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First Impressions Program

2026 First Impressions Program now open
Applications are now available for the 2026 First Impressions Program. Communities with a population of 20,000 or under are eligible )an increase from 10,000 population in past years), and five communities will be selected for 2026. The application deadline is February 18, 2026. For more information or to apply, visit First Impressions.


Travel Iowa partners with Iowa State University on the First Impressions program, created out of the industry strategic plan imperative of ensuring tourism readiness.
 
The First Impressions program is a comprehensive community assessment conducted by a trained team of unannounced visitors. This program helps 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.  Two communities were chosen in early 2024 to be the pilot communities for this new program: Corning and Maquoketa. In 2025, five communities were selected to participate in the program.

2024 Pilot Community Final Reports:


 

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