Wisconsin ATV - UTV 2023 Economic Impact Report

In 2023, ATV/UTV riders in Wisconsin were responsible for generating an estimated $4.2 billion in direct economic activity, supporting the creation of 25,845 jobs. This spending was distributed across a wide range of industries including motor vehicle dealers, lodging facilities, restaurants, gas stations, and retail stores. The study provides detailed insights into the scope and size of Wisconsin’s ATV/UTV industry, demonstrating its significant economic footprint.

by Wisconsin ATV/UTV Association, Inc.

Beyond direct spending, the economic impact of ATV/UTV rider activity extended throughout Wisconsin’s economy, supporting supply industries, and stimulating household spending.  The total effect of ATV/UTV rider spending in 2023 was estimated to be 39,804 jobs, $1.7 billion in labor income, and $5.4 billion in total output, reflecting a substantial ripple effect.

Contribution to State and Local Government Taxes

ATV/UTV riders also significantly contribute to state and local government revenues, with their spending estimated to result in $435.4 million in tax revenues, accounting for approximately 1.11% of Wisconsin’s state and local government taxes.

Total Trails and Routes

The Wisconsin ATV / UTV Association’s official cartographer, VVMapping, has updated the total number of miles of routes and trails in Wisconsin for 2024. As of April of this year, Wisconsin has a documented 2,332 miles of ATV and UTV trails within the state. Wisconsin also has a documented 62,577 miles of legal road routes throughout the state. 


The economic contributions of ATV/UTV riders to Wisconsin’s economy are not only significant but also poised for further growth.  The state maintains a leading position in economic production within the ATV/UTV industry, bolstered by the presence of manufacturing facilities.  The study underscores the industry’s potential for continued expansion and prosperity, particularly through attracting non-resident riders and fostering economic development in rural areas.

In essence, the ATV/UTV industry represents a vital economic driver for Wisconsin, with promising opportunities for sustained growth and development in the years ahead.

Attached document published April 2024

About the Author

WATVA promotes shared leaderships that strengthen the ability of organizations at the most local level. To best support and offer effective assistance to our members, our focus remains on helping form new OHV groups, offering meaningful help to existing ones, promoting a positive image in all things we do, and by establishing a communications network in which all can share their successes or ask for assistance with particular challenges. WATVA remains committed to provide educational programs and materials for youth and adults alike, to encourage awareness of the impact we all have on the future of the sport and industry of off-highway vehicles (OHV).

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