This article is part two in our June series on “Conservation and the Great Outdoors.” In this installment, we explore how conservation contributes to rural development and supports long-term economic and community growth.
How can small towns and rural areas integrate conservation into their economic development strategies?
As rural communities across North America seek to build vibrant, resilient economies, conservation offers a powerful tool to drive rural economic growth, attract visitors, support local businesses, and preserve the natural resources that make these places unique. Planners and policymakers are increasingly recognizing that the Great Outdoors isn’t just about recreation—it’s a catalyst for rural economic growth, sustaining working lands and strengthening community identity. This week, we explore how conservation supports rural development and why it should be a cornerstone of local and regional planning.
Conservation Creates Rural Economic Growth Opportunities
Conservation initiatives can drive significant economic growth for small towns and rural areas. The Federal Reserve has noted that “natural amenities and the general quality of life in a community [are] important factors in people’s decisions to visit or move to a place.” The outdoor economy—which includes both outdoor recreation experiences and the manufacture and sale of related equipment—contributes billions of dollars annually, strengthening community development and attracting new residents.
- Outdoor recreation generated $1.2 trillion in economic output across the US in 2023, accounting for 3.1% of US employment and supporting 5 million jobs (U.S. Bureau of Economic Analysis). This sector has grown faster than the overall economy over the past decade, underscoring its potential as a driver of rural economic growth and a key component of sustainable planning.
- In Canada, POW Canada estimates the outdoor recreation economy generates over $100 billion (CAD), supporting more than 1 million full-time jobs.
- State-level impact is significant: in 2023, outdoor recreation contributed 4.8% of Vermont’s GDP, 4.6% in Montana and Alaska, and saw 83% growth in Utah from 2012 to 2023. British Columbia has also led efforts to build a strong outdoor economy on both land and sea.
While some outdoor recreation jobs are seasonal and lower-wage, the fastest-growing positions are in higher-wage outdoor occupations, bringing important opportunities for rural communities.
Travel and tourism have long brought visitors to rural areas, with national parks acting as major draws that support gateway communities. Short-term rentals and RV camping surged during the pandemic, even as festivals and concerts paused. Many aspects of the outdoor economy are resetting post-pandemic, with continued demand for arts and entertainment events often hosted outdoors—think sculpture gardens or open-air craft shows.
Active recreation—such as hiking, biking, fishing, hunting, camping, and team sports—attracts both visitors and new residents. Participation trends ebb and flow, but outdoor activities remain a cornerstone of many small-town economies.
Working Lands Remain Essential
Beyond recreation, working lands—agriculture, forestry, and fishing—continue to anchor rural economies and fuel economic growth in small towns and regions. These base industries produce tangible goods and bring new income into communities, forming the backbone of rural development. With thoughtful sustainable planning and effective policy strategies, natural resource development and recreation can co-exist and complement each other, fostering both environmental stewardship and community development.
Conservation is essential for sustaining the health and productivity of working lands, ensuring that they remain viable contributors to local economies and cultural heritage. Federal programs administered by the USDA Natural Resources Conservation Service (NRCS) provide critical support for farmers, ranchers, and forest landowners. Key initiatives like the Conservation Stewardship Program (CSP), Environmental Quality Incentives Program (EQIP), and the Conservation Reserve Program (CRP) offer financial incentives and technical assistance to adopt best practices that protect soil health, water quality, and wildlife habitat.
In addition, programs such as wetland mitigation banking help landowners address specific environmental challenges while maintaining their operations, contributing to both ecological integrity and economic growth. These efforts exemplify how conservation aligns with sustainable planning principles, ensuring that working lands remain productive and resilient in the face of changing economic and environmental conditions.
Value-added agriculture represents another opportunity to integrate conservation with community development. From agritourism ventures and wineries to custom craftsmanship and dude ranches, these enterprises diversify local economies and attract visitors, all while supporting the sustainable use of natural resources. Through innovative policy strategies, communities can encourage these initiatives, creating a vibrant blend of conservation and commerce that benefits both the land and the people who depend on it.
