Arkansas tourism sets record for visitors, tax generation
Arkansas tourism set a record for visitors to the state and the amount of tax collections generated from the state’s 2% tourism tax in 2025.
Gov. Sarah Sanders held a press conference Thursday (July 16) at Pinnacle Mountain State Park to tout the record year.
“Arkansas has always been the Natural State, but today, more Americans than ever are discovering what Arkansans have known for generations,” said Gov. 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.”
Arkansas saw 54.3 million visitors to Arkansas in 2025 and those travelers spent $10.2 billion resulting in a record $26.9 million in tax collections from the state’s 2% tourism tax. The calculated economic impact of this activity was $17.4 billion, according to state tourism officials who released a report from Tourism Economics.
“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,” said Arkansas Department of Parks, Heritage and Tourism Secretary Shea Lewis. “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.”
The economic report also stated that the tourism economy in The Natural State supported nearly 72,000 direct jobs.
“In 2025, Arkansas Tourism executed a targeted marketing strategy that strengthened Arkansas’ position in an increasingly competitive travel landscape,” said Arkansas Tourism Director Dalaney Thomas. “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.”
Gov. Sanders launched in 2023 the Natural State Initiative, led by her husband First Gentleman Bryan Sanders, to capitalize on Arkansas’ competitive advantage and make outdoor recreation, conservation, and tourism a cornerstone of the state’s long-term economic growth strategy.
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.
Sanders 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.