Governor’s Conference on Tourism coming to Bentonville

BENTONVILLE, Ark. — Bentonville is hosting this year’s annual Governor’s Conference on Tourism, which promises to feature numerous notable Arkansans and discuss growing tourism in the state.

The conference is slated for Feb. 23-25 and will “explore the future of tourism and the growing economic power of Arkansas’ tourism industry,” according to a release from Arkansas Tourism.

The Department of Parks, Heritage, and Tourism said in October 2024 that Arkansas was a destination for 50.7 million visitors in 2023 and that tourism in the Natural State was now a $9.9 billion industry.

High points of the event include the induction of Alice Walton and Joe DeVito into the Arkansas Tourism Hall of Fame and a fireside chat with First Gentleman Bryan Sanders and Walmart heir Tom Walton, the co-founder and CEO of Runway Group, about the future of Arkansas tourism.

“This is a landmark year for the Governor’s Conference on Tourism,” Shea Lewis, secretary of the Arkansas Department of Parks, Heritage and Tourism, said. “By bringing together our state’s top tourism and outdoor industry leaders, we’re setting the stage for innovation, investment, and economic growth. This first-of-its-kind collaboration underscores the vital role outdoor recreation plays in Arkansas’ future.”

This will be the 51st iteration of the conference and will include sessions covering the latest trends in travel, destination marketing, outdoor recreation economics, and more, Arkansas Tourism said.

During the conference, two notable Arkansans will be inducted into the Arkansas Tourism Hall of Fame.

Arkansas Tourism said in a release that the honor is presented every year to people who have made “substantial contributions to the betterment of the state’s tourism industry.”

The first of the two honorees this year is Joe DeVito, who boasts strong roots in the Natural State and has since served multiple organizations working on tourism in Arkansas.

DeVito took on his family’s Harrison eatery DeVito’s Restaurant, which has since become an area staple.

Arkansas Tourism said that DeVito has devoted his career to Ozarks tourism, serving as the executive director of the Ozark Mountain Tourism Association as well as being a member of the Arkansas Restaurant Association and Arkansas Hospitality Association. 

DeVito has been previously inducted into the Arkansas Hospitality Association Hall of Fame, been the recipient of the Arkansas Hospitality Association Salut Au Restaurateur Award in 2013, and was recognized for Outstanding Service as President of the Arkansas Restaurant Association.

The second inductee for 2025 is philanthropist and Walmart heir Alice Walton.

Walton is behind local attractions Crystal Bridges and the Momentary, health organizations Heartland Whole Health Institute and the Alice L. Walton School of Medicine, the Art Bridges Foundation, and more.

She has previously been awarded the Smithsonian Institution’s Archives of American Art Medal, the Getty Medal, and was recognized by TIME magazine as one of the most influential people in the world.

“Alice Walton has redefined cultural tourism and community development in Arkansas and beyond through her visionary leadership and dedication to increasing access to the arts, improving education, and enhancing health and well-being,” Arkansas Tourism said. “Through her leadership, Walton has positioned Arkansas as a global destination for arts, education, and innovation, leaving an indelible legacy in the Natural State.” 

Walton and DeVito will be honored on Feb. 25.

The conference will take time to recognize the finalists and announce the winners of the 2025 Arkansas Tourism Henry Awards.

Named in honor of 17th-century explorer Henri de Tonti, believed to have developed the first trading post in Arkansas, the awards honor people, groups, and attractions impacting the state’s tourism industry.

The awards honor the individuals, organizations, and attractions making an extraordinary impact on the state’s tourism industry.

The 2025 awards and finalists are:

• Peel Compton Foundation – Coler Mountain Bike Preserve – Bentonville

• World Famous Armadillo Festival – Hamburg

• Oaklawn – Hot Springs

• Bobby Finster, Rural Innovation Group – Batesville

• Brandon Kelley, Discover Bella Vista – Bella Vista

• Jeff Rose, Buffalo Outdoor Center – Buffalo River Region

• Moon Over Main – Russellville

• Thrive, Inc. – Helena Adventure Company – Helena

• Experience Fayetteville – Fayetteville Bikepacking Route Network – Fayetteville

• Visit Hot Springs – Hot Springs

• Eureka Springs City Advertising & Promotion Commission – Eureka Springs

• Visit Bentonville – Bentonville

Winners will be announced on Feb. 25, the last day of the conference. Additionally, the recipient of Tourism Person of the Year will be announced.

A full schedule of events for the conference can be found here. The event kicks off with an opening reception at the Momentary at 6 p.m. on Sunday, Feb. 23.