2024 VISITOR PROFILE STUDY Potential Visitors
The following pages represent summary findings from a visitor profile study conducted on behalf of the Little Rock Convention & Visitors Bureau by Future Partners. The primary objective of this research was to identify the profile of travelers who are potential visitors to Little Rock. These insights will be used to aid in strategic planning and serve as a benchmark for future studies.
Nashville, TN
Little Rock, AR
HOW APPEALING IS LITTLE ROCK AS A LEISURE DESTINATION WHEN COMPARED WITH OTHER DESTINATIONS?
Memphis, TN
Atlanta, GA
St. Louis, MO
Oklahoma City, OK
Springfield, MO
Tulsa, OK
§ Little Rock is MORE APPEALING as a leisure destination than other destinations.
Believe that Little Rock is an APPEALING destination
Historic or cultural sites
Dining in restaurants
WHAT WOULD MOTIVATE AN INDIVIDUAL TO VISIT LITTLE ROCK?
Festivals or special events
State or local parks > 60% of individuals indicate that PARKS, HISTORIC SITES and DINING would motivate them to come to Little Rock
Concerts/Live music Shopping Hiking Museums
Guided sightseeing tours
WHAT ATTRIBUTE IS IMPORTANT WHEN DECIDING WHERE TO VISIT & HOW DOES LITTLE ROCK RATE?
§ Little Rock overperforms on nearly every attribute that visitors find important in making a destination decision.
Isafriendly&welcomingplaceIsagoodplaceforexploringtheoutdoors HasarichhistoryHasiconicoruniquecuisine Hasinteresting archetecture& neightborhoods HasshoppingHasadiversecultureHasavarietyofmuseumsIsagreatplaceforlivemusicHasqualityartexhibitsHasgreatnightlifeandbarsHasmanyattractionsforkidsHasperformingartsortheaterHascivilrights&blackhistoryattractions
QUOTES FROM POTENTIAL VISITORS THAT SAID LITTLE ROCK WAS APPEALING
“I have followed Instagram pages, and it looks unique and beautiful with hidden gems.”
“I am always excited to see what new cities have in store. Plus, I think it will have lots of historic sites to learn more about Black history.”
“I have friends that live there, and they have told me about the city.”
“I like all the museums LR has to offer.”
“The museums, art galleries and Clinton Library as well as other outdoor attractions.”
“Visitor webpages highlighted outdoor adventures, historical sites, and museums.”
“We love beautiful views and scenic nature adventures.”
“Little Rock feels welcoming, with friendly people, nice parks, and a relaxed vibe. It's affordable and has cool spots like the River Market—just a great mix of nature and city life without the big city stress.”
POTENTIAL VISITOR SUMMARY
§ Potential visitors perceive Little Rock as a historic, friendly destination with outdoor activities
§ Little Rock overperforms on nearly all attributes that visitors find important in making a destination decision
§ Potential visitors believe Little Rock is an appealing leisure destination, on par with Nashville, but are less familiar with things to do and see
2024 VISITOR PROFILE STUDY
The following pages represent summary findings from a visitor profile study conducted on behalf of the Little Rock Convention & Visitors Bureau by Future Partners. The primary objective of this research was to identify the profile of travelers who visit Little Rock. These insights will be used to aid in strategic planning and serve as a benchmark for future studies.
HOW FAR IN ADVANCE DO VISITORS PLAN THEIR TRIP TO LITTLE ROCK?
of travelers begin planning their visit < 2 months before their trip
WHEN DO VISITORS COME TO LITTLE ROCK & HOW DO THEY TRAVEL?
Little Rock is a popular destination regardless of the season
Visitors' primary mode of transportation to Little Rock is by
WHAT CONSIDERATIONS WERE IMPORTANT IN THEIR DECISION TO VISIT LITTLE ROCK?
Friends or Family in the Area
Restaurants & Cuisine
Family Friendly
Location/Region
Outdoor Activities
Weather
Shopping Opportunities
Easy to Get Around/Walkability
Good Hotel Rate
The Variety of Experiences
The City's Overall Ambiance & Atmosphere
Welcoming/Inclusivity
Special Event/Festival
Museums
Performing Arts/Theater Live Music
§ While friends and family in the area was the top consideration on visiting Little Rock, other important aspects were Restaurants & Cuisine, Family Friendly, Outdoor Activities and Shopping Opportunities
79% of visitors said Little Rock was their final destination
WHERE ELSE DO VISITORS TRAVEL?