Public-Private Partnerships Drive Results
No single entity can deliver effective conservation alone. Federal, state, corporate, and nonprofit organizations all play vital roles in building the Great Outdoors economy and fostering economic growth in rural communities. Through collaborative efforts, these partners help align sustainable planning with community development goals, ensuring that conservation serves as a catalyst for rural development rather than an obstacle.
Key partners include:
- USDA Great American Outdoors Act
- National Park Service Land and Water Conservation Fund
- Trust for Public Land
- Ducks Unlimited
- Trout Unlimited
- Rocky Mountain Elk Foundation
These organizations provide funding, technical assistance, and capacity-building opportunities that empower local leaders to implement effective conservation strategies. The Trust for Public Land (TPL), for example, works on expanding local/state/national parks, building greener schoolyards, creating trail systems, protecting community forests and cultural sites. In the Upper Arkansas Valley of Colorado, TPL is working to conserve Rocky Mountain ranching heritage by preventing development of historic ranchland along the Arkansas River through conservation easements.
Ducks Unlimited (DU) is another non-profit organization working to conserve wetlands and associated habitat through conservation easements. They work with landowners to create these easements, which are legal agreements that restrict development and other land uses to preserve vital habitats for waterfowl and other wildlife. DU also uses easements in its “revolving land program,” where they purchase land, restore habitat, and then sell it to conservation-minded buyers while placing a conservation easement on the property. DU has also packaged projects funded by the U.S. Fish and Wildlife Service to restore wetlands and control invasive plant species in wildlife habitat.
Trout Unlimited is active on conservation projects across the US, from Alaska to Vermont. The Rocky Mountain Elk Foundation is also active in habitat conservation and enhancement, as well as access to public lands.
By working together, these organizations help rural communities integrate conservation into policy strategies that support local priorities—such as economic diversification, recreation infrastructure, and environmental resilience. Their collaboration also reinforces the importance of balancing natural resource management with the social and economic needs of communities, ensuring that conservation investments translate into meaningful, long-term benefits.
Through these partnerships, planners and policymakers can leverage the expertise and resources of both public and private sectors, bridging the gap between conservation and economic growth while fostering a sense of shared responsibility for the land that sustains us all.
Local Communities Lead the Way
Local leaders are at the forefront of protecting and leveraging their natural resources. By embracing conservation, they help shape the intersection between the Great Outdoors economy and rural development, ensuring that local priorities align with broader goals for economic growth and community well-being.
Key areas of focus include:
- Economic Development and Placemaking—Creating places where people want to live, work, and play, fostering vibrant main streets and outdoor recreation hubs that strengthen community development.
- Conservation and Stewardship—Investing in healthy ecosystems and sustainable land use practices that balance development with environmental integrity.
- Education and Workforce Training—Preparing residents for jobs in conservation, outdoor recreation, and related industries that support both the local economy and rural development.
- Public Health and Wellness—Connecting communities to the outdoors, promoting mental and physical health, and reinforcing the benefits of accessible natural spaces.
Local leaders must also weigh the benefits and challenges that conservation and outdoor recreation bring:
- Infrastructure strain—Managing seasonal visitors while maintaining services for residents requires sustainable planning and resource allocation.
- Wildfire risk—Mitigating threats in the Wildland-Urban Interface (WUI) calls for effective policy strategies that protect both residents and visitors.
- Flood risk—Protecting recreation areas located in floodplains demands careful coordination between planning and emergency management.
Numerous examples from California and Colorado highlight how these risks often converge, requiring proactive approaches that integrate conservation with community resilience.
Planners and policymakers can engage with state and federal decision-makers to advocate for policies that support public lands and conservation. Nearly half of U.S. states now have an Office of Outdoor Recreation to coordinate efforts across economic development, conservation, education, public health, and more. Local leaders play a key role in educating legislators on the economic impacts of the Great Outdoors—especially as federal agencies like USDA, the Park Service, and AmeriCorps face cuts that affect community resources and conservation programs.
Ultimately, local leaders are best positioned to capture the benefits of the Great Outdoors while minimizing its disruptions—because they know and care about their communities more than anyone else. By integrating sustainable planning, aligning with policy strategies, and focusing on economic growth, they can ensure that conservation becomes a catalyst for a more vibrant and resilient future.
