Massachusetts has been named the fastest-growing state in outdoor recreation, and if you ask outdoor adventure business owners in Franklin County, it’s clear to see why.
Business Facilities, a media brand specializing in the site selection marketplace, compiles an annual report on industry trends to inform business leaders about the states that offer the most opportunities for their company to expand or relocate. For 2025, the company ranked Massachusetts as the fastest-growing outdoor recreation economy.
“Massachusetts is at the forefront of harnessing the power of outdoor recreation to grow our economy and create good jobs,” Gov. Maura Healey said in a statement announcing the ranking. “People come from all over the world to visit Massachusetts. From sailing on our coastline to hiking in the Berkshires, and biking on all the trails in between, Massachusetts is the total package for outdoor recreation.”
To rank the states, Business Facilities uses data from the Bureau of Economic Analysis (BEA) of the U.S. Department of Commerce. The evaluation is based on the growth of the outdoor recreation industry’s contribution to state GDP (gross domestic product) and employment in the industry.
According to the Massachusetts Office of Outdoor Recreation, there are 2,360 outdoor recreation businesses in the state. Offerings in Franklin County range from fishing, hunting and adventuring guides to outdoor retailers.
“What’s attractive about the region is the diversity of it. There’s so much to do: hiking, skiing, biking…” said Brian Pearson, founder and owner of Adventure East in Sunderland. “It’s a four-season region.”
Franklin County has many natural amenities. Outdoor enthusiasts can enjoy paddling on the Deerfield River or Connecticut River, or hike or bike through the various state forests and wildlife management areas.
“It’s a great river to paddle on,” Pearson said of the Deerfield River, on which he leads many excursions. “It’s really a treasure we have.
“The growth is coming from both in-state and out-of-state,” Pearson continued. “People are realizing there are health benefits to spending time outside, and it’s also just fun. People want to be outdoors.”
Pearson said state investments in regional tourism councils and work to advertise Massachusetts as a destination for outdoor recreation have been instrumental in spreading awareness of all Franklin County has to offer, from hiking and biking trails to fishing, swimming and boating spots.
“We’re seeing the benefits of that investment,” Pearson said.
State Rep. Natalie Blais, D-Deerfield, said the state created the Massachusetts Office of Outdoor Recreation in 2022 to promote the industry, and the man hired to lead the office, Paul Jahnige, is from western Massachusetts, giving him a deep understanding of and appreciation for the area.
“The head of that office is from western Massachusetts; he’s from Williamsburg. Paul brings such a breadth of knowledge in terms of how to best support the outdoor rec economy. So we’re lucky to have his expertise,” Blais said. “And we’re lucky to have local businesses who believe that outdoor recreation is an economic driver and are proving it with this No. 1 designation.”
State officials said the Massachusetts Office of Outdoor Recreation and other state agencies want to keep this momentum going, and will continue working with businesses and tourism councils to promote hiking, biking, fishing and more across the state.
“We are dedicated to promoting local economic growth through targeted grants for destination mountain biking and inclusive outdoor recreation events, which create more opportunities for communities to discover and enjoy the outdoors,” Energy and Environmental Affairs Secretary Rebecca Tepper said in a statement.
Blais added that while supporting outdoor recreation is great for supporting the businesses of Franklin County, outdoor recreation is about more than economic development.
“The benefits of outdoor recreation go beyond economic development. It connects people with nature, it helps people with exercise and just gets them outdoors,” Blais said. “It’s a win-win and I’m thrilled.”