Arkansas: A Bigger Tourism Destination? (Editorial)

Even without what most would call a major attraction such as the Grand Canyon, a sea coast, casino gambling or a Great White Way, Arkansas pulls in plenty of people to fuel the state’s tourism business.

Those figures were brought out at the 32nd annual Governor’s Conference on Tourism held at Jonesboro in early March.

“Last year 22 million visitors came to the state and spent $4.6 billion,” said Joan Ellis, public affairs representative for the Arkansas State Parks, Recreation & Travel Commission. That amounts to some $356 million in state and local taxes. More than 96,000 Arkansans are employed each year in tourism-related jobs.

That’s big business.

Can it be bigger?

It can, according to those at the conference.

The theme of the conference was Arkansas Marketing: A Brand New Day.

Kelly McDonald, president of McDonald Marketing, thinks the state should develop a more narrow, strategic marketing plan, focusing on the values and concerns of a specific audience when advertising.

“This involves putting aside your background and personality and delving into that of those you are targeting,” she said.

We’re not sure exactly what she was wanting when she said that. While we understand the desire to attract visitors from all around the globe, is it wise to lay aside our background and personality as Arkansans? That’s part of what makes the state attractive in the first place.

Do we want to be like everyone else? Then why come here?

Arkansas has many distinctions that make it a great place to visit — as well as to live.

Sure, there are things we could do better, but we always thought that it isn’t the beautiful scenery, the lakes and rivers, the state parks, and other attractions that draw visitors to the state, but friendly Arkansans who make them feel at home here.

Surely McDonald doesn’t want us to set that aside.