Arkansas welcomed 54.3 million visitors in 2025, setting a new all-time tourism record and generating $10.2 billion in visitor spending, according to the state’s 2025 Economic Impact Report released Thursday by Governor Sarah Huckabee Sanders.
The report, prepared by Tourism Economics, found tourism produced a total economic impact of $17.4 billion across Arkansas while supporting 71,860 direct jobs statewide.
State officials say the record-breaking numbers demonstrate that Arkansas continues to grow as one of America’s premier outdoor recreation and travel destinations.
Visitor Spending Reaches Historic High
According to the report, visitors spent more money in Arkansas during 2025 than in any previous year.
Among the highlights:
54.3 million visitors
$10.2 billion in visitor spending
$17.4 billion total economic impact
71,860 direct tourism jobs
$3 billion spent at restaurants and local businesses
Enough tax revenue generated to reduce the average Arkansas household’s annual tax burden by $919
Officials say tourism continues to be one of Arkansas’ strongest economic drivers, benefiting communities in every region of the state.
Governor Sanders: More Americans Are Discovering Arkansas
Governor Sarah Huckabee Sanders credited Arkansas’ natural beauty and outdoor recreation opportunities for attracting record numbers of visitors.
“Arkansas has always been the Natural State, but today, more Americans than ever are discovering what Arkansans have known for generations,” Governor 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.”
First Gentleman Highlights Outdoor Investments
First Gentleman Bryan Sanders, who leads the state’s Natural State Initiative, said continued investments are making Arkansas’ outdoor attractions more accessible for residents and visitors alike.
“The Natural State’s beauty is one of our greatest assets, and we’re working hard to make it more accessible to people who call Arkansas home and the visitors discovering it for the first time.”
“By investing in outdoor recreation destinations across our state, we’re making sure the places that make Arkansas special remain part of our story for years to come.”
Tourism Driving Arkansas’ Economy
Arkansas Department of Parks, Heritage and Tourism Secretary Shea Lewis said tourism and outdoor recreation have become foundational pieces of Arkansas’ economic future.
“The 2025 Economic Impact Report makes clear that tourism and outdoor recreation are not just important to Arkansas’ economy — they are foundational drivers of growth, investment, and community strength across our state.”
Lewis said continued investments under the Natural State Initiative are positioning Arkansas for long-term success by improving access to outdoor recreation, modernizing popular destinations, and attracting visitors from around the world.
Marketing Strategy Producing Results
Arkansas Tourism Director Dalaney Thomas said targeted marketing campaigns helped Arkansas stand out in an increasingly competitive travel market.
Thomas said the state’s marketing efforts contributed to record tourism tax collections, expanded national visibility, longer visitor stays, and stronger demand across every region of Arkansas.
Natural State Initiative Continues Expansion
Governor Sanders launched the Natural State Initiative in 2023 to make outdoor recreation, conservation, and tourism central to Arkansas’ long-term economic development strategy.
The initiative focuses on:
Expanding public access to outdoor recreation
Encouraging private investment in tourism
Supporting rural communities
Conserving Arkansas’ natural resources
Major Projects Across Arkansas
Since launching the initiative, the Sanders administration has announced several major tourism and outdoor recreation projects, including:
Creation of Natural State Initiative Economic Opportunity Zones surrounding:
Pinnacle Mountain State Park
Petit Jean State Park
Delta Heritage Trail State Park
Queen Wilhelmina State Park
Legislation supporting Arkansas’ first lift-served mountain bike parks in Bella Vista and Mena
An agreement with the U.S. Forest Service beginning the process of making Blanchard Springs Caverns Arkansas’ 53rd State Park
Launch of the Outdoor Education Pilot Program, allowing students to gain hands-on experience through hunting, fishing, conservation, and outdoor education.
Looking Ahead
State leaders say the record-breaking tourism numbers demonstrate that investments in Arkansas’ parks, trails, rivers, mountains, and outdoor recreation continue to strengthen local economies while supporting small businesses and creating thousands of jobs across The Natural State.
Officials believe continued investment will help Arkansas remain one of the nation’s fastest-growing outdoor tourism destinations for years to come.
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