Roland, Arkansas – Arkansas reached a new milestone in 2025 as the state welcomed more visitors than ever before, setting new records for tourism, visitor spending, and overall economic activity. Governor Sarah Huckabee Sanders announced that 54.3 million people visited The Natural State during the year, helping tourism become one of Arkansas’ strongest economic drivers.
According to a new economic impact report prepared by Tourism Economics, visitors spent a record $10.2 billion across Arkansas in 2025. When the broader effects on businesses, workers, and local communities are included, tourism generated a total economic impact of $17.4 billion statewide.
The report also found that the industry directly supported 71,860 jobs, providing employment opportunities in communities throughout Arkansas. At the same time, tourism generated enough state and local tax revenue to lower the average annual tax burden for Arkansas households by $919.
One of the strongest areas of visitor spending came from restaurants and locally owned businesses. During 2025, travelers spent approximately $3 billion at restaurants and other local establishments, providing an important boost for businesses across cities, small towns, and rural communities.
Governor Sanders said the latest figures show that more Americans are discovering what has made Arkansas special for generations.
“Arkansas has always been the Natural State, but today, more Americans than ever are discovering what Arkansans have known for generations,” said Governor 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.”
Outdoor recreation remains at the center of the state’s strategy
First Gentleman Bryan Sanders, who leads many of the state’s outdoor recreation efforts, said Arkansas continues investing in projects that protect natural attractions while making them easier for residents and visitors to enjoy.
“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,” said First Gentleman Bryan Sanders. “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.”
State officials credited much of the recent tourism growth to the Natural State Initiative, which Governor Sanders introduced in 2023. The long-term program was designed to build Arkansas’ economy by expanding outdoor recreation, protecting natural resources, encouraging tourism, and supporting conservation efforts.
Led by First Gentleman Bryan Sanders, the initiative seeks to increase access to outdoor destinations, encourage private investment, strengthen rural communities, and preserve the landscapes that attract visitors from around the country.
As part of the program, the administration established Natural State Initiative Economic Opportunity Zones around Pinnacle Mountain State Park, Petit Jean State Park, Delta Heritage Trail State Park, and Queen Wilhelmina State Park. These areas were created to encourage new tourism projects and attract private investment near some of Arkansas’ most visited destinations.
The administration has also backed several major outdoor recreation projects. Among them is legislation supporting Arkansas’ first lift-served mountain bike parks in Bella Vista and Mena. Officials have also reached an agreement with the U.S. Forest Service to begin the process of making Blanchard Springs Caverns Arkansas’ 53rd state park.
Arkansas Department of Parks, Heritage and Tourism Secretary Shea Lewis said the latest report demonstrates how closely tourism and outdoor recreation are connected to the state’s 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. 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. Under Governor Sarah Huckabee Sanders’ Natural State Initiative, we are positioning Arkansas for long term success by expanding access, modernizing iconic destinations, and creating experiences that enhance quality of life for residents while attracting visitors from across the country and the world,” said Arkansas Department of Parks, Heritage and Tourism Secretary Shea Lewis.
Arkansas Tourism Director Dalaney Thomas also pointed to marketing efforts that helped increase the state’s visibility among travelers.
“In 2025, Arkansas Tourism executed a targeted marketing strategy that strengthened Arkansas’ position in an increasingly competitive travel landscape. Our efforts delivered measurable results, including record 2% tax collections late in the year and expanded national visibility for The Natural State. 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 Arkansas Tourism Director Dalaney Thomas.
The administration has also expanded outdoor learning opportunities through the Outdoor Education Pilot Program, created in partnership with the Arkansas Department of Education and the Arkansas Game & Fish Commission. The program gives students hands-on experiences outside the classroom, including activities such as hunting, fishing, conservation, and environmental education.
State leaders believe these combined investments are helping Arkansas welcome more visitors each year while supporting local businesses, creating thousands of jobs, encouraging private investment, and strengthening communities across the state, from the Delta to the Ozarks.
