Tourism in Montana
Updated: January 15, 2025
Obviously, with 13.7 million nonresident visitors in 2024, Montana continues to draw travelers with its unmatched natural allure. With parks, wilderness areas, stunning scenery, wildlife, historic sites and more, the state delivers the escape vacationers crave. Montana's tourism and recreation industry remains its second leading economic sector. Tourism is among the state's most vital and promising industries.
Economic Impact
According to the Institute for Tourism & Recreation Research (ITRR), Montana welcomed 13.7 million visitors in 2024 who spent about $5 billion in the state. This spending supported more than 38,000 jobs and contributed significantly to personal income across Montana. Additionally, nearly all residents—96%—agree that outdoor recreation is essential to their quality of life.
Regional Spending (2023-2024)
Nonresident visitors spent an average of $5.28 billion annually during 2023–2024. Glacier Country led the way with approximately $1.8 billion in spending, while Yellowstone Country followed with about $1.3 billion. These two regions together account for nearly half of Montana's tourism revenue.
Top Activities
Popular activities include scenic driving, wildlife watching, nature photography, day hiking, camping, recreational shopping, and visiting historic sites.
Top Destinations
- Yellowstone National Park
- Glacier National Park
- Montana State Parks
- Hot Springs
- Little Bighorn Battlefield
- Virginia City & Nevada City
- Grizzly & Wolf Discovery Center
- Bighorn Canyon National Recreation Area
- National Bison Range
Montana remains a powerhouse of natural beauty and cultural heritage, steadily growing in visitation and economic impact. The state continues to excel at offering the exact experience many are seeking today: an unforgettable escape.
Updated: January 15, 2025
