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Montana sees record visitors in 2024 but tourist spending drops

The 2024 report from Montana’s research center on tourism and recreation indicates that while the state saw a record high of visitors last year, total spending by tourists decreased compared to the previous year.
The report attributes a 9% rise to 13.7 million out-of-state visitors despite an 8% drop in tourism spending compared to 2023.
The institute and assistant director Kara Grau link the spending decline to tighter budgets causing tourists to choose rural, less expensive locations over urban areas.
Grau observed a noticeable change in travel behaviors during 2024, mentioning that travelers appear to be seeking vacations that are sufficiently satisfying rather than extravagant.
Despite decreased spending, tourism still generated nearly $5 billion for the economy, supported over 38,000 jobs, and produced $308 million in tax revenue, indicating sustained impact.

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