LITTLE ROCK – Arkansas tourism continued to grow last year, generating $17.4 billion to the state’s economy and supporting almost 72,000 jobs.
Every year the state Department of Parks Heritage and Tourism commissions an analysis of the economic impact of tourism. In 2024 about 52 million visitors were welcomed in Arkansas, an increase over 2023 of 2.6 percent.
Every day, visitor spending in Arkansas is about $28.2 million, which supports 71,633 jobs directly. Visitor spending indirectly supports an additional 31,034 jobs, thus the visitor economy helps maintain one out of every 18 jobs in Arkansas.
Of the various spending categories within the tourism industry, food and beverage grew the most in 2024. It totaled about $3 billion, which was 6.5 percent over the previous year.
Retail grew by 5.8 percent in 2024, while recreation grew by four percent. Short-term rentals grew 3.3 percent in 2024.
Arkansas tourism traditionally relied on outdoor activities such as hunting, fishing and camping. Marketing efforts were focused on neighboring states, and on persuading Arkansas residents to remain in state for their vacations.
About 20 years ago advertising and promotion efforts broadened their appeal, to emphasize the availability of historic, cultural and artistic destinations. Marketing emphasized activities such as a spa day in Hot Springs, a visit to the presidential library in Little Rock, a weekend at the blues festival in Helena-West Helena, a day at the art gallery in Bentonville, opportunities for geocaching in state parks or an educational stroll through a Civil War battlefield.
Arkansas tourism campaigns targeted specific demographics, such as motorcyclists who want to ride along mountain highways or groups of senior citizens who charter buses. In addition to advertising in media that caters to sportsmen who like to hunt and fish, ads for Arkansas tourism were placed in media for bird watchers.
In recent years Arkansas tourism promoters have been getting back to basics, but with a modern twist. Recognizing the importance of outdoor activities, the state has created an Office of Outdoor Recreation. Within the annual economic analysis is a separate measure of outdoor recreation as a component of the state’s overall tourism industry. It is huge and growing, and it is based on much more than hunting and fishing.
For example, in April the New York Times published an article on how Bentonville has become an “epicenter” for cycling. Growth in outdoor recreation has been boosted by more than building miles of trails. It also comprises manufacturing, warehousing and transportation of kayaks, bikes, fishing gear, boats, ammunition and hunting supplies.
Measured as a separate category within tourism, outdoor recreation contributed $7.3 billion to the Arkansas economy last year, supporting 68,000 jobs. According to the Department of Parks Heritage and Tourism it represents 2.5 percent of the state’s gross domestic product (GDP), and has surpassed farming.
Arkansas tourism officials have broadened their efforts to appeal to a nationwide audience, and they use a dizzying array of digital media platforms to spread their message. One advantage they have is that Arkansas is a year-round destination, not just a seasonal one.
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