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Montana sees record visitors in 2024 but tourist spending drops

In 2024, Montana saw a record high of 13.7 million visitors from outside the state, marking a 9% rise compared to the previous year.
This surge in travelers occurred alongside an 8% decline in tourist spending, which dropped to just under $5 billion, indicating changing visitor behavior.
Research from Montana’s Tourism and Recreation Research center attributes the trend to inflation-driven budget constraints, leading visitors to favor more affordable rural destinations instead of costly urban areas.
Kara Grau, ITRR’s Assistant Director of Economic Analysis, observed that travel habits changed somewhat in 2024, with tourists becoming more dispersed and often seeking vacations that were sufficiently enjoyable but budget-conscious.
Although visitor expenditures declined, Montana’s tourism sector still contributed $308 million in combined state and local taxes and maintained employment for more than 38,000 individuals, underscoring its continued economic significance.

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