The results mark a continued slowdown from double-digit outdoor-economy gains Michigan posted during the early pandemic years, when demand for recreational vehicles, bicycles, and kayaks surged. State officials say the sector’s breadth — spanning boating, skiing, trail recreation, and tourism — cushions against steep downturns but also moderates the peaks that have driven faster growth elsewhere.
Michigan’s outdoor recreation sector added $15.1 billion to the state economy in 2024, up from $14.6 billion the year before, according to data released by the U.S. Bureau of Economic Analysis. The 3.5% year-over-year gain, though positive, fell below the national outdoor recreation average of 4% and trailed 35 other states.
The figures, which lag by a year, arrive as heavy snowfall has delivered one of Michigan’s strongest ski seasons in years — a tailwind industry officials say could lift the state’s 2025 numbers.
Michigan’s broad outdoor economy cushions against steep downturns but also moderates the peaks that drive faster growth elsewhere, said Brad Garmon, executive director of the state’s Outdoor Recreation Industry Office. “In some ways, that’s not entirely unexpected,” Garmon said. “One thing about Michigan’s outdoor recreation economy is it’s really diverse. In some ways, that means that we don’t grow as fast as some other states that see a big upswing.”
National standings
Massachusetts led all states in 2024 outdoor recreation growth at 6.9%, followed by Arizona at 6.8% and Iowa at 6.6%. At the bottom, Louisiana, Hawaii, and Wyoming each recorded growth of half a percent or less.
Michigan ranked in the top 20 for most outdoor recreation categories compared to other states, according to the federal data. Garmon said that result signals the state is “actually punching above our weight in almost everything.”
Sector breakdown
Within Michigan’s $15.1 billion outdoor economy, travel and tourism contributed the largest share at $4.8 billion. Transportation added $1.7 billion, and conventional multi-use apparel and accessories contributed $1.5 billion. Skiing and snowboarding added $48.5 million, recreational flying added $34.4 million, and canoeing and kayaking added $17.7 million — the lowest figure among tracked categories. The sector supported nearly 125,000 jobs across the state.
After the pandemic surge
Michigan’s outdoor numbers are growing more slowly after recording double-digit gains during the early pandemic years, when consumers rushed to buy recreational vehicles, bicycles, and kayaks. Garmon said the goal is sustainable expansion. “We want long, slow, steady growth over more volatile big wins and big losses,” he said.
The current season may provide a boost. Mike Panich, executive director of the Michigan Snowsports Industries Association, said outdoor retailers reported strong sales amid above-average snowfall across the Midwest. “We’ve had a very strong winter,” Panich said, adding that Midwest snowfall outpaced western mountain states this year, likely keeping more participants closer to home. “We do believe that that will have an impact on the numbers for next year,” he said.
Panich cautioned that the industry cannot rest on the strong season. He pointed to an unusually warm winter three years ago as one of the worst on record for the industry. Outdoor businesses, he said, continue to monitor climate data and look for ways to diversify their offerings.