As champions for outdoor access, open spaces, and community wellness, Heart of the Lakes, mParks, and Michigan Trails & Greenways Alliance are excited to highlight key findings from the newly released 2025 Outdoor Participation Trends Report and Outdoor Consumer Trends 2025. These reports reinforce what we see daily in Michigan: outdoor recreation is growing, diversifying, and becoming even more vital to public life and local economies.

​From urban trails to backcountry preserves to neighborhood parks, Michigan’s open spaces are seeing the benefits—and bearing the weight—of this growing interest in the outdoors. These national findings directly inform how we plan, invest, and advocate for the future of our parks, recreation systems, trails, and conservation lands.
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​​The U.S. outdoor recreation participant base grew by 3% in 2024, reaching a record 181.1 million Americans, or 58.6% of the U.S. population age six and up. This growth included a surge of 5.3 million new participants, driven by youth, seniors, people of color, and high-income households.
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​The top five "gateway" outdoor activities in 2024 were:
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​These entry-level activities added an average of 2.1 million new participants each. And critically, participants in these activities were highly likely to branch out into other types of outdoor recreation—91% of campers and 85% of hikers also engaged in at least one other outdoor activity.

This reinforces the importance of multigenerational and family-friendly programming, something Michigan's parks and recreation agencies and conservation groups excel at. Whether it’s a summer camp, fishing day, or a walk in the woods, these experiences build lasting connections to nature.

​As participation grows, so does the diversity in how people engage. The Outdoor Consumer Trends 2025 report groups participants into three key categories:

​In Michigan, this means outdoor stores, programs, and messaging should focus on inclusive, low-barrier experiences and access to nature and recreation, and that sustainability and wellness are the top values for today's outdoor public.

​These trends aren’t just national talking points; they reflect a fundamental shift in who uses Michigan’s parks, trails, and open spaces, how they engage, and what they need.

• Local parks are essential for casual and active users, especially families, youth, and older adults.
• Municipal investments in greenways, community trails, and year-round programming meet people where they are.
• Public lands are increasingly welcoming broader audiences with interpretive signage, ADA-accessible trails, and inclusive stewardship programming.
• First-time visitors often come for peace, solitude, and wildlife viewing, not just adventure.
• Paddling, fishing, and swimming remain popular and are often a gateway for residents and tourists alike.
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At mParks, Heart of the Lakes, and Michigan Trails & Greenways Alliance, we are using this data to:

• Advocate for smart, inclusive outdoor policy and funding.
• Support community-driven programming, especially in underserved areas.
• Build strong coalitions to expand access to the outdoors for all Michigan residents.

Together, we’re shaping an outdoor future that reflects our state’s values, diversity, and natural abundance.
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FOR THE LOVE OF SNACKS
We like snacks that double as sports. Cherry pit spitting is a summer classic. But lately, we’ve been deep into competitive pickle tossing — as in, trying to launch pickles into each other’s mouths from a distance. It’s weird, yes. Is it genius? Debatable. Is it sticky? Absolutely. But it keeps them laughing for hours, and really, that’s the best kind of snack.
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​MOMENTS THAT STUCK (LIKE BURRS)
In the summer, we like to boat to a nearby island that my kids have unofficially — and unanimously — renamed “Toad Island.” My oldest makes a beeline off the boat, finds a toad within seconds, and the bonding begins. The toad gets a beach day, goes for a swim (usually involuntarily), rides home in a bucket throne, and is lovingly rehomed under our front deck. Every single one is named “Sweetie.” I’m not saying there’s a secret amphibian society forming under there…but I wouldn’t rule it out.
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NATURE KNOWS BEST (AND SO DOES MOM)
Two game-changers from the early days of tiny humans: First, putting a car seat in the bike trailer. Total game-changer. Babies get a breeze, I get a workout, and everybody wins. Second, sled-dog parenting. Two baby marshmallows in snowsuits, nestled in a sled, and our dog pulling them through a blizzardy wonderland while I tag along like some kind of winter sherpa. Bonus points for hitting the local party store to stock up — nothing says “prepared parent” like bundling your babies next to a six-pack of snacks.

LESSONS LEARNED (OFTEN THE HARD WAY)
Do: Bring less. Less stuff = less to carry = less to whine about = more time for actual fun.

Don’t: Freak out about bugs. This is mostly a note-to-self, because my kids think all creepy crawlies are cuddly friends.

Do: Embrace the chaos. Dirt, sand, puddles, mystery goo? Say yes. It all washes off (eventually).

Don’t: Forget snacks. Ever. Seriously. Don't.

In 2023, thousands of Michiganders set out to explore — packing hiking boots, grabbing kayaks, and tracking steps while searching for close to home opportunities. But these adventures are more than a pastime; they’re an asset for Michigan’s economy.

