TOURISM LEADERS AND LEGISLATORS CONNECT AT IOWA TOURISM NIGHT
(Des Moines, IA) – Tourism professionals from across Iowa gathered with state legislators on January 21, 2026, for Iowa Tourism Night, an evening reception hosted by Iowa Travel Industry Partners (iTIP) in Des Moines. The annual event creates space for informal conversation, relationship-building, and shared understanding during the legislative session.
Bipartisan members of the Iowa Senate and House of Representatives joined representatives from destinations, attractions, lodging, events, and transportation to exchange perspectives on tourism’s role in Iowa’s economy and communities. Iowa Tourism Night is designed to complement formal advocacy by strengthening relationships between the industry and policymakers.
“Iowa Tourism Night is an opportunity each year where legislators can hear directly from the people and places that welcome visitors every day,” said Chelsea Lerud, Executive Director of Iowa Travel Industry Partners. “These conversations put faces to the data and help show how tourism supports jobs, small businesses, and communities across Iowa.”
Tourism continues to be a powerful economic driver in Iowa. According to the 2024 Economic Impact of Tourism on Iowa report by Tourism Economics, visitor spending generates $11.2 billion in total economic impact, supports nearly 72,000 jobs, and contributes more than $1.2 billion in state and local tax revenue annually. Without this visitor-generated revenue, the average Iowa household would need to pay an additional $891 each year to maintain current public services.
“Tourism is a vital part of Iowa’s economy, and legislators recognize the value of the work Iowa’s hospitality industry does every day,” said Kevin Bourke, President & CEO of Discover Ames and iTIP Board President. “Iowa Tourism Night is a meaningful opportunity for iTIP to thank elected officials for their service and continued support of the tourism industry.”
Earlier in the day, tourism professionals participated in Advocacy 101: Legislative Training Day, which included a tour of the Iowa State Capitol and discussions focused on effective advocacy strategies. The session helped participants better understand the legislative process and how to communicate the industry’s priorities.
“The most important aspect of advocacy is the relationship,” said Nick Pfeiffer, Vice President of Public Affairs at Think Iowa City and Chair of iTIP’s Advocacy Committee. “Iowa Tourism Night strengthens communication and trust between tourism professionals and legislators, and it’s proven to be an effective way to advance understanding of our industry.”
Conversations throughout the evening focused on shared tourism priorities, including keeping Iowa competitive, supporting peak summer visitation, preserving investment in proven tourism programs, and ensuring new initiatives such as the Major Events & Tourism Fund deliver meaningful statewide impact.
Iowa Tourism Night was supported by tourism associations, destinations, and industry partners from across the state. Champion-level sponsors included the Iowa Gaming Association, CIT Signature Transportation, Clay County Fair & Events Center, Hard Rock Hotel & Casino – Sioux City, Iowa’s County Conservation System, Iowa State Fair, RAGBRAI, and Windstar Lines, along with destination partners Catch Des Moines, Discover Ames, and Explore Siouxland.
