It is now possible to say that the current consumer tolerance on gasoline prices in regard to travel behavior is around $4.00/gallon. The highest average gasoline prices ever recorded hit during Montana's busiest travel month -- July 2008 -- at $4.21 per gallon. This trend went beyond Montana borders, with the US also seeing the highest average prices in July 2008 at $4.11 per gallon. Consumers changed their behavior, both at home and while on vacation. Total nonresident visitor numbers were down in Montana but that does not paint a clear picture. Some areas, especially along the Hi-Line and in the Kalispell area, were experiencing higher numbers of Canadian visitors. In the Institute for Tourism and Recreation Research (ITRR) survey of tourism industry business owners, 44% indicated their numbers were up in 2008 while 36% saw a decrease. ITRR predicted Montana would experience a 2% to 3% increase in nonresident travel for 2008.