iTIP is beginning Fiscal Year 2027 with a new three-year strategic plan and volunteer leadership committed to strengthening Iowa’s tourism industry.
Five years after its founding, iTIP has grown into Iowa’s statewide tourism association, connecting destinations, attractions, businesses, and tourism professionals through advocacy, education, leadership development, research, and collaboration. As the organization begins FY27, its new strategic plan provides a roadmap for the future while reinforcing iTIP’s commitment to bringing Iowa’s tourism industry together and creating opportunities that benefit communities across the state.
“I’ve always believed Iowa’s tourism industry is strongest when we work together,” said Chelsea Lerud, Executive Director of Iowa Travel Industry Partners. “Every day I see members sharing ideas, solving challenges together, advocating for our industry, mentoring the next generation of tourism professionals, and creating opportunities that no one organization could accomplish alone. That’s what iTIP is all about. We bring people together because when one destination succeeds, Iowa benefits.”
The strategic plan establishes three priorities that will guide iTIP through 2029. The plan focuses on expanding opportunities for members to connect, learn, and lead; strengthening tourism advocacy and relationships with policymakers; investing in research and resources that support the tourism industry; continuing to growing statewide initiatives in meetings, sports, group travel, and student travel; and ensuring the organization has the capacity to serve Iowa’s tourism industry for years to come.
The beginning of FY27 also marks a transition in volunteer leadership. Jennifer Pickar, Manager of Cedar Falls Tourism, has assumed the role of President of the iTIP Board of Directors, succeeding Kevin Bourke, President & CEO of Discover Ames.
“As we enter a new fiscal year, iTIP is focused on implementing the key initiatives identified in our new strategic plan while continuing to foster strong connections with members throughout Iowa,” said Pickar. “I’m excited to see iTIP build on the positive momentum and impact of Iowa’s tourism industry in the year ahead.”
Joining the Board of Directors this year are Amy Von Bank of King’s Pointe Resort, Kristen Heimgartner of the Hometown Le Mars Heritage Foundation, Julie Kronlage of Travel Dubuque, and Matt Phippen of RAGBRAI. Together, the 18-member Board of Directors represents destinations, attractions, tourism businesses, and industry partners from across Iowa and will help guide the direction of the association. Meet the FY27 Board of Directors and learn more about the volunteer leaders guiding Iowa’s statewide tourism association at https://iowatravelindustry.org/board-of-directors/.
The association’s new strategic direction builds on a strong FY26 that included the following accomplishments:
- Grew to a record 146 member organizations.
- Connected more than 750 tourism professionals through education and networking opportunities.
- Invested $40,000 in professional development scholarships through the Elevate Iowa Tourism: Education Scholarship Program.
- Strengthened advocacy efforts on issues including Tourism Improvement Districts, tourism funding, and Iowa’s school start date.
- Continued expanding statewide initiatives that create opportunities in meetings, sports, group travel, and student travel.
The FY26 Annual Report, highlighting the association’s accomplishments and impact over the past year, is available at IowaTravelIndustry.org/about/.
Outgoing Board President Kevin Bourke reflected on the association’s progress over the past year and its growing role as a statewide advocate for tourism.
“I’m extremely proud of the work iTIP has done over the past year to strengthen engagement with Iowa’s legislators and deepen our partnership with IEDA. These efforts have elevated the voice of Iowa’s travel industry and reinforced the critical role tourism plays in driving economic growth and supporting communities across our state.”
As iTIP begins FY27, the association remains committed to connecting Iowa’s tourism industry, advocating for policies that help communities and attractions thrive, and creating opportunities that strengthen tourism across the state. With a clear direction for the future and volunteer leaders representing every corner of Iowa’s tourism industry, iTIP is well positioned to continue serving its members and the communities they represent.