News
Eastern Montana is emerging as a stronger tourism player, even without the marquee national parks that define the western experience.
Montana’s tourism economy has long been dominated by the western half of the state, where Glacier and Yellowstone national parks draw millions of visitors each year. Until recently, far less was known about how travelers interact with eastern Montana’s wide-open landscapes, historic sites, and rural communities. A new five-year study from the University of Montana’s Institute for Tourism and Recreation Research begins to close that information gap, offering the most detailed look to date at visitation patterns, spending trends, and the evolving appeal of the state’s eastern counties.
The report reveals that while overall drive-through visitation in eastern Montana increased by a modest 3% between 2018 and 2023, the region saw a dramatic rise in economic impact. Lodging tax revenue climbed 44%, and nonresident spending more than doubled—reaching $1.1 billion. The growth aligns with a state-backed effort to elevate tourism in eastern Montana and highlights the region’s distinctive draws, from historic landmarks like Pompeys Pillar and Little Bighorn Battlefield to outdoor destinations such as Fort Peck Lake and nearby state parks.
