Wisconsin’s outdoor recreation industry contributed a record $12 billion to the state’s gross domestic product in 2024, marking the third consecutive year of record-breaking economic performance, according to data from the U.S. Bureau of Economic Analysis announced by Gov. Tony Evers, Tourism Secretary Anne Sayers and Office of Outdoor Recreation Director Cassie Mordini. The milestone represents a 3.8 percent increase from the previous year and underscores the sector’s growing importance to the state’s overall economy.
The industry supported 100,139 jobs in 2024, representing 3.2 percent of all employment in Wisconsin. Employment growth was up 1.6 percent from 2023, while employee compensation totaled $5.7 billion. Outdoor recreation now accounts for 2.7 percent of Wisconsin’s gross domestic product, and the state ranked 20th among all states for value-added growth in the sector.
“Outdoor recreation draws visitors from near and far in all four seasons, supporting local businesses, creating local jobs, and showcasing everything that makes Wisconsin the special place it is,” Gov. Tony Evers said in a statement. “While unnecessary delays slowed the release of this data down, this record-breaking growth highlights the strength and momentum of outdoor recreation in Wisconsin.”
Several sectors drove the economic impact. Multi-use apparel and accessories led all categories at $1.3 billion, followed by boating and fishing at $1 billion. Motorcycling and ATVing also generated $1 billion, with Wisconsin ranking second nationally in that category. Outdoor recreation-related manufacturing contributed more than $2.1 billion to the total. Other significant contributors included game areas, guided tours, RVing, hunting and camping.
The record performance and 7.2 percent increase in long-distance travel spending signal continued strong demand from destination travelers, the core customer base for most outdoor hospitality properties. Industry observers note that infrastructure investments, site diversification and expanded programming represent common approaches operators have pursued to capture growing traveler spending. Properties adding glamping accommodations, upgrading electrical hookups to 50-amp service and partnering with local outfitters for equipment rentals have seen success in serving multiple market segments simultaneously.
Wisconsin’s manufacturing strength played a significant role in the overall numbers. The state ranks fourth in the country for its share of all jobs that are outdoor recreation-related manufacturing, representing around 10,000 positions. “We saw growth in several categories. Part of that is thanks to our powerhouse, outdoor recreation-related manufacturing. Wisconsin actually ranks fourth in the country for our share of all jobs that are outdoor recreation-related manufacturing,” Mordini said in an interview with Wisconsin Public Radio.
The state’s second-place national ranking for motorcycling and ATVing reflects its extensive trail infrastructure. Wisconsin has more than 65,000 miles of road routes and more than 2,300 miles of trails for ATVs and UTVs. “That’s what makes it attractive to people. You can literally start at the southern part of Wisconsin and go all the way up to Superior by road routes and trails. Most states don’t have that,” said Randy Harden, president of the Wisconsin ATV/UTV Association.
The outdoor recreation numbers connect to broader tourism performance. Wisconsin’s tourism industry drew 114.4 million visits in 2024 and generated a record-breaking $25.8 billion. Tourism spending tied to long-distance trips of more than 50 miles from home grew 7.2 percent since 2023, while local trip spending within 50 miles grew 2.3 percent. “Whether it’s casting a line at sunrise, exploring a new trail with friends or gearing up for a weekend on the water, the outdoors is where lasting memories are made in our state,” Tourism Secretary Anne Sayers said. “This continued growth reflects not only our incredible natural assets but also the dedicated guides, outfitters, manufacturers and tourism professionals who bring these experiences to life.”
The data release had been delayed for months by the federal government. Evers previously wrote a letter to the Trump administration urging the release of the information. State officials noted the delay obstructed important economic reporting, leaving Wisconsin industry partners and businesses to make planning decisions with an inadequate view of the economic landscape.
The extended wait for federal data has highlighted the value of internal tracking and industry networking for outdoor hospitality operators seeking to reduce dependence on government reporting timelines. Many operators have responded by strengthening performance monitoring through consistent tracking of occupancy rates, average daily rates and revenue per available site. Participation in state and regional campground associations and engagement with local tourism bureaus have provided additional market intelligence, while dynamic pricing tools have enabled rate adjustments based on actual booking pace rather than historical projections alone.
The Wisconsin Office of Outdoor Recreation, created by Evers in 2019, received permanent funding and staffing under the two-year, $111 billion state budget signed by Evers in July. The budget ensures continued focus on tracking and supporting the sector.
Nationwide, the outdoor recreation industry grew to nearly $1.25 trillion in gross output and contributed around $696.7 billion to the nation’s gross domestic product. Wisconsin’s growth was largely on track with national trends. However, while 2024 was a record year, both Wisconsin and the nation saw the slowest growth in outdoor recreation since 2020. In 2020, people flocked to the outdoors amid shutdown orders during the COVID-19 pandemic onset. The recent slowdown was likely driven by inflation and reduced consumer spending, providing important context for operators planning future investments.
The record achievement, tempered by moderating growth rates, offers outdoor hospitality professionals a balanced picture of current market conditions.