Arkansas joined the club of states enjoying a record 2025 in tourism, with 54.3 million people visiting The Natural State last year. Its economic report tells a story of teamwork, perseverance, and building upon a strong foundation.

Here are four interesting findings based on the analysis created by Tourism Economics.

1. Marketing Works

Sure, some attractions and states can sell themselves to a certain degree. Arkansas’ results prove the power of spreading the word. Coordinating marketing encouraged visitation across the state and built up some serious awareness. Key statistics include:

> 1.2 billion ad impressions

> 5.2 million web sessions

> 122 earned media placements

> 1.9 billion monthly unique visitors reached

To put into monetary figures, $21.3 million in media investment led to the equivalent of $46.5 million in advertising value.

“By focusing on high-value audiences, extending visitor stays, and elevating a unified statewide brand, we are positioning Arkansas for sustained growth and ensuring that our marketing investments drive stronger demand across every region of the state,” said Dalaney Thomas, Director of Arkansas Tourism.

Governor Sarah Huckabee Sanders discusses Arkansas Tourism's record numbers. Credit: Arkansas Tourism

2. Small Communities Make a Big Difference

Arkansas Tourism invested in all of the state’s 75 counties through content development, journalist familiarization tours, grants, and co‑op partnerships. More than $2 million was poured into 12 regional tourism associations and 19 communities with 10,500 or fewer residents received advertising funding for festivals. More than 90 partners participated in the co-op, creating more than 500 advertisements that generated 28.8 million impressions.

“We reached larger out‑of‑state markets like Atlanta… it may not have been possible without the co‑op program,” said Pine Bluff Advertising and Promotion.

Once word got out, Arkansas Tourism stepped in to assist with more than 40 FAM trips and content shoots, and 21 influencer trips.

3. Give an Assist to Mother Nature

Arkansas calls itself the Natural State to promote its diverse landscape of mountains, deep forests, free-flowing streams, and abundant wildlife. The message is working.

There was a 9.2% increase in outdoor travel and tourism, contributing $5 billion to the state economy. The 22.6% increase in hunting, shooting, and trapping was the sixth largest boost in the U.S.

“Arkansas has always been the Natural State, but today, more Americans than ever are discovering what Arkansans have known for generations,” said Governor Sarah Huckabee Sanders. “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.”

4. Government Support Is Meaningful

Arkansas Tourism officials praised Sanders’ Natural State Initiative, enacted in 2023 to expand outdoors access, modernize iconic destinations, and create experiences to draw tourists. The push paid off in the form of a surge in tax collections that reached an all-time high of $26.9 million. When a traveler visits the state, they pay a 2% tax on lodging, attractions, and some adventure rentals. The 2% tax revenue is then used to advertise to potential visitors both in and out of state.

Overall, tourism produced a total economic impact of $17.4 billion and supported 71,860 direct jobs statewide. Moreover, visitor-generated state and local taxes reduced the annual tax burden for Arkansas households by $919. “The momentum we are seeing is the direct result of strategic statewide efforts, major outdoor recreation improvements, and the collaborative partnerships that continue to elevate Arkansas on the national stage,” said Shea Lewis, cabinet secretary of the Arkansas Department of Parks, Heritage, and Tourism.

Main Image Credit: Arkansas Tourism