LITTLE ROCK CONVENTION & VISITORS BUREAU CELEBRATES TOURISM PROGRESS AND COMMUNITY IMPACT WITH 2025 ANNUAL REPORT RELEASE 

LITTLE ROCK, Ark. (Feb. 19, 2026) -  The Little Rock Convention & Visitors Bureau (LRCVB) has released its 2025 Annual Report, highlighting measurable tourism growth, record visitor spending, and continued investment in Arkansas’ capital city. The report’s release coincides with Destination Professionals Day, which honors destination marketing organizations worldwide who strengthen communities through travel and tourism. 

Now in its fourth year of implementation, the LRCVB’s 10-year Tourism Master Plan continues to guide the Bureau’s work, ensuring that tourism growth aligns with community priorities while supporting economic vitality. In 2025, that intentional approach translated into record visitor spending, strong event performance, expanded marketing reach, and continued capital improvements across public facilities. 

“2025 was a year defined by partnership, progress, and pride,” said LRCVB President & CEO Gina Gemberling. “Tourism is a powerful economic driver for Little Rock, supporting local businesses, generating jobs, and reinvesting in public spaces that bring our community together. Destination Professionals Day is a reminder that this impact is made possible by dedicated people working every day to move our city forward.”

Research played a central role in shaping the Bureau’s work in 2025. The completion of the Resident Sentiment Survey, Potential Visitor Profile Study, and Visitor Profile Study provided data-driven insight into how residents experience tourism and how visitors engage with the city. These findings are helping shape marketing strategy, destination development priorities, and long-term investment decisions.

Marketing efforts expanded Little Rock’s visibility regionally, nationally, and internationally. In 2025, the LRCVB also introduced its newly reimagined Inspiration Guide, formerly known as the Attractions Guide. The updated publication reflects a storytelling-forward approach designed to move potential visitors from interest to action. The guide is distributed to local hotels, local visitor centers, Arkansas Welcome Centers, and to travelers who request planning materials, serving as a tangible resource that supports trip planning and drives visitation.

Destination development continued throughout the year with the completion of Phase One of the B. Finley Vinson Plaza renovation and the launch of Phase Two. Modernization efforts advanced at the Statehouse Convention Center and Robinson Center, while renovations to River Market Ottenheimer Hall received approval and are set to move forward. Planning and development for a new Visitor Experience Center also progressed, demonstrating a sustained, strategic investment in Little Rock’s public venues. Together, these efforts strengthen the city’s ability to compete for leisure travelers, meetings, and events while enhancing shared spaces for residents and visitors alike.

2025 Key Highlights

Economic Impact

• $2.19 billion in visitor spending
• 12,213 direct jobs supported
• $139+ million in state and local tax revenue generated
• $19.22 million in Advertising & Promotion tax collections

Meetings, Conventions & Sporting Events

• 212 meetings, conventions, and sporting events serviced
• 194,881 attendees attracted
• $94.3 million in direct spending generated
• 229 future meetings and events, representing $112.9 million in estimated future impact

LRCVB-Managed Facilities

• 300+ events hosted at LRCVB-managed facilities
• 480,089 total attendees
• Continued capital improvements

Marketing & Digital Reach

• 2.8+ million LittleRock.com page views
• 127 stories generated through public relations efforts including Southern Living, Travel + Leisure, and Forbes.com
• 23,596 new social media fans and followers
• Launch of the reimagined Inspiration Guide

The LRCVB recognizes the destination professionals behind these accomplishments that reaffirm the organization’s commitment to stewarding a thriving community through building a tourism economy that enhances Little Rock today and into the future.

The full 2025 Annual Report and the LRCVB’s Tourism Master Plan are available at here.

ABOUT THE LITTLE ROCK CONVENTION & VISITORS BUREAU  
The Little Rock Convention & Visitors Bureau (LRCVB) is the official destination marketing organization for the City of Little Rock, charged with promoting the city for convention and leisure travel. The LRCVB also operates the Statehouse Convention Center, Robinson Center, Cromwell Building, River Market (Ottenheimer Hall, First Security Amphitheater, outdoor pavilions), and multiple parking facilities and surface lots. The LRCVB is primarily funded by a lodging and prepared food tax. The organization is divided into four primary divisions: Finance & Administration, Sales, Services, & Community Engagement, Marketing & Communications, and Operations.

ABOUT THE LITTLE ROCK ADVERTISING & PROMOTION COMMISSION 
The Little Rock Advertising & Promotion (A&P) Commission is the governing body for the Little Rock Convention & Visitors Bureau. It is a volunteer board consisting of seven members – two City of Little Rock elected officials, four business owners within the Little Rock hospitality industry, and one at-large position.