Montana’s tourism industry predominantly thrives in its western part, centered around Glacier and Yellowstone national parks. However, the impact of tourism on eastern Montana has been less understood. A new study by the University of Montana’s Institute for Tourism and Recreation Research sheds light on this by examining five years of visitation data, revealing how out-of-state visitors engage with eastern communities.
The report revealed that from 2018 to 2023, drive-through visits in eastern Montana increased by 3%, while lodging tax revenue surged by 44%, and nonresident spending more than doubled to $1.1 billion. This growth follows state efforts to enhance tourism and economic development in the 23 eastern counties, leading to significant rises in visitors and spending. Historical sites like Pompeys Pillar and recreation spots such as Fort Peck Lake have become key attractions.
Melissa Weddell, director of ITRR, stated, “As new efforts are introduced to showcase a broader range of visitor opportunities — highlighting Montana’s diverse attractions, including its historical, cultural, and natural treasures beyond the iconic national parks — this report illustrates how visitor patterns and spending in eastern Montana are evolving over time.” The study uses survey data to analyze statewide initiatives and economic trends.
Eastern Montana Initiative
The Institute for Tourism and Recreation Research conducts annual surveys of nonresident visitors to Montana, where over 13 million tourists spend nearly $5.5 billion annually, supporting over 66,000 jobs. While most spending happens in Glacier and Yellowstone regions, eastern Montana is gaining traction. Since 2018, nonresident spending in eastern regions has more than doubled.
In 2019, the Montana Department of Commerce launched an Eastern Montana Initiative to support tourism in under-visited areas by offering grants and highlighting unique landscapes, historical sites, and recreation opportunities. This effort aimed to reduce overcrowding in western regions. The Bighorn Canyon National Recreation Area now attracts 5% of the region’s visitors.
Surveys showed that eastern Montana visitation before the initiative was approximately 4.8 million annually, growing by 142,000, or 3%, during the study. Significant growth occurred in all zones except Yellowstone County, indicating a shift in visitor habits. “That growth — especially without major investment — shows real resilience and opportunity,” Weddell noted. The northeast zone saw a 68% visitor increase by 2023, while other zones experienced notable growth as well.
Shifting Industry
Eastern Montana faces challenges like limited infrastructure and amenities, impacting its tourism potential. The ITRR report highlights the region’s reliance on agriculture and fossil fuels, which are declining. The Montana Legislature’s 2023 Senate Bill 540 reallocates bed tax revenue to support rural tourism projects. Weddell believes these initiatives will sustain tourism momentum in eastern Montana. A majority of residents believe the benefits of tourism outweigh negatives, though many feel their communities lack the necessary infrastructure.
