Institute for Tourism & Recreation Research, University of Montana

What is the impact of Montana's outfitting and guiding industry? 🎣

Join us virtually @ 12 PM on June 23rd for a recap of ITRR's latest research on Montana's outfitting and guiding industry, covering economic contributions, business characteristics, visitor participation, and the industry's broader importance to Montana's tourism and outdoor recreation economy.

Register here: 0a2cfbcc-a825-452f-9410-57abd57b7751@68407ce5-03da-49ff-af0a-724be0d37c9d" rel="ugc" target="_blank">https://events.teams.microsoft.com/event/0a2cfbcc-a825-452f-9410-57abd57b7751@68407ce5-03da-49ff-af0a-724be0d37c9d

In 2025, Montana's state parks welcomed 3.4 million visitors, marking a 4.9% increase from 2024.

The Institute for Tourism and Recreation Research (ITRR) collaborates extensively with Montana Fish, Wildlife & Parks to measure and track annual visitation across Montana's state parks.

Megan Schultz, ITRR’s Assistant Director of Statewide Recreation and Travel Research, remarked, "At ITRR, we value our ongoing partnership with Montana FWP to produce visitation estimates for our state parks. This data directly supports the informed decision-making that keeps these special places protected and accessible for generations to come."

For a detailed look at the full 2025 visitation report, visit https://fwp.mt.gov/homepage/news/2026/may/0520-parks-visitation-report

The ITRR team just got back from Duluth, MN, where we had an incredible time at the 2026 National Outdoor Recreation Conference (NORC)! We presented alongside our colleagues at the Montana Department of Commerce, spotlighting Montana's Pilot Community Tourism Grant Program and highlighting why tourism and outdoor recreation matter to local economies, culture, and quality of life, especially in rural communities.

Of course, we made time to explore Duluth between sessions…and took advantage of its proximity to Lake Superior! A sauna up to 185 degrees paired with a cold plunge into the largest freshwater lake in the US at a *balmy* 48 degrees. 🥶

Huge thanks to the Society of Outdoor Recreation Professionals for a fantastic conference!

Are you interested in contributing to travel and recreation research efforts? Join our surveyor team! 🤓

We're hiring a Shelby-area surveyor to conduct nonresident visitor and resident travel and recreation surveys. Candidates should reside in or near Shelby, Montana, with the flexibility to travel to Babb, St. Mary, East Glacier, Browning, Cut Bank, Conrad, Havre, and surrounding areas. Supplies provided!

Interested in learning more? Visit: https://www.umt.edu/tourism-recreation-research/employment/employment-public.php

(Photo: Montana Department of Commerce)

Summer is right around the corner, and what does that mean? Helloooo lake days!

Join us on May 12 at 12 PM to learn more about our latest research on recreation use at Canyon Ferry Reservoir. We'll explore visitation patterns, infrastructure demand, and peak-use pressures drawn from surveys, automated counts, and systematic observations.

Register here: 0a50c084-97ff-4aae-9ce1-101bd07451fe@68407ce5-03da-49ff-af0a-724be0d37c9d" rel="ugc" target="_blank">https://events.teams.microsoft.com/event/0a50c084-97ff-4aae-9ce1-101bd07451fe@68407ce5-03da-49ff-af0a-724be0d37c9d

Congrats to our graduate student, Emma, on her successful thesis defense: "Exploring the Motivations and Drivers of Destination Social Trail Usage Within the Context of the Digital Age at Delta Lake in Grand Teton National Park." 🏔️

In her thesis, she coined the term "destination social trail" to describe unofficial, user-created routes that gain popularity through digital media. Her research explores how social media plays a major role in route discovery and in cultivating desire for novel and adventurous recreation experiences. The study highlights the powerful influence of digital platforms on recreation motivations, trip planning, and on-the-ground behavior.

"In this era of increasing digital influence, destination social trails emerge as a product of the viral spread of scenic imagery, while also reflecting recreationists' desire for unique and adventurous experiences," she says. "By better understanding these motivations and how people discover recreation opportunities, land managers can develop strategies that support sustainable recreation while balancing visitor desires with resource protection."

After graduation, Emma will be joining the ITRR team as a social scientist! We're thrilled to have her and excited to see the work and insights she'll bring to the field!

NEW REPORT RELEASE 🚨 – Montana Residents’ Attitudes Towards Tourism – 2025

Curious what Montanans think about tourism? 🏔️

Our latest research dives into resident attitudes toward tourism, how opinions vary across the state, and public opinion on the potential introduction of a statewide sales tax.

Explore the report: https://scholarworks.umt.edu/itrr_pubs/500/

Jim, ITRR's Bozeman area surveyor, always greets travelers with a smile...and this month he got to survey one of our own! Megan Schultz, ITRR's Assistant Director of Statewide Recreation and Travel Research, was flying out of the Bozeman airport when she was asked, "Are you a Montana resident?" Our surveyors across the state collect these proportion counts at airports to help determine our visitation estimates. It's always fun when the work hits close to home! ✈️