In Q1 2025, Arkansas Tourism, through Five Marketing Solutions, delivered a proactive campaign in the UK to strengthen destination awareness, trade partnerships, and media engagement. The team attended key industry events including Visit USA Meet the Media (Jan 13), IMM London (Feb 17–18), Unite (Mar 11), and Selling Travel Connect (Mar 17), enabling direct interactions with product managers, agents, and media professionals.
Trade development was a central focus, with meetings held with tour operators such as Barrhead Travel, Bon Voyage, Ocean Holidays, Titan Travel, and Frontier Travel. Discussions centered around adding Arkansas to multi-state itineraries and developing themed tours such as Route 66, music, and outdoor adventure. Several operators have requested ongoing collaboration and follow-up at IPW Chicago.
Media outreach was equally impactful. IMM London facilitated contact with more than 20 high-value media figures, including contributors to The Independent, Greta’s Travels, and The Travel Magazine. Conversations highlighted Arkansas’s food scene, culture, history, Route 66, and LGBTQ+ appeal. Notably, a new initiative with Markus Stitz, a well-known UK cycling journalist, is underway to develop gravel cycling routes, media content, and potential press trips.
Marketing efforts included launching Arkansas’s profile on Hablo UK and securing coverage across VUSA platforms. Early results include video and article engagement, with the U.S. Marshals Museum content receiving 192 views.
This quarter laid the groundwork for broader 2025-26 campaigns, fostering strong trade alliances and media visibility to position Arkansas as a distinctive U.S. destination for UK travelers.
