Missoulians are proud of their town and happy to show it off, but they want tourism to grow carefully.

That’s the picture from Destination Missoula’s 2026 Resident Sentiment on Tourism survey, which collected 1,589 responses between May 5 and June 8, according to the survey report.

About 95% of respondents, 1,511 people, said they live in Missoula, and most said they’ve lived here more than 10 years.

The survey was created by MMGY NextFactor and first run in 2023, and the University of Montana’s Institute for Tourism and Recreation Research helped analyze the results, according to the report.

We’d send our friends outside

62% of respondents said they’re “extremely likely” to recommend Missoula as a place to visit.

Asked what they’d show visiting family and friends, residents most often named hiking and trails, the Clark Fork River, downtown (the farmers markets, the Carousel and Caras Park), restaurants, the Butterfly House and the Bison Range.

Outdoor recreation earned the highest quality ratings of any Missoula experience, and indoor recreation the lowest, the same pattern as in 2023.

Tourism matters to the economy

Most respondents said tourism is important to Missoula’s economy. The average rating rose to 3.97 on a five-point scale from 3.85 in 2023, NBC Montana reported.

Respondents strongly agreed that tourism creates revenue and opportunities for local businesses, according to the report.

But growth has a cost

The same respondents also said tourism raises housing costs and adds traffic, the report found.

About 12% of those who answered a question about new tourism experiences urged caution, pointing to growth, housing costs and availability, and impacts on the natural environment.

Why it matters

Missoula’s outdoor spaces are what residents value most and recommend most. They’re also what draws visitors.

Destination Missoula said the feedback will help guide its 10-year Destination Stewardship Plan, NBC Montana reported.

The survey suggests locals want tourism that supports businesses without making the town harder to live in, a balance worth watching as projects like new trails and Midtown redevelopment move forward.

What would you show a first-time visitor? Tell us at info@zootownlowdown.com.

Sources

• Destination Missoula, “Missoula Resident Sentiment on Tourism: 2026 Results” (report): destinationmissoula.org
• NBC Montana, “Missoulians say tourism’s benefits outweigh its impacts,” Oct. 2026: nbcmontana.com
• KPAX, “Missoulians feel positive towards tourism,” Oct. 2026: kpax.com