3 of Montana’s Most Underrated Towns Tops New List

BUTTE, MT - Tired of jostling for a table at tourist-trap restaurants, elbowing your way through crowded national parks, or snapping the same photo everyone else has posted a hundred times on Instagram?

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You're not alone. And, apparently, neither is Montana.

A new ranking from luxury vacation rental service Wander has unveiled the Top 10 Most Underrated U.S. Travel Destinations for 2025, and Big Sky Country isn’t just on the list—it’s dominating it.

Using a combination of Google search volume, Instagram posts, Tripadvisor reviews, and cleanliness/safety scores from Numbeo, the data crunched out an intriguing truth: Montana is quietly one of the coolest places to vacation in the entire country.

Let’s count it down, town by town—and see how Montana stacks up against the rest of the U.S.

#10: Olympia, Washington

Score: 7.03/10

Olympia is often overshadowed by Seattle, but those in the know appreciate its quirky charm, artsy vibe, and proximity to Puget Sound. It’s super walkable, has strong comfort ratings, and basically no Instagram noise. A win for introverts who still love a scene.

#9: Helena, Montana

Score: 7.07/10

Rounding out Montana’s triple-threat appearance is Helena, the state capital. With a safety rating of 91.67 and a cleanliness score to match, Helena is a great spot to unwind and explore without stress. There are 58 sights and landmarks per 100,000 people—a surprisingly high figure for a town of its size.

It may not have Bozeman’s culinary rep or Missoula’s college-town energy, but Helena offers a quieter brand of magic. History buffs, outdoor lovers, and art gallery wanderers: this one’s for you.

#8: Bellingham, Washington

Score: 7.31/10

Tucked in between Seattle and the Canadian border, Bellingham is a chill waterfront city that offers outdoor adventures without the chaos of bigger hubs. It logs over 100,000 Google searches annually but still manages to keep things low-key, with great museums and a high livability rating.

#7: Bentonville, Arkansas

Score: 7.39/10

Yes, that Bentonville. While most people associate it with Walmart HQ, this small city surprises visitors with a thriving art scene (hello, Crystal Bridges Museum) and modern restaurants. It ranks high on comfort and cleanliness, and Instagram barely knows it exists—which is great for you.

#6: Asheville, North Carolina

Score: 7.63/10

Want to party without the neon excess? Asheville delivers—think breweries, local bands, and craft cocktail bars nestled between Blue Ridge views. With nearly 50 top-rated nightlife venues per 100,000 people, it’s the quiet life for those who still want a loud night now and then.

#5: Charlottesville, Virginia

Score: 7.71/10

Charlottesville packs a cultural punch with 49 sights per 100,000 people and a well-rounded food scene. Its university vibe keeps things vibrant, while still maintaining low search traffic and manageable tourism—perfect for travelers who want a touch of class without the chaos.

#4: Fairbanks, Alaska

Score: 7.95/10

Fairbanks is where northern lights meet rugged independence. Despite over 140,000 Google searches last year, it barely registers on Instagram. It boasts high landmark density and solid safety scores, but still flies under the radar for most travelers. Come for the remote beauty; stay for the moose sightings.

#3: Missoula, Montana

Score: 8.42/10

Missoula wears its charm like an old jean jacket—it’s comfy, a little rugged, and completely authentic. This riverside university town logs more Google searches than Bozeman, but somehow, only two Instagram posts carry the hashtag ‘#visitmissoulamt’. We checked. It’s true. Wild.

With 33 museums and galleries per 100,000 people, Missoula is ideal for culture lovers who hate crowds. It’s also safe, clean, and offers enough nightlife to keep you entertained without overwhelming the senses.

#2: Bozeman, Montana

Score: 8.98/10

Bozeman blends the buzz of a thriving food scene with the peace of a mountain town. Over 64% of its restaurants are rated four stars or higher, and despite this, it’s shockingly under-the-radar: just 23,260 Google searches and a meager 210 Instagram posts with the relevant hashtag in a year.

That means if you want to indulge in fine dining, sip a local IPA, browse an indie bookstore, or simply stare at the mountains in silence—you won’t be standing in line to do it.

Want it even quieter? Visit in shoulder seasons: March–May and September–November.

#1: Williamsburg, Virginia

Score: 9.29/10

If you love cobblestone streets, centuries-old history, and wandering through 150+ museums without tour buses clogging your view, Williamsburg might be your new favorite spot. Despite its cultural treasures and 265 landmarks per 100,000 people, it’s only searched about 31,000 times a year—and barely 2,600 Instagram posts feature it. Translation? It’s criminally overlooked.

So, What Does This Mean for Montanans?

If you live here, congratulations: your state is officially a well-kept secret, at least for now.

With three cities in the top 10 — more than any other state — Montana is the underrated king of 2025 vacation spots.

Travel experts say Montana is a rare trifecta: low crowds, high quality, and jaw-dropping scenery. From Bozeman’s foodie scene to Missoula’s culture to Helena’s peace and quiet, the state has something for every traveler — all without the tourist stampede.

But consider yourself warned: now that the word is out, the Instagram silence might not last much longer.