The Outdoor Industry Association (OIA) has released their 2024 Outdoor Participation Trends Report which details who is participating in outdoor recreation, what activities they are doing, and where the industry is headed. The OIA report is not simply a set of numbers, it is intended to be a valuable resource for entities across the outdoor industry to inform resource allocation, marketing, and decision-making. Overall, the number of people enjoying outdoor recreation is increasing. In 2023, outdoor recreation participation grew 4.1% as 57.3% of the U.S. population aged 6 years and older participated in outdoor recreation. While this increased participation is an encouraging sign, it is also true that the frequency with which people are participating in outdoor recreation is decreasing. In 2012 the average number of outings per year for an outdoor recreation participant was over 87 outings per year. Since then, the number of times an outdoor recreation participant recreates outside per year has been decreasing (with the exception of a brief increase during the COVID-19 pandemic) to just 62.5 outings per year in 2023. While more people are recreating outside than ever before, participation is becoming more casual and less frequent.
The increasingly-frequent “casual” outdoor recreation participant is likely to participate in a couple outdoor activities, among which hiking, camping, cycling, fishing, and jogging are the most popular. These casual participants are less frequent recreators. These users are important for outdoor brands, businesses, and nonprofits to keep in mind to provide equipment, experiences, and programming that are relevant to this emerging group of recreationists. The increase in the number of casual outdoor recreation participants present an opportunity for the outdoor industry to increase overall participation.
In addition to data regarding overall participation trends, the OIA report highlights interesting data regarding the demographics of who is participating in outdoor recreation.
Outdoor recreation participants have become more racially diverse over the past year, a trend that reflects changes in the general U.S. population. Over the past 5 years the percentage of Black and Hispanic Americans that participate in in outdoor recreation has increased. Regardless of these changes, the outdoor industry participation base remains less diverse than general U.S population.
Increased representation in the outdoors has the potential to bring new ideas, participants, money, and environmental policy support to the outdoor industry. The 2024 Outdoor Participation Trends report is a key starting point for outdoor industry decision-makers and professionals to bolster their own efforts and strengthen the overall industry.
To view the Outdoor Industry Association 2024 Outdoor Participation Trends Press Release click HERE!