The latest report from the U.S. Bureau of Economic Analysis (BEA) underscores the growing impact of outdoors in Michigan:

• $13.9 billion in economic activity
• 118,000+ jobs supported
• $6.4 billion in wages earned

Michigan’s 2023 Highlights

• Outdoor recreation’s value to Michigan’s economy grew 8.1% since 2022.
• Industry wages increased 7.3%, totaling $6.4 billion.
• Boating/Fishing led the way, generating $1.2 billion.
• Climbing/Hiking/Tent Camping grew to $206 million.
• Hunting/Shooting Sports added $330 million to the state’s economy.

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These figures reflect a vibrant and growing outdoor economy, driven by a deep connection to Michigan’s natural resources.

Michigan’s success is part of a bigger story. Nationwide, outdoor economy contributed:

• $1.2 trillion in gross output (+5% from 2022)
• 5 million jobs and 3.1% of U.S. employment
• Climbing, hiking, and camping grew 6%, while snow sports soared 23%.

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Outdoor economy outpaced the broader U.S. economy in 2023, with GDP growth of 3.6% compared to the national average of 2.9%.

Growing, Thriving, and Inspiring

As outdoor recreation continues to grow, so does our responsibility to increase investment, protection, and accessibility to our trails, parks, and open spaces that make it all possible.

“Outdoor recreation is a cornerstone of Michigan’s economy, but its value goes beyond dollars,” said Andrea LaFontaine, Executive Director of Michigan Trails & Greenways Alliance. “To sustain this growth, we must invest in protecting and enhancing these spaces.”

Every trail, park, and natural space plays a role in the lives of Michiganders. They’re places of adventure, connection, and economic vitality. But they need care to thrive.

“This is our moment to ensure Michigan’s outdoors remain accessible, healthy, and thriving for future generations,” said Jonathan Jarosz, Executive Director of Heart of the Lakes. “Whether it’s investing in open spaces, expanding trail systems, or creating equitable access, we all have a part to play in sustaining this momentum.”

“The outdoor recreation industry is more than just a source of joy and connection to nature—it’s a powerhouse for our local economy,” said Nichole Fisher, mParks Executive Director. “This data underscores the critical role parks and recreation professionals play- from designing accessible trails to managing safe and sustainable spaces, their work not only enriches lives but also strengthens our local economies and communities.”

Michigan’s outdoor economy is more than a success story — it’s a call to action. From paddling the Great Lakes to hiking wooded trails, these experiences drive a sense of purpose and community that’s uniquely Michigan. Let’s keep building a future where the outdoors continues to inspire and strengthen both people and the economy.

Open Spaces Open Minds: A Call for Access and Investment

The outdoor economy has tremendous value to Michiganders — being outside is good for our physical and mental well-being, helps us connect with family and friends, and is the foundation for a powerful stewardship ethic and a passionate community of advocates.

The recent release of statistics by the U.S. Bureau of Economic Analysis (BEA) showcases the impact of outdoor recreation on the economy. 

In 2022, outdoor recreation contributed $12.4 billion to Michigan's economy, supporting 119,000 jobs and generating $5 billion in wages.
At a national level, these new numbers show outdoor recreation generates $1.1 trillion in gross economic output, 3.2% of U.S. wage and salary employment, and 4.98 million jobs. This means the outdoor recreation economy contributes more to the U.S. economy than mining, utilities, farming and ranching, and chemical products manufacturing.

With outdoor recreation growing, it's even more essential to invest and advocate for statewide policies that bolster access to the outdoors, expand trail networks, and safeguard our open spaces to ensure that every Michigander has the opportunity to enjoy, explore, and benefit from our state's unparalleled outdoor resources.

As the call to "opt outside" echoed throughout our state — the post-Thanksgiving tradition of reconnecting with the outdoors instead of Black Friday lines — Michiganders filled parks, trails, and open spaces celebrating Michigan’s outdoor culture, the businesses and organizations who support it.

Now and throughout the year, Michiganders' embrace outdoor experiences, demonstrating the strength and depth of our state’s outdoor economy.

The power of Michigan’s outdoor economy was heralded by recent release from the U.S. Bureau of Economic Analysis (BEA) on the impact of outdoor recreation on our state.  In 2022, outdoor recreation contributed $12.4 billion to our state’s economy, supporting 119,000 jobs and generating $5 billion in wages.

​This current release establishes a new benchmark for Michigan since the BEA started calculating the size of the outdoor recreation economy in 2017. It demonstrates the tremendous economic and social value the outdoors has for Michiganders. Being outside is good for physical and mental well-being, helps us connect with family and friends, and is the foundation for a powerful stewardship ethic and a passionate community of advocates.

