History & Mission

Traffic SurveyIn 1987, the Institute for Tourism & Recreation Research (ITRR) was established to conduct objective research in tourism and recreation.  ITRR is housed in the W.A. Franke College of Forestry and Conservation at the University of Montana – Missoula.

ITRR’s mission is to provide leadership, direction, and information to assist the tourism and recreation industry in making informed decisions about planning, marketing, policy, and management.

Furthermore, it is ITRR’s mission to conduct valid, reliable, and objective research designed to assist public agencies, businesses, and non-profit firms who provide visitor services or manage parks, recreation areas, and other facilities used by visitors.