Another strong year for tourism

The University of Montana’s Institute for Tourism and Recreation Research reports that 2014 was another strong year for tourism in Montana, with nearly 11 million nonresident visitors spending more than $3.9 billion, according to preliminary numbers.

Nonresident visitation appears to have stayed steady from last year, ITRR said. While the number of individual visitors to Montana may have dropped slightly from 2013, the number of travel groups increased.

Many business owners benefited from the increased group traffic in 2014, ITRR said. Overall spending by nonresident visitors increased by 4 percent in the first quarter of the year, 20 percent in the second quarter and 9 percent in the third quarter.

“In total, nonresident travelers spent more than $3.9 billion in Montana, the benefits of which ripple throughout the economy, supporting jobs and providing income, as well as contributing to taxes,” economic analyst Kara Grau said.

About 68 percent of all tourism-related business owners surveyed by ITRR this fall reported an increase in visitation or customers in 2014, and 31 percent of those said they saw a significant visitor increase of more than 10 percent over 2013. Only 10 percent reported seeing a decrease in customers. About 57 percent of businesses responding to the ITRR survey said they expect to see their visitation increase in 2015.

Several other factors also indicate a good year for tourism, ITRR director Norma Nickerson said.

“In 2014, hotel rooms sold were up 6 percent through November, and skier visits showed a 6 percent increase over the 2012-2013 season,” she said. “The national parks in Montana have experienced an 8 percent increase over 2013, and the number of people stepping off a plane in Montana was up by nearly 18 percent through November.”

The Institute for Tourism and Recreation Research is funded with state bed tax revenue. For more information, visit online at www.itrr.umt.edu.