Organisations representing more than 2,000 businesses, associations, local governments, recreation and volunteer groups, and educational institutions are officially launching an Outdoor Sector Coalition in Kamloops, BC.
“British Columbians and guests from around the world love our outdoors,” said Andy Day, CEO of BC Parks Foundation and inaugural chair of the coalition.
“But it’s under a lot of pressure. This new coalition is about increasing the health benefits of outdoor enjoyment in a way that is respectful of local use and stewardship. It’s about removing barriers and creating conditions for the long-term success of outdoor product and service businesses. And it’s about keeping outdoor places and wildlife healthy for generations to come.”
More people are spending time outside. Seventy-nine per cent of British Columbians participate in outdoor activities on a regular basis. Visits to parks have increased to 27m a year, including 3.5m campers.
This creates economic benefits and opportunities. A 2025 study found that outdoor recreation in BC is a $17bn industry contributing $4.8bn in direct value to the province in 2022, giving 80,000 British Columbians jobs with $3.2bn in wages. Those numbers only reflect a portion of the outdoor recreation economy, which is growing. For example, it doesn’t include spending on outdoor equipment and apparel, which has shown steady growth worldwide. In the US, the outdoor economy grew by roughly 42% in nominal dollar terms between 2019 and 2024, contributing nearly $700bn to the US GDP in 2024.
“There is so much to celebrate and so much opportunity in BC’s Outdoor Sector,” says Louise Pedersen, executive director of the Outdoor Recreation Council.
“Outdoor recreation plays a huge role in the health, economy and quality of life of communities across BC. But many of the organisations and volunteers who make these experiences possible are stretched thin. This coalition gives the sector a stronger, united voice to help address challenges, support volunteers, and unlock the full potential of BC’s outdoors.”
“BC is a world leader in mountain biking, water, snow, and adventure,” said Matt Mosteller, senior vice president, Resorts of the Canadian Rockies and a founder of KORE – an outdoor economy incubator with over 100 outdoor craft gear manufacturers.
“We are known around the world for our outdoor gear and equipment, for our incredible diversity of outdoor experiences, and for our fantastic outdoor culture and lifestyle. All those things generate enormous wealth, attract and retain talented people, keep communities thriving, and make us healthy.”
A 2019 study found that parks and protected areas reduce healthcare budgets globally by US$6tn. A literature review of almost 1,000 studies published in the National Library of Medicine found that 92% of studies demonstrated consistent improvements across any health outcome where individuals engaged with natural outdoor environments. Mental health outcomes improved across 98% of studies.
Nearly half of all campers (49%) intentionally book trips to improve mental wellbeing, and 50% prioritise experiences that help them recharge. It is also an affordable travel option for many young people and families.
But more people getting out is causing challenges for parks, trails and outdoor spaces, and the staff, volunteers, and guardians who care for them. For local communities and First Nations, there are health and economic benefits, but also a responsibility and desire to make sure that the land and local knowledge, uses and protocols are respected.
Rick Brant, CEO of the Indigenous Sport, Physical Activity & Recreation Council, said: “Indigenous peoples possess significant traditional knowledge, teachings, and practices, which recognize the positive influence that outdoor physical activity and caring for the land have on holistic personal development and community wellbeing. Working together with other organisations, businesses and governments in the outdoor sector can expand opportunities and resources for Indigenous peoples’ participation in outdoor recreation and for guardianship of their territories.”
“Many of us are facing the same challenges,” says Pedersen, whose Outdoor Recreation Council represents more than 130 organisations, almost all of them volunteer-run.
“Without adequate attention and funding, volunteer burnout is growing. Funding is stretched thin. Infrastructure and maintenance backlogs mount up. Many groups are spending time trying to survive, let alone planning for how we can make things better.”
Challenges and opportunities are also facing businesses in the sector. They have competition from foreign competitors, face an aging workforce with little backfill, or find government processes slow and difficult to navigate. Nevertheless, BC is a hotbed of innovative small and large outdoor businesses that support jobs and revenues.
“We are seeing governments speed up permits, increase competitiveness and take other measures for mining, oil and gas, forestry and other sectors, so why not for the outdoor sector, given how much it means to British Columbia?” said Jill Davidson, director of R&D and advanced concepts at Mustang Survival.
Mustang has called the Lower Mainland home for nearly 60 years, alongside Arc’teryx, lululemon, and many other BC-based brands.
By coming together in the coalition, Day believes the sector now has the bandwidth and depth to increase the benefits of the outdoor economy, improve health, and preserve the power of nature – all in support of stronger and healthier communities, ecosystems and reconciled relationships.
“When people get outside and help take care of places, they feel inspired,” Day said.
“They feel the incredibly powerful impact the outdoors can have on things like self-confidence, better health, and connecting families, friends and communities together in a stronger way. We need to secure the values that make BC the greatest place in the world to get outside, and that is what this Coalition is all about.”