Which of the following destinations have you visited in 2024?
Other destinations visited (open response)
WHAT DO VISITORS THINK ABOUT LITTLE ROCK’S INFRASTRUCTURE?
Visitor Infrastructure Experience - Agree/Strongly Agree
Adequate sidewalks & crosswalks Sufficient
Visitors responded POSITIVELY regarding their experience with Little Rock’s infrastructure
QUOTES FROM VISITORS WHEN ASKED ‘WHAT THEY LIKED MOST ABOUT LITTLE ROCK’?
“I like the big city feel of a smaller city. I also liked the outdoor activities available around the area.”
“The culture and nightlife were fantastic. It felt very welcoming to visit Little Rock. I would definitely visit again.”
“The friendliness of the people there, they're just very welcoming it almost makes you want to move there.”
“I love the different variety of things to do for all ages. Great place to bring the family!”
“I like how personable it felt, like it could have easily been a town I'd grown up in myself. Beautiful scenery and foliage in the springtime, and the people were very friendly.”
“I like Little Rock's rich history and the blend of modern and historic architecture, along with its welcoming community and outdoor spaces.”
“It’s unique, innovative, attractive, versatile, and different from others.”
“Is it blend of Urban Charm and natural beauty like strolling along the scenic Arkansas River Trail. The city's rich history, especially around the civil rights movement, adds a deep cultural significance to every visit.”
VISITOR SUMMARY
§ Visitors perceive Little Rock as a welcoming, historic destination close to the outdoors
§ Important considerations for visitors to Little Rock are visiting friends and family in the area, restaurants & cuisine, family friendly, outdoor activities and shopping opportunities
§ Most visitors were repeat visitors who would return for vacation
§ Visitors typically planned their trip based on personal recommendations and did so shortly before their intended arrival
§ The average trip length was 2.8 days, with an average trip spend of $1,580
§ Little Rock experiences a consistent influx of visitors throughout the year, making it a popular destination regardless of the season
2024
RESIDENT SENTIMENT STUDY
The following pages represent summary findings from a resident sentiment study conducted on behalf of the Little Rock Convention & Visitors Bureau by Future Partners. The primary objective of this research was to understand resident perceptions of tourism in Little Rock, including perceptions about living in Little Rock, the perceived value of the tourism industry, how tourism impacts residents’ quality of life and awareness of the LRCVB as an organization.
RESIDENT DEMOGRAPHICS
RESIDENT DEMOGRAPHICS
Marital Status Children in Household
HOW DO RESIDENTS PERCEIVE LITTLE ROCK?
Little Rock Perception Rating
% agree/strongly agree
Has easy access to the outdoors
Has plentiful access to doctors and healthcare …
Has good educational opportunities
Has nightlife & entertainment
Has a variety of kid - friendly activities
The cost of living is affordable
Has ample sidewalks & crosswalks
Has easy access to public transportation
Has a variety of housing options available
Has many available jobs at all skill & income levels
WHAT
DO RESIDENTS THINK VISITORS SHOULD EXPERIENCE IN LITTLE ROCK?
attractions & outdoor activities
experiences Historical & cultural education
Dining & culinary experiences
Arts & cultural experiences
Nightlife & entertainment
Family - friendly activites
If you were showing someone around Little Rock, what is the one experience you would want them to have before they left?
“Lunch and a tour at the Clinton Presidential Center. There are only 15 presidential libraries across the country, and each is a unique, one of kind experience.”
“Visit the downtown area where you can walk on the bridge at night and enjoy a beautiful view of the lights and river as well as enjoy amazing art statues around the park.”
“I’d take them to the top of Pinnacle Mountain at sunset for a panoramic view of the Arkansas River Valley, showcasing the natural beauty that defines Little Rock.”
WHAT LRCVB MANAGED FACILITIES HAVE RESIDENTS VISITED?
HOW DOES LITTLE ROCK COMPARE WITH THE NATIONAL SAMPLE? RESIDENTS & THEIR VIEW ON QUALITY OF LIFE
HOW DOES LITTLE ROCK COMPARE WITH THE NATIONAL SAMPLE?
RESIDENTS & THEIR VIEW ON TOURISM’S IMPACT IN LITTLE ROCK
My community's tourism industry supports businesses & events that appeal to both visitors & residents
Tourism is important to the vitality of my community's economy
Businesses in my community rely on tourism to thrive Tourism makes my community a better place to live
IF YOU WERE SHOWING SOMEONE AROUND LITTLE ROCK, WHAT IS THE ONE EXPERIENCE YOU WOULD WANT THEM TO HAVE BEFORE LEAVING?
