Gov. Evers, Wisconsin Office of Outdoor Recreation Highlight More Than $49 Million Economic Impact of Five Outdoor Recreation Destinations in Wisconsin

MADISON — Gov. Tony Evers, along with the Wisconsin Office of Outdoor Recreation, today released reports from the Do-It-Yourself (DIY) Economic Impact Program, finding visitors and residents contribute over $49.1 million in economic activity through outdoor recreation at unique outdoor recreation destinations in Dane, Door, Iron, Oconto, Oneida, and Vilas counties.

“Biking, hiking, canoeing, fishing, snowmobiling, skiing—you name it—outdoor recreation is a part of our culture as Wisconsinites and drives local economies, while also supporting folks’ mental and physical health to boot,” said Gov. Evers. “Much of Wisconsin’s outdoor recreation industry depends on our local parks, trails, natural areas, and destinations, and the DIY Program supports local leaders in capturing the true economic value of their destination so they can better showcase all our state, and our beautiful outdoor spaces, have to offer for visitors and locals alike.”

According to data released in 2024 by the U.S. Bureau of Economic Analysis (BEA), outdoor recreation contributed more than $11 billion to Wisconsin’s economy in 2023. Unfortunately, the annual release of outdoor recreation impact data has been delayed by federal leaders, and the economic value and data of Wisconsin’s multi-billion-dollar outdoor recreation industry for 2024 is not yet available for stakeholders, local partners, and state agencies to utilize, underscoring the importance of local data in the absence of federal insight and leadership.

Launched in 2024, the Office of Outdoor Recreation’s DIY Economic Impact Program helps outdoor industry stakeholders identify the local value of outdoor recreation in their communities. In its second year, five teams participated, and the five reports compiled and analyzed the visitation and spending patterns of biking, fishing, hiking, boating, and other activities at one-of-a-kind destinations within Dane, Door, Iron, Oconto, Oneida, and Vilas counties. The reports show that, together, these unique destinations generate a total of more than $49.1 million in economic activity for local communities through outdoor recreation.

“Communities can see and feel the benefits of outdoor recreation—from increased visitation and foot traffic to engaged and healthy residents who enjoy these natural spaces,” said Office of Outdoor Recreation Director Cassie Mordini. “It is often difficult to quantify the value of outdoor recreation. With the DIY program, we’re able to equip folks with the knowledge and tools to gather and analyze data to finally put a number on the significant economic impact of outdoor recreation locally.”

The Office of Outdoor Recreation, created by Gov. Evers in 2019 within the Wisconsin Department of Tourism, launched the DIY Economic Impact Program in 2024 as a pilot to assist local governments and nonprofits in documenting the value of outdoor recreation. Following the success of its first year, the Office invited a second cohort of outdoor stakeholders to participate in the program throughout 2025.

This year’s reports, which can be found on the Office of Outdoor Recreation website here, found the following outdoor destinations generate local economic contributions of:

• Heart of Vilas County Bike Trail System: $25.7 million;
• Olbrich Botanical Gardens: $20.1 million;
• Peninsula State Park new mountain bike trails (preliminary): $1.3 million;
• Three Eagle Trail: $2 million; and
• Oconto County, which didn’t produce an all-in number given the scope and scale of their study, found anglers had an over $2,000 per group per trip economic impact in the county.

As outlined in the reports, some teams were also able to calculate the estimated jobs supported by outdoor recreation activity, as well as the local and state taxes the activity generated, depending on data available.

“The outdoors is a top reason travelers vacation in Wisconsin, and these reports show the dollars generated by outdoor recreation spread to rural and urban communities around Wisconsin,” said Tourism Secretary Anne Sayers. “Insights learned from the DIY Economic Impact Program can help partners improve their marketing and attract even more visitors to experience the great outdoors and support local economies.”

In recognition of the importance of Wisconsin’s outdoor recreation industry, Gov. Evers created the Office of Outdoor Recreation at the Wisconsin Department of Tourism in his first budget as governor in 2019, and the 2025-27 Biennial Budget signed by Gov. Evers provided funding and staffing to make the Office of Outdoor Recreation a permanent office for the first time in state history.

The DIY Economic Impact Program is a resource for stakeholders who often struggle to navigate the complicated and costly process of analyzing and localizing the economic benefits of outdoor recreation. The Office of Outdoor Recreation partnered with The Harbinger Consultancy, an economic development consultant, to provide technical assistance for the program. Over the course of nine months in 2025, the five teams completed workshop training, received one-on-one coaching, studied visitation habits and spending patterns with surveys and trail counters, examined existing data, and ultimately, produced the final reports.

In 2024, five teams completed the pilot Do-It-Yourself Economic Impact Program presented by the Office of Outdoor Recreation and The Harbinger Consultancy. The final reports found that outdoor recreation projects in Dodge County, Eau Claire, Lafayette County, Marathon County, and WinMan Trails generate nearly $27.3 million in economic activity.

Those interested in participating in year three of the DIY Economic Impact Program are invited to attend virtual workshops on Feb. 10 and Feb. 17. The Office of Outdoor Recreation also makes available a special publication to empower stakeholders with the knowledge and step-by-step instructions for conducting their own research into the localized economic contributions of outdoor recreation.

The Office of Outdoor Recreation worked closely with the following partners on the DIY Economic Impact Program: Boulder Junction, Manitowish Waters, Mercer, Sayner and St. Germain chambers of commerce; Tourism & Economic Development Corporation for the Oconto Region; Olbrich Botanical Gardens; Friends of Peninsula State Park and Destination Door County; and Three Eagle Trail Foundation, Three Lakes Area Visitors Bureau, and Great Headwaters Trails Foundation.

NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.