Our Industry
Fueling Wisconsin
Our $12 Billion Industry
Wisconsin's outdoor recreation industry is a powerhouse. A diverse and vibrant network of destinations, businesses, manufacturers, guides and nonprofits, outdoor recreation drives economic growth and supports the well-being of our communities.
It Beckons to Travelers
Come Out and Play
Wisconsin’s abundant natural assets, including a national scenic lakeshore, riverway and two national scenic trails, provide countless breathtaking landscapes to explore. The outdoors is consistently a top reason travelers visit Wisconsin. Whether it’s hitting the trail, making a splash or having snow much fun – there’s a season and a place to enjoy outdoor adventure at any pace. Communities that offer outdoor recreation are positioned to capitalize on the travel market.
Explore Tools To Promote
Your Outdoor Destination
Supporting Jobs
Outdoor Businesses
Outsized Impact
Wisconsin is home to hundreds of outdoor and outdoor-related entities, as diverse as the landscapes and activities their customers enjoy. These businesses, from small shops to complex enterprises, form the bedrock of the industry, providing local jobs and attracting talent from across the U.S. and beyond. They play an essential role in maintaining the outdoors as one of the top reasons visitors travel to Wisconsin, bringing economic activity and vitality to all corners of the state.
A Cornerstone for
Thriving Communities
Outdoor recreation has a role to play in economic development, diversifying local economies and creating amenities that attract and retain residents, visitors and businesses. Urban or rural, communities connected to their outdoor recreation assets are at an advantage.
Improving Health With
Time Spent Outside
Whether a short stroll in fresh air or a long, immersive outdoor adventure, research shows that engaging in outdoor activities enhances individual health and well-being. It also supports community health by bringing people together in a shared space around a common interest, fostering deeper relationships and a sense of connectedness. Every other year, the Office co-hosts the Healthy Communities Summit with Wisconsin Bike Fed, to explore ways that outdoor recreation can contribute to the well-being of our communities.
