State outdoor recreation industry is growing sector

NORTHEAST WISCONSIN— Gov. Tony Evers, Wisconsin Department of Tourism Secretary Anne Sayers and Wisconsin Office of Outdoor Recreation Director Cassie Mordini, recently that 2023 was another record-breaking year for Wisconsin’s outdoor recreation industry.

“According to the latest release of data from the Outdoor Recreation Satellite Account from the U.S. Bureau of Economic Analysis (BEA), outdoor recreation contributed $11.2 billion to the state’s gross domestic product (GDP) in 2023, growing 9.4 percent over the previous record set in 2022,” a release from Evers’ office stated.

“From our vast and valuable forests and pristine lakes and rivers to Driftless bluffs, vibrant prairies, and urban green spaces, our outdoor recreation spaces are the gems of our state, and no matter where you go in Wisconsin, you’re never very far from a park or trail,” Evers said. “Not only is outdoor recreation good for our mental and physical health, it’s also a powerful economic engine that supports thousands of jobs and families across Wisconsin, bolsters local economies, and attracts visitors, businesses, and new residents alike. As we prepare for the 2025-27 budget, my administration and I will continue our efforts to make targeted investments to ensure our outdoor recreation spaces are available to be enjoyed today, tomorrow, and for generations yet to come.”

In June, Gov. Evers announced that Wisconsin’s tourism industry saw its second consecutive record-breaking year in 2023.

According to 2023 economic impact data, the tourism industry generated $25 billion in total economic impact, surpassing the previous record year of $23.7 billion set in 2022.

“The increase in outdoor recreation travel is a testament to Wisconsin’s remarkable natural assets, our passionate guides and dedicated tourism professionals that leverage our beautiful state, and our outdoor recreation offerings to attract visitors from near and far to discover the unexpected,” Sayers added. “With the Office of Outdoor Recreation supporting this important sector, we can be confident the outdoors remain a top reason people choose to visit Wisconsin.”

When using updated 2022 U.S. Bureau of Economic Analysis data, all top-line metrics for the outdoor recreation industry in Wisconsin showed $11.2 billion contributed to Wisconsin’s GDP—up 9.4%; 96,867 jobs were supported—up 3.4% and $5.4 billion in employee compensation—up 8.9%.

“Outdoor recreation is a powerful tool to create vibrant and thriving communities, to improve the health of our residents, and to drive economic impact statewide,” said Office of Outdoor Recreation Director Mordini. “This growing sector has shown its resiliency in the face of challenges by continuing to grow, and our charge is to harness this potential for Wisconsin.”

“The report showed that Wisconsin’s outdoor recreation industry grew across the board, with all but one category increasing year over year. Top contributing sectors by activity in Wisconsin’s outdoor recreation industry included: multi-use apparel and accessories: $1.3 billion; motorcycling/ATVing: $1.1 billion; boating/fishing: $928 million; RVing: $464 million; games areas: $499 million; guided tours/outfitted travel: $450 million; hunting shooting: $320 million; and bicycling: $157 million ,” the release stated.

“Additionally, travel and tourism spending associated with outdoor recreation trips of more than 50 miles from home also saw impressive growth of 11.7% over 2022, and local trips saw a notable increase of 5.8%.

“Nationally, the outdoor recreation industry grew to $1.2 trillion in gross output and, for the second year in a row, contributed more than $1 trillion in gross output to the U.S. economy. The industry employed nearly 5 million people nationwide. When compared with national statistics, Wisconsin’s 9.4% growth in the outdoor recreation industry outpaced the national average, which is 9 percent, and outpaced the overall state economy, which grew by 6.9% in 2023.”