New data show Wisconsin’s outdoor recreation industry grew 9.4 percent in 2023, breaking the previous year’s record

MADISON - Gov. Tony Evers, together with the Wisconsin Department of Tourism Secretary Anne Sayers and Wisconsin Office of Outdoor Recreation Director Cassie Mordini, today announced another record-breaking year for Wisconsin’s outdoor recreation industry in 2023. 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.

“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,” said Gov. Evers. “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,” said Tourism Secretary Sayers. “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 topline metrics for the outdoor recreation industry in Wisconsin were record-breaking:  

- $11.2 billion contributed to Wisconsin’s GDP-up 9.4 percent 

- 2.6 percent share of Wisconsin’s GDP 

- 96,867 jobs supported-up 3.4 percent 

- 3.2 percent of state employment  

- $5.4 billion in employee compensation-up 8.9 percent 

In 2019, Gov. Evers created the Office of Outdoor Recreation at the Wisconsin Department of Tourism to serve as a central hub for Wisconsin’s outdoor recreation industry, working with stakeholders and providing resources to bolster Wisconsin as a top outdoor recreation destination. The governor’s 2023-25 biennial budget proposal would have made this Office permanent by providing $1.1 million and three full-time positions to continue expanding the state’s growing outdoor recreation market. However, these provisions were removed by the Wisconsin State Legislature, and instead, the final budget used one-time funding over the biennium for the Office.

“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 

- Bicycling: $157 million 

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

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 percent 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 percent in 2023.    

“This marks another year of growth for the outdoor recreation economy, underscoring its resilience and importance across the nation,” said Outdoor Recreation Roundtable President Jessica Turner. “The new BEA data highlights outdoor recreation as a cornerstone of our economy, generating jobs, supporting small businesses, and providing essential opportunities for Americans to engage with the outdoors for health, connection, and quality of life.”

Additional information on Wisconsin’s outdoor industry can be found on the Office of Outdoor Recreation website at: https://outdoorrecreation.wi.gov/Pages/Resources/Report.aspx.   

For the national report and state-level data and tables, visit the Outdoor Recreation Satellite Account section of the U.S. Bureau of Economic Analysis website at: https://www.bea.gov/data/special-topics/outdoor-recreation.

An online version of this release is available here.