Conflicting statistics reported for local visitation and tourism

With Yellowstone National Park experiencing record-breaking visitation in the first half of 2025 at more than 1.69 million recreational visits through June, has that improved and impacted tourism in North Big Horn County? The results are inconclusive among Lovell motels, visitor centers and attractions.

With Yellowstone numbers up, Horseshoe Bend Motel owner Bobbi Senechal reported similar success at this point in the busy season.

“I think more people are finding out about our area and that it is family friendly, relaxed and not super busy,” Senechal said. “With local companies doing big projects this summer, we have had a lot of workers traveling to the area and staying for extended periods, too.”

She added that business picked up earlier than normal and that the motel saw nearly four times as many stays during the month of May this year.

“I think it is important to be consistent and build your business’ reputation,” she said. “We are running at almost a 20% return rate, meaning people are originally coming to stay and then coming back to experience more. It has been a good season.”

Scott Nelson of Mustang Properties (Cattlemen Motel, Travelodge, Mustang Café, Mustang House and Conoco Country Store) in Lovell, reported comparable findings to be true at their locations, stating that Americans want to get out in their backyard and explore our nation’s hidden gems.

“Generally, the hotel business relies on four or five months out of the year to sustain them for the slower months,” Nelson said. “For a long time, it was Memorial Day through Labor Day, and then they would roll up the sidewalks, and that’s not the case anymore.”

Nelson stated that April, May, September and October have become bonus months for travel and are now the busiest months of the year.

“Many travelers want to avoid the hottest part of summer and are choosing to come when the weather is the nicest, which can be hit or miss in Wyoming,” he said. “Although April was kind of flat, May was good, June was great and July has also been great to this point.”

CONFLICTING TOURISM NUMBERS

With more people staying overnight in Lovell, one would believe that meant trending visitation numbers at our visitor centers and local attractions, but that hasn’t necessarily been the case.

Interpretation and Education Manager Christy Fleming of the Bighorn Canyon National Recreation Area said that the visitor center has seen less visitation this year.

“As of June, we were down 33.3% from past summers,” she said. “We are seeing more retired folks who are staying in the visitor center longer, talking, watching movies and fewer families.”

Even with the low attendance, sales in the bookstore continue to be higher than previous years, and June was almost double that of June 2024. 

“The lake visitation was slow to start, as the weather was cooler in June, but is now going full force on the weekends,” she reported.

Mark Garrison, owner and operator of Hidden Treasure Charters, agreed that weather has played a factor in attendance at the marina.

“In general, we are doing about average, definitely not up from past years,” he said. “We have had a lot of cancellations from international travelers based on political situations between nations.”

With high winds and more than usual rain, he believes it has yet to reach ideal weather conditions to be on the water, even for locals.

“We had a late start with weather getting nice enough, but hopefully that is turning around,” he said. “Our revenue has been down some, and we are on track to not end the season as good as last year.”

OPTIMISM

All local businesses affected by the tourism industry recognize the importance of working together to promote one another to find individual success.

“A lot of visitors at the hotel don’t know about our hidden gems,” Nelson said. “We let them know and send them that way.”

Garrison said the reverse of that is also true, that visitors to the lake often decide to stay longer and he refers them to the local motels.

“I am truly optimistic for the future of our tourism related business,” Nelson said. “We have to take advantage of the busy times and sustain the down times, but we all grow together.”