Nonresident tourists injected an estimated $5.28 billion into Montana’s economy annually over the past two years, marking a 9% decline yet remaining one of the highest figures recorded. This data comes from a new report by the Institute for Tourism and Recreation Research (ITRR) at the University of Montana, which analyzed nonresident spending in 2023 and 2024. The report highlights a $540 million drop in annual spending at local businesses compared to the previous two-year period.
This decline coincides with a previous report indicating a record-breaking number of tourists in 2024, despite a 10% decrease in their spending. Among Montana’s tourism regions, Glacier Country led with a two-year average of $1.8 billion in nonresident spending, followed by Yellowstone Country at $1.3 billion.
Since 2009, the institute has tracked nonresident spending, providing a comprehensive dataset for trend analysis. “It’s a consistent method we’ve been using for a very long time,” said Kara Grau, the report’s author. Data is gathered through traveler interviews and secondary sources, with variations in regional estimates due to smaller data pools.
In the 2022-2023 report, Glacier and Yellowstone Countries accounted for 33.6% and 23.4% of nonresident spending respectively, with these figures holding steady in the latest report. Gallatin County led with an average annual spend of $887.3 million, closely followed by Flathead County at $850.3 million.
In 2022, flooding closed parts of Yellowstone National Park’s northern entrance, reducing visitation. The reopening contributed to increased visits to Gallatin County and the Yellowstone region. Overall, 27 counties reported at least $20 million in tourism spending.
Gas, Guides, and Gambling
Gas and diesel topped spending categories statewide, while Glacier and Yellowstone regions saw restaurant and bar spending lead. Combined, these categories represented 40% of spending, followed by lodging at 22%. Retail sales fell, as did discretionary spending categories, including guide services and casinos, which saw declines.
Grau noted, “In 2024 we saw less flexible spending, with travelers opting for groceries over dining out.” In contrast, spending on “Made in Montana” products rose, reaching $184 million, up $20 million from previous years.
Explore more detailed spending data by visiting ITRR’s interactive dashboard. Below is a breakdown of average annual nonresident spending by travel region for 2023/2024.
- Central Montana — $370 million
- Glacier Country — $1.76 billion
- Missouri River Country — $252 million
- Southeast Montana — $713 million
- Southwest Montana — $882 million
- Yellowstone Country — $1.30 billion
—
Read More Montana News
