Visit Bentonville to develop plan to guide city’s tourism growth
by July 8, 2025 3:56 pm 928 views
Visit Bentonville, in partnership with Chicago-based tourism advisory firm Hunden Partners, launched Tuesday (July 8) the development of a Destination Master Plan to guide the city’s tourism growth.
The plan’s goals include aligning the city’s growth with the priorities of residents and visitors and ensuring the growth benefits the community. The plan is expected to be completed in 10 months. The contract with Hunden Partners is $198,000.
“This is a once-in-a-generation opportunity to bring all stakeholders together around a shared vision for tourism in Bentonville,” said Kalene Griffith, president and CEO of Visit Bentonville. “Tourism fuels our local economy, supports small businesses, enhances our quality of life and supports our community’s growth. This plan will help us identify our city’s assets, gaps, and opportunities to grow, and how we can best tell Bentonville’s story to the world.”
Visit Bentonville recently announced that the city’s economic impact from events doubled to a record $41 million in 2024 from about $19 million in 2023. The organization, which is funded by the Bentonville Advertising and Promotion Commission, was involved with 310 events in 2024 contributing to the new record.
“We’re thrilled to partner with Visit Bentonville to create a Destination Master Plan that will align tourism vision with actionable priorities,” said Rob Hunden, president and CEO of Hunden Partners. “This plan will serve as a roadmap to guide sustainable growth, enhance visitor experience, and ensure tourism development continues to enrich quality of life for residents while strengthening the city’s position as a leading destination for visitors.”
According to a news release, significant developments are completed or underway that will “shape the visitor landscape and create lasting opportunities for residents and businesses.” This includes the new Walmart headquarters, a restored Walmart Museum, the expansion of Crystal Bridges Museum of American Art, the Alice L. Walton School of Medicine, and the Heartland Whole Health Institute that’s expected to contribute to a rise in medical tourism. Other key developments include a downtown promenade, the 8th Street Gateway Park, and the expansion of the Scott Family Amazeum, as well as the construction of new hotels.
“The Destination Master Plan will serve as a long-term framework for making strategic decisions around transportation, accommodations, attractions, marketing and community engagement,” the release shows. “It will identify Bentonville’s existing strengths, assess market opportunities, and deliver clear, implementable recommendations to support sustainable growth.”
The planning process will include community input sessions, stakeholder engagement, market research, visitor and resident sentiment studies, an asset and event inventory, economic impact analysis and destination benchmarking. The plan is expected to put priority on tourism investments and provide direction on how best to enhance the city’s offerings for residents and visitors.
According to the release, focus areas may include product development, placemaking opportunities, marketing strategies, regional collaboration, accessibility assessment and workforce alignment. The plan will also look at how to strengthen the city’s image, improve mobility and enhance the overall visitor experience.
“Anticipated outcomes include increased revenue for local businesses, enhanced quality of life, a stronger visitor economy and a more cohesive destination identity,” the release shows. “Visit Bentonville and Hunden Partners will release updates throughout the process as milestones are reached, with community input playing a central role in shaping the final vision.”