Tourists spent an estimated average of $5.82 billion in Montana annually over the two-year period of 2022 and 2023, according to a new report from the Institute for Tourism and Economic Research at the University of Montana.
A big share of the spending was concentrated in the regions around Glacier National Park and Yellowstone National Park, which received $1.95 billion and $1.36 billion, respectively, each year. Together, the two regions account for 57% of all nonresident traveler expenditures.
As far as individual counties, Flathead County was the recipient of the most travel spending at just over $1 billion each year. Gallatin County was in second place at $964 million. Missoula County came in third at $489 million and Yellowstone County was close behind at $446 million.
Visitors stand on the bridge over the outlet of Swiftcurrent Lake at Many Glacier in Glacier National Park.
Lewis and Clark County was in sixth place at $267 million, while Silver Bow County was at 10th at $193 million. Ravalli County was in 18th at $64 million.
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“Over two-year averages, the data shows strong visitor spending in Montana,” said Kara Grau, the assistant director of economic analysis at the Institute. “While spending patterns shift slightly across the state, regions and communities near popular national parks consistently receive the most nonresident travel spending. However, all parts of Montana benefit from travelers visiting or passing through.”
The northeast region of the state, called Missouri River Country by the Institute, saw the least travel spending per year at $261 million.
For the Glacier Country Region, which includes western and northwestern Montana from Ravalli County all the way up to Glacier County, restaurants and bars saw $353 million in tourist spending. It was the only region in Montana where tourists spent more at bars and restaurants than they did on gasoline or diesel fuel.
The total of $1.95 billion spent in the region in both 2022 and 2023 directly supported 18,814 jobs and $100 million in state and local tax revenue.
Tourists gather at Old Faithful geyser to watch its eruption in Yellowstone National Park on July 3, 2024.
The Institute cautioned that the numbers are only estimates. They send out people all over the state every year to survey tourists in order to produce the report. The report adjusted the 2022 spending numbers for inflation.
In Missoula County, the number of jobs directly supported by tourism spending is estimated to be nearly 4,000.
About 12.5 million people visited Montana in both 2022 and 2023.
In a previous survey, the Institute reported that about 69% of Montana residents believe that the overall benefits of tourism outweigh the negative impacts.
The Institute has calculated that tourist spending in Montana reduces the average tax burden on every Montana household by about $930 per year.
To view the full report, visit online at umt.edu/tourism-recreation-research/.
David Erickson is the business reporter for the Missoulian.
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