Yellowstone TV Show’s Impact on Montana Tourism
Paramount Network’s “Yellowstone” has significantly boosted Montana’s tourism. A University of Montana study found the show drew 2.1 million visitors in 2021, generating $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 marketing power. “Yellowstone,” filmed primarily in Darby, Hamilton, Missoula, and the Bitterroot Valley, showcased Montana’s beauty to over 12 million viewers in its season five premiere alone.
A prior 2022 BBER study established “Yellowstone’s” economic impact. This newer study expanded to visitor spending, revealing a dramatic increase in the show’s overall effect, according to BBER director Patrick Barkey. Including tourism spending provided a clearer picture of the show’s reach.
The combined visitor and film production spending from “Yellowstone” resulted in substantial benefits for Montana: a $730.1 million economic boost, $44.5 million in state tax revenue, and over 10,200 jobs. Montana households received approximately $376 million in income, while Montana businesses generated roughly $1.1 billion in output.
The study estimates 1 million visitors in 2021 chose Montana specifically due to “Yellowstone.” The increased economic opportunities also attracted and retained an additional 3,305 residents.
“Yellowstone” exemplifies the allure of Montana’s “American West” image in attracting tourists, solidifying film as a tourism driver, according to ITRR director Melissa Weddell. The show’s impact extends beyond tourism.
Various industries, from food services and hotels to high-tech sectors and skilled trades, have benefited from “Yellowstone’s” film industry activity, according to Montana Chamber of Commerce president and CEO Todd O’Hair. The show has fueled economic growth, generating jobs, tax revenue, and economic activity.
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.
