Tourism Industry
Updated: January 15, 2026
Tourism in Montana
Tourism remains one of Montana's largest industries, attracting visitors from across the country and around the world to experience its scenic beauty, outdoor adventure, and friendly atmosphere.
In 2023, Montana welcomed approximately 12.57 million nonresident visitors, maintaining one of the highest annual totals on record. These visitors spent about $5.45 billion statewide, with expenditures spread across food and beverage ($1.4B), lodging ($1.1B), transportation ($1.6B), shopping ($600M), and outfitter/guide services ($500M).
Tourism directly and indirectly supported roughly 66,550 jobs across the state in 2023. Visitor spending also generated about $414 million in state and local tax revenue, offsetting household taxes by approximately $930 per Montana household.
For comparison, in 2010 Montana saw about 12.6 million visitors who spent an estimated $3.8 billion. This reflects significant growth in per-visitor spending over the last decade.
Montana's tourism industry continues to thrive, supporting jobs, generating revenue, and showcasing the natural beauty and welcoming spirit that keep visitors coming back year after year.
Updated: January 15, 2026
