About Massachusetts Outdoor Industry Pathways
Massachusetts Outdoor Industry Pathways is a statewide initiative led by the Massachusetts Office of Outdoor Recreation (MOOR) to better understand, strengthen, and support the Commonwealth's outdoor recreation industry. The initiative brought together outdoor recreation businesses, nonprofits, tourism organizations, public agencies, land managers, and community partners to identify opportunities for collaboration, coordination, and long-term growth across the sector.
Massachusetts is home to more than 2,400 outdoor recreation businesses and one of the fastest-growing outdoor recreation economies in the nation. In 2024, outdoor recreation contributed $14.6 billion to the state economy and supported more than 107,000 jobs. Despite this growth, businesses consistently identified challenges related to marketing and visibility, workforce development, operating costs, regulatory complexity, and expanding participation in outdoor recreation.
The Massachusetts Outdoor Industry Needs & Opportunities Report is the result of Phase 1 of this initiative. Drawing on business surveys, listening sessions, focus groups, interviews, business inventory research, and analysis of successful efforts in other states, the report provides a comprehensive assessment of the Commonwealth's outdoor recreation industry and identifies strategic opportunities to strengthen and support the sector moving forward.
Key Report Findings
Marketing & Visibility
Marketing is the industry’s top unmet need, cited by 82% of outdoor businesses. Massachusetts lacks a unified outdoor recreation brand, coordinated promotion, and a centralized way for people to discover outdoor businesses and experiences. Businesses want stronger storytelling, statewide visibility, and resident-focused marketing that drives participation and customer growth.
Cost Burden, Operations & Regulations
Rising costs are squeezing outdoor businesses across the sector. 81% of businesses report being negatively affected by higher expenses, including insurance, wages, tariffs, permitting fees, and taxes. Small businesses often lack the capacity to navigate these challenges alone, creating demand for better regulatory guidance, shared services, and improved access to capital.
Workforce Development
Workforce shortages and labor costs are limiting growth. Seasonal operations, competition for workers, and a lack of clear career pathways make it difficult to recruit and retain talent. Businesses expressed strong interest in shared workforce models, youth-to-career pipelines, and Massachusetts-specific certifications that build skills and professional credibility.
Access, Accessibility & Community Connection
Expanding participation is both an equity opportunity and a business imperative. Transportation barriers, cost of entry, limited accessibility, and a lack of culturally relevant programming prevent many residents from participating in outdoor recreation. Reaching underserved communities can grow the customer base, strengthen the outdoor economy, and create a more inclusive outdoor culture across the Commonwealth.
The Organization Gap
Across the state, outdoor recreation businesses express clear interest in collaboration and organizing. However, compared to neighboring states, Massachusetts lacks a formal structure, such as a statewide alliance or coalition, to:
- Connect businesses and stakeholders
- Deliver shared services and resources
- Advocate for policy and regulatory reform
- Build a cohesive statewide identity
This gap is especially consequential given that Massachusetts residents are a primary customer base for northern New England’s outdoor economy, driving tourism and spending in Vermont, New Hampshire, and Maine. Without stronger in-state coordination, Massachusetts is less able to capture this demand, compete regionally, access funding, meet sector needs through policy, or fully scale its economic impact.
The Path Forward
In order to help support grow and support the outdoor industry in Massachusetts, the report recommends an approach centered on:
- A recurring Massachusetts Outdoor Recreation Summit supported by MOOR to convene stakeholders, elevate success stories, share knowledge, and strengthen relationships.
- Convening a representative Outdoor Industry Working Group that will serve as a bridge between research and implementation. The Working Group will focus on building a statewide coalition capable of coordinating action across the Commonwealth’s outdoor industry.
- Continuing coordination among state agencies, regional organizations, businesses, nonprofits, and community partners to advance shared goals.
Stakeholders emphasized that future organizing efforts should be practical, inclusive, and focused on delivering tangible value. These efforts should build upon existing organizations and networks, represent the diversity of Massachusetts communities and regions, and pursue early wins that demonstrate meaningful outcomes for the industry.
Massachusetts has the assets, businesses, and demand to be a national outdoor recreation leader. The next step is building the partnerships and coordination needed to unlock the industry’s full potential.
Explore the Full Report
Core Report
Massachusetts Outdoor Industry: Needs and Opportunities Report
Supporting Materials
Massachusetts Outdoor Business Survey: Findings Report
Search for Massachusetts Outdoor Recreation Businesses
You can search, filter and sort the list below to find specific outdoor recreation businesses. Businesses are organized by organized by Outdoor Activity Category. If you are an Outdoor Recreation Business and don’t see your business listed, or want something corrected, please email mooroutdoors@mass.gov.
MA Business Inventory
Outdoor Activity Category
| Category | Description |
|---|---|
| Fish/Game | Bait and tackle shops, fish/game clubs, hunting shops, fishing charters |
| Marine/Boat | Large watercraft, Sailing, yacht, harbor tours, boat clubs |
| Equestrian | All things equestrian – lessons, stables, shops |
| Bikes | All things bike – mountain, road, shops, tours, etc. |
| Summer Camp | Outdoor summer camps |
| Winter sports | Skiing, snowboarding, snowmobiling, dogsledding |
| General Outdoor Gear | General outdoor gear shops (like REI or North Face), hiking, camping, running, clothing |
| Paddle sports | Kayak, canoe, stand up paddleboard |
| Archery | Archery shops and ranges |
| Watersports | Surf, wind-kite, parasailing |
| Climbing/Mountaineering | Climbing gyms, mountaineering guides |
| Motorsports | ATV, OHV, Off-road motorcycles |
| Camping/RV | Campgrounds, RV, RV repair, RV sales |
| Other | Third-party activity organizers, outdoor education, miscellaneous |