Billings Sees Record 2.8 Million Visitors as Tourism Spending Hits $703 Million

Billings welcomed a record 2.8 million visitors this year, driving tourism spending to a new high of $703 million, according to a report by KTVQ.

Travel increased from the 2.6 million visitors recorded in the previous survey period. This growth isn’t just about headcount; it represents a massive infusion of capital into the local economy, as total visitor spending climbed from $620 million to the current $703 million mark.

The data, which comes from a survey conducted by Future Partners between August 2025 and July 2026, highlights how diverse travel drivers—ranging from medical appointments to major sporting events—are fueling Montana’s largest city. This influx of people is supporting roughly 10,043 jobs within the visitor industry.

“They’re coming here not only to do business, but they’re coming here to vacation and enjoy their trip,” Aly Eggart, the executive director of Visit Billings, told KTVQ.

Visitors spend $703 million in retail and dining

The financial footprint of these visitors is felt most heavily in the service and retail sectors. The survey shows that visitors spent money in several key categories.

Spending Category	Total Amount Spent
Total Tourism Spending	$703 million
Restaurants	$188.5 million
Local Retailers	$184.9 million
Tax Revenue for Billings	$25.5 million

While large-scale events often grab the headlines, the day-to-day economic impact is sustained by a mix of specialized retail and local dining. For businesses like Music Villa on Broadway, the increased foot traffic is a constant presence.

Billings Sees Record 2.8 Million Visitors as Tourism Spending Hits $703 Million

“We see new faces every day,” Jay Fuson, Music Villa general manager, told KTVQ. “Some we haven’t seen before. We have our regulars that are here as well, but the tourist traffic has been big. It’s been big for us.”

Fuson said that the shop is seeing an influx of out-of-town customers interested in the instrument selection. “Well, who doesn’t like guitars?” Fuson asked. “I mean, come on, they’re beautiful. They’re wonderful, and in here you’re surrounded by them.”

Shifting retail footprints

The way tourists move through the city is also changing how local businesses position themselves. Some retailers are finding that proximity to major hubs like hotels and downtown corridors is more valuable than traditional suburban locations.

Tiffany Miller O’Brien, owner of Frey Everyday Goods, observed a shift in where her customers are located. While the brand previously operated a West End store that is now closed, the business has found success with its downtown footprint.

“A lot of our local items make great takeaway items for tourists, and with our downtown footprint and the hotels being so close, lots of restaurants close, there’s lots of walkability,” Miller O’Brien told KTVQ.

She credited the increased “energy” of the city to major spectacles such as the Blue Angels and the Savannah Bananas baseball team, which create a festive environment that draws crowds into the downtown area.

The rise of sports tourism

Beyond the seasonal spectacles, there is a growing expectation that specialized tourism will become a permanent pillar of the Billings economy. Local business owners are betting heavily on the city’s ability to host athletic and recreational events.

Steve Wahrlick, owner of The Clock Tower Inn and Stella’s Kitchen & Bakery, has seen the direct impact of visitors coming to Amend Park and for various concerts at Metra Park. He believes the momentum is far from peaking.

“Sports tourism will be huge for Billings over the next three to five years,” Wahrlick told KTVQ.

This sentiment aligns with the broader observation that visitors are arriving for a wide spectrum of reasons, including medical needs, business engagements, and sports. Eggart, the Visit Billings executive director, expects the momentum to continue, projecting that 3 million tourists will visit the city in the coming year.

As the city prepares for this continued growth, the focus remains on how these visitors contribute to the “vibrant community” Eggart says the industry helps ensure. Currently, 94.4% of surveyed visitors reported they were satisfied with their experience in Billings.