February 25, 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. Conference break-out sessions will be designed to maximize learning with Intro, Intermediate and Advanced Tracks, and for the first time ever, a Hotel and Lodging Track. 

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

Hotel Rooms are Nearly Sold Out!

The discounted room block for the 2026 Iowa Tourism Conference at Prairie Meadows is almost gone. A limited number of rooms remain ranging from $134-$204 per night (plus taxes and fees) remain but are expected to sell out quickly.

Because availability is extremely limited, attendees should plan to secure accommodations at other Altoona hotels if rooms at Prairie Meadows are no longer available.

Spotlight on Keynote Speaker Sean Bott

Do you feel like your team is tired, distracted or disconnected? Iowa Tourism Conference keynote speaker Sean Bott will use comedy, behavioral psychology and unforgettable mind-reading moments to give you and your team a framework for creating a lasting sense of belonging. His approach is grounded in research and packed with real-world tools. His insights make connections feel easy, help build lasting relationships and will help your team members go from 'meets expectations' to 'exceeds expectations'.

 

Alicia Schmitt (L), the executive director at Amana Colonies CVB, and John Childers (R), the executive director at Amana Heritage Society, with Tourism Liaison Lora Friest (C)

Public and Private Partners Gather to Brainstorm in Amana

Iowa Tourism Office Liaison Lora Friest recently met with partners from The Amana Society Inc., Iowa Valley RC&D, the Amana Heritage Society and Silos and Smokestacks during a tour of the Amana Society Inc.'s agricultural properties, which dot the landscape in and around the villages. The tour was organized by Iowa Valley RC&D, who is considered one of the foremost local food organizations in Iowa. As the partners drove from site to site and walked through barns as large as some cathedrals, they considered potential uses for the buildings and surrounding fields. Local food production, tourism, event facilities, historic preservation and interpretation, housing, storage, and many other potential uses were discussed. The tour and follow-up discussions will help inform development of a plan for the properties. 

Lora also met with Alicia Schmitt from the Amana Colonies CVB and John Childers from the Amana Heritage Society to take a deep dive into community identity, tourism and the Iowa Tourism Office's tools for businesses and to meet with Amana business owners.

Amana, and other tourism partners with properties on the National Historic Register, may consider submitting a grant application to Iowa's Historical Resource Development Program, which is now accepting applications.

Pictured left to right: Iowa Tourism Office Liaison Stephanie Neppl with Jennifer Ackerson and Connor DeVos from Alon Tourism Solutions 

Iowa Tourism Office Engages Travel Trade Operators at IITA Summit

Stephanie Neppl, Iowa Tourism Office Tourism Liaison, attended the 2026 IITA Summit earlier this month in Niagara Falls, New York. Stephanie met one-on-one with more than 20 travel trade operators to share information about Iowa's easy accessibility to gateway cities and unique experiences. Sessions, including "Hotels First - Why Inbound Operator - Hotel Alignment Is Foundational to Destination Development" and "Defining ROI for travel trade success for DMOs", will inform Iowa's work in the international space, and relationships with receptive operators.

International Exposure Ramps Up in Valuable UK/Ireland Markets

The Iowa Tourism Office's partnership with Cellet Marketing and Public Relations Ltd to build awareness and work with UK-based travel trade and media is paying off. In 2025, there was a 436% increase in organic search traffic from the UK to the TravelIowa.com website.

In 2026, Iowa continues to gain ground in these markets. Selling Travel features Iowa in "Introducing IOWA: Rolling Farmland Meets Vibrant Cities". Accessible from the home page banner, the story will also be distributed to over 25,000 agents in the UK. 

Inspire My Holiday, a dedicated online platform that reaches 3,000 travel agents a month, is featuring Iowa on their home page and has a new Iowa Trade Hub Page that educates agents about Iowa, provides trip ideas by season and features specific destinations. It showcases Travel Iowa's social platforms and sends agents to Travel Iowa's Events Calendar. Will agents find your events on TravelIowa.com or see you on our socials?

The Iowa Tourism Office joined Visit USA Association (UK)! Iowa is now featured throughout their website. The Great Outdoor inspiration section features Iowa videos and a link to the Iowa Travel Guide. A dedicated Iowa page shares inspiring trip ideas from across the state. Discover Iowa in 2026 features scenic road trips, farm to fork, events, outdoor recreation and more.

BIKEIOWA Expo Trailer will be at the Iowa Tourism Conference

The BIKEIOWA Expo Trailer, a mobile welcome center, will be at the Iowa Tourism Conference on March 12-13 in Altoona. Bike Iowa will be using the trailer to showcase Iowa cycling destinations, trails and events to conference attendees from across the state. Your promotional materials, including pamphlets, flyers, postcards, stickers, trail maps etc., can be featured inside the trailer and your event can get in front of a statewide tourism audience at no cost.

To participate, drop off your materials at Beaverdale Bicycles, 2706 Beaver Avenue, Des Moines, Iowa 50310 or ship them to BIKEIOWA, 2909 SW Ridgeview Lane, Ankeny, Iowa 50023 before March 9, 2026. 

The Iowa Bicycle Coalition will also be activating the Expo Trailer at multiple events across Iowa this year, so your materials may continue to travel the state after the Tourism Conference. For more information contact Scott Sumpter biker@bikeiowa.com.

American Trails recently announced their FREE "Advancing Trails Webinar Series". On February 26th, the "Stonework for Trails" session will explore the artistry and endurance of stone structures, from retaining walls to steps and crossings. All the session topics can be viewed on their website.

Iowa's Wine, Beer and Distillery Passports Create Opportunity

The Iowa Wine, Beer and Spirits Passports are successful marketing tools for wineries, breweries, cideries and distilleries across the state. These free passports market and cross-market businesses and communities in a fun and engaging way. As the new spring/summer campaign launches, consider how your local businesses and destinations can benefit from the free participation and marketing opportunities associated with these passports.

Use the Social Media Toolkits. The graphics in these toolkits can easily be added to your social media pages or newsletters. You can tag your participating local businesses and share deals. Flyers can be printed or you can embed passport sign-up product cards on your own website.

This spring, consumer newsletters will be sent to all passport users who opt in to receive communication. Watch for a distillery newsletter in March, wine newsletter in May and beer newsletter in June. Anyone interested in receiving newsletters may sign up here. Watch for the "Sips with a Twist: Iowa's Craft Scene Gets Creative" article. If any of your businesses are featured, consider sharing it on your own social media channels.

Major Events and Tourism Program Pre-Application Opens Today!

The Iowa Economic Development Authority begins accepting pre-applications for the Major Events & Tourism Program today. This incentive funding program supports large-scale events that drive tourism, attract out-of-state visitors and boost Iowa’s economy. Eligible events include distinctive athletic competitions, major conventions and cultural festivals that have not been held in Iowa within the past three years. Events should enhance overnight stays, generate significant publicity, and position Iowa as a premier destination for future major events.

Qualifying applicants may request a minimum of $200,000 in funding with at least a 50% match. Pre-applications are accepted on a rolling basis and must be submitted by the 1st of each month for review. The first pre-application deadline is April 1, 2026.

Learn more about eligibility, timeline, and qualifying expenses here.

Visit traveliowa.com/industry-partners for more information

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