Critical factors in how the outdoor recreation industry contributed to Michigan's economy in 2022:

• Outdoor recreation made up 2.2% of Michigan's economy
• 119,000 people work in the outdoor industry in Michigan, a 7% increase from 2021
• Michigan's outdoor recreation industry added 10,000 jobs
• Manufacturing of outdoor recreation gear and equipment contributed $1.9 billion
• Outdoor Retail contributed nearly $4 billion to Michigan's economy

Top activities that contributed to Michigan's GDP in 2022:

• RVing, Boating, and Fishing — $1.1 billion
• Hunting/Shooting/Trapping — $304 million
• Motorcycling/ATVing — $278 million
• Climbing/Hiking/Tent Camping — $149 million​

With outdoor participation ever-growing, it's even more essential than ever for us to invest and advocate for statewide policies that bolster access to the outdoors, expand trail networks, and safeguard our open spaces to ensure that everyone has the opportunity to enjoy, explore, and benefit from our state's unparalleled outdoor resources.

"These numbers are more than just figures on a page; they are an invitation to appreciate the significance of outdoor recreation in our lives," shared Nichole Fisher, Executive Director at mParks. "Michigan's parks, trails, and open spaces have long been sanctuaries, offering solace and becoming economic pillars for our communities."

At a national level, these new numbers show outdoor recreation generates $1.1 trillion in gross economic output, 3.2% of U.S. wage and salary employment, and 4.98 million jobs. This means the outdoor recreation economy contributes more to the U.S. economy than mining, utilities, farming and ranching, and chemical products manufacturing. This is the first time the outdoor economy has surpassed the one trillion-dollar mark.

"If there's one thing to take away from today's BEA presentation, it's this: the state of the outdoor recreation economy is strong, and sustained investment in outdoor recreation and our shared public lands and waters pays dividends for our local and national economies and quality of life," said Jessica Turner, president of the Outdoor Recreation Roundtable (ORR). "Our industry continues to provide benefits to communities across the country – big, small, urban, and rural alike. To ensure that this success is sustainable and that our public lands and waters will continue to be accessible to all Americans for generations to come, we will continue to work together with leaders on the passage of America's Outdoor Recreation Act by the end of this year. We are thrilled to once again see the data reflect what we hear everyday, that outdoor recreation is not a nice to have — but a necessity for healthy people, places, and economies."

Open Spaces Open Minds: A Call for Access and Investment

The consistency of these annual reports from the BEA signals a clear return on investing in our natural spaces, public health, and fostering an environment conducive to entrepreneurship, small business growth, and workforce quality of life.

"We continue to recognize that our state's trails are vital economic engines, not just pathways for recreation. These statistics reinforce the importance of developing and preserving these spaces, not just for their inherent beauty but for their undeniable role in fueling economic growth and opportunity," added Andrea LaFontaine, Executive Director at Michigan Trails & Greenways Alliance.

Amidst changing landscapes and evolving economies, the enduring presence of local public spaces stands as a testament to resilience, offering recreation, economic fortitude, and community resilience.

“Michigan has more acres of public land than any state east of the Mississippi, with more opportunities for deep partnerships between business and conservation.  Our economy is driven by close-to-home open space that has been, and must continue to be, a constant source of wellness and enjoyment," emphasized Jonathan Jarosz, Executive Director at Heart of the Lakes.

Jarosz continued, “Our state has the people and the assets to be one of the top five outdoor economies in the country.  A coordinated strategy between state government, private business, and nonprofit supporters will ensure economic stability and a high quality of life for generations to come."

For those seeking solace, adventure, or economic opportunity, the BEA’s 2022 numbers underscore the immense value of Michigan’s outdoors. As Michigan continues to celebrate and cherish our heritage, and our outdoor industry, the economic and personal benefits they offer can be a model for the rest of the country.

"The year-over-year increase in value-added by hiking, biking, running, and paddling are proof that Michigan's investments in trails have big payoffs," said Andrea LaFontaine, executive director of Michigan Trails & Greenways Alliance. "We continue to attract destinations for travelers while maintaining beautiful public lands for our residents."

Inflation-adjusted GDP for the outdoor recreation economy increased by 18.9 percent in 2021, compared with a 5.9 percent increase for the overall U.S. economy.
 
"The rate at which the outdoor recreation economy continues to increase is a great sign for our state. As more jobs are being created, more talent is moving to Michigan, more money is being generated, and in turn, more investments are being made in our outdoors spaces,” said Jonathan Jarosz, executive director of Heart of the Lakes.​

The North Country Trail Association is seeking a full-time Director of Trail Protection to lead the efforts to securing permanent corridor for the North Country National Scenic Trail and surrounding landscapes. Full description and application details here. 

The Leelanau Conservancy is seeking a full-time Fund Development Director responsible for leading, creating and executing fundraising strategies, along with continuing to build, engage and retain a growing donor base. Full description and application details here.