Visitors Television Show: Yellowstone’s Impact on Montana’s Tourism
Paramount Network’s “Yellowstone,” a highly popular Visitors Television Show, has significantly boosted Montana’s tourism industry. A University of Montana study revealed that in 2021, the show attracted an estimated 2.1 million visitors to the state, generating around $730 million in spending.
The study, conducted by the University of Montana’s Bureau of Business and Economic Research (BBER) and Institute for Tourism and Recreation Research (ITRR), highlights the show’s powerful marketing effect on Montana. “Yellowstone,” a visitors television show centered on the fictional Dutton family ranch, is primarily filmed in Darby, Hamilton, Missoula, and the Bitterroot Valley. Its season five premiere alone showcased Montana’s scenic beauty to over 12 million viewers.
A previous 2022 BBER study had already established the significant economic contribution of “Yellowstone.” However, the more recent study expanded the scope to encompass visitor spending, revealing a dramatic increase in the show’s overall impact, according to Patrick Barkey, BBER director. Incorporating the influence of tourism spending provided a clearer picture of the show’s extensive reach.
The combined effect of visitor spending and film production spending related to “Yellowstone” resulted in substantial economic benefits for Montana: a $730.1 million injection into the state’s economy, $44.5 million in state tax revenues (partially directed to the general fund), and the creation of over 10,200 jobs across various sectors, including tourism and other industries. Furthermore, Montana households received approximately $376 million in income, while Montana businesses and non-business entities generated roughly $1.1 billion in output or gross receipts.
The study estimates that 1 million visitors in 2021 chose Montana as their destination specifically due to the influence of the visitors television show, “Yellowstone.” The increased economic opportunities also attracted and retained an additional 3,305 individuals in the state.
The “Yellowstone” visitors television show exemplifies the potent allure of Montana’s “American West” image in attracting tourists, solidifying film as a significant driver of tourism, according to ITRR director Melissa Weddell. The show’s impact extends beyond the tourism sector.
Various industries, from food services, hotels, rental companies, and transportation to high-tech sectors and skilled trades like electricians and carpenters, have benefited from the film industry’s activities spurred by “Yellowstone,” according to Todd O’Hair, president and CEO of the Montana Chamber of Commerce. The visitors television show has demonstrably fueled economic growth, generating jobs, tax revenue, and a surge in economic activity. The show’s positive influence permeates multiple sectors, contributing to overall economic prosperity.
More detailed information is available in the Montana Business Quarterly article, “Assessing the Impact of the ‘Yellowstone’ Television Series on Montana’s Tourism Economy,” and the full University of Montana report. These resources provide a comprehensive analysis of the show’s economic impact on the state.
