Louisiana Bets on Nature with 'Year of Outdoors' Campaign

BATON ROUGE, LA – January 19, 2026 – The Louisiana Office of Tourism is making a strategic wager on its natural landscapes, officially launching 2026 as the “Year of Outdoors.” The statewide initiative, announced by Lieutenant Governor Billy Nungesser, aims to diversify the state’s tourism appeal beyond its world-famous culinary and music scenes, inviting visitors to explore its vast network of forests, waterways, and trails.

The announcement was made during the grand reopening of the Walter B. Jacobs Nature Center in Caddo Parish, a fitting backdrop that showcases the state’s recent investments in its recreational infrastructure. The yearlong campaign is a concerted effort to re-emphasize Louisiana’s long-held identity as the “Sportsman’s Paradise” and translate it into a broader invitation for hiking, paddling, birding, and more.

“Louisiana has earned the title ‘Sportsman’s Paradise’ because nowhere else offers our unmatched variety of outdoor experiences,” said Lieutenant Governor Billy Nungesser. “From more than 7,000 miles of coastline to 21 state parks and countless waterways, forests, and wildlife habitats, our outdoors are as diverse as they are unforgettable. ‘Sportsman’s Paradise’ isn’t just a slogan – it’s a promise we deliver on every day.”

Beyond Bourbon Street: A Strategic Economic Pivot

While Louisiana’s cultural hubs continue to draw crowds, the “Year of Outdoors” represents a deliberate strategy to spread tourism dollars into rural communities and reshape the state’s national image. In 2024, the state welcomed 44.5 million visitors, generating $18.5 billion in spending. Though a 6% increase over the previous year, these figures still trail the pre-pandemic peak of 52.5 million visitors in 2019. By promoting its natural assets, the state hopes to attract a new demographic of travelers and accelerate its recovery.

The economic potential of this pivot is significant. Outdoor recreation already contributes nearly $6 billion to Louisiana's GDP and supports approximately 59,000 jobs, a figure comparable to the state's oil and gas sector. The new campaign is designed to build on this foundation, driving economic diversification in regions that have historically seen less tourism traffic. Initiatives like "Outside Central" in Central Louisiana are already working to build an accessible outdoor recreation culture to spur economic growth and support local entrepreneurs.

The campaign targets not only domestic travelers but also a growing international market. International visitors, who tend to stay longer and spend more, are a key focus for the state’s tourism office. With international travel expected to fully recover by 2026, Louisiana is positioning its unique "eco-cultural" offerings as a compelling draw for visitors from Europe and beyond.

The 'Sportsman's Paradise' Challenge: Balancing Growth and Conservation

Promoting an influx of visitors into Louisiana's wild spaces comes with a profound responsibility. The campaign thrusts a critical issue into the spotlight: the delicate balance between fostering tourism growth and ensuring the long-term conservation of the state's unique and fragile ecosystems. Louisiana's coastal wetlands, which provide a critical buffer against storms and serve as a nursery for the Gulf's seafood industry, are disappearing at an alarming rate of nearly 25 square miles per year.

State officials and conservation groups recognize the challenge. The rise of sustainable eco-tourism, which emphasizes minimal environmental impact and benefits local communities, is seen as a vital part of the strategy. This approach is particularly important in areas like the Atchafalaya Swamp Basin, a sprawling wetland larger than the Florida Everglades. Here, guided tours are becoming essential not only for visitor safety but also for educating the public on the ecological importance of the swamp and promoting responsible interaction with its rich biodiversity.

“Louisiana’s natural beauty is ready to welcome visitors. Whether it’s beautiful waterfront dining or ziplining over our swamps, this campaign provides an excellent opportunity for every region of our state to share what makes it uniquely beautiful,” said Assistant Secretary of Tourism Doug Bourgeois. This vision depends on safeguarding the very resources being promoted, a task supported by a network of wildlife refuges and public awareness campaigns like "America's WETLAND," which advocates for the restoration and preservation of the coast.

Gearing Up: Infrastructure and Unveiling Hidden Gems

To support the expected increase in outdoor enthusiasts, Louisiana has been quietly bolstering its recreational infrastructure. The centerpiece of this effort is the newly reopened Walter B. Jacobs Nature Center. The state-of-the-art, 24,000-square-foot facility offers an immersive experience with interactive exhibits, live animal displays, a bird of prey aviary, and five miles of hiking trails, setting a new standard for nature centers in the region.

This investment extends across the state. Louisiana’s 21 state parks, which attracted nearly 1.9 million visitors in 2024, are a cornerstone of the outdoor experience. Beyond the parks, the state boasts a wealth of world-renowned natural attractions. In north Louisiana, Poverty Point World Heritage Site offers a glimpse into an ancient landscape, while the 600,000-acre Kisatchie National Forest in central Louisiana provides a vast playground for hiking, camping, and wildlife spotting.

Connectivity is also a key focus. The state’s Recreational Trails Program has supported nearly 400 projects, helping build out a network for bikers, hikers, and paddlers. This includes ambitious developments like the 61-mile Mississippi River Trail, part of a larger vision for a paved route along the entire river. The campaign invites adventurers to explore these well-known sites and discover lesser-known gems.

Lt. Governor Nungesser encapsulated the campaign's spirit, urging people to connect on a deeper level with the state's environment. “In Louisiana, the outdoors aren’t just something you see – they’re something you feel. Cast a line at sunrise, watch bald eagles soar above cypress swamps, stroll an outdoor art garden, or pick fresh fruit from a family orchard. However you choose to explore, the ‘Year of Outdoors’ invites you to slow down, reconnect, and Feed Your Soul right here in Louisiana.” To facilitate these adventures, a new website, FindYourLouisianaOutdoors.com, has been launched as a comprehensive planning tool for residents and visitors alike.