e-Traveler - FY25 Co-op Opens Soon + More

April 24, 2024

April 24, 2024

Here are the most important updates this week: 

Revamped Co-op Opens May 1 at 10 a.m.

Taking a new perspective on co-operative marketing, the FY25 program provides streamlined and simplified options providing value and connection to broader campaigns. The new Marketing Co-op Bundle includes digital display, native, programmatic audio, digital billboards and video/CTV/OTT. Two bundle options (fall 2024 and spring 2025) are available, each running 10 weeks. Traditional favorites are also available: traveliowa.com leads, consumer email marketing, dedicated email, sponsored content, social media and influencers. Reservations, taken on a first come, first served basis, will open May 1 at 10 a.m. and close at 4 p.m. on May 15. Contact Jessica O’Riley (jessica.oriley@iowaeda.com) with questions.

Wanted: New or Milestone Anniversaries in 2025

If you have a museum exhibit, attraction, event or hotel opening or celebrating a milestone anniversary (ending in 0 or 5) in 2025, please send the information to Jessica O'Riley (jessica.oriley@iowaeda.com). Information will be used to determine the Class of '25 for our virtual media event in November and other media pitches. We'll be wrapping up selections for the media event by August 31 in order to include information in the 2025 Iowa Travel Guide (available in January 2025). Even if all you have is basic info now, please send to Jessica for consideration. There is no charge to participate in the virtual media event, but space is limited.  

Last Chance: Apply for the First Impressions Program

The First Impressions program is accepting applications until 4 p.m. on Wednesday, May 1, 2024. The program offers a comprehensive community assessment conducted by a trained team of unannounced visitors. It will help communities with a population of 10,000 or fewer identify their strengths and weaknesses through the lens of a first-time visitor and develop strategies to strengthen their tourism economy.  
Registration Now Open for May Tourism Insider Meeting

Join industry partners from around the state in our next Tourism Insider Meeting, held in Sioux City on May 21-22, 2024. Topics will include accessible tourism, historic renovation (with a tour of the Orpheum Theatre) and craft beer, wine and distillery marketing.

Rooms are available at Courtyard Sioux City Downtown for the nights of March 20 and 21. The meeting rate is $99 + tax and you can book by calling the hotel at 712.202.2700 or clicking here. The rate is available until May 3, 2024.

Catch Up: Watch the Iowa Tourism Update Webinar

Thank you to all who were able to join us for the Iowa Tourism Update webinar last Thursday. The webinar included updates about the refreshed Co-op Marketing Program, Soul of Iowa 2.0 results and plans to celebrate 2024 National Travel and Tourism Week. If you were unable to join live, you can watch the webinar recording here.

The State of the American Traveler Update

Recognized as one of the nation's leading travel studies of American leisure travelers, The State of the American Traveler features quarterly research of over 4,000 adult travelers.
  • Travelers report a small but continuing sense of financial well-being
    • 33% feel better off than a year ago
    • 34% say it's a good time to spend money on leisure travel
  • Most (59%) intend to make leisure travel a spending priority in next three months
  • Overnight business travel grew last year and is holding positive
  • 22.8% identify as family travelers (parent that travels with a school-aged child at least once a year)
    • 18% have accessibility needs
  • Family travelers are engaged in many pursuits and hobbies
    • Camping (36% family, 17% non-family), video games (32% family travelers vs 14% non-family), pro sports (39% family travelers vs 22% non-family), music concerts (47%), theme parks (47% family travelers vs 21% non-family)
    • They are more passionate about wine and craft beer than non-family travelers
  • Family travelers are social media-oriented, most likely to find inspiration on Facebook, Instagram, email or website via search engine
  • Travelers are prioritizing spending time with loved ones, enjoying nature, excitement and energy, theme parks

Helpful Tools to Organize Grant Opportunities
Partnership is more than a high-five or a letter of support. True partnership is highly valued by funders for a reason. Partners can inject ideas and expertise during project planning, contribute funds or in-kind match, and help you evaluate success and overcome obstacles during project implemented. Projects with multiple partners are more likely to be successful and have long-term, system-level impacts. Partnership can increase respect, elevate your profile in the community and build a greater level of community confidence in you and your project.   

Featured Grant: Many corporations and businesses want to see their employees involved with projects and offer grants through their foundations or giving programs to maximize employee engagement in and near their business communities. Winnebago Industries, Walmart and Sams Club, Target, John Deere, Kwik Trip/Kwik Star, Hy-Vee and others offer grants and personnel time you may be able to use as match for various state grants.