Little Rock tourism growing thanks to data, research and planning

As president and CEO of the Little Rock Convention & Visitors Bureau (LRCVB), I see how tourism impacts our city from many angles. In 2025, that impact was clear in the strength of our economy, the vitality of our public spaces, and the experiences residents and visitors shared across Little Rock.

That progress did not happen by chance. Over the past several years, Little Rock has taken a more intentional approach to tourism growth, guided by the LRCVB’s Tourism Master Plan that launched in 2023. The plan serves as a long-term roadmap for growing tourism thoughtfully and strategically, ensuring that growth aligns with both visitor expectations and resident priorities.

Viewing 2025 through that lens puts the year’s accomplishments into perspective and highlights how individual investments contribute to a larger vision for the city.

One of the clearest measures of that progress is economic impact. In 2024, visitors spent more than $2.19 billion in Pulaski County, supporting more than 12,000 local jobs across hospitality and supporting industries. Tourism also generated $139+ million in state and local tax revenue, helping fund public services and easing the tax burden on residents by the tune of $1,100 per household. Visitors who come into the community and stay here, strengthen local businesses, and contribute to the city’s overall financial health.

The 2025 Annual Report also reflects significant investments in facilities and public spaces. More than $10 million in capital improvements were completed at one of our LRCVB-managed facilities – the Statehouse Convention Center. They include the continued modernization of the Governor’s Halls and upgrades to technology, restrooms, and security systems.

Adjacent to Robinson Center, the B. Finley Vinson Plaza completed Phase 1 renovations and began Phase 2. The project aims to reimagine the public space as a more open concept to create an engaging, communal space for hosting visitors and residents. Robinson Center and the River Market continued to host performances, festivals, markets, and community events that contribute to daily life in Little Rock.

Little Rock also maintained strong momentum as a destination for meetings, conventions, sporting events, and group travel. These events bring visitors into the city, support hotels and restaurants, and generate economic activity that reaches well beyond the event itself. They also reinforce Little Rock’s reputation as a city that is capable, welcoming, and well-prepared to host events of every scale.

Sharing Little Rock’s story beyond the city remained an important focus throughout 2025. National and international media coverage helped elevate awareness of Little Rock’s culture, food scene, arts, and outdoor experiences. Continued growth across digital platforms and LittleRock.com connected potential visitors with local businesses and experiences, while also reinforcing pride among residents who see their city represented authentically.

A major milestone this year was the completion of Little Rock’s first-ever Visitor Profile Study, Potential Visitor Profile Study, and Resident Sentiment Study. This research represents a major step forward in how tourism decisions are informed. For the first time, the city has a clear, data-driven understanding of how visitors experience Little Rock and how residents view tourism’s role in their daily lives. The findings confirmed strong community pride in Little Rock’s urban and outdoor assets, while providing actionable insights that will guide more intentional growth.

As we look ahead to 2026, our Tourism Master Plan continues to provide direction. The coming year includes preparations for America 250, the opening of a new Visitors Experience Center in the River Market District, planned renovations to River Market Ottenheimer Hall, continued capital improvements at the Statehouse Convention Center, and several milestone anniversaries that reflect and celebrate decades of growth and investment, including the 10th anniversary of Robinson Center’s historic renovation and expansion, and the River Market’s 30th anniversary marking three decades of a vibrant culinary, entertainment, and community scene.

Little Rock will also host several large conventions and sporting events in 2026, bringing thousands of visitors to the city, including the National Bikers’ Roundup that is expected to bring 40,000 people to the Arkansas State Fairgrounds.

Together, the accomplishments outlined in the 2025 Annual Report tell a clear story. Tourism in Little Rock is growing in a way that supports residents, strengthens the local economy, and invests in the places that make Arkansas’ capital city special. The future is bright because it is guided by long-term planning, informed by data, and built through collaboration, with a shared commitment to creating a community that residents are proud of, and visitors are excited to experience.

Editor’s note: Gina Gemberling is the president and CEO of the Little Rock Convention and Visitors Bureau. The opinions expressed are those of the author.