Visitors spent $9.9B in Arkansas, tourism report says

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Last year 50.7 million visitors came to Arkansas, a 17.5% increase from last year, according to an economic impact report from the Department of Parks, Heritage and Tourism. Those visitors spent an estimated $9.9 billion dollars in 2023.

Pulaski and Benton counties -- home to Little Rock and Bentonville -- led the state in visitor spending.

The study didn't disclose what was counted as a visitor. Last year's report recorded visitors as those who stayed in overnight accommodations or those who came from a distance greater than 50 miles and "deviated from their normal routine."

The Department could not be reached for comment.

Arkansas' 2023 GDP was nearly $143 billion With $9.9 billion in estimated spending, tourism represents around 7% of the state's GDP. Texas' tourism industry contributed around 3.5% to the state's $2.6 trillion economic valuation, about half of Arkansas' proportion.

Transportation along with food and beverages accounted for the greatest share of spending, at 30% and 28% respectively. Retail was the lowest, at 11%.

According to the study, the tourism industry directly supported more than 70,000 jobs across the state, a 2.8% increase from 2022. An additional 30,000 jobs were supported from "indirect and induced impacts of visitor activity." That brings the total to around 100,000 -- meaning tourism accounted for one of every 18 jobs in the state.

Tourism also supported $2.2 billion in income, per the report.

Pulaski and Benton counties led the jobs sector. In 2023, Pulaski County had 12,003 tourism jobs and Benton County, 8,858. Cleveland County had the least number of jobs at 19 jobs.

Cleveland County was among the counties that had the biggest changes in visitor spending. Cross, Madison, Jackson and Cleveland each saw a 16% to 20% change in visitor spending in 2023. The study didn't specify if those percent changes were increases or decreases.

Arkansas tourism areas are divided into 12 regions. Northwest Arkansas led in tourism employment, but Central Arkansas led in visitor spending.

According to the report, the state saw a 14.4% increase in leisure visitors and a 4.1% decrease in overnight visitors since 2022. A total of 36.4 million leisure visitors passed through Arkansas, while 16.2 million were overnight visitors.

The Department raked in $25.8 million in revenue last year, a 5% increase from 2022. That revenue comes from the state's 2% tourism tax, which is levied on lodging and attractions.

Last year $20.7 million of that revenue was spent on advertising.

Arkansas Tourism Director Delaney Thomas credits these increases to a change in marketing tactics. In a statement within the study, Thomas said the Department has extended its "in-market messaging" that has "bolstered" the office's presence.

Looking ahead, Thomas said the hope is to expand into 15 new markets while "maintaining strong support in key drive markets." The current market includes neighboring states like Texas and Mississippi.

These new markets are primarily in the western United States. California, Idaho and New Mexico are among those targeted for expansion. Kentucky is also on the list.

The Department also plans on refining its "market expansion strategy." Part of this will be expanding influencer brand partnership programs.

The study was completed by Pennsylvania-based economic impact firm Tourism Economics. There was additional input by travel performance data firm DK Shifflet, located in Virginia.

Lucas Dufalla is a Report for America Corps member.

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Visitors spent $9.9B in Arkansas, tourism report says

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