Tourism: What Business Is It Of Yours? (OPINION)

As one of Arkansas’ leading industries, tourism generated $7.28 billion in revenue in 2015 for businesses and the more than 100,000 Arkansans they employ. And what’s good for the tourism business is good for all Arkansans. Even if you didn’t spend a dime in a restaurant or hotel in Arkansas last year; even if you didn’t step foot in a state park; even if you still haven’t visited Crystal Bridges Museum of American Art or Garvan Woodland Gardens or Oaklawn Park, you benefited from the tourism industry.

Take that $7.28 billion that travelers spent while visiting our state. Included in the total is approximately $374 million in state taxes. If you divide that number by 3 million Arkansans, it comes out to some $125 per capita. In effect, a family of four has its tax burden reduced by nearly $500 annually because of Arkansas’ tourism industry. To be sure, some of those tax dollars are paid by Arkansans as they vacation in-state, but the vast majority of the spending is the result of out-of-state guests enjoying Arkansas.

As we move through 2016, tourism should continue to grow and deliver greater returns to the state. Here are a few reasons why:

Expansion of Attractions. One of the most significant developments in Arkansas tourism is the investment of private dollars to develop premier attractions. Prime examples can be found here in Northwest Arkansas in the Scott Family Amazeum and the Razorback Regional Greenway. These developments, and others throughout the state, have become destinations not only for Arkansans but for visitors from outside our state, and even some from around the world.

Adventure Traveling. This segment of the tourism industry is growing as fast as any other. It’s true nationally, and it’s especially true here in Arkansas. In November, cycling enthusiasts from throughout the world will descend on Bentonville for the 2016 International Mountain Biking Association’s annual summit. IMBA selected Arkansas largely due to its rapidly growing network of challenging mountain trails. These trails are becoming widely known and are cropping up on the “bucket lists” of more and more cyclists. In addition, the Esperanza Diamond found last summer at the Crater of Diamonds has been labeled the most valuable stone ever discovered in America. It has put Murfreesboro on the itineraries of even more visitors to Arkansas. We expect the number of adventure travelers to continue to grow.

Cultural Tourism. One of the consistent marketing messages Arkansas has used to attract visitors is our variety of natural resources — mountains, rivers, lakes and prairies. Places to hunt, hike, fish, boat and swim. They have been staples of our industry and always will be. But another aspect of tourism has emerged that is uniquely Arkansas with universal appeal. It’s called “cultural tourism.” It’s hard to think of a state with a more diverse mix of cultural attractions and destinations than Arkansas. Consider just these few cultural-tourism destinations: the Johnny Cash home in Dyess and the Arkansas Blues Festival in Helena, both examples of music-related attractions in the Delta; the Crystal Bridges Museum of American Art in Bentonville, Spring Street in Eureka Springs, and the Arkansas Arts Center in Little Rock for visual art; the Delta Cultural Center in Helena, the new Rail Park in Rogers and the William J. Clinton Presidential Library and Museum in Little Rock for history; and, for literature, the Hemingway-Pfeiffer Museum and Educational Center in Piggott. These and other cultural treasures have roots that run deep and attract visitors from within and outside of Arkansas.

All of these attractions share two common themes. First, they developed largely through public-private partnerships and individuals committed to improving and enriching their communities. Secondly, they appeal to travelers — especially younger travelers — looking for active experiences in addition to rest and relaxation. This bodes well for Arkansas tourism today and for years and generations to come.

As director of the Arkansas Department of Parks and Tourism, I realize that tourism is certainly my business. But, given the sustained year-over-year growth in revenue it returns to the state, and the impact it has on every Arkansan, along every road in every community, it is every bit as much your business.

On a different note, but still related to Arkansas’ presence on the  national stage, be sure to watch “The First Boys of Spring” on the Major League Baseball Network at 8 a.m. Sunday, Feb. 21. It is an excellent documentary produced by native Arkansan Larry Foley about the history of baseball spring training in Hot Springs.