January 14, 2026

Here are the most important updates this week:

REGISTER NOW: 2026 Iowa Tourism Conference Details

This is your chance to join industry leaders, network with peers and gain valuable insights into the latest trends and strategies in tourism marketing. Make plans today to enhance your knowledge and grow your connections.

Sponsorship options start at $1,000 and include two registrations. See more details here.

WHEN: March 12-13, 2026

RATE: Full Conference Registration - $285

Thursday Only Registration -  $185

WHERE: Prairie Meadows

1 Prairie Meadows Drive

Altoona, Iowa

STAY: Prairie Meadows

Rooms available for $134 per night plus taxes and fees

Nominate Iowa's Best for an Iowa Tourism Award

The Iowa Tourism Awards recognize communities, attractions, tourism businesses and the marketing professionals that promote them for excellence in raising the profile of Iowa as a tourism destination. Winners will have demonstrated creativity, innovation, collaboration and strategy grounded in research and results in their projects.

Award winners will be announced on Friday, March 13, during the 2026 Iowa Tourism Conference.

Iowa Tourism Webinar: Your First Look at 2026’s Biggest Tourism Trends

Plan to join your peers from across the state at 2 p.m. tomorrow, Thursday, January 15, for the next Iowa Tourism Office Update webinar, where the Iowa Tourism Office's marketing team and partners at FleishmanHillard will highlight Iowa’s biggest 2025 marketing wins and share a first look at the tourism trends shaping 2026. We'll also invite you to share your most successful 2025 content (social posts, articles, emails, videos, influencers, etc). This webinar will give you practical insights to strengthen your marketing plans for the year ahead, as well as a chance to see what your colleagues have been doing. Before we close, we will announce the 2026 Tourism Insider Meeting host communities and give you a glimpse of the 2026 Iowa Travel Guide. New for this year's webinar – there is no need to register, simply join via this link.

First Impressions Program Accepting Applications for 2026

Offered through a partnership between Iowa State University Extension and Iowa Economic Development Authority/Iowa Tourism Office, First Impressions is a comprehensive community assessment conducted by a team of unannounced visitors to your community. The program helps communities learn about their strengths and weaknesses through the eyes of first-time visitors. It provides specific short and long-term action steps for creating places where people want to visit and live.

"First Impressions provided Independence's organizations, businesses, and residents with valuable feedback and helped us see our community through a visitor’s eyes. Hearing an outside perspective was incredibly beneficial, and the suggestions were realistic and achievable. As a community, we are taking the suggestions and working together toward strengthening Independence and enhancing the experience for visitors and future growth." Isabel Thurn, Executive Director, Buchanan County Tourism

Five communities with a population of 20,000 or under are eligible to be selected for the program in 2026. Applications are due February 18, 2026.

International Marketing Update

In 2025, the Iowa Tourism Office worked with partners across the state to increase Iowa's outreach to international travelers through trade shows, PR campaigns, co-op advertising, familiarization trips and Iowa tourism partnership with local destinations. These industry efforts-built relationships, increased awareness and strengthened Iowa’s visibility in key international markets. 

The Iowa Tourism Office also began partnering with Cellet PR and Marketing to elevate Iowa’s profile in the UK travel market and share Iowa’s unique travel experiences with key UK and Irish travel trade and media. The current Iowa blog featured on the Visit USA UK Association website, Discover Iowa in 2026 is one outcome. It will reach approximately 25,000 U.S.-interested tour operators, providing valuable exposure for Iowa within the UK travel trade. UK operators are now being provided with tools and incentives to promote Iowa to tens of thousands of clients. According to a recent Brand USA survey, this UK market is an important one for Iowa.

According to the Brand USA 2025 Market Intelligence Survey:

The Survey findings translate into opportunities for Iowa to be included in the trips visitors are making to nearby Midwest states, especially considering a new article by Reuters, which found that although larger US cities have double digit declines in visitation, many smaller US destinations have double digit increases.

The Reuters article notes European travelers are increasingly choosing lesser-known destinations over traditional hotspots like New York and Washington D.C. This change is influenced by a desire for authentic Americana experiences, affordability and improved flight connections to smaller cities, opening new opportunities for Iowa destinations. 

Are you the Content and Media Strategist IEDA Needs?

The Iowa Economic Development Authority (IEDA) is seeking a creative, strategic, and results-driven Content and Media Strategist to elevate Iowa’s brand and showcase all our state has to offer. In this senior-level role, you’ll lead content and media strategy for IEDA’s tourism, talent attraction efforts and business attraction efforts—crafting compelling stories that inspire people to visit, live, work and do business in Iowa. Applications are due 1/19/2026 at11:59 PM.

The Iowa Tourism Office Wants to Feature Your Marketing Success!

We know you work hard every day to brand and market your destination, events and businesses. Share your greatest marketing success story with the Iowa Tourism Office and it just might show up in a future e-Traveler. Email Lora.Friest@IowaEDA.com to share or to learn more.

Iowa Scenic Byways

The Iowa DOT is working with Byway Coordinators across the State to remake the 2027 Iowa Byways™ Travel Guide. If you love byways and are interested in helping, take a quick and confidential survey before it closes on Monday, March 2, 2026 at 5 PM.

Helpful Tools to Organize Grant Opportunities

Think of grant reporting as an opportunity rather than a burden. Most grantors require you to submit quarterly and/or final reports. Rather than resent the time it takes to write that report, take advantage of the opportunity to brag about what a great job you did! Your report can advance your relationship with a funder, build trust, encourage funders to use you as an example for their program or nominate you for an award. It provides a direct conduit to the funder that others don’t have. A great report with good data and photos can also increase the odds that you secure a future grant from that funder or others.  

Featured Resource

The Iowa DNR has a Derelict Building Program available for Iowa towns of 5,000 or fewer residents to address neglected commercial or public structures that have sat vacant for at least 6 months. The main focus is landfill diversion through recycling and reuse of building materials, but it can also help with building renovation expenses. Applications are due Friday, February 27, 2026.

Visit traveliowa.com/industry-partners for more information

Iowa Tourism Office  
1963 Bell Avenue, Ste 200 | Des Moines, IA 50315 US