As a leading industry in Montana, in 2024 non-resident tourism supports 38,240 local jobs, adds $5 billion to the economy annually, and contributes to the preservation of historical, cultural and recreational treasures.
Voices of Montana Tourism exists to educate audiences on the importance of tourism promotion funding—which comes from a lodging tax paid by overnight guests. In a competitive marketplace, travelers have many options. With the passage of SB540 in 2023 and SB409 in 2025, Commerce has the tools to create innovative solutions to bolster opportunities for rural, under-visited, and tribal communities.
While tourism promotion is responsible for bringing a significant portion of visitors to the state each year, its value is underestimated by some state leaders. That’s why we’re bringing the many voices of Montana tourism together to raise greater awareness of tourism’s value to our state. We want to ensure the future health of tourism so that our state can continue to enjoy the jobs, revenues and benefits afforded by non-resident travel.