Conclusion: A Rural Agenda for the Great Outdoors
As this article has shown, conservation is not a luxury—it’s a vital strategy for building stronger, more resilient rural communities. By aligning conservation efforts with rural development goals, local leaders and planners can unlock new opportunities for economic growth, protect the resources that define their communities, and ensure a better quality of life for future generations.
The Great Outdoors is more than a backdrop—it’s a foundation for community identity, public health, and long-term prosperity. Let’s plan for it, protect it, and put it to work for the places we call home.
Missed the first article?
Start with The Big Picture: Conservation and the Great Outdoors to explore how the conservation movement—from Yellowstone to local initiatives—laid the foundation for rural resilience.
Read More
Want to explore how conservation can drive rural development and shape the outdoor economy? Whether you’re a planner, policymaker, or community leader, these books, websites, and resources offer practical insight and strategic inspiration:
Resources
- USDA NRCS: www.nrcs.usda.gov
- Center for Rural Affairs, Conservation: www.cfra.org/conservation
- Headwaters Economics: headwaterseconomics.org/outdoor-recreation
- Great Outdoors Foundation: greatoutdoorsfoundation.org
- Outdoor Alliance: www.outdooralliance.org
- Outdoor Industry Association/Foundation: outdoorindustry.org
- Outdoor Recreation Roundtable: recreationroundtable.org
- Colorado OEDIT, Outdoor Recreation Industry Office: Colorado OEDIT
- North Dakota Office of Outdoor Recreation: North Dakota Office
- Oregon State University, Center for the Outdoor Recreation Economy: OSU Outdoor Economy
- West Virginia University, Outdoor Economic Development Collaborative (OEDC): WVU OEDC
- Government of Canada, Rural Economic Development Strategy: Canada Rural Strategy
- Federal Reserve Bank of Richmond: Richmond Fed
Partners for Conservation and the Great Outdoors
- National Park Service Land and Water Conservation Fund: NPS LWCF
- USDA Forest Service Great American Outdoors Act: USDA GAOA
- Trust for Public Land: Trust for Public Land
- Ducks Unlimited: Ducks Unlimited
- Trout Unlimited: Trout Unlimited
- Rocky Mountain Elk Foundation: RMEF
Books
- Saving America’s Countryside: A Guide to Rural Conservation by Samuel Stokes, A. Elizabeth Watson, and Shelley Mistral
A foundational guide to conservation ethics and land stewardship, especially relevant for rural land management. - The Wilderness Warrior: Theodore Roosevelt and the Crusade for America, by Douglas Brinkley
Never-before-published materials examine the life and achievements of our “naturalist president.” - Rural Areas in Transition Meeting Challenges & Making Opportunities, Walzer & Merrett, ed.
Collection of essays on new opportunities to reshape local economies in rural areas. - Wildfire Risk: Human Perceptions and Management Implications, Martin, Raish, & Kent, ed.
How individuals and communities respond to wildfire hazards.
Websites & Resources
- JCShepard.com on Conservation & Planning
- Trust for Public Land (tpl.org)
Creating parks and protecting land for people across the U.S. - Scenic America (scenic.org)
Preserving visual beauty and enhancing community character through smart policy. - Ducks Unlimited (ducks.org)
Real-world case studies of wetlands conservation on working lands. - Outdoor Industry Association (outdoorindustry.org)
Industry data and reports on the economic value of outdoor recreation. - Land and Water Conservation Fund Coalition (lwcfcoalition.org)
Resources on leveraging federal grants to support local conservation. - AmeriCorps (americorps.gov)
Learn how national service supports conservation, community resilience, and workforce development. - Center for Rural Affairs (cfra.org/conservation)
Advocacy and technical support for rural conservation and sustainable land use. - Headwaters Economics (headwaterseconomics.org)
Data-driven insights on outdoor recreation and rural economic strategies.
Tip: Bookmark these resources to deepen your understanding of how conservation intersects with rural economic growth, policy strategies, and sustainable planning. From shaping new initiatives to informing funding requests, these tools help turn outdoor values into concrete action.
Read more books on Rural Planning:
Books Every Rural Planner Should Read in 2025
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