I'm suprised that no one mentioned the official supported option using Tree():

https://stackoverflow.com/a/20677118/2230844

https://pyinstaller.readthedocs.io/en/stable/advanced-topics.html#the-toc-and-tree-classes


Paste the following after a = Analysis() in the spec file to traverse a directory recursively and add all the files in it to the distribution.

##### include mydir in distribution #######
def extra_datas(mydir):
    def rec_glob(p, files):
        import os
        import glob
        for d in glob.glob(p):
            if os.path.isfile(d):
                files.append(d)
            rec_glob("%s/*" % d, files)
    files = []
    rec_glob("%s/*" % mydir, files)
    extra_datas = []
    for f in files:
        extra_datas.append((f, f, 'DATA'))

    return extra_datas
###########################################

# append the 'data' dir
a.datas += extra_datas('data')