PARIS, Ark.—Commissioners of the state’s tourism and economic development agencies who met Thursday found they have a common problem: the dreary image Arkansas has among people who have never visited the state.

Two consultant groups for the Arkansas Parks and Tourism Department presented results of an extensive survey on travelers’ tastes, impressions and preconceived notions about Arkansas. Among people who have never visited, the state ranks low among key qualities that visitors seek, including nightlife, entertainment, interesting cities and its ability to provide a one-of-a-kind experience. But those impressions do an about face among people who have spent time in the state, said Michael Erdman of Toronto-based Longwoods International.

“The really good news is that once people get here, you are overdelivering on people’s expectations by a huge margin,” Erdman said.

“Although people perceive you in a negative way ... the challenge is to correct those perceptions. You’ve got the ammunition,” he said. “It’s a communication issue, not a product issue.”

Before Erdman and consultants from Chicago-based Economics Research Associates gave their presentations, Parks and Tourism director Richard Davies ran through the list of Arkansas attractions and focused on how much the state, and how it is promoted, changed in recent years.

The state’s Arkansas.com Web site is only 10 years old, and 1-800-Arkansas isn’t that much older.

The Clinton Presidential Center topped the list as an attraction that draws visitors who would not otherwise considered coming to Arkansas. He said the Crystal Bridges Museum of American Art will be in the same category when it opens in 2010. Likewise, the coming U.S. Marshals museum in Fort Smith will be a major draw for western Arkansas.

Fifteen years ago, tourism generated about $2 billion in revenue for the state and it is now up to about $5.5 billion. Advertising by the state is $10.8 million today, up from $800,000 in 1989.

Improvements to state parks, new convention hotels in central and northwest Arkansas, a golf trail, botanical gardens in Hot Springs and near Fayetteville, more nightlife and greater opportunities to experience the outdoors have helped the state build a rich set of offerings for visitors.

“Image has been a challenge for Arkansas since territorial days when Arkansas was viewed as a lawless, really rough place,” Davies said. “We made some strides in image, but there is a lot more to go.”

Erdman said the state has had success in reaching potential visitors with its advertising. He said that tourism generated by advertising brought visitors who spent $800 million in the last year. That translated to $42 million in state taxes and $15 million in local taxes.

“Advertising is not just a cost. It actually returns things to the state that the state can use” to develop roads, schools and other necessities, he said. Ads by the state helped improve what potential visitors thought about Arkansas, he said.

That said, about 80 percent of visits to the state were not generated by advertising. Erdman said there is plenty of room for the state to expand its advertising programs.

“Arkansas’ tourism future and tourism benefits look excellent,” Erdman said.

One area in which the state scored well in perception is affordability, a category that is becoming more important with the slow economy and high fuel prices.

Tourism director Joe David Rice said the state spent $58,850 in fiscal 2008 and $176,450 the year before on the consultants. He said the state spent an equal amount on other research, including focus groups, so it can better target certain demographics. Arkansas Economic Development Commission director Maria Haley said she has had an identical experience in trying to convince companies to take a look at Arkansas when they are looking for a new location.