Institute for Tourism & Recreation Research, University of Montana

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Institute for Tourism & Recreation Research, University of Montana

The Institute for Tourism & Recreation Research conducts travel and recreation research in Montana.

09/03/2026

Did you know? Travel and tourism support 52,610 Montana jobs (that's 1 in every 11 jobs 🤯)!

09/02/2026

We're proud to support the Get Grant Ready program. Check it out!

08/25/2026

HBD to the National Park Service – the big 110 🎉! And happy 🌲! Montana may be best known for Yellowstone and Glacier, but did you know the state is home to 10 official NPS units?

Have you visited any of these sites? Here’s how many folks did in 2025 👇

- Glacier National Park: 3.1M visitors
- Yellowstone National Park: 4.8M visitors
- Big Hole National Battlefield: 40,938 visitors
- Nez Perce National Historical Park: 343,910 visitors (38 sites across MT, ID, OR & WA)
- Grant-Kohrs Ranch National Historic Site: 23,520 visitors
- Little Bighorn Battlefield National Monument: 42,405 visitors
- Bighorn Canyon National Recreation Area: 228,382 visitors
- Fort Union Trading Post National Historic Site: 9,808 visitors
- Lewis & Clark National Historic Trail: winding through Montana on its 4,900-mile route
- Ice Age Floods National Geologic Trail: tracing ~16,000 square miles across MT, ID, WA & OR

(Source: National Park Service)

08/20/2026

Aloha! 🌺

Our crew just wrapped up at Pearl Harbor National Memorial on Oahu, HI, surveying visitors about their experiences, activities, and spending habits. This work — part of our ongoing collaboration with Otak Inc., RRC Associates, and Gaia Environmental Consulting — gives the National Park Service (NPS) current data on park visitors and insight into the social and economic impact on neighboring communities.

It's been a busy summer, with surveying efforts at five different NPS sites, including Pearl Harbor National Memorial, Sleeping Bear Dunes National Lakeshore, Yellowstone National Park, San Juan Island National Historic Park, and Lewis and Clark National Historic Park.

The team also made time for adventure — shark diving (hello tiger shark season!). The trip was a success, and everyone made it back with all fingers and toes intact. 🦈

08/13/2026

Phil gets it.

Do you have a research project idea? We want to hear from YOU!

We’re looking for research ideas that are either statewide in scope or provide an opportunity to case-study local areas, so others can learn from their successes and challenges.

Submit your idea: https://umt.co1.qualtrics.com/jfe/form/SV_4YlPBqoKkmRqXoG

08/12/2026

Have a community project idea, but are not sure how to shape, explain, or prepare it for funding? We've created TWO free virtual opportunities designed to help rural Montana communities develop stronger, more fundable projects.

GET GRANT READY - This is a FREE, one-hour virtual workshop that helps you turn a project idea into a clear, actionable plan and prepare it for grant funding using a practical project-development template. This workshop is open to anyone!
WHEN: October 1, 2026, 11:00a.m. (MST) [Registration Link in the Bio]

PROJECT PITCH FEST - This is a FREE virtual coaching opportunity for selected rural Montana communities, offering one-on-one guidance and expert feedback to help individuals refine a project idea, strengthen their story, and prepare for funding.

- Must be a rural, underserved Montana community with a population under 5,000. Project should be focused on nature, outdoor recreation or a community initiative. Must be registered for and attend the Get Grant Ready Workshop.

- APPLICATIONS DUE: September 21, 2026 (5:00 p.m. MST) - Five qualified communities will be selected and notified by September 24. [Application Link in the Bio]

- October 1, 2026: Attend Get Grant Ready Workshop
- October 5: Optional Meet & Greet Brainstorm Session
- October 7-13: Two One-on-One Coaching Sessions
- October 15: Project Pitch Fest with the Community Cohort and advising experts from 12:30–3:00p.m. (MST)

Co-Hosted by Outdoor Community Partners and Heart of the Rockies Initiative

Sponsored by Trust for Public Land, Institute for Tourism & Recreation Research, University of Montana, First Security Bank Missoula

08/06/2026

We are hiringggg! Interested in contributing to travel and recreation research? Join our survey team!

We have part-time positions open in these locations:

- Shelby Area
- Glasgow Area
- Flathead/Kalispell Area
- Bozeman Area

As a surveyor, you'll conduct nonresident visitor surveys and resident travel and recreation surveys, gathering insights on people's travel experiences across Montana.

If you enjoy exploring new places and connecting with new people, this could be the perfect fit for you!

👉 Find position details and application instructions on our website: https://www.umt.edu/tourism-recreation-research/employment/employment-public.php

08/04/2026

NEW REPORT RELEASE 🚨 – Montana’s Outfitting Industry - 2024 Economic Contribution and Industry-Client Analysis

What does Montana's outfitting and guiding industry look like today?

This report explores who Montana's outfitters and guides are, the trips and clients they serve, the industry's economic contribution to the state, and the operational challenges — from workforce shortages to environmental pressures — that could shape its future.

Explore the report: https://scholarworks.umt.edu/itrr_pubs/507/

Photo: Montana Department of Commerce

07/29/2026

Montana saw fewer visitors last year, but people who did come spent more, according to new research from the University of Montana's Institute for Tourism and R

07/28/2026

Money spent by travelers in Montana doesn't stay in one place. It has a direct effect on the businesses where it's spent, then ripples throughout the state's economy, from gateway communities to rural areas.

Statewide, spending by nonresident visitors (averaged over 2024 and 2025) totaled $5.36 billion.

Together, Glacier Country and Yellowstone Country account for approximately 58% of all nonresident visitor spending in Montana, underscoring the continued importance of the state's iconic parks while also highlighting the broad economic benefits that extend to rural communities across the state.

Want to learn more? Check out the full "Economic Contribution of 2024/2025 Averaged Nonresident Travel Spending in Montana Travel Regions and Counties" report: https://scholarworks.umt.edu/itrr_pubs/506/

NOTE: ITRR generates spending estimates based on primary and secondary data. Survey data collected statewide throughout the year provide insight into average spending patterns and dollar amounts by travel group. This data, combined with estimates of total visitation to the state, allows for the statewide, regional, and county spending estimates to be produced.

Address

32 Campus Drive
Missoula, MT
59812

Telephone

+14062435686

Website

https://www.umt.edu/tourism-recreation-research/default.php

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