A near-record influx of out-of-state tourists injected approximately $5.6 billion into Montana’s economy in 2025, significantly boosting its tourism sector. This surge in spending, reported by the University of Montana’s Institute for Tourism and Recreation Research, underscores the state’s appeal among travelers. Despite a slight decline in visitor numbers to 13.2 million, spending increased by 12% compared to 2024. The economic impact is evident as tourism continues to be a vital driver in Montana’s economic landscape.
According to the research, nonresident visitors contributed directly to $4.1 billion in local economic activities, including gasoline, groceries, and retail purchases. Tourism also spurred an additional $3.1 billion in indirect economic impacts, benefiting travel-related businesses and employees. The tourism industry supported an estimated 52,610 jobs, equating to 1-in-11 workers, a significant increase from the previous year’s 38,240 jobs.
Visitor spending also generated over $360 million in state and local taxes, alleviating Montana households’ average tax burden by $740. The 4% decline in visitation from 2024 still marked the second-highest on record. This aligns with the National Park Service data revealing that Yellowstone and Glacier National Parks experienced near-record visitation, serving as key attractions and economic anchors for Montana.
Tourists are drawn to Montana’s public lands and scenic beauty, often engaging in hiking, sightseeing, and wildlife viewing. The state’s outdoor recreation sector, contributing 5% to Montana’s GDP, remains a substantial economic force. The Institute’s findings highlight the vital role of tourism in Montana’s job market, surpassing other sectors like healthcare and government.
13,242,000
Estimated total nonresident visitors in 2025, the second highest ever.
$5.6 billion
Overall 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 who visit 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.
6%
Visitors from Canada heading south of the border — a third fewer than in 2024 due to tariffs and inflation.
33%
Estimated number of tourists who arrived from either Idaho, Washington or North Dakota.
3,304,757
Estimated number of tourists who arrived via plane, a nearly 6% jump from 2024.