“I feel that everyone should experience the River Market District. It's a great area with unique shops that you would only find in Little Rock, along with amazing restaurants we have to offer.”
“Take in a performance at the Robinson Center.”
“Visiting the Arkansas Museum of Fine Arts to admire a diverse collection of artworks.”
“Visiting the Little Rock Central High School National Historic Site to learn about civil rights history.”
“To fall in love with the southern beauty of the city. There are so many instances where I am awestruck with how beautiful the city melds with the landscape.”
“Tour downtown and outer districts that feed our city like the River Market, Hillcrest, Heights and all they offer in shops and food....each is different..”
“Feeling the local people's warm welcome and enthusiasm, one lingers on without wanting to leave.”
“Walk on the riverfront, the Broadway bridge, Vogel Schwartz Sculpture Garden, Clinton Library bridge and a snack or drink downtown.”
WHAT DO YOU THINK WOULD BE A GOOD ADDITION TO LITTLE ROCK'S TOURISM PRODUCT THAT BOTH VISITORS AND RESIDENTS WOULD ENJOY?
“Utilizing access to the river bars, restaurants, concerts and activities facing the waterfront.”
“A local food tour paired with craft beer or distillery tours would highlight Little Rock's growing food scene.”
“More outdoor festivals celebrating Arkansas culture and cuisine.”
“A historical, culinary, and storytelling city trolley tour.”
“A riverfront cultural marketplace featuring local food vendors, live music, and artisan crafts that celebrates Arkansas heritage year round.”
“A water park would be a great addition to Little Rock.”
“More big festivals like in the past, with big names and attractions that excite people to want to travel here to enjoy.”
“Riverfront Adventure Park Ziplines, climbing walls, and obstacle courses along the Arkansas River with picnic areas.”
RESIDENT SUMMARY
§ Little Rock residents express pride in the destination and perceive it as a welcoming, historic and outdoorsy city
§ Residents show strong agreement that tourism benefits Little Rock’s community, higher than the national sample
§ Residents have a more positive outlook on their quality of life, current and future, than the national sample
§ Residents visit LRCVB managed facilities and are very satisfied with the facilities
VISITOR PROFILE STUDY & RESIDENT SENTIMENT STUDY COMPARISON
WHAT ACTIVITIES DO RESIDENTS & VISITORS ENJOY DOING IN LITTLE ROCK?
Dining in restaurants
Shopping
State or local parks
Festivals or special events
Museums
Historic or cultural sites
Nightlife
Concerts/Live music
Hiking
Art exibits
Performing arts
Civil Rights or Black History
attractions
WHAT ATTRACTIONS DO RESIDENTS & VISITORS ENJOY DOING
WHAT ATTRIBUTES DO RESIDENTS & VISITORS ASSOCIATE
Civil Rights/Black History attractions Has interesting architecture/neighborhoods Has a variety of museums
Has quality art exhibits
Is a great place for live music
Has many attractions for kids
Has iconic/unique cuisine
Has great nightlife and bars
Resident Visitor
WHAT WORDS DO RESIDENTS & VISITORS DESCRIBE AS LITTLE ROCK’S PERSONALITY?
HOW SATISFIED ARE RESIDENTS & VISITORS WITH LITTLE ROCK’S ACCESSIBILITY?
Visitor
WOULD RESIDENTS & VISITORS RECOMMEND LITTLE ROCK TO VISIT?
Likelihood to Recommend Little Rock to Visit
likely/very likely
Visitor - New Attractions/Activities that would motivate them to return to Little Rock in the next 2 years
1. More music/concerts/live entertainment
2. Amusement/Theme/Water Park
3. Museums
4. Outdoor Activities
5. Festivals
Resident - Good Addition to Little Rock’s tourism product that both visitors & resident would enjoy
1. Sports & Recreation
2. Arts & Culture
3. Transportation & Infrastructure
4. Dining & Culinary Experiences
5. Safety & Cleanliness
RESIDENT & VISITOR SUMMARY
§ Visitors and residents agree on activities to enjoy, attractions visited, Little Rock’s personality and attributes that describe Little Rock
§ While visitors are more likely to recommend Little Rock to visit, both show strong support
§ Both visitors and residents have a strong sentiment towards Little Rock as a destination to live and visit