Institute for Tourism & Recreation Research (ITRR)

2024...what a year! Our work took us coast to coast—from California to Vermont, Oregon to Indiana, and lots of places in between. And, of course, continuing our important work right here at home in Montana! To our incredible partners, stakeholders, and collaborators—thank you for being such an integral part of our shared success. We’re so proud to work alongside you! A special shoutout to our amazing ITRR team—staff, grad students, student workers, and surveyors—your hard work and dedication make it all possible. From fieldwork and data entry to report writing and presentations, you bring your best every day! Bring on 2025! ✨ #newyear #2025

Join us for "Indigenous Collaboration in Outdoor Recreation" and hear from Indigenous leaders on the importance of cultural relationships in building successful partnerships. Learn how integrating cultural heritage and traditional knowledge into recreation and conservation efforts can create more inclusive, respectful, and meaningful experiences for all. 🗓️ When: January 16th, 12 PM MST 📍 Where: Virtual To learn more and to register, click here: https://lnkd.in/gQRrdWG5 This episode is part of the Montana Outdoor Recreation Summit “Continuing the Conversation” Webinar Series: Celebrating Success Stories in Outdoor Recreation, co-hosted by the University of Montana’s Institute for Tourism and Recreation Research (ITRR), W.A. Franke College of Forestry and Conservation, and Montana Access Project (MAP). #collaboration #outdoorrecreation

Montana is hard to beat—even in the winter! One visitor put it best: “Hot Diggity Dawg!”...we couldn’t agree more. In a 1998 ITRR study, winter visitors shared their thoughts about their visit to Montana. From stunning scenery and friendly locals to incredible snowmobiling and skiing opportunities, folks had a great time—and many couldn’t wait to visit again. Check out the study here: https://lnkd.in/eFbHcfdK #winter #montana

The holiday season is a perfect time to reflect and give thanks, and we couldn’t be more grateful for our incredible ITRR team! 💛 From our staff and surveyors to our student workers and grad students, you make everything we do possible. We’re so proud to have such a talented and passionate group of folks in our corner. Thank you all for your hard work! #itrr #staff #students #surveyors #montana

That’s right…the Montana Outdoor Recreation Summit is BACK in 2025 and is coming to Billings! Join us October 21-23, 2025, in Billings for inspiring discussions, networking, live panels, dynamic guest speakers, workshops, in-field tours, film festival, and so much more! This event will bring together leaders, innovators, and outdoor enthusiasts to collaborate, learn, and create partnerships that will shape the future of Montana’s outdoor recreation landscape. Stay tuned for registration details and a full agenda coming soon. In the meantime, mark your calendars—we can’t wait to see you there! Montana Access Project University of Montana #montana #outdoor #recreation #summit #billings 

Did you know? The outdoor recreation economy continues to grow! According to new data released by the U.S. Bureau of Economic Analysis, outdoor recreation contributed $1.2 trillion to the U.S. economy in 2023 (2.3% of GDP) and supported 5 million jobs. Here in Montana, the outdoor recreation sector continues to grow, with its GDP rising 17.2% over the past year—from $2.9 billion in 2022 to $3.4 billion in 2023—and adding 1,465 jobs for a total of 30,915 jobs. Taking a step back to look at the bigger picture, Montana’s outdoor recreation GDP grew from $2.5 billion in 2021 to $3.4 billion in 2023, a 36% increase in just two years. This growth highlights rising demand, increased investments, and growing engagement within the outdoor recreation sector. To view the data, visit: https://lnkd.in/gcUXm3Ct #montana #outdoor #recreation #economy

REMINDER! Join us for a virtual research listening session(s) NEXT WEEK to share your insights and perspectives for a study on the Montana Outfitter and Guide Industry. 🎣🛶🦌 The study aims to assess the current state of the outfitting and guiding industry through an analysis of 1) the economic contribution of nonresident client expenditures, 2) industry supply and diversity of outfitted and guided experiences, and 3) a thorough characterization of the attributes of both the clients and outfitters within the industry, updating previous reports conducted by ITRR in 2006 and 2017. We are offering two session options: Tuesday, December 3rd, 1:00-2:00 PM MST Thursday, December 5th, 10:00-11:00 AM MST Click here to learn more and to register: https://lnkd.in/g_axMBch #outfitting #guiding #montana #research

Are you a tourism-related business owner and/or manager? We want to hear from you! We invite you to participate in our 2025 Tourism Outlook Survey! Your insights are crucial in shaping our understanding of Montana's tourism landscape and identifying future trends. This quick survey (just 5–7 minutes!) focuses on your experiences over the past year and your expectations for 2025. It’s designed for leaders in business, non-profits, and agencies with key operational insights. The results contribute to vital data that inform Montana’s tourism and recreation economy. Your participation is essential! Click here to take the survey 📝: https://lnkd.in/gXtiAhTa Survey results and other tourism data will be presented by Dr. Melissa Weddell at the Bureau of Business and Economic Research's Outlook Seminars in early 2025. These findings will also be available on the ITRR website, providing key insights into industry trends. Please share far and wide! #montana #business #travel #tourism

We may be a little biased, but we think data is pretty darn important 😜. Join us for "Unleashing the Power of Data-Driven Storytelling" to learn how data can transform the way you tell your story! You'll hear from data experts and community organizers as they share practical strategies for turning data into engaging stories and why it matters. Learn how to leverage data to gain support, secure funding, and make a lasting impact in your community. 🗓️ When: December 12th, 12 PM MST 📍 Where: Virtual Click here to learn more and to register: https://lnkd.in/g7iTap5G This episode is part of the Montana Outdoor Recreation Summit “Continuing the Conversation” Webinar Series: Celebrating Success Stories in Outdoor Recreation, co-hosted by the University of Montana’s Institute for Tourism and Recreation Research (ITRR), W.A. Franke College of Forestry and Conservation, and Montana Access Project (MAP). #data #datastorytelling

No matter the season, Montanans prioritize getting outside to play! In a 2023 survey, 20% of Montana residents reported participating in outdoor recreation daily, 47% weekly, and 22% monthly. 🌲 #montana #outdoor #recreation