A paddler kayaks across a lake in the mountains

Institute for Tourism and Recreation Research

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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.

Get Involved

Are you interested in our latest research?

Check out our Research Roundups! Research Roundup sessions are your chance to explore recently completed projects, dig into key findings, and ask questions. Whether you're a stakeholder, community member, or simply interested, these sessions show how our research informs real-world decisions and helps shape the future of tourism and recreation in Montana. Click here to view + register for upcoming sessions!

Curious about tourism and want to learn more?

ITRR's Tourism Fundamentals: Concepts to Practice video series breaks down essential concepts, theories, and practices in tourism and outdoor recreation. Each short video offers a focused introduction to key topics—watch individually for quick insights or explore the full series on the ITRR YouTube channel for comprehensive learning. Explore the series here!

Are you a Montana resident interested in participating in research?

We invite you to join our research panel to share your perspectives on travel, tourism, and recreation. Learn more + sign up here!

13.7 MILLION

people visited Montana in 2024.

Learn more here.

$5 BILLION

spent by Montana visitors in 2024.

Learn more here.

38,240 JOBS

supported by travel and tourism in Montana.

Learn more here.

96% OF MONTANANS

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

What's New

The Changing Landscape of Eastern Montana: Trends and Insights 2024

This report uncovers and analyzes visitor characteristics and community trends in Eastern Montana over the past five years, providing stakeholders and policymakers with insights to support sustainable economic development.

Impacts and Insights: Assessing the Aftermath of Yellowstone’s 500-Year Flood in Montana

Tourism is shaped by many elements, including natural disasters and unexpected events, which can profoundly affect visitor patterns and destination choices. The purpose of this report is to document the flood event, analyze its impact, recovery process, and the economic losses to the region, particularly in terms of tourism visitation and revenue to the area and its gateway communities.

Economic Contribution of 2023/2024 Averaged Nonresident Travel Spending in Montana Travel Regions and Counties

Nonresidents spend over $5 billion in Montana each year. This report looks at the distribution of spending across Montana’s six travel regions, as well as 20 of the 56 counties with the highest spending based on an average of 2023 and 2024 spending data.