Montana’s tourism industry is facing a tough year in 2025. International travel trends are changing, and Canadian visitors are staying away in large numbers. These changes are raising concerns across the state.
Fewer Canadians Visiting Montana
For years, Canadian travelers have been key to Montana’s tourism, especially near the border in places like the Flathead Valley. Their numbers started to bounce back after the pandemic. But in early 2025, that trend reversed.
Tourism data shows Canadian spending in Kalispell dropped 13% in January 2025 compared to January 2024. In February, the drop was even steeper—down 36%. Many hotels also reported canceled bookings, including group trips like youth sports teams from Canada.
Border Crossings Are Down
Border crossings tell a similar story. At Roosville, the busiest crossing near Eureka, traffic was up 11% in January. But in February, it fell almost 15%. By March, the drop reached 26%. Fewer Canadians are crossing into Montana.
Today, Canadians make up just 8% of Montana’s tourists, down from 14% before the pandemic. But they usually spend more than other travelers. They shop, buy groceries, and stay in hotels—especially when the exchange rate works in their favor.
U.S. Tourism Could Lose Billions
Canada is still the largest source of international visitors to the U.S. In 2024, over 20 million Canadians visited, spending about $20.5 billion and supporting 140,000 jobs. A 10% drop in 2025 could cost the U.S. $2.1 billion and 14,000 jobs.
Montana could be hit harder than most states. Local businesses rely on steady travel from Canada. Many are already feeling the impact of fewer bookings and less spending.
Fewer International Visitors Overall
Montana is also seeing less interest from other international travelers. From January through mid-April 2025, website visits and calls from outside the U.S. dropped 29%. Budget cuts and travel limits for federal employees have led to more canceled conferences.
U.S. Tourists Help Fill the Gap
There is some good news. More Americans are traveling to Montana. Glacier Park International Airport saw a 13% increase in passenger traffic from January to March 2025 compared to the same time in 2024.
Population growth in the Flathead Valley is also helping. More residents mean more demand for travel, events, and local attractions.
What’s Next for Montana?
International travel is uncertain, but U.S. visitors are helping to keep Montana’s tourism industry moving. Leaders in the industry hope domestic tourism can make up for international losses during the busy summer season.
Montana’s connection to Canada runs deep. But with travel patterns changing, businesses are preparing for a year of big changes and tough decisions.
