergar, Christina S. Barsky, Lauren K. Mckeague

Institute for Tourism and Recreation Research Publications

Tourism is shaped by many elements, including natural disasters and unexpected events, which can profoundly affect visitor patterns and destination choices. While disasters typically reduce tourist numbers, occasionally they can have a positive influence. The purpose of this report is to document the flood event, analyze its impact, recovery process, and the economic losses to the region, particularly in terms of tourism visitation and revenue to the area and its gateway communities. The project was a coordinated effort among researchers from the University of Montana’s Institute for Tourism and Recreation Research (ITRR), the Department of Public Administration and Policy, and …

Crazy Mountain Fiber Fest 2025, Sweet Grass County, Montana, Ava Worbets, Kika Bradford, Megan Schultz

Institute for Tourism and Recreation Research Publications

This study was conducted for the Sweet Grass County Chamber of Commerce to provide insight into the characteristics of attendees of the 2025 Crazy Mountain Fiber Fest. Fifty-two attendees of the event completed the survey. Results show that 92% of respondents were residents of Montana, of which 33% were from Sweet Grass County. Out-of-county respondents spent an average of 3.9 nights in Montana, reporting a total spending of $8,770.00, mostly in hotel/motel/bed and breakfasts. Results provide event organizers with useful data for future event planning, making improvements to the event, event marketing/promotion, and understanding the visitor spending associated with the …

The Road To Montana: Exploring The Decision Paths To Visiting Montana, Kika Bradford, Glenna Hartman, Matthew Pettigrew, Melissa Weddell

Institute for Tourism and Recreation Research Publications

Montana’s big skies, outdoor recreation, and cultural heritage attract millions of visitors each year. However, a segment of potential travelers remains unaware and/or disengaged from the state’s tourism market. This study identifies barriers and opportunities in engaging travelers who have never been to Montana.

The Missed Connection: Why Some Travelers Choose Not To Visit Montana, Kika Bradford, Glenna Hartman, Matthew Pettigrew, Melissa Weddell

Institute for Tourism and Recreation Research Publications

Montana attracts millions of visitors drawn by its natural beauty, outdoor recreation, and cultural heritage. A significant portion of these travelers are repeat visitors; however, some travelers visit only once and choose not to return. This study explores what drives that disengagement.

2024 Estimates - Nonresident Visitation, Expenditures, And Economic Contribution, Kara Grau

Institute for Tourism and Recreation Research Publications

This report is a collection of estimates of 2024 nonresident visitation to Montana, expenditures by nonresident travelers in the state, and the contribution to Montana's economy of that traveler spending. Included are estimates by full year, quarter, trip purpose, and other visitor segments.

The Montana Travel Industry - 2024 Summary, Melissa Weddell

Institute for Tourism and Recreation Research Publications

2024 summary infographic of the Montana travel and recreation industry.

Montana Residents' Attitudes Towards Tourism - 2024, Carter Bermingham, Megan Schultz, Matthew Pettigrew, Jayce Beck

Institute for Tourism and Recreation Research Publications

A summary of Montana residents' attitudes towards tourism from the 2024 season. Overall, results from this study show that, in general, Montana residents hold a positive yet balanced attitude towards tourism within the state. For example, a majority of residents feel that the benefits of tourism outweigh the negative impacts, while also being in strong agreement that tourism promotion by the state provides an economic benefit to their community. At the same time, over 40% of respondents felt that the state was becoming overcrowded because of the number of tourists, while close to half felt that their community was dealing …