Tourism Matters to Montana
Tourism Matters to Montana

Industry

Montana’s Travel and Tourism Industry: A Vital Economic Driver

Tourism is one of Montana’s largest and most essential industries. It fuels local economies, supports jobs, and enhances the quality of life for residents. As the second-largest industry in the state—only behind agriculture—tourism generates billions in visitor spending each year, sustaining businesses across all sectors, from hospitality and retail to outdoor recreation and transportation.

Economic Impact of Tourism in Montana

  • In 2023, Montana welcomed approximately 12.5 million nonresident visitors, who spent an estimated $5.45 billion during their trips.
  • This spending directly supported over 66,550 Montana jobs, making tourism one of the largest employment sectors in the state.
  • Tourism generated $414 million in state and local tax revenue, helping to fund essential public services, including infrastructure, education, and public safety.
  • Without these tax revenues, each Montana household would need to contribute over $930 more annually to maintain the same level of public services.

KEY SECTORS WITHIN MONTANA’S TOURISM ECONOMY

Tourism in Montana is a diverse, interconnected economy that supports a wide range of industries, from outdoor recreation and hospitality to retail and transportation.

1. Public Lands and Outdoor Recreation: Montana’s Greatest Asset

Montana’s vast public lands are the foundation of its outdoor recreation economy, drawing millions of visitors annually. More than 30% of Montana’s land area is federally managed, providing world-class hiking, fishing, hunting, camping, and wildlife viewing opportunities.

National Parks & Major Federal Public Lands
  • Glacier National Park (National Park Service – NPS) – 2.9 million visitors in 2023, generating more than $484 million in local economic activity.
  • Yellowstone National Park (National Park Service – NPS) – 4.5+ million visitors annually, fueling gateway communities like West Yellowstone, Gardiner, and Cooke City.
National Forests & Wilderness Areas (U.S. Forest Service – USFS, Bureau of Land Management – BLM)

Montana has nine national forests and 16 designated wilderness areas, covering over 20 million acres and supporting year-round recreation.

  • Bob Marshall Wilderness Complex (1.5 million acres) – A premier backcountry destination.
  • Beaverhead-Deer Lodge National Forest (3.35 million acres) – Montana’s largest national forest, offering world-class hunting and fishing.
  • Upper Missouri River Breaks National Monument (BLM) – Remote, scenic landscapes with excellent floating, fishing, and camping.
Montana State Parks
  • 55 state parks attract over 2.5 million visitors annually.
  • Popular destinations include Makoshika State Park, Lewis & Clark Caverns, and Flathead Lake State Park.

2. Lodging and Hospitality: The Backbone of Visitor Spending

  • Hotels, motels, guest ranches, resorts, campgrounds, and short-term rentals account for approximately 30% of total visitor spending.
  • The Lodging Facility Use Tax ("Bed Tax") funds tourism marketing, state parks, and historic preservation.

3. Restaurants, Agritourism, and Culinary Tourism

Montana’s food and beverage industry thrives on visitor spending, farm-to-table experiences, and agritourism, offering unique and authentic tastes of the state’s agricultural heritage.

Farm-to-Table & Agritourism
  • Farmers Markets: Montana is home to over 70 farmers' markets that provide fresh, local produce and handcrafted goods.
    • Missoula Farmers Market – One of the largest in the state, attracting locals and visitors.
    • Bozeman, Whitefish, and Great Falls Farmers Markets – Popular seasonal markets supporting local growers and artisans.
  • U-Pick Farms & Ranch Tours: Visitors can tour working farms and ranches to learn about Montana’s agricultural traditions and experience u-pick berries, pumpkins, and other seasonal crops.
  • Dude Ranches & Farm Stays: Working ranch experiences provide immersive stays in Montana’s agricultural lifestyle, with horseback riding, cattle drives, and western hospitality.
Culinary & Beverage Tourism
  • Craft Beer, Distilleries & Wineries:
    • Montana is home to 90+ craft breweries, 30+ distilleries, and a growing wine industry.
    • Breweries like Big Sky Brewing (Missoula), Bozeman Brewing Company, and Kalispell Brewing are major visitor attractions.
    • Distilleries such as Willie’s Distillery (Ennis) and Headframe Spirits (Butte) offer tours and tastings.
  • Ranches and Culinary Retreats:
    • High-end guest ranches like The Resort at Paws Up (Greenough) and The Ranch at Rock Creek (Philipsburg) offer farm-to-table dining featuring Montana-raised meats and locally grown ingredients.

4. Retail, Made in Montana, and Shopping: Supporting Local Businesses

Montana’s visitors significantly contribute to the retail economy, supporting small businesses, artisan crafts, and outdoor outfitters.

Made in Montana & Local Artisan Products

The Made in Montana, Grown in Montana, and Native American Made in Montana programs highlight locally produced goods that visitors seek out as authentic souvenirs.

  • Huckleberry Products: Visitors love huckleberry jams, syrups, chocolates, and baked goods, available in Yellowstone and Glacier gateway towns.
  • Handmade Leather Goods & Western Apparel: Cowboy boots, saddles, and belts from places like Montana Leather Company (Billings).
  • Fine Arts & Native American Crafts: Beadwork, jewelry, and pottery from Native American artists in Browning, Crow Agency, and Hardin.
Outdoor Outfitters & Gear Retailers
  • Visitors spending time in Montana’s great outdoors rely on locally owned gear shops like:
    • The Trailhead (Missoula) and Schnee’s (Bozeman) for hiking and backpacking gear.
    • Dan Bailey’s Fly Shop (Livingston) and The Tackle Shop (Ennis) for fly-fishing gear and guided services.
Grocery & Specialty Food Tourism

Montana’s grocery stores and specialty food markets benefit from visitor spending on snacks, picnic supplies, and locally sourced goods.

