Jefferson County received an average of $9.6 million in tourist revenues in 2023 and 2024, ranking 36th out of Montana’s 56 counties, according to University of Montana research.
The biggest expenditure for out-of-state visitors was gas and diesel, at $2.72 million, followed by outfitters and guides ($1.39M) and restaurants and bars ($1.3M), as detailed in a new report from UMT’s Institute for Tourism and Recreation Research.
Since 2009, ITRR has collected tourist spending data via in-person interviews with travelers at selection locations, none in Jefferson County, and secondary sources.
In neighboring counties ranked first (Gallatin, $887M), fifth (Madison, $301M), seventh (Lewis & Clark, $207M) and eighth (Silver Bow) in average annual revenues in 23-24, visitors tended to spend a larger share on food and beverages and lodging, underscoring Jefferson County’s dearth of dining options, hotspots, and hotels.
“Obviously Jefferson county lacks most of these tourist destinations, leading to a low percentage of these dollars,” County Commissioner Cory Kirsch told The Monitor. “These statistics don’t surprise me. We are a small county amongst several of the largest.”
Kirsch added that the county is always looking to support agencies and entities working to develop new concepts and destinations. “Improving this data would be wonderful,” he said.
Find the full report at https://scholarworks.umt.edu/itrr_pubs/478/ and an online dashboard with county specifics here: https://www.umt.edu/tourism-recreation-research/interactive-data/default.php.
