Montana Tourism Drives $5.6 Billion in Spending in 2025

Tourism generated $5.6 billion in spending across Montana in 2025, fueling local economies.

Montana’s tourism sector has become the state’s leading industry, with a direct and substantial impact on Missoula’s business landscape. This structural shift underscores the growing reliance of local enterprises on visitor activity, especially during peak summer months.

In 2025, Montana welcomed 13.2 million visitors, a figure that dwarfs its population of just over one million. Melissa Weddell of the University of Montana Institute for Tourism and Recreation Research highlighted this volume and spending as key indicators of tourism’s economic heft. Missoula business owners like Matt Muhsam of Wordens estimate tourism accounts for at least half of annual business, a sentiment echoed by Chad Bauer of the Missoula Chamber of Commerce, who noted tourism’s role can determine whether some businesses survive. Summer tourism remains particularly critical for sustaining businesses through slower seasons.

If tourism growth continues on its present trajectory, Missoula’s economy is poised for further expansion.

Given Montana’s expansive geography and seasonal visitor influx, local businesses in Missoula could increasingly depend on tourism as a revenue anchor. This dependence might influence investment decisions, labor markets, and community planning as the region balances growth with its Western heritage.

How tourism is a significant driver of Missoula’s local economy
By Zach Volheim, KPAX News