FOR IMMEDIATE RELEASE
97% of outdoor recreation visitors are repeat guests; anglers spend over $2,000 per trip
OCONTO COUNTY, WI – January 14, 2026 – An economic impact study released today reveals that Oconto County’s outdoor recreation economy is driven by an extraordinarily loyal visitor base, with fishing and trail activities generating the highest economic returns for local communities and businesses.
The study, conducted by the Tourism & Economic Development Corporation for the Oconto Region (TEDCOR) with support from the Wisconsin Office of Outdoor Recreation, found that a remarkable 97% of outdoor recreation visitors to Oconto County are repeat guests who return throughout the year to enjoy the region’s 379 lakes, more than 1,000 miles of streams, over 100 miles of Green Bay shoreline, and 500-plus miles of ATV/UTV trails.
“We are thrilled with the clear evidence that outdoor recreation is a massive economic engine for Oconto County,” said Kelly Schwartz, Director of Marketing & Communications, TEDCOR. “This report confirms that our strength lies in building lasting relationships with our loyal visitors, who return multiple times a year. The data shows our anglers and trail riders drive the highest economic returns.”
Fishing Drives Highest Economic Impact
The study identified fishing as the highest-value outdoor recreation activity, with anglers spending an average of $2,000 per group per visit. This includes investments in lodging (averaging $170 per night), meals at local restaurants, bait and tackle, fuel, and other trip expenses. Boat anglers alone spend an average of $180 per person daily.
ATV and UTV riders represent the second-largest visitor segment, with an average spend of $1,279 per trip. Other water-based activities including kayaking, canoeing, and recreational boating generate approximately $1,600 per group visit.
A Four-Season Destination
Oconto County’s variety of natural assets support year-round outdoor recreation across all seasons. Visitors typically travel in groups of 2-4 people and stay 3-4 nights per trip, with many engaging in multiple activities during their visits.
“In our small city of Oconto, the Bay of Green Bay is our bread and butter,” said Paul Lukas, owner of North Shore Bait Company. “We can’t make it on locals alone—we need those repeat visitors coming back season after season. These aren’t just tourists passing through—they’re people who care about this place as much as we do.”
The economic impact extends throughout the county’s communities. Leida Wesolaski, owner of Arrowhead Saloon in Breed, noted the critical importance of trail access: “ATV and UTV riders make up 99.9% of our tourism. Last Saturday, we had well over 300 patrons. Without those trail riders coming through, we wouldn’t be here.”
Building on Success
The study represents the first phase of an ongoing research initiative. TEDCOR plans to expand data collection beginning in winter and spring 2026, starting with focused studies of ice fishing enthusiasts and fishing tournament participants to gain deeper insights into spending patterns and visitor satisfaction.
“Committing to expanded research in 2026, we will use these insights to support local businesses, enhance visitor experiences, and leverage outdoor recreation as a cornerstone of economic development,” said Schwartz. “All while maintaining the authentic Northwoods character that built this powerful visitor loyalty.”
The findings suggest opportunities for communities to deepen relationships with established visitors while maintaining the authentic outdoor experiences that created this loyal base in the first place.
About the Study
The economic impact study was conducted during 2025 through an online visitor survey distributed via social media, local business partnerships, and tourism communications. The analysis included 155 responses from non-local visitors and focused on direct visitor spending. The report was produced as part of the Wisconsin Office of Outdoor Recreation’s Do-It-Yourself Economic Impact Program.
The complete report, “Oconto County: Where Water Meets Wilderness—The Economic Value of a Loyal Visitor Base,” is available at visitocontocounty.com.