Tourism is so much more than taking a trip or planning a vacation. It’s a major economic driver that supports thousands of jobs and generates a significant amount of revenue. More than 2.6 million people visit Billings annually, spending $621 million each year while they’re in town, according to Visit Billings.
“People come to Billings for a number of reasons. While they’re here, they’re staying in our hotels, dining in restaurants, visiting attractions and shopping at local stores,” said Aly Eggart, Visit Billings executive director.
The tourism industry requires thoughtful planning and creative promotion. Funded through the Billings Tourism Business Improvement District and the State Lodging Facility Use Tax, Visit Billings represents a team of enthusiastic partners working together to position the city as an attractive destination.
Although some residents may not view tourism through the most positive lens, Eggart is quick to tout what’s in it for them. According to the University of Montana’s Institute for Tourism and Recreation Research, nonresident visitors generated over $308 million in state and local taxes in 2024, reducing the average tax burden on every Montana household by $680.
“Those dollars go directly into our general fund to offset infrastructure costs and other expenses,” Eggart added. “Some also circulate back to Visit Billings to keep moving our destination forward.”
In turn, the Visit Billings board is contributing $1 million to the new Signal Peak Energy Arena, a community asset that will benefit visitors and residents alike.
In addition, it’s important to remember that tourism and hospitality sectors support thousands of jobs, from venue managers, hotel personnel and rental car company staff to food service employees, distributors and maintenance workers.
Eggart said residents have a valuable role to play in promoting the city.
“We live in such an incredible destination,” she explained. “We hope our residents are as proud of Billings as we are, and let people know about it. That’s what will help us continue to grow as a community.”
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