ROLAND, Ark., Arkansas welcomed more visitors than ever before in 2025, setting new records for visitation, visitor spending, tourism tax collections, and statewide economic impact, according to the annual Arkansas Tourism Economic Impact Report released Thursday at Pinnacle Mountain State Park.
Governor Sarah Huckabee Sanders announced that Arkansas attracted 54.3 million visitors during 2025, generating $10.2 billion in direct visitor spending and a total economic impact of $17.4 billion. The report, prepared by Tourism Economics, also found that tourism directly supported 71,860 jobs across the state and generated enough state and local tax revenue to reduce the annual tax burden on Arkansas households by $919.
The announcement brought together state leaders, tourism officials, outdoor recreation advocates, and hospitality industry representatives to highlight tourism’s growing role in Arkansas’ economy.
Tourism Continues Record Growth
Governor Sanders said Arkansas’ natural assets continue attracting visitors from across the country while strengthening local economies.
“Arkansas has always been the Natural State, but today, more Americans than ever are discovering what Arkansans have known for generations,” Sanders said. “From our mountains and rivers to our trails, parks, and small towns, Arkansas offers experiences you simply can’t find anywhere else. That’s creating jobs and opportunity across our state and helping it become one of the nation’s top destinations.”
During her remarks, Sanders noted that Arkansas collected a record $27 million in revenue from the state’s dedicated 2 percent tourism tax, money that is reinvested into marketing and promoting the state to future visitors. She also emphasized that visitor spending reached an all-time high, with restaurants and local businesses alone receiving approximately $3 billion in visitor expenditures.
According to the report, visitor spending was spread across several sectors of Arkansas’ economy:
- Food and beverage: approximately $3.0 billion
- Transportation: about $2.9 billion
- Lodging: approximately $1.8 billion
- Retail shopping: roughly $1.3 billion
- Recreation and entertainment: approximately $1.2 billion
The report also estimates tourism generated hundreds of millions of dollars in state and local tax revenue while supporting thousands of businesses throughout Arkansas.
Outdoor Recreation Driving Tourism Strategy
Arkansas Department of Parks, Heritage and Tourism Secretary Shea Lewis said the record numbers reflect years of strategic investment.
“At the Arkansas Department of Parks, Heritage and Tourism, we are working hard to double the tourism and outdoor recreation economies in our state while continuing to enhance and elevate the image of Arkansas,” Lewis said.
He added that the results demonstrate measurable progress rather than simply aspirational goals.
Lewis pointed to several initiatives currently underway, including improvements at Petit Jean State Park and Queen Wilhelmina State Park, continued development of the Arkansas Delta Heritage Trail, and the Maumelle Pinnacles project surrounding Pinnacle Mountain State Park. He also highlighted the Office of Outdoor Recreation’s work through programs such as Guide Arkansas and new Economic Opportunity Zones designed to encourage outdoor recreation businesses and tourism investment.
Governor Sanders also highlighted several major recreation projects her administration has prioritized, including:
- Renovation of facilities at Petit Jean State Park.
- Creation of Arkansas’ newest state park at Blanchard Springs Caverns.
- Development of lift served mountain bike parks in Bella Vista and Mena.
- The Outdoor Education Pilot Program with the Arkansas Game and Fish Commission.
- The Maumelle Pinnacles Master Plan connecting approximately 24,000 acres of public lands through new trail systems.
Small Businesses See Benefits
To illustrate tourism’s impact on local businesses, the event featured Natural State Fishing owner Eric Watson, whose guide service operates primarily on Lake Maumelle.
Watson said Arkansas’ outdoor resources have allowed him to build a business around introducing visitors to the state’s lakes and rivers.
“Because of your leadership and investment in recreation and tourism, small businesses like mine have the opportunity to welcome visitors, strengthen local economies, and introduce people to the Natural State every day,” Watson said.
His story reflects one of the report’s broader conclusions that tourism spending supports businesses ranging from restaurants and lodging providers to outfitters, guides, retailers, and attractions across the state.
National Recognition Builds Momentum
Arkansas Tourism Director Dalaney Thomas said Arkansas continues receiving national attention as investments in tourism and outdoor recreation expand.
“This year that momentum was recognized nationally when Condé Nast Traveler named Arkansas one of its Best Places to Visit in 2026,” Thomas said.
She also highlighted the launch of a redesigned Arkansas.com website, expanded cooperative marketing efforts with local tourism organizations, and new grant programs designed to help communities attract visitors.
Tourism Remains a Major Economic Engine
Beyond the headline numbers, the report illustrates tourism’s importance to Arkansas’ economy.
The industry directly supports nearly 72,000 jobs, while visitor spending creates additional indirect and induced economic activity through suppliers and employee spending. Overall, tourism generated $17.4 billion in statewide economic activity during 2025.
The report also estimates that without taxes generated by visitors, every Arkansas household would need to contribute an additional $919 annually to replace lost state and local tax revenue.
For a state with roughly three million residents, attracting more than 54 million visitors annually demonstrates tourism’s growing importance as both an economic development strategy and a source of funding for communities throughout Arkansas.
The announcement also reinforces the state’s increasing emphasis on outdoor recreation, conservation, and tourism as long-term economic drivers through the Natural State Initiative and continued investment in parks, trails, public lands, and recreation infrastructure. The entire report can be downloaded here.
Watch the announcement here:
This article was originally published on ArkansasOutside.com, your trusted source for outdoor news and updates in The Natural State. Unless otherwise credited, all photos included in this piece are the property of Arkansas Outside, LLC. We take pride in sharing the beauty and adventures of Arkansas through our lens—thank you for supporting our work!
