Tourism in southeast Iowa: Highlighting hidden gems

While for many, Iowa does not generally pop into their minds as a tourist destination, the tourism industry within the state is considered a major economic driver.

The Iowa Tourism Office and Iowa Economic Development Authority found tourism generated over $9 billion in revenue in 2018, with 70,200 jobs within the state related to the industry. The Travel Federation of Iowa also determined travelers spent an average of $361 a day in expenses and contributed $57.7 millions to the state's lodging tax.

In southeast Iowa, tourism is less about fancy resorts and beaches, and more focused on fun activities and events that pull domestic travelers.

Alisha Davis, event coordinator for the Washington Chamber of Commerce, said when planning events, the Chamber focuses on promoting and supporting local businesses to the southeast Iowa region and surrounding areas.

'Most of the marketing is done within the area of Iowa, we're also in things like Midwest Living Magazine, just trying to hit the Midwest,” Davis said.

Davis said big draws that generally bring people to the area include their annual Craft Fair and Summer Classic as well as their county fair.

Most recently, the Chamber was able to fund a brand-new website to promote local events, which was funded by their local Hotel/Motel tax, which is voted by the residents of the city and dedicates 50% of funds collected from the tax to tourism, recreational activities parks and civic centers. Often Chambers work in collaboration with cities on tourism to promote and encourage travel into towns.

Davis said a lot of promotion is making sure people are aware of what is available and boosting local businesses and the experience people can expect when they come to Washington.

'I think the number one thing is the people in this community. They're going that extra mile. When people come here, they get taken care of, which sets our businesses apart. We really have lots of special gems in town,” Davis said.

While in Mt. Pleasant and Henry County, the biggest tourism draw tends to be the Midwest Old Threshers Reunion, Mt. Pleasant Area Chamber Alliance Executive Vice President, Kristi Ray, said she also tries to promote the smaller and less well-known events the area has to offer.

'Tourism for us is very difficult. You obviously have Midwest Old Threshers, which draws a huge crowd, and we have Iowa Wesleyan, which draws a huge crowd. But then you have a bunch of little stuff. People believe that tourism is a big resort or a big festival, but there's so much more to it than that,” Ray said.

Ray said she works to promote or solicit smaller events, such as sports tournaments, to encourage travel to the town.

'We try not to go with the obvious. We try to promote everybody that is not already being covered,” Ray added, which includes local small museums and things like the Red Flag Horseless Carriage Tour.

'How many people know about the Red Flag Horesless Carriage Tour? But it brings people from all over,” Ray said.

Ray also explained that like Washington, the county and city usually allot a certain portion of their budget each year to tourism. In Mt. Pleasant, the Hotel/Motel tax, has remained at 7% since 1991, according to city administrator Brent Schleisman.

Schleisman said a large portion of the funds collected from the tax goes to Old Threshers to support marketing and promotion of annual events, but the tax also funds smaller events.

'It's just huge. It goes into quality of life initiatives. If we're able to keep people here and attract people here, they spend money and ultimately it helps the city and its residents. They're buying goods from our retailers and restaurants - it just kind of feeds off itself, which is why the city supports it,” Schleisman added.

In addition to events and activities, Jefferson County and Fairfield use the uniqueness of their community to draw in tourists.

Marla Brader, coordinator of Fairfield First Fridays, said Fairfield 'is not the typical Midwest community.”

Fairfield First Fridays happens every first Friday of the month and promotes everything that is happening in the downtown area.

'How many Midwest towns have up to ten art galleries open and weekly open mics?” Brader pointed out. Promoting the art and culture of the town as well as 'encouraging community togetherness and talent within Fairfield,” is Brader's main area of work.

Like Brader, Terry Baker, assistant director of the Fairfield Convention & Visitors Bureau, said her understanding of tourism is 'based around the unique personality of the community.”

'There's a trend of people looking for places that are unique, to get away from things. Experience is a driver for travel, especially shorter stays like a day or a couple of days,” Baker said.

Baker notes day travel is a big draw for Fairfield but the local university also brings people from around the world.

'We do attract a wide demographic in terms of people. I think we're really attractive to someone looking for an unusual experience, people who have a curiosity about wellness and self development, which are cornerstones of our community. We're a little quirky and different,” Baker added.

The assistant director added that every community benefits from tourism, especially smaller rural communities.

'It plays a role in the local and the state economy. It's really about highlighting that experience that is different. It might be that local candy shop that's a little out of the ordinary that you may not find when traveling in other areas,” Baker said, 'It's about what keeps our towns unique and interesting.”