While Montana saw fewer tourists in 2025, they came with more gray hair — and more dollars for Montana businesses. According to Weddell’s figures, the number of people who visited Montana last year declined by 3.6% to 13.8 million compared to 2024. In addition to dropping more money in Montana, last year’s tourists reported having more to spend than visitors did before the COVID-19 pandemic. Tourists are also getting older. Weddell said the trend reflects an increase in luxury-seeking tourists who “want to go out for an experience,” like flyfishing or overnight hiking.