Iowa Tourism Office
FIVE-YEAR TOURISM INDUSTRY STRATEGIC PLAN
OVERVIEW
The Iowa Tourism Office (ITO) used its experience of the impact of the coronavirus pandemic on Iowa’s economy as an opportunity to regroup, reassess, and renew its long-term competitiveness with a focus on growth and shared prosperity. Nested in the state’s Economic Development Authority, ITO needed a vision endorsed by business and industry leaders and state and local elected officials. In this effort, ITO was focused on uniting stakeholders, prioritizing and enhancing tourism investments across the state, and contributing to economic stability and quality of life for all Iowans. It partnered with Coraggio in a comprehensive strategic planning process culminating in Iowa’s first-ever Five-Year Tourism Industry Strategic Plan.
OUTCOMES
Iowa’s tourism industry has a unified state-wide plan to guide them for the next five years and stronger ties across the state to support one another.
Tourism is more strongly positioned within the State’s broader economic development goals and objectives, helping set a framework for shared direction and collaboration.
Through the strategic planning process, organizations, levels of government, and other stakeholders across Iowa came together in ways they had not before, increasing a sense of ownership and buy-in of the plan and creating a united messaging front to potential visitors.
APPROACH
Get Clear: Insights
Industry data analysis
Stakeholder outreach: 2 surveys; 18 interviews; 4 cross-industry focus groups; 10 stakeholder listening sessions across the state
Get Focused: Planning
The planning team included ITO staff, Iowa Economic Authority leaders, and tourism representatives
Met over five work sessions to articulate a shared vision, identify top imperatives, and outline high-impact initiatives and actions
Deliverable: five-Year Tourism Industry Strategic Plan
Get Moving: Activation
Identify resources and partners needed to operationalize the plan
Deliverable: Implementation Roadmap
