Missoula is a commercial and cultural hub serving a Western Montana trade area of over 300,000 people. Reserve Street / US Highway 93 connects to I- 90 with traffic volume on North Reserve Street around 34,000 vehicles per day (2021).
Missoula is the heart of education, medicine, retail and the arts for Western Montana. Year-round recreation, fine dining, shopping, cultural activities, nightlife, business, and sporting events attract thousands of people every year.
Missoula is home to the University of Montana, a flagship institution of the Montana University System. Many national tourist attractions are located within a few hours drive from Missoula, including Glacier National Park, Yellowstone National Park and Flathead Lake.