ATV & UTV Recreation Drives Wisconsin Communities

In Wisconsin, ATV and UTV recreation is more than a trail through the woods. It brings visitors who book a room, stop for a meal, fill up the gas tank and explore a new destination. It also represents a significant part of Wisconsin's outdoor recreation industry. A 2023 economic impact study commissioned by the Wisconsin ATV/UTV Association (WATVA) estimated that riders spent $4.2 billion in Wisconsin during 2023. When additional economic effects were included, that activity generated an estimated $5.4 billion in total economic output and supported nearly 40,000 jobs statewide.

That spending creates opportunities for communities to connect their trail systems with local businesses, giving riders more ways to experience the area and support the places that make each riding destination unique.

ATV & UTV Recreation Supports Local Business

The economic impact of ATV and UTV recreation reaches well beyond the trail system itself. A day on the trails can work up an appetite, and Wisconsin communities are ready to serve. Riders might pull over for a juicy burger and a basket of mouthwatering fried cheese curds made with cheese from a local dairy co-op, then settle in for a night at a nearby campground or hotel. Those stops add up. WATVA's research estimated that ATV/UTV riders spent $973 million on food and beverages and $310 million on lodging in Wisconsin in 2023, supporting businesses in communities across the state.

For tourism partners and local leaders, an opportunity lies in giving riders one more reason to stay a little longer. Nearby restaurants, campgrounds, hotels, retailers, guides and outfitters can help turn a day on the trails into a longer stay, with one more stop and one more way to support local businesses.

Local Clubs Keep the Network Moving

Wisconsin’s ATV/UTV community is built on the foundation of its local clubs. The Wisconsin ATV/UTV Association (WATVA), which marked its 40^th anniversary in 2026, connects roughly 130 clubs and chapters representing nearly 40,000 members. Through its magazine, monthly newsletter and other resources, WATVA helps its members find places to ride, connect with nearby clubs and stay informed about the sport.

Those local clubs are central to the Wisconsin Trail Ambassador Program. Since 2002, the program has trained more than 1,000 volunteers to promote safe, responsible recreation. The program gives clubs a practical way to reach out to their communities. Ambassadors often represent their local club first, helping to build relationships, attract new members and improve the riding experience for everyone who uses the trails.

Through partnerships involving the Wisconsin Department of Natural Resources and local clubs, trained volunteers have provided emergency support at silent sport events, including the Mammoth March and Coon Fork 40 bike race. 

These event volunteers bring additional specialized training beyond the traditional Trail Ambassador roles, preparing them to respond to emergencies in remote areas. At the Coon Fork 40, ambassadors helped guide groups, collect event signage and respond to needs along the course, including helping locate a lost cyclist several miles off the path, working alongside event organizers.

The work shows how local clubs can contribute to the outdoor recreation industry. By sharing their time, skills and knowledge of the trails, volunteers help make events safer and build relationships between groups that may not always have worked closely together.

Uncovering the Economic Impact in Your Community

Statewide figures tell part of the story, but local visitor research helps communities understand how outdoor recreation supports their own economies.

The Wisconsin Office of Outdoor Recreation's DIY Economic Impact Program helps communities and organizations measure visitor spending and use those findings to inform local decisions. Two participants offer useful examples of how this research can support trail-related planning.

In Oconto County, research conducted by the Tourism & Economic Development Corporation for the Oconto Region found that nearly half of surveyed ATV/UTV riders had visited the county more than 10 times in the previous 12 months. With more than 500 miles of ATV/UTV trails connecting communities and businesses, repeat visits suggest an opportunity to better understand and serve a loyal visitor base.

In Lafayette County, research on the Cheese Country Trails estimated that the trail system brings more than $7.2 million to the county. The findings show how visitor spending on dining, lodging and trail-related services supports local businesses and can help inform future investment.

These examples show how local research can help communities understand the value of their trail networks, identify visitor patterns and make informed decisions about infrastructure and amenities.

Building a Long-term Future

Wisconsin’s riding opportunities depend on people working together. Communities keep trails in good shape and plan for future needs, while local clubs bring the volunteers, knowledge and connections that help make riding possible.

The Wisconsin Department of Natural Resources' ATV Trail Aids program provides funding opportunities for eligible local governments and other public entities to develop and maintain trails, areas and routes.

Safety education is another important part of sustaining the activity. WATVA works with partners, including the DNR and RideSafe Foundation, to promote responsible riding and educate current and future riders.

For local leaders and tourism partners, these efforts are a reminder that a successful riding destination takes more than attracting visitors. It requires planning, partnerships and ongoing care to keep the experience safe and welcoming. The Wisconsin Office of Outdoor Recreation’s Outdoor Business Directory can help you find partners and connect those riders to keep the benefits of motorized recreation moving through your community.