MONTANA -The Montana Institute for Tourism and Recreation Research (ITRR) recently released its annual report on estimated tourism spending for 2024.

In 2024, Montana experienced an increase in travelers but a decline in tourist spending compared to 2023. This indicates a shift in traveler behavior, according to the report.

Kara Grau, Assistant Director of Economic Analysis at ITRR, noted a change in travel patterns, saying, "We definitely saw a little bit of a shift in travel patterns this past year in 2024."

The Treasure State welcomed a record 13.7 million out-of-state visitors in 2024, a 9% increase from 2023. However, these travelers spent less money, leading to an 8% drop in the tourism spending, accumulating just under $5 billion for the Montana economy.

The institute suggests that tourists were operating on tighter budgets due to rising inflation and economic uncertainty. Many possible opted for rural and less expensive areas over pricier urban locations.

"It does seem like we probably have the travelers spread out a bit more, and so that's a bit of a shifting pattern that people have been working towards in the state," Grau stated.

The trend also could indicate more people chose Montana for a less expensive vacation they could drive to, rather than flying to costlier destinations.

Grau added, "People are potentially looking for good enough vacations. They can still get out and enjoy their time together and do it in a way that's not going to break their budget."

Despite reduced spending, the tourism industry in 2024 generated $308 million in state and local tax revenue and supported over 38,000 jobs.

To read the entire report, please follow this link.