Across the state, a record 46.3 million Iowa visitors spent $7.6 billion in 2025, generated $1.2 billion in state and local taxes in 2025
Visitors spent $7.6 billion in Iowa in 2025, driving a total economic impact of $11.3 billion. The Iowa Tourism Office announced the findings of a new study today showing continued tourism growth year over year since 2021. Travel-generated expenditures in Cass County totaled $16.6 million, a slight decrease of 2.3% compared to 2024, this is our first decrease since 2020.
Last year, despite the overall decrease, Cass County saw an increase in visitor spending, in our recreation category. This category includes museums, event venues, historical sites, golf courses and fairs. All things that Cass County does well! It also includes public murals which have expanded all over Cass County!
Tourism in Iowa sustained more than 72,000 jobs across the state, including 104 in Cass County.
“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, Iowa Tourism Office. “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. We are encouraged to see continued growth with early 2026 data that shows hotel and short-term rental booking revenue up 11.3% and 12.5% respectively, year over year.”
Sustained tourism sector growth since 2021
- In 2025, visitor volume was up about 11%, from 41.8 million to 46.3 million. It has increased every year.
- Visitor spending was up about 23%, from $6.1 billion to $7.6 billion. It has also increased every year.
- Visitor-generated state and local tax revenue increased about 16%, from $1.0 billion to $1.2 billion.
Every dollar visitors spend supports Iowa businesses and workers and helps fund the services on which residents rely.
The study was conducted by the Tourism Economics group within Oxford Economics. To learn more about the data and methodology, please visit: 2025_-_iowa_tourism_economic_impact_-_final.pdf.
About Cass County Tourism Council
Our Mission: Cass County Tourism Council promotes area tourist attractions, and continually develops and markets the cultural and economic well-being of Cass County. The council meets quarterly.
Visit https