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The Importance of Tourism in Iowa: Jobs, Revenue, and Family Experiences

Tourism in Iowa is crucial for creating jobs, providing employment opportunities, and driving economic growth. Visitors contribute to local tax revenue, which supports schools, public safety, and community services. Current travel trends show that families seek memorable and value-driven experiences, often opting for shorter, more frequent trips. Our target audience includes social moms aged 25-54, who are key vacation decision-makers and heavily engage on social media. Leveraging digital strategies and consumer insights, we aim to recognize and share what makes Iowa a desired destination.

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The Importance of Tourism in Iowa: Jobs, Revenue, and Family Experiences

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Presentation Transcript

  1. Tourism? In Iowa?

  2. Why is it important?Tourism creates jobs

  3. Employment • Gives workers a start • Opportunities for growth • Entrepreneurial • Put people back to work

  4. Why is it important?Travelers pay taxes

  5. Tax Generation • Schools • Public safety • Public services

  6. Travel Trends • Shorter trips, more frequently • Staying closer to home • Looking for value • Want a memorable, family experience • Plan digitally, rely on friends

  7. How we share your story Tactics • Advertising • Social Media • Digital • Public Relations

  8. Consumer Insights • Target Audience: Social Moms Demographics • 25-54 year-old woman • Average household income of $84,000 • College graduate • Top priority is spending time with family • Primary vacation decision-makers • Does research online to make decisions for her family

  9. Consumer Insights • Target Audience: Social Moms Media Habits • 28 million US moms are on social networks, representing over 80% of all women with children under 18 in their household1 • 46% of moms says they are on social networking sites several times a day2 • 67% of moms would rather keep their smartphone and lose their TV than vice versa2 Source: SOAM Report Source: Edison Research, Moms and Media 2012

  10. Research Consumer Research: Ideal Vacation Destination

  11. Research Consumer Research: Frustrations/Turn-Offs

  12. Research Consumer Research: Associations With Iowa As A Destination

  13. Research StreetSmart Research Implications

  14. Now, make it relevant

  15. Information Inspiration

  16. Information

  17. Shawna Lode Manager Iowa Tourism Office shawna.lode@iowa.gov 515-725-3090

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