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First Impressions Program

What is the First Impressions for Tourism Program?

The Iowa Tourism Office partners with Iowa State University Extension on the First Impressions for Tourism program. The program was 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 small communities identify their strengths and weaknesses through the lens of a first-time visitor and develop strategies to strengthen their tourism economy.

Apply to be a First Impressions Community

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). Up to five communities will be selected for 2026. The application deadline is February 18, 2026. For more information or to apply, visit the ISU Extension website here.

2025 First Impressions Communities

Five communities were selected in 2025 for the First Impressions for Tourism program. Community reports will be available soon.

  • Independence
  • Manning
  • Perry
  • Washington
  • Webster City

2024 Pilot Communities

Two communities were chosen in 2024 to be the pilot communities for this new program.

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