Here are the most important updates this week:
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Sign up for the upcoming Iowa Tourism Office Update Webinar on October 23.
- Register for the next Tourism Insider Meeting in Dubuque on November 20.
- Reserve ad space in the 2026 Iowa Travel Guide.
- See the newest results for the Economic and Health Impacts of Cycling & Trails Study.
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Sign Up for the Next Iowa Tourism Office Update Webinar
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Register Now for the Next Tourism Insider Meeting
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Join partners in Dubuque for the final Tourism Insider Meeting of the year at the Grand River Center along the Mississippi River. The day will include a panel of tourism professionals who will share wisdom they wish they had when getting started in the industry and a grant panel that will discuss how grants can build powerful partnerships within your community. Attendees will have free access to the National Mississippi River Museum & Aquarium at the end of the meeting. There is also an optional breakfast option (at your cost) before the meeting starts on Thursday.
Rooms are available for attendees at the Hilton Garden Inn Dubuque Downtown at a rate of $96 + taxes for the nights of November 19 and 20. Click here to book. The rate is available through October 30, 2025.
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Host a Tourism Insider Meeting in 2026!
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The Tourism Insider Meeting series offers Iowa destinations a platform to showcase to other industry members how they are attracting travelers, enhancing tourism infrastructure and elevating visitor experiences. We are excited to continue this series into 2026 and feature even more of Iowa’s great communities! Applications to host a Tourism Insider Meeting will be available in November. Tentative dates for meetings in 2026 are May 7, August 27 and November 19.
New this year, communities selected to host will receive a $2,000 stipend from the Iowa Tourism Office to assist with meeting expenses. As such, communities will be solely responsible for meeting logistics, including securing a venue, planning an agenda, catering/meal planning, securing room blocks for potential overnight guests, etc. The Iowa Tourism Office requires 60-90 minutes of the agenda throughout the day for updates and statewide programming. Otherwise, our community hosts will have the opportunity to tell their tourism story. More details will be available with the applications in November.
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Save the Date for 2026 Iowa Tourism Office Webinars
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The Iowa Tourism Office will host quarterly webinars in 2026 to share tourism office updates, discuss marketing campaigns and trends, showcase Iowa tourism data and more. We hope you join us at these events. Webinars are always recorded and shared on the Industry Partners website.
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Thursday, January 15, 2026, at 2 p.m.
- Thursday, April 23, 2026, at 2 p.m.
- Thursday, July 23, 2026, at 2 p.m.
- Thursday, October 22, 2026, at 2 p.m.
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Reserve Ad Space in the 2026 Iowa Travel Guide
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Capture an audience of travelers ready to explore Iowa by taking part in the 2026 Iowa Travel Guide. The guide showcases Iowa’s beauty, activities, attractions, lodging, dining, shopping and more. There will be 125,000 copies printed for 2026. Business Publications coordinates all advertising sales. View the 2026 media kit here. The ad space reservation deadline is October 6, 2025.
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Iowans Create Community Mural Program Now Accepting Applications
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An initiative offered through the Iowa Arts Council, the Iowans Create Community Mural Program matches a selected Iowa artist and community to plan, design and create an original mural that showcases the community's unique creative and cultural identity. The program is now accepting applications for artists through September 26, 2025, and communities through October 15, 2025.
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Economic & Health Impacts of Cycling & Trails Study Now Available
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To better quantify the impact cycling has on Iowa's 99 counties, the Iowa Bicycle Coalition (IBC) took on a second phase of the Economic and Health Impacts of Cycling & Trails Study released in January 2025.
The Economic Impacts of Cycling & Trails Study Phase II shows that cycling makes a significant economic contribution to local communities, with cyclists contributing millions to county economies through their spending, ranging from $500,000 in smaller counties to over $150 million in more populous counties.
The study also found that 40% of recreational cyclists ride at least twice per month, generating consistent economic impact, job creation, workforce and quality of life across the state, even in the most rural counties. These findings are impactful for cycling advocacy, and grant and project applications.
For more information about accessing your county-level results, contact IBC Executive Director Luke Hoffman (luke@iowabike.org).
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The State of the American Traveler Update
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Recognized as one of the nation's leading travel studies of American leisure travelers, The State of the American Traveler features quarterly research of over 4,000 adult travelers. The most recent report included survey information that was collected August 16-28. Here are some highlights:
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- Gen Z
- Most cautious (54.7%) regarding a recession
- Least likely to prioritize travel spending (55.9%); focus on value and affordability
- Travel costs have deterred them from traveling (42.1%)
- 9.2 weeks for planning, shorter than other generations
- Instagram and Tik Tok most popular for travel content/planning; More likely to turn to digital influencers to plan their trip (38.4%)
- DINKS (dual income, no kids)
- 15% of American travelers
- 34.3% report incomes over $125k annual (30.3% for family travelers)
- Less likely to be changing their travel behavior due to a recession
- Will avoid peak season; 41.6% prefer off-season
- More than half don’t use social media to plan their trips; less likely to use travel agents
- Wellness
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More likely to be high income earners; More likely to be urban
- About 30% identify as wellness seekers; more than half are Gen Z or Millennials
- Prefer peak season
- Majority consider themselves adventurous (70%)
- Likely to turn to digital influencers and online video for travel planning
- Sports and Music Event Travelers
- Account for 54.7% of American travelers
- Skew Gen X and younger
- More likely to take spontaneous trips
- 61.4% feel travel is worth spending on even in a recession
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REMINDER: Iowa Tourism Grant Applications Closing Soon
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The FY26 Iowa Tourism Grant application portal will close at midnight on September 30, 2025.
Whether you have applied for the ITO Marketing Grant in the past or are a first-time applicant, read the updated FY26 Guidelines and FY26 Scoring Rubric carefully. The Slideroom application portal is an online application portal that simplifies the grant application and scoring process and has been updated to align with the guidelines and scoring rubric. If you have any questions, please contact Lora Friest (lora.friest@iowaeda.com).
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Helpful Tools to Organize Grant Opportunities
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Don’t just ask a grantor to give you money, invite them to be your partner. Engage with them long before their grant is due. Learn about their priorities, have face-to-face conversations with them and participate in their trainings and events. Understand what motivates them and find out what projects they have funded in the past. Figure out how your goals align with theirs and what tactics they recommend. Then you’ll be ready to articulate why funding your project is the best investment they can make.
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Iowa Tourism Office Team on the Road
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Left Photo: Stephanie Neppl and Jessica O'Riley visited several Mills County businesses following a presentation to the Mills County Chamber of Commerce. Their tour included a stop at Best Nest Farms. Pictured left to right are Stephanie, Jessica, Lu Peverill from Hillsdale Lily Garden and Amy Kern from Best Nest Farms.
Center Photo: Amy Zeigler attended the Evolution of the Heartland event in Osage last week and toured several agritourism businesses and locations in the area. Pictured left to right are Amy, Annie Greve, Shelly Greving and Claire Zaiger.
Right Photo: Lora Friest and Jessica O'Riley met with the Visit Fort Dodge team and enjoyed a whirlwind tour of the community's impressive attractions during a Co-op video shoot. Pictured left to right are Tiffany Conrad, Jessica, Kerry Kuiper and Lora.
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Visit traveliowa.com/industry-partners for more information
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Iowa Tourism Office
1963 Bell Avenue, Ste 200 | Des Moines, IA 50315 US
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1963 Bell Avenue, Suite 200 | Des Moines, IA 50315 US
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