RECORD, SMASHED. AGAIN. Recently released data from the U.S. Bureau of Economic Analysis revealed Wisconsin's outdoor recreation industry contributed over $12 billion to the state's GDP in 2024 – a 3.8% increase over 2023, the previous record-breaking year.

The numbers are in and Wisconsin can now declare for all to hear, the state’s outdoor recreation industry is on a three-year, record-breaking roll.

According to the latest data from the U.S. Bureau of Economic Analysis (BEA) – and officially announced by Gov. Tony Evers on March 9 – Wisconsin’s outdoor rec industry contributed over $12 billion to the state’s gross domestic product (GDP) in 2024. 

That’s a 3.8% increase over 2023, the previous record-breaking year for the industry. It also means the outdoor rec scene accounted for almost half of Wisconsin’s record-high tourism economic impact in 2024.

“In 2024, Wisconsin tourism celebrated a record-high $25.8 billion in total economic impact, surpassing the previous record years in 2023 and 2022. The state also welcomed a record-breaking 114.4 million visits and generated a record $1.7 billion in state and local revenue,” Gov. Evers stated, “making it a hat-trick year.”

"Wisconsin's outdoor industry continues to raise the bar."

CASSIE MORDINI

DIRECTOR, state OFFICE OF OUTDOOR RECREATION

The BEA’s report also found roughly 100,000 part- and full-time jobs are part of the state’s outdoor rec scene; one in 39 jobs are sustained by the industry.

It also unveiled significant growth across Wisconsin’s outdoor recreation economy with top contributing activity sectors including multi-use apparel and accessories ($1.3 billion), motorcycling and ATVing ($1 billion) and boating and fishing ($1 billion).

It may no surprise, then, to see the dairy state clocked in as the No. 2 state in the country for most motorcycle and ATV participation, according to the BEA. Wisconsin also ranks in the top 15 for bicycling and boating and fishing.

“Wisconsin’s outdoor industry continues to raise the bar,” Office of Outdoor Recreation Director, Cassie Mordini, stated. “Our state has built a strong, collaborative ecosystem of manufacturers, retailers, outfitters, tourism partners, and community leaders who understand that the outdoors is both an economic engine and a quality-of-life asset.”

The BEA’s data comes after Gov. Evers’ 2025-27 biennial budget signing, which approved funding and staffing to make the Office of Outdoor Recreation permanent – for the first time in Wisconsin’s history.

Eau Claire Is A Significant Contributor To State’s Record-Breaking Year

We already know Eau Claire plays its part in outdoor rec and tourism impact (check out the Do-It-Yourself Economic Impact Report released by the Office of Outdoor Recreation in 2025), and there's hard data to prove it. 

Trail use alone generated $4.1 million for the Eau Claire area’s – and Wisconsin’s – economy, according to the report. That economic activity supports nearly $2 million in labor income and 56 area jobs in sectors like hospitality and retail.

Eau Claire’s trail system is a draw for both visitors and locals, reportedly often leading to further exploration of the city. Data found trail counters registered over 232,000 users in 2024; over half of those trail users also made their way to local businesses.

Kennedy Domerchie, Visit Eau Claire's outdoors development manager, affirmed that data. “It's clear that trails are the conduit for driving local spending,” she said.

"You can imagine opportunities like inn-to-inn bikepacking, with towns along the route embracing their role as trail towns with breweries, restaurants, and local shops. Think Great Allegheny Passage, but right here in our own backyard."

KENNEDY DOMERCHIE

VISIT EAU CLAIRE'S OUTDOORS DEVELOPMENT MANAGER, ON THE POTENTIAL collaboration to come from the REGIONAL OUTDOORS RECREATION PLAN (RORP)

While Eau Claire's outdoors scene largely echoes statewide trends – fishing, boating and guided outdoor experiences are growing across the state as well as in the Chippewa Valley – there are some unique differences.

Statewide, spending related to cycling dipped some, “but this does not reflect the steady ridership growth we're seeing (in Eau Claire),” Domerchie said.

Domerchie's role, too, is a differentiator compared to other communities and states. “For destination marketing organizations like Visit Eau Claire, it’s actually rare to find someone focused specifically on outdoor recreation,” she said.

“Wisconsin created its Office of Outdoor Recreation in 2019 under Travel Wisconsin, the state’s Department of Tourism. At the time we were the 14th state to establish one, and today there are 24,” speaking to the state's commitment to – and likely continued growth of – its outdoor recreation industries.

Looking ahead, the Chippewa Valley's marketing divisions – Visit Eau Claire, Go Chippewa and Explore Menomonie – are partnering with the City of Eau Claire's Economic Development department to dive deeper into the shared region's potential economic impact. 

“You can imagine opportunities like inn-to-inn bikepacking, with towns along the route embracing their role as trail towns with breweries, restaurants, and local shops. Think Great Allegheny Passage, but right here in our own backyard,” Domerchie shared.

Visit Eau Claire also played a significant role in the creation of the Regional Outdoor Recreation Plan (RORP), an eight-county outdoor rec destination plan which includes the Valley. The RORP has inventoried the region's outdoor assets – from natural features like waterways, trails and more to outdoors-focused businesses and orgs – to serve as a launchpad for shared outdoor tourism opportunities. 

View the full report from the Wisconsin Office of Outdoor Recreation online • Learn more and view key data points online