Here are the most important updates this week:
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2026 Travel Trends Provide Opportunities for Iowa
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Although they like searching for "luxury travel" options, travelers are actually booking affordable travel.
- Gen Z and millennials account for half of all travelers and 42% of them are looking for sustainable travel options.
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Readers Digest's 8 Biggest Travel Trends of 2026 include: quietcations, ethical and off the beaten path trips, women-centered travel, wellness trips for self-discovery and literary-themed travel.
Literary tourism is up over 2,000% in the last year and 208% in the last month. Elevate your literary tourism. Let us know if a popular author is visiting your local bookstore. Email details to Lucy Cade (lucy.cade@IowaEDA.com).
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Influencer Inspiration: Blending Tourism & Talent Attraction Marketing
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The IEDA marketing team partnered with Isaac Jarnagin, a content creator based out of Ames to capture the beauty and ease of life in Iowa. From quiet gravel-road drives and big-hearted communities to time spent outdoors and wide-open landscapes, the message markets Iowa’s quality of life and connects emotionally with potential travelers.
Isaac's content naturally echoed Travel Iowa's Give it Time message, showing how Iowa offers the space to slow down and breathe deeply!
Watch his video and be inspired!
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Fadwa El Qoudsi, a Chef and Co-owner of Crêpes De Luxe Café in Iowa City
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Tourism Liaison Lora Friest blew into Iowa City during a high wind warning to meet Nick Pfeiffer, VP of Public Affairs for Think Iowa City. Iowa's burgeoning sports tourism industry was the hot topic as the two devoured Crêpes at the Moroccan-French inspired Crêpes De Luxe Café.
As she prepared crepes in front of her customers, Chef and co-owner Fadwa El Qoudsi explained how the popular restaurant uses fresh authentic ingredients. The restaurant exemplifies several 2026 food trends identified by Delish, including simplicity, interactive dining, heritage cooking and health-conscious cooking.
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Visit Quad Cities' Residential Survey Gets National Attention
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Visit Quad Cities conducted a residential survey that found 91% of residents believe tourism is good for the Quad Cities. The report also found 87% support modernizing existing venues and facilities and 77% support building new tourism infrastructure. The stunning results were called out in the March U.S. Travel Smartbrief newsletter, further elevating the Quad Cities and the hard work of the Visit Quad Cities team.
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Save the Dates for Iowa Tourism Office Webinars and Insider Meetings
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The next Iowa Tourism Office Webinar will be held on April 23 at 2 p.m. The focus of the webinar will be cultural and heritage tourism. Upcoming opportunities to partner with the Iowa Tourism Office through the annual Co-op Marketing Program will also be presented.
Registration and agenda information for the May 7 Tourism Insider Meeting, hosted by Storm Lake United in Lakeside, will be available later this month. Make sure to save the date and plan to connect, learn and join in engaging discussions with peers from around the state. The other two insider meetings this year will be held August 25 in Independence and November 18 in Centerville.
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National Restaurant Association Study Results Find Visitors Are Critical
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Research released in November 2025 by the National Restaurant Association found that on average three out of every ten dollars spent at U.S. restaurants and 41% of sales for fine dining restaurants comes from visitors and travelers. One out of every four dining operators report that at least 60% of their annual sales can be attributed to customers who live outside the area. These findings closely align with research conducted by the Iowa Tourism Office.
Unfortunately, nearly two thirds of restaurants had a decline in customer traffic in 2025. Help your restaurants by making sure they have great listings on TravelIowa.com. If you need help maximizing your restaurant listings, email Stephanie Neppl (stephanie.neppl@Iowaeda).com or Lora Friest (lora.friest@IowaEDA.com).
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Pre-Applications Provide Opportunity
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Some grantors request pre-applications to weed out incomplete applications, identify ineligible projects or help you do better by giving you feedback. Take the pre-application just as seriously as the final. It may be your only opportunity to convince the funder your project is just what they are looking for.
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Major Events and Tourism Program Pre-Application Is Open
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The Iowa Economic Development Authority began accepting pre-applications for the Major Events & Tourism Program in February. 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 first of each month for review. The first pre-application deadline is April 1, 2026.
Learn more about eligibility, timeline, and qualifying expenses at Travel Iowa Industry Partners
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Other Grants Opportunities
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Applications for the 2026 AllTrails Stewards Fund will reopen on April 20, 2026. You can find out more about the All Trails organization here.
Interested in developing motorized off-road vehicle opportunities? Yamaha accepts applications quarterly from entities interested in protecting, improving, expanding and/or maintaining access for safe, responsible and sustainable use by motorized off-road vehicles.
The U.S. Fish and Wildlife Foundation Five Star Challenge Grant is due May 14 but the Applicant Webinar is in March. If you have an urban stream, park or other natural area that has become a liability rather than the tourism asset it could be, this grant can help with on-the-ground habitat restoration. Applicants need five or more partners so you may be the partner who makes it possible.
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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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