Montana’s Tourism Surge: Spenders and Opportunities in 2024

Tourism’s Impact on Montana’s Economy

A substantial influx of tourists in 2024 has contributed approximately USD 5 billion to the economy of Montana. This figure highlights the pivotal role the tourism sector plays in fostering economic growth, particularly through businesses that cater to travelers.

Visitor Statistics and Spending Behavior

According to a recent report from the University of Montana’s Institute for Tourism and Recreation Research (ITRR), there was a sharp increase in out-of-state visitors, reaching a record of about 13.8 million tourists—an increase of one million from the previous year. While spending decreased by approximately 10% compared to 2023, it still shows a marked recovery from the pre-pandemic era.

Key Economic Contributions

The economic impact of these visitors is significant. The USD 5 billion spent supports local industries, including:

• Gasoline and grocery sales
• Lodging, guided tours, and recreational services
• Entrance fees and licenses

This spending translates into an estimated 38,240 jobs that were supported directly by tourism, accounting for about 1 in 15 workers in Montana. Although this is less than the estimated 48,340 jobs from the previous year, it illustrates the ongoing recovery and importance of tourism.

Tax Contributions and Average Spending

Tourist spending resulted in the generation of over USD 308 million in state and local taxes, alleviating an average of USD 680 from the tax burden for Montana households. Despite spending per visitor being lower than in previous years, the overall economic contributions remain robust.

Visitor Spending Highlights

Tourism Trends and Insights

The busiest period for Montana tourism is from July to September, during which 46% of visitors arrive. Interestingly, 41% of these tourists specifically came for vacation purposes, while only 1% arrived solely to shop. This pattern indicates that while shopping may not be the primary draw, visitors still contribute to a variety of local economies.

Further Observations from National Park Data

Notably, both Glacier National Park and Yellowstone National Park experienced the second highest visitor numbers on record in 2024, further underscoring the significance of outdoor attractions for both the visitor experience and local economies.

Contributions of Outdoor Recreation

Outdoor recreation plays a vital role in Montana’s economy, comprising about 4.6% of the state’s overall economic contribution—third highest nationwide. Tourism-related spending, encompassing direct visitor expenditures, indirect business purchases, and employee wages, contributed over USD 6.1 billion to the state economy.

Concluding Thoughts on Tourism Opportunities

The data reflects how tourism serves as a lifeblood for numerous businesses across Montana, creating jobs and economic opportunities in both urban and rural settings. Even though numbers might slightly fluctuate year over year, the overall trend points toward a positive outlook for the tourism industry.

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