  • Stores like Town & Country Foods (Bozeman) and Harvest Foods (Hamilton & Bigfork) cater to visitors seeking high-quality Montana products.
  • Specialty food shops offer bison jerky, locally roasted coffee, and artisan cheeses.

5. Hunting, Fishing, and Guided Services

Montana’s hunting and fishing tourism contributes millions annually to local economies and conservation funding.

Hunting & Fishing Licenses and Economic Impact
  • Nonresident hunters and anglers spend over $900 million annually on guided trips, gear, lodging, and dining.
  • Big Game Hunting:
    • Montana is a premier destination for elk, deer, and antelope hunting, attracting hunters from across the U.S.
  • Fly Fishing:
    • Montana’s rivers, including the Madison, Yellowstone, and Missouri, offer world-class fly-fishing.
Outfitters and Guided Adventures

Montana is home to hundreds of licensed outfitters and guides, providing unique wilderness experiences.

  • Guided Hunting & Fishing Trips: Professional guides enhance visitor success and safety.
  • Whitewater Rafting & Scenic Floats: Popular along the Yellowstone, Gallatin, and Flathead Rivers.
  • Horseback Riding & Pack Trips: Multi-day backcountry trips into the Bob Marshall Wilderness and Absaroka-Beartooth Wilderness.

6. Events, Festivals, and Sports Tourism

Montana hosts a variety of sporting events, from youth leagues to collegiate athletics and professional rodeo competitions, which draw visitors and generate millions in economic impact.

Professional and Semi-Professional Sports
  • Billings Mustangs (Pioneer League Baseball) – A fan-favorite summer attraction in Billings.
  • Great Falls Voyagers (Pioneer League Baseball) – Bring visitors to Great Falls.
  • Glacier Range Riders (Pioneer League Baseball) – Based in Kalispell, providing family-friendly entertainment.
  • Montana Pro Rodeo Circuit Finals – Held in Great Falls, attracting top rodeo athletes from across the state.
  • PBR (Professional Bull Riders) Touring Pro Division – Various events across Montana, including Billings.
College Sports Tourism: NCAA and NAIA Athletics

Montana’s colleges and universities host thousands of visiting fans each year, generating revenue for local hotels, restaurants, and businesses.

  • University of Montana Grizzlies (Missoula) and Montana State Bobcats (Bozeman)
    • Football games at Washington-Grizzly Stadium (25,000 capacity) and Bobcat Stadium (20,000 capacity) are major tourism drivers.
    • "Brawl of the Wild" (Montana vs. Montana State football game) draws tens of thousands of fans and is a high-impact economic event.
    • Basketball, volleyball, track and field, and other sports also bring traveling teams and spectators to the state.
  • Carroll College (Helena), Rocky Mountain College (Billings), Montana Tech (Butte), MSU-Northern (Havre), and University of Providence (Great Falls) – NAIA schools host regional and national competitions.
High School and Youth Sports: Year-Round Economic Impact

Montana’s high school sports tournaments and youth leagues generate significant economic impact for communities hosting these events.

  • Montana High School Association (MHSA) State Championships (Football, Basketball, Wrestling, Track & Field, Soccer, Volleyball, Swimming, and more)
    • Events bring athletes, families, and spectators to host cities, filling hotels and restaurants.
  • American Legion Baseball – Montana teams travel throughout the state for tournaments.
  • Hockey and Ice Sports – Youth and high school hockey tournaments attract regional teams to cities like Billings, Bozeman, Great Falls, and Missoula.
  • Soccer, Basketball, and Wrestling Tournaments – Major youth tournaments bring thousands of visitors to Montana each year.
Marathons, Cycling, and Adventure Races
  • Missoula Marathon – One of the top-rated marathons in the country, drawing runners from across the U.S.
  • Governor’s Cup Marathon (Helena) – A premier running event in Montana’s capital.
  • Rendezvous Ski Race (West Yellowstone) – A top Nordic ski competition.
  • The Rut Mountain Runs (Big Sky) – Extreme trail running races that attract elite runners from around the world.
  • Tour Divide (Cycling Race) – A 2,745-mile self-supported bike race from Banff to the U.S.-Mexico border, passing through Montana.
Motorsports and Extreme Sports
  • Big Sky Resort’s Freeride World Tour Qualifier – A global ski and snowboard competition.
  • Montana 500 (Motorcycle Race) – A vintage Harley-Davidson endurance race.
  • Yellowstone Off-Road Racing (Billings) – Montana’s premier off-road racing event.

CHALLENGES AND OPPORTUNITIES

  • Legislative Threats: Proposals like SB90 could reduce tourism funding, impacting visitor numbers and economic benefits.
  • Infrastructure Needs: Investment in roads, airports, and public lands is essential to accommodate increasing visitation.

LOOKING AHEAD: INVESTING IN MONTANA’S VISITOR ECONOMY

Montana can continue to thrive as a premier travel destination while preserving its natural beauty and local character by supporting sustainable tourism initiatives, investing in visitor infrastructure, and maintaining strong tourism funding.

Montana’s tourism economy isn’t just about visitors, it’s about jobs, businesses, and a high quality of life for residents. That’s why tourism matters to Montana.

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