LR Convention and Visitors Bureau touts 2024 annual report

The Little Rock Convention & Visitors Bureau (LRCVB) has released its 2024 annual report, reflecting on the city’s performance as a leisure and convention destination and the continued value of tourism in Arkansas’ capital city.

The city experienced a record advertising and promotion tax collection in 2024 totaling $18.78 million, the fourth year in a row for a continued increase. In addition, visitor spending in Little Rock was $1.5 billion, local and state tax revenue generation was $96.5 million, and direct industry jobs were 8,565.

“2024 was an incredible year for Little Rock tourism,” said LRCVB President and CEO Gina Gemberling. “We saw robust economic growth, and our Tourism Master Plan continued to guide our path toward our goals and accomplishments. We now move into 2025 equipped with better data, technology, and resources than ever before as we prepare for the future.”

The LRCVB provided services for more than 200 meetings, conventions, and events throughout the city, and secured future business representing more than an estimated $50 million in economic impact. More than 360 events were held at LRCVB-managed facilities, resulting in nearly 550,000 attendees. Capital improvements and upgrades within those spaces were successfully executed, ensuring the destination’s continued competitiveness in the marketplace.

2024 was marked by the Great American Eclipse in April, a once-in-a-generation event that saw Little Rock draw global attention as the moon’s shadow passed overhead. The LRCVB served as a clearinghouse of information related to the event for visitors and residents alike, and it hosted a free three-day celebratory event at the First Security Amphitheater.

The new LittleRock.com continued to grow, becoming a central tool in promoting Little Rock and engaging audiences on a national scale. The website demonstrated significant growth across all performance metrics.

Little Rock’s first mobile marketing vehicle, “Pebbles,” was launched giving the bureau even more reach within the community and beyond. The custom-outfitted van includes audio-visual equipment and displays with available resources to provide visitor information and promote the capital city.

You can read the full annual report here.