Institute for Tourism & Recreation Research

The Institute for Tourism & Recreation Research (ITRR) conducts travel and recreation research in Montana, with a primary focus on the nonresident travel survey conducted throughout the state. ITRR is perhaps best known for producing the widely used statewide estimates of total nonresident visitation and travel expenditures, as well as visitor characteristics, in the state each year, along with the annual estimate of the economic contribution of nonresident travel to Montana’s economy. Read more about the nonresident travel survey and visitation and spending estimation models.

Agritourism Study – We need YOUR help!

Are you or anyone you know involved in agritourism? Whether it's through farmstands, u-pick services, accommodations, tastings, events, CSAs, tours, hunting opportunities, or any other visitor engagement—we want to hear from YOU!

To participate, please visit ITRR Agritourism Survey 

people visited Montana in 2023. 
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spent by Montana visitors in 2023.
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48,340 JOBS
supported by travel and tourism in Montana.
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agree that outdoor recreation is important to their quality of life. Learn more here.

ITRR Research Priorities

  • Economic Impact of Nonresident Travel
  • Visitor Characteristics and Expenditures
  • Social and Environmental Impacts of Tourism
  • Regional and Community Tourism Planning
  • Niche Research Studies
  • Annual Travel and Recreation Yearly Outlook
Raft with fisherman floating on the Clark Fork River Raft with fisherman floating on the Clark Fork River


ITRR Annual Report Cover Image

ITRR Annual Report

Within the pages of this report, you will discover a comprehensive overview of our past and future research projects, travel, and outdoor recreation information and data, as well as who we are and how we collect data.

The 2023 Montana Travel Industry Cover Page

The 2023 Montana Travel Industry

Did you know 12.5 million Montana visitors spent $5.45 billion in 2023? Click here to learn more about what visitors spent and where, what sites they visited, what they did during their visit, and more.

Montana Residents' Attitudes Towards Tourism - 2023 Cover

Montana Residents' Attitudes Towards Tourism - 2023

A summary of Montana residents' attitudes towards tourism from the 2023 season. Overall, results from this study show that Montana residents hold a generally positive attitude towards tourism in the state.

What We're Working On

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