Montana is making headlines this season as it experiences a surge in tourism, with new data showing that more Americans than ever are heading to Big Sky Country for their vacations. According to the Montana Office of Tourism and Business Development, the state welcomed over 13.5 million nonresident travelers in 2024—an all-time high, with projections indicating continued growth into 2025.
Much of this rise in visitor numbers is attributed to Americans seeking open landscapes, national parks, and outdoor adventure. Yellowstone and Glacier National Parks remain top draws, with lodging in nearby towns like Bozeman, Whitefish, and Kalispell booking out months in advance. Travelers are increasingly opting for road trips, RVs, and rustic cabins, lured by Montana’s expansive scenery, wildlife, and promise of solitude away from crowded urban centers.
But it’s not just nature that’s driving the tourism boom. Montana’s cities are also getting a share of the spotlight. Missoula and Billings have seen growth in culinary tourism, with farm-to-table restaurants, microbreweries, and local art scenes flourishing. Event-based tourism is also up, with summer rodeos, music festivals, and Native American cultural events drawing thousands.
Local businesses are reaping the benefits. “We’ve never had a busier season,” says Clara Monroe, who owns a boutique lodge near Flathead Lake. “People are not just coming for the views—they’re staying longer and spending more.”
Air travel to Montana has also increased significantly. The Bozeman Yellowstone International Airport and Missoula Montana Airport both expanded flight routes in 2024, making the state more accessible to tourists from across the country, especially those from California, Texas, and the Midwest.
Montana’s tourism officials say the state is working hard to balance growth with preservation. Initiatives are in place to encourage sustainable tourism, including educational efforts aimed at minimizing environmental impact and promoting respectful engagement with indigenous lands.