New Report: Montana Reaching Tourism Breaking Point?

BUTTE, MT - While most Montanans continue to view tourism as a net positive, a new report from the University of Montana reveals growing discomfort with overcrowding, regional imbalance, and the future of the state’s quality of life.

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The 2024 “Montana Residents: Attitudes Towards Tourism” report—compiled by the Institute for Tourism and Recreation Research (ITRR)—shows that 68% of residents believe tourism’s benefits outweigh its drawbacks, a statistic that has remained largely stable in recent years.

But dig deeper, and the picture becomes more complicated.

Cracks Beneath the Surface

The state may appear united in its general support for tourism, but a closer look reveals growing cracks.

Forty-seven percent of respondents said their communities feel overcrowded during peak tourist season, a 7% jump from 2023.

In iconic regions like Yellowstone and Glacier Country, that number balloons to 72% and 67%, respectively.

These sentiments contrast sharply with more rural areas: just 12% of residents in Missouri River Country and 23% in Central Montana report feeling overcrowded by visitors.

Such disparity raises questions: should marketing efforts continue to spotlight already saturated areas like Glacier National Park and Whitefish? Or should the state more aggressively redirect visitors toward underutilized communities?

The Canadian Conundrum

One surprising twist in 2024: a notable drop in Canadian tourists, largely attributed to inflammatory political rhetoric about annexing Canada.

In response, Glacier Country Tourism has launched a targeted campaign inviting Canadians back for weekend visits—a rapid pivot that reflects both the volatility and adaptability of Montana’s tourism economy.

Racene Friede, president of Glacier Country Tourism, emphasized that the decrease in Canadian travelers is already being felt: “Over 50% of businesses that replied to a recent survey said business is down compared to last year. The closer you are to the border, the more you’re feeling it.”

It’s a stark reminder of just how dependent some Montana communities are on out-of-state—and out-of-country—visitors.

Residents vs. Revenue

In 2024, tourists spent nearly $5 billion in Montana, powering countless businesses and jobs tied to the outdoor recreation economy.

Yet only 35% of residents said that increased tourism would improve their quality of life—compared to 38% who said it would make things worse.

This tension is at the heart of the ongoing debate. Can Montana keep reaping the economic rewards of tourism while addressing growing resident concerns? Or is a more radical rethinking of tourism management required?

Friede believes the solution lies in regional collaboration and long-term planning. Glacier Country’s new “Destination Stewardship Strategy” shifts marketing toward smaller communities and de-emphasizes overcrowded hotspots. Listening sessions across western Montana appear to have validated that approach, at least for now.

A State at a Crossroads

The ITRR report concludes that most Montanans still hold a “positive yet balanced” view of tourism. But with growing frustrations in high-traffic areas and regional disparities in impact and support, the debate over how to manage tourism in Montana is far from settled.

As the state navigates everything from political friction with Canada to rapid local growth, Montanans may soon face difficult decisions about what kind of visitors they welcome—and how many.