ROLAND, Ark. — Governor Sarah Huckabee Sanders today announced that Arkansas welcomed a record 54.3 million visitors in 2025, generating $10.2 billion in visitor spending and a total economic impact of $17.4 billion across The Natural State.
The report, prepared by Tourism Economics, found that tourism supported 71,860 direct jobs statewide and generated enough state and local tax revenue to reduce the annual tax burden for Arkansas households by $919. Visitors spent more than any year on record in Arkansas, including $3.0 billion at restaurants and local businesses across the state.
“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.”
“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.”
"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.
"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.
Governor Sanders launched the Natural State Initiative in 2023 to capitalize on Arkansas' greatest competitive advantage and make outdoor recreation, conservation, and tourism a cornerstone of the state's long-term economic growth strategy. Led by First Gentleman Bryan Sanders, the initiative focuses on expanding access to Arkansas' outdoors, encouraging private investment in tourism destinations, supporting rural communities, and preserving the natural resources that make Arkansas unique.
As part of that effort, the administration created Natural State Initiative Economic Opportunity Zones surrounding Pinnacle Mountain, Petit Jean, Delta Heritage Trail, and Queen Wilhelmina State Parks to attract new tourism development and encourage private investment near some of Arkansas' most visited destinations. The administration has also invested in major outdoor recreation projects across the state, including legislation supporting Arkansas' first lift-served mountain bike parks in Bella Vista and Mena and an agreement with the U.S. Forest Service to begin the process of making Blanchard Springs Caverns Arkansas' 53rd state park.
Governor Sanders’ administration has also launched the Outdoor Education Pilot Program with the Arkansas Department of Education and Arkansas Game & Fish Commission, which helps students have deeper connections with the outdoors by providing opportunities to learn through hands-on experiences outside the classroom, like hunting, fishing, and conservation.
Together, these investments are helping more people experience The Natural State while creating jobs, supporting local businesses, and strengthening communities from the Delta to the Ozarks.
For more information, the 2025 Economic Impact Report is available here.
