Montana saw a decline in tourist numbers in 2025 but an increase in visitor spending, according to the University of Montana’s Institute for Tourism and Recreation Research. Economist Melissa Weddell shared insights at a Helena seminar organized by the university’s Bureau of Business and Economic Research. The data revealed a 3.6% decrease in visitors, totaling 13.8 million, yet a 12% rise in nonresident spending, reaching approximately $5.6 billion.
“Less visitors, more spending — I think that’s what we like to hear,” Weddell noted.
Tourists in 2025 generally had higher incomes, with 55% of visitors earning over $100,000, up from 43% in 2019. The visitor demographic also shifted, with the most common age group moving from 60-65 in 2019 to 65-69 in 2025.
“We’re seeing a higher age category of visitors and more luxury travel,” Weddell remarked.
Spending patterns changed, showing an 11% drop in lodging expenditures but a 120% boost in spending on outfitters and guides. This trend highlights a preference for luxury experiences like flyfishing and overnight hiking. Research from the Outdoor Industry Association shows a significant rise in outdoor sports participation among those over 65.
Weddell pointed out a drop in Canadian tourism, attributed to trade disputes during the Trump administration. The leisure industry, critical to Montana’s economy, employed about 74,200 people in 2024, which is roughly 13% of the state’s workforce, and was one of the fastest-growing sectors from 2020 to 2024.
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