× Thanks for reading! Log in to continue. Enjoy more articles by logging in or creating a free account. No credit card required. Log in Sign up {{featured_button_text}}

BILLINGS — A recent study by the Institute for Tourism and Recreation Research at the University of Montana found that cycle tourists spend about $79 per day, compared to $58.24 in daily expenditures for non-resident travelers who arrived by car or other means.

In 2012, 10.8 million visitors spent $3.25 billion in Montana. While cyclists account for only a fraction of all Montana travelers, that group has the potential to make a larger contribution to the state’s tourism industry, cycling advocates say.

What’s more, small communities that are frequently bypassed by tourists heading to places like Yellowstone National Park can prosper from pedal-pushing visitors, the study found.

Increasingly, tourism marketing has focused on appealing to specific population segments rather than trying to attract everybody. Given that cyclists tend to spend more per day and also remain longer, there’s potential for growing Montana’s tourism industry by appealing to cyclists, said Norma Nickerson, director of the institute.

“Right now there’s not bazillions of them doing this kind of cycling,” in Montana, Nickerson said. “But just think how it would be if a community wrapped their arms around what these cyclists need. It would generate a lot of dollars.”