With 13.7 million nonresident visitors in 2024, Montana continues to attract travelers with its natural beauty and outdoor adventures. With national parks, wilderness areas, mountain scenery, wildlife, and historic sites, the state offers the kind of “escape” many vacationers are looking for. Tourism and recreation together are considered Montana’s second‑leading industry, making tourism one of the state’s most important and promising economic sectors.

Economic Impact

According to the Institute for Tourism & Recreation Research (ITRR) , visitors to Montana in 2024 spent about $5 billion in the state. This spending supported more than 38,000 jobs and contributed significantly to personal income for Montanans. Surveys also show that nearly all residents—about 96%—agree that outdoor recreation is important for their quality of life.

Regional Spending (2023–2024)

Looking at a two‑year average for 2023–2024, nonresident visitors spent about $5.28 billion per year in Montana. Glacier Country led all travel regions with roughly $1.8 billion in annual visitor spending, while Yellowstone Country followed with about $1.3 billion. Together, these two regions account for nearly half of Montana’s tourism revenue each year.

Top Activities

When visitors come to Montana, they enjoy a wide variety of activities. Popular choices 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 place of natural beauty and rich cultural heritage. As visitation and visitor spending grow and change, the state continues to offer what many people want from a vacation today: an unforgettable escape in the outdoors.