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
Join us for our upcoming Research Roundup!
Join us for a quick, insightful recap of ITRR’s research on understanding hiker profiles along the Continental Divide Trail (CDT). We'll highlight visitor profiles from a national study, community perspectives gathered through in-depth interviews, and business perspectives from communities along the Divide.
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.
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.
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$5 BILLION
spent by Montana visitors in 2024.
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38,240 JOBS
supported by travel and tourism in Montana.
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96% OF MONTANANS
agree that outdoor recreation is important to their quality of life. Learn more
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