Montana Tourism Booms: $5.6B Spent by 13.2M Visitors in 2025

A near-record 13.2 million visitors spent $5.6 billion in Montana in 2025, boosting the state's economy significantly.

July 31, 2026

A packed parking lot at Logan Pass in Glacier National Park. (NPS/Jacob W. Frank)

A near-record number of out-of-state visitors injected approximately $5.6 billion into Montana’s economy in 2025, reinforcing the state’s thriving tourism sector. According to the University of Montana’s Institute for Tourism and Recreation Research, this influx of spending has bolstered the local economy significantly. The 2025 report shows 13.2 million visitors, marking a slight drop from 2024 but a 12% increase in spending. This financial boost underscores the importance of tourism-oriented businesses in Montana.

The $5.6 billion spent by nonresident travelers in Montana catalyzed $4.1 billion in direct local economic activities. Purchases included gasoline, groceries, and retail, alongside services such as lodging and guided tours. In addition, indirect economic impacts accounted for $3.1 billion, pushing the total economic contribution over $7.1 billion. This visitor spending supported about 52,610 jobs, making up nearly 1-in-11 jobs in the state.

Tourism accounted for roughly 18% of Montana’s jobs, outstripping other sectors like healthcare and government. Furthermore, visitor-generated state and local taxes exceeded $360 million, reducing the average tax burden on households by $740. Although there was a 4% drop in visitation from 2024, 2025 still ranks as the second-highest year on record.

Yellowstone and Glacier National Parks recorded their second and third busiest years, respectively, in 2025. These parks are essential attractions, anchoring Montana’s outdoor economy and serving as vital community resources. The parks are on track for near-record visitation in 2026. Montana’s public lands and natural beauty continue to be significant draws, with many tourists engaging in hiking, sightseeing, and wildlife observation.

Data from the U.S. Bureau of Economic Analysis aligns with these findings, showing that Montana’s outdoor recreation sector contributes 5% to the state’s GDP, one of the highest in the nation.

13,242,000

Estimated total nonresident visitors in 2025, marking the second highest ever.

$5.6 billion

Total nonresident traveler spending in Montana during 2025.

$1,166,200,000

Amount tourists spent on gasoline and diesel statewide, the top expenditure category.

$1,119,180,000

Amount spent in bars and restaurants by out-of-state visitors last year.

$191,560,000

Amount nonresidents spent specifically on “Made in Montana” products.

20%

Expenditures related to lodging, comprising hotels (12%), short term rentals (7%) and campgrounds and RV Parks (1%).

5.2 nights

Average length of stay in Montana. Tourists stay longest in the summer, an average of 6.21 nights.

46%

Percentage of tourists visiting the state from July-September. The fewest visitors, 11%, travel between January and March.

41%

Visitors who came to Montana solely for vacation. 23% of visitors were just passing through, 19% visited friends and family and 11% were here on business. One percent of visitors came just to shop.