Tourism Master Plan

What does the future of tourism in Little Rock look like? What can we do today to ensure that tomorrow’s tourism industry is strong? How can we use the best attributes of Little Rock to strengthen our community for the decade to come?

As Little Rock’s official destination marketing organization, those are the questions the Little Rock Convention & Visitors Bureau set out to answer. This document – our Tourism Master Plan – holds the answers. The future vision outlined in these pages was created by members of the tourism industry, the community and the Little Rock Convention & Visitors Bureau to prepare Little Rock for a future of growth, success, and sustainability.

The goal of this Tourism Master Plan is to combine a vision for the future with actionable strategies to build a roadmap for Little Rock’s tourism industry over the next 10 years. The process of building this plan began in late 2021 in the shadow of the COVID-19 pandemic, an event that caused catastrophic business interruption to the hospitality and tourism industries across the globe. Leadership at the Little Rock Convention & Visitors Bureau saw this interruption as an opportunity to plan and optimize the organization for the post-pandemic future. The Little Rock Convention & Visitors Bureau hired JLL’s Global Tourism and Destination Advisory practice to facilitate the plan.

Together, JLL and the Little Rock Convention & Visitors Bureau worked to reach into the community, listening to and learning from residents and stakeholders, conducting extensive market research interviews, and outlining a series of prioritized recommendations that, once enacted, will grow Little Rock’s tourism industry while also strengthening the Little Rock Convention & Visitors Bureau’s position within the community and among its partners as an economic leader.

The COVID-19 pandemic made clear that the health of Little Rock’s tourism and hospitality industries are intrinsically linked to the city’s greater prosperity, and it is the Little Rock Convention & Visitors Bureau’s goal that, through the completion of this Tourism Master Plan, it will emerge as an even stronger strategic partner in the advocacy, growth, and vision for these industries in Little Rock for decades to come.

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