Oconto County’s outdoor recreation economy runs on something rare in tourism: loyalty. This research, completed through the Wisconsin Office of Outdoor Recreation‘s Do-It-Yourself Economic Impact Program, reveals patterns which highlight Oconto County from a unique perspective.

The Findings

97% of outdoor recreation visitors to Oconto County are repeat guests. These aren’t people discovering the area for the first time—they’re visitors who’ve chosen Oconto County as their outdoor recreation destination and return multiple times each year.

The study examined visitor spending across fishing, ATV/UTV riding, kayaking, hiking, boating, and wildlife viewing throughout 2025. The data reveals clear patterns about which activities drive economic impact and why visitors keep returning.

A Four-Season Destination

Oconto County’s 1,000 square miles encompass diverse terrain—from Green Bay’s expansive shoreline to the Nicolet National Forest’s northern edge. The county’s natural assets connect its communities, from the port city of Oconto to the trail town of Townsend.

Public boat launches, fishing piers, and water access points provide entry to 379 lakes and over 1,000 miles of streams. In winter, trail networks serve snowmobilers, and the county’s abundant waters draw ice fishing enthusiasts. The 500-plus miles of ATV/UTV trails link communities year-round, providing access to businesses and outdoor experiences across all seasons.

Next Steps: Building on the Data

This initial visitor research reveals patterns that raise important questions about Oconto County’s outdoor recreation economy. TEDCOR plans to expand data collection. These focused studies will capture more detailed spending patterns, trip-planning behaviors, and satisfaction factors among the county’s highest-value visitor segments.

Future research phases may examine other activity segments—paddlers, wildlife viewers, trail riders during different seasons—to build a comprehensive understanding of visitor behavior across all four seasons. This data becomes a resource for communities considering investments, businesses planning expansions or new services, and organizations advocating for outdoor recreation infrastructure.

Watch: Outdoor Recreation Drives Economic Impact

See what outdoor recreation looks like in Oconto County—from the people who live it. Oconto County Economic Impact Facebook Video

About This Study

This report was produced by the Tourism & Economic Development Corporation for the Oconto Region (TEDCOR) with support from the Wisconsin Office of Outdoor Recreation and The Harbinger Consultancy as part of the Office’s 2025 Do-It-Yourself Economic Impact Program. The research employed visitor survey data collected during 2025 through multiple channels, including social media, local business partnerships, and tourism communications.