Preliminary data shows that Oklahoma tourism generated $12.8 billion in revenue in 2025, an increase of 57% since 2020, said Taylor Nelson, chief communications and marketing officer for the Oklahoma Tourism and Recreation Department.
“That’s a big deal, and it tells us that the demand is there and that people are continuing to spend money and travel,” she said. “And they’re coming here to Oklahoma.”
A full report, including county- and region-specific data, will be available later this month, Nelson said. That information will be posted on the Department of Tourism’s website, travelok.com.
Nelson talked about tourism and opportunities to grow the industry during the Lawton Fort Sill Chamber of Commerce’s State of Tourism lunch, which took place Monday at the Apache Casino Hotel. The Chamber sponsors a monthly lunch to educate Lawton residents on local and state issues.
By the numbers
Oklahoma attracted 25.2 million visitors in 2025, and they generated $3.4 billion in earnings for people working in the industry, Nelson said. The industry supported nearly 110,000 jobs across the state last year.
“Not only are we developing economic growth and prosperity, but we’re giving back to the people who live here, work here, raise families here each and every day,” Nelson said. “And that’s why we do it. That’s why it matters.”
Tourism was also good for government, generating $954 million in state and local tax revenue in 2025, Nelson said. She said those dollars provide funding for roads, schools and public safety in communities across the state.
Marketing Oklahoma
The Tourism Department receives funding from three sources: legislative appropriations, revenue from state parks and a portion of statewide sales tax dollars.
The agency’s share of state sales tax revenue is deposited into two primary revolving funds, according to public information officer Bailey Woolsey. Those funds are known as the Oklahoma Tourism Promotional Revolving Fund and the Oklahoma Tourism Capital Improvement Fund.
The Promotional Revolving Fund, which supports marketing efforts for the entire state, is capped at $5.75 million annually, Woolsey said. The limit for the Oklahoma Tourism Capital Improvement Fund, which supports capital improvements in state parks, is set at $10.1 million each year.
The portion of state sales tax dollars allocated to those funds is set in statute and subject to the caps, Woolsey said.
Nelson said the agency’s marketing budget has been set at $5.75 million for the past eight years.
“It’s not nothing, and I’m grateful for it,” she said. “But Texas is funded at $50 million. Arkansas is funded at $25 million, and they have a separate budget for marketing their state parks. We do not.”
Nelson said budget constraints have forced the agency to make difficult decisions about which attractions are featured and which ones aren’t. She said the agency must also balance marketing state parks versus promoting other attractions that also need help.
“That’s why multi-county organizations are so important because they help fill those gaps where we can’t,” Nelson said.
She urged the audience to contact state lawmakers about raising the cap on the agency’s marketing budget.
‘A built-in audience’
Lawton offers plenty of attractions for out-of-town visitors, including outdoor experiences, authentic local culture and activities they can enjoy in a day or a weekend, Nelson said. Fort Sill also brings in tourists for military graduations, family visits and events throughout the year.
“So, you have a built-in audience who’s coming here anyway,” she said. “The question is, how do we capture those folks and make sure that they get out from that area and experience and see other things that Lawton has to offer?”
Nelson said people promoting tourism in Lawton should look for ways to turn day trips into overnight stays, connect various experiences to the city’s broader story and tell that story in a way that captures visitors’ attention.
“Cities that win — that win travelers — they can tell their story clearly,” she said. “And they can do it in a way that’s easy to digest, short and accessible.”
Eric Swanson is an awardwinning journalist with more than 20 years’ experience covering local government and criminal justice in Oklahoma, North Dakota and Kansas.
He can be reached at eric. swanson@swoknews.com