We’ve always known Missoula was something special—and now CNN is saying it loud for the people in the back! In their recent list of “Best Towns to Visit in 2025,” Missoula landed the #2 spot, and honestly? We couldn't agree more. “Missoula is a perfect mix of town and country,” CNN writes, and they nailed it. From river surfing downtown and hiking to scenic mountain views to sipping a cold local beer on a sunny patio and enjoying locally grown and produced flavors, Missoula brings the best of both worlds—wild adventure and laid-back vibes. CNN highlighted a number of reasons for the spot: the access fo recreational activities, our incredible music scene, our culture of creative expression and output, and the town's passion for repurposing historic spaces for the current generation. Here are some of our reasons, as highlighted by CNN, that Missoula should be on the top of your "to visit" list this year!
CNN shouts out our riverfront as one of Missoula’s crown jewels—and for good reason. The Clark Fork River runs through the heart of downtown Missoula and is central to the way of life here. From fishing and river tubing to watching the surfers at Brennan’s Wave (yes, people really do river surf here), opportunities for water recreation abound in the city center. The Riverfront Trail system is a favorite for biking, walking, running, and spotting osprey, and many locals use it as their commute each day. Missoula moves to the rhythm of the river, and its pull and influence on our community is undeniable–we aren't called the River City for nothing, after all!
Missoula is nestled in the heart of five river valleys and surrounded by millions of acres of pristine wilderness, so it shouldn't come as a surprise that outdoor recreation is a way of life here. But Missoula takes access to the outdoors to another level all together. As CNN states, “You’re minutes from mountainous terrain and wilderness, yet downtown is steps away." Around here, that means you can hike the “M” in the morning, soak in a hot spring in the afternoon, and still make it back for dinner and a show.
Missoula’s walkable downtown is packed with shops, craft breweries, art galleries, and restuauants, and CNN loves the “artsy charm” and “welcoming spirit” of this place. We call that spirit the everyday magic of Missoula! When you pull up a barstool, be prepared to stay for a while, because the people who live here are some of the most down-to-earth and kindest people you will ever meet. To add to it, this place knows how to wow with its fantastic events calendar, focus on all-things local, and passion for this place we call home.
CNN reports that "Modern-day Missoula is outdoorsy, artistic and musical, with university roots that bring energy to its downtown." The influence of the University of Montana (UM) on the city cannot be understated–the university brings creative energy and a whole lot of Griz pride to ZooTown. From concerts to lectures to football games that turn the whole town maroon, the university is part of what makes Missoula, well, Missoula.
Missoula packs a major punch when it comes to our arts, music, and cultural scene. From First Friday gallery strolls and local film and music festivals to street murals, public art installations, indie theaters, and outdoor concerts, creativity is everywhere. The city is home to artists, writers, musicians, and makers who help keep things fresh, funky, and full of soul. The arts scene in this place isn’t just alive—it’s thriving.
No matter when you visit, we know Missoula will wow you. Spring flowers, summer floats, golden fall hikes, and snowy winter nights—Missoula brings something to love all year long, and CNN gave us bonus points for our seasonal range. Ready to get planning? We are ready to help! Order your free travel guide today, or use the link to view it on your browser download it digitally, or give us a shout at our call center. Ask your questions, and we will give our insider answers. We can't wait for you to explore this place.
