MILWAUKEE — New data on Wisconsin’s outdoor recreation industry shows that 2024 was another record-breaking year for the state, now topping $12 billion overall and up 3.8% from 2023.
“We were so happy to see this record break again— this is the third [year] in a row,” said Wisconsin Secretary of Tourism Anne Sayers. “I think it’s a reflection of a lot of factors for outdoor recreation right now. Certainly it’s about the outdoor recreation offerings we enjoy in Wisconsin— it’s absolutely world class.”
Sec. Sayers was also quick to point out that the broken record is a testament to those in the industry leaning hard into backup plans, especially when the weather dictates.
“Our outdoor industry has done a great job, either pivoting when it’s needed or embracing the moments Mother Nature provides,” Secretary Sayers said. “We have the fourth most ski hills in the country and a lot of them are able to make snow, so they can stay open regardless but we’ve also had an opportunity to feature other things you can do outside.”
Watch the full interview above.