DES MOINES — Visitors spent $7.6 billion in Iowa during 2025, supporting more than 72,000 jobs and generating $1.2 billion in state and local taxes, according to a tourism study announced by state officials October 22, 2026.
The Iowa Tourism Office said a record 46.3 million visitors helped produce an estimated $11.3 billion in total economic impact. The study, conducted by Tourism Economics, an Oxford Economics company, found continued annual growth in visitor volume and spending since 2021.
The figures offer a statewide snapshot of an industry that supports hotels, restaurants, retailers, attractions and recreation businesses. The $7.6 billion represents visitor spending; the $11.3 billion is the study’s broader economic-impact estimate. Those figures should not be added together.
Tourism supports roughly one in 18 Iowa jobs
The study attributed 72,196 jobs to travel activity, representing 5.5 percent of Iowa employment, or approximately one in every 18 jobs.
Other findings highlighted by the state include:
- $2.6 billion in personal income for Iowans.
- $1.2 billion in state and local tax revenue.
- $20.8 million in average daily visitor spending.
- 46.3 million visitors, a record statewide volume.
- 22.3 million overnight visits, up 0.6 percent from the previous year.
The state expressed the income figure as approximately $1,947 per Iowa household and the tax revenue as the equivalent of $885 per household. Those are statewide comparisons, rather than payments or tax refunds issued to individual households.
Restaurants, stores and recreation see spending growth
Visitor spending increased across several major categories in 2025.
Food and beverage spending rose 3.4 percent, followed by retail at 2.5 percent, recreation at 2.1 percent and lodging at 1.3 percent.
The Iowa Tourism Office noted that overnight visitors typically spend more per trip, making the increase in overnight visits another measure of the industry’s performance.
“In 2021, we established a five-year strategic plan to strengthen and grow Iowa’s tourism industry in collaboration with local, regional and state partners,” said Amy Zeigler, state tourism manager.
“Every year since then, steady growth in visitor volume, spending and tax revenue shows that our approach is paying off. Tourism is now one of the major economic pillars of our state.”
Visitor volume rises from 41.8 million to 46.3 million
The state reported that annual visitor volume increased from 41.8 million in 2021 to 46.3 million in 2025, a gain of approximately 11 percent.
Over the same period, visitor spending grew from about $6.1 billion to $7.6 billion. The agency reported that increase as approximately 23 percent, with visitor-generated state and local tax revenue growing approximately 16 percent.
The release presents rounded dollar totals alongside its percentage changes. It does not identify the spending increases as inflation-adjusted, so the dollar growth should not be read as an equivalent increase in the amount of goods and services purchased.
North Iowa communities continue investing in attractions
The statewide findings arrive as communities across North Iowa pursue recreation and attraction projects intended to serve residents and draw visitors.
NIT previously reported on a $675,000 state tourism grant for a new swimming pool in Jewell. That award followed a $705,000 grant for Forest City’s proposed Bear Creek Golf Course clubhouse.
Those projects illustrate local investment in recreation facilities. The October 22 tourism announcement does not provide a county-level breakdown showing how much of the statewide spending, employment or tax revenue occurred in North Iowa.
State reports continued momentum in 2026
Separate preliminary indicators suggest tourism-related business activity continued growing this year, according to the Iowa Tourism Office.
Statewide hotel revenue increased 11.3 percent from January through September 2026 compared with the same period in 2025. The agency also reported a 12.5 percent year-over-year increase in short-term rental revenue and a 2.6 percent increase in employment in lodging and food service.
Those measures are early indicators, rather than a completed economic-impact estimate for 2026.
“These numbers reflect what Iowans already know: Iowa offers a dynamic travel experience for everyone whether you’re seeking outdoor adventure, world-class dining, culture and so much more,” Zeigler said.