When you think of Colorado, you might imagine scenes of Rocky Mountains, ski runs or hiking trails. But what might not immediately come to mind is the economic impact of those outdoor activities.

The outdoor recreation market is an overlooked economic giant. In Colorado alone, it generates $13.2 billion in annual consumer spending and $4.2 billion in wages and salaries. According to the Outdoor Industry Association, the outdoor recreation market accounts for $646 billion in consumer spending nationally, placing it behind only financial services and outpatient healthcare among American industries.

Additionally, the outdoor recreation market in Colorado is responsible for 125,000 direct jobs and brings in $994 million in state and local tax revenue. While it’s clearly a large part of Colorado’s culture and image, the economic impacts of these activities should not be overlooked.