Industry leaders say Maine is off to a strong start on a plan to grow the state’s outdoor recreation economy by 10% in 10 years.

The Maine Office of Outdoor Recreation, Maine Outdoor Brands and other partners launched the plan a year ago to establish the sector as a pillar of the state’s economy.

More than 400 government officials, policymakers, educators, business owners, nonprofit workers and outdoor enthusiasts have gathered in Portland this week for an annual summit to talk about how to meet their goals despite economic and logistical challenges.

“It’s not new for those of us who have been doing this work for a while, but I think it’s just starting to really rise to the forefront as an economic driver for Maine,” said Kristina Cannon, who is president and CEO of Main Street Skowhegan, served on the steering committee for the plan and is working on a new river park in her downtown. “The roadmap provides that legitimacy.”

The Maine Outdoor Recreation Economy Roadmap aims to grow the sector to $3.7 billion by 2035.

In 2018, the U.S. Bureau of Economic Analysis started publishing data on the impact of the outdoor recreation sector. The findings contributed to the formation of Maine Outdoor Brands and the establishment of the state Office of Outdoor Recreation.

“It was really impactful for us to realize where Maine sits in the country,” said Jenny Kordick, executive director of Maine Outdoor Brands, a business alliance with more than 200 members.

In 2023, the bureau found that outdoor recreation contributed $3.4 billion to Maine’s economy, represented 3.7% of the state’s gross domestic product and that more than 30,000 people had jobs in the sector.

Kordick and Jeff McCabe, director of the state Office of Outdoor Recreation, said policymakers saw strategic planning in other major industries, such as forestry, and decided the outdoor sector needed to be doing the same work.

“We felt like it was the perfect time for us to start to organize,” Kordick said.

GOALS INTO ACTION

On the opening night of the Maine Outdoor Economy Summit, organizations shared presentations on how they are working toward actions detailed in the roadmap. The first year has included a workforce needs assessment and a new communications plan, among other projects spearheaded by the state and by private partners.

One goal is to enhance Maine’s outdoor recreation infrastructure.

Mark Berry, forest program director at the Nature Conservancy, touted a partnership to conserve the lands and waters of the Magalloway near the New Hampshire border. The nonprofit is working with the Forest Society of Maine, the Northeast Wilderness Trust and the Rangeley Lakes Heritage Trust to permanently conserve 78,000 acres in that area.

“This is an outstanding outdoor opportunity area that’s treasured and really important to its local communities, but it’s also easily accessible by a massive human population, and that leads to real pressure on the landscape and real urgency to the conservation approach,” Berry said.

The roadmap also aims to ensure Maine’s outdoor recreation sector is inclusive, accessible and welcoming. Juan Vargas leads inclusive marketing and audience diversification strategies at Miles Partnership, including for the Maine Office of Tourism.

He asked the crowd at the summit if they feel welcome in the outdoors. Nearly every hand went up.

“Now let’s get real,” Vargas said. “Raise your hand if you would have felt welcomed in the outdoors 60 years ago.”

Many, but not all, hands raised. Vargas asked the group to consider why some might not feel comfortable in the outdoors in the past and still today.

“When we talk about shifting audiences, we also have to understand how history impacts perspectives,” he said.

LOOKING TO THE FUTURE

The challenges ahead, according to McCabe, include the need for funding from public and private sources.

In 2024, Maine voters approved a $30 million bond for trail projects, and the state announced the first round of grantees in December. Adam Fisher, from the Maine Bureau of Parks and Lands, said the program received more than 100 applications — a sign of the high need.

The Maine Trails Program ultimately awarded $7.5 million to 44 projects, including new trails, restoration projects, building privies and buying land.

“At the current rate, the Maine Trails Program will run out of money in 2028,” Fisher said. “Maine’s outdoor infrastructure needs a dedicated funding stream.”

Industry leaders said consumer anxiety is another challenge, as the rising cost of living leaves them with less money to spend on outdoor gear and experiences.

Kelly Davis, director of research at the Outdoor Industry Association, said more than 180 million Americans participated in outdoor recreation in 2024, up 27 million from before the pandemic. Research shows that people seek out the outdoors in order to feel happy and confident, she said, and businesses can make connections now that will pay off later.

“Economically, socially, we’re all feeling some sense of stress,” she said. “This is going to send people outdoors. If we can engage this group, if we can be welcoming, even if they’re not spending a ton of money, think about what that means. … What a huge opportunity we have as an industry.”