ROLAND, Ark. — An estimated 54.3 million people visited Arkansas in 2025, setting a state record and increasing by more than 2 million visitors from the previous year, according to a new tourism economic-impact report.
Gov. Sarah Huckabee Sanders announced the findings Thursday. The report, prepared by Tourism Economics, estimated that visitors spent $10.2 billion and generated a total economic impact of $17.4 billion across the state.
Tourism supported an estimated 71,860 direct jobs in Arkansas, according to the report. Visitors spent about $3 billion at restaurants and other local businesses.
The study also estimated that visitor-generated state and local tax revenue reduced the amount Arkansas households otherwise would have needed to pay to maintain the same level of government revenue by $919 per household.
“From our mountains and rivers to our trails, parks, and small towns, Arkansas offers experiences you simply can’t find anywhere else,” Sanders said. “That’s creating jobs and opportunity across our state and helping it become one of the nation’s top destinations.”
Arkansas reported approximately 52 million visitors in 2024, meaning the estimated visitor count grew by about 4.4% in 2025.
However, the administration’s claim of record visitor spending appears to conflict with the state’s previous report. The 2024 Arkansas Tourism Economic Impact Report listed $10.3 billion in visitor spending — approximately $100 million more than the amount announced for 2025. The governor’s release did not explain whether the earlier figure was revised or whether the reports used different methodologies.
The 2024 report also estimated that tourism supported 71,633 jobs, compared with the 71,860 direct jobs reported for 2025.
Sanders launched the Natural State Initiative in 2023 with First Gentleman Bryan Sanders leading the effort. The initiative focuses on outdoor recreation, conservation, tourism investment and increased access to Arkansas’ natural areas.
The administration has established economic opportunity zones around Pinnacle Mountain, Petit Jean, Delta Heritage Trail and Queen Wilhelmina state parks to encourage tourism development.
Other projects cited by the administration include plans for lift-served mountain bike parks in Bella Vista and Mena and an agreement with the U.S. Forest Service beginning the process of potentially making Blanchard Springs Caverns Arkansas’ 53rd state park.
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