Joe David Rice

Tourism Director

Arkansas Department of Parks & Tourism

Age: 60

Joe David Rice

Tourism in Arkansas has become one of the state's biggest industries under the leadership of tourism director Joe David Rice. In 2010, about 22.8 million visitors to the Natural State spent $5.4 billion.

Rice has been tourism director since 1987. He is past chair of the National Council of State Tourism Directors and was inducted into the Arkansas Hospitality Association's Hall of Fame in mid-2008.