Missoula Residents Surveyed on Local Tourism Impact

Destination Missoula polled over 1,500 residents to help shape a long-term sustainable tourism strategy.

Updated on Oct. 7, 2026 in National Parks

Bold vector editorial illustration showing a stylized mountain landscape with a pine forest and river, representing the natural setting of Missoula. — Destination Missoula surveyed over 1,500 residents to gather feedback on tourism's economic impact and local challenges for their upcoming stewardship plan. AI Illustration. Upload story photo >

Live Poll

Do you believe tourism in your area provides more benefits than negative impacts?

Destination Missoula concluded a survey of more than 1,500 residents on June 8, 2026, to gauge community sentiment toward tourism. The feedback highlights how locals view the economic importance of visitors alongside regional challenges.

Why it matters

The survey results will serve as a foundational element for the upcoming 10-year Destination Stewardship Plan. This initiative aims to balance tourism growth with the quality of life for Missoula residents.

The survey captured responses from over 1,500 residents, revealing a tourism importance rating of 3.97 out of 5. Additionally, 62% of participants stated they are extremely likely to recommend Missoula as a travel destination.

The players

Destination Missoula

This organization acts as the official tourism promotion entity tasked with managing the visitor economy in the area.

Institute of Tourism and Recreation Research

Operating under the University of Montana, this institute specializes in analyzing travel trends and the socioeconomic impacts of tourism.

The details

The University of Montana's Institute of Tourism and Recreation Research analyzed the data, noting that outdoor recreation remains the primary activity enjoyed by local residents. However, participants flagged traffic congestion and housing affordability as significant community concerns that require attention.

May 5, 2026: Survey period began.
June 8, 2026: Survey period concluded.
2023: Previous resident survey was conducted.

Travel Outlook

The survey results integrate into the 10-year Destination Stewardship Plan, which marks a shift toward intentional, sustainable growth management. This proactive approach aligns with modern tourism trends that prioritize balancing economic influx with the preservation of local infrastructure.

Residents can expect future city planning to reflect the concerns regarding traffic and housing identified in this report. Visitors should note that the focus is shifting toward maintaining the quality of local outdoor recreation sites during peak seasons.

The takeaway

Understanding the intersection of tourism and daily life is critical for creating a sustainable regional economy. Residents and local stakeholders should engage with the upcoming planning sessions to ensure community needs remain a priority.