Wisconsin's Outdoor Industry Climbs to a Record $12 Billion

Morning breaks over a quiet lake, and someone casts a line. On a nearby trail, boots crunch gravel while a cyclist picks up speed. An ATV hums through the woods. Campfires flicker as coffee steams in the cool air.

Every day, across every corner of Wisconsin, people are finding ways to get outside. Multiply those moments by millions of trips across lakes, forests, trails and parks, and the impact is enormous. 

New data from the U.S. Bureau of Economic Analysis shows that the outdoor recreation industry in Wisconsin reached another milestone in 2024, contributing $12 billion to the state's economy. That marks a 3.8% increase over the previous year and the third consecutive year of record-breaking growth.

But the story isn't just about scale. It's about everything that adds up to help us get there. Wisconsinites do more than cast lines, pedal a trail or ride through the woods; they work hard designing, crafting and assembling the gear that helps us enjoy the outdoors.

It's the production of that gear, with apparel and accessories leading the way with $1.3, that helps drive this growth. It's throttle and wake, with motorcycling, ATVing, boating and fishing each nearing or topping $1 billion. It's the experiences, from guided trips and campground reservations to public land permits, park passes and long weekends spent exploring somewhere new. It's every way people choose to get outside. Hiking, biking, climbing, horseback riding, snowmobiling and so much more. All contributing to a growing, year-round outdoor culture across the state. 

Altogether, the industry supported more than 100,000 jobs in 2024 and generated $5.7 in wages, reaching into communities of every size.

It's also growing in how and where people get outside.

Travel tied to outdoor recreation, trips taken more than 50 miles from home, rose 7.2%. At the same time, close-to-home outings increased as well, showing that outdoor access is not just about big trips, but everyday opportunities.

That shows up clearly at the local level. 

Through our Do-It-Yourself Economic Impact Program, communities across Wisconsin track the economic impact of their outdoor assets. Together, they accounted for more than $49 million in activity tied directly to outdoor recreation.

It's a reminder that the outdoors in Wisconsin is not one thing. 

It's a network of places and experiences. Trails, waterways, parks and the businesses and people that support them. Early mornings and long weekends. Local routines and destination trips.

Add it all up, and the impact is clear. People are getting outside. In Wisconsin, that adds up to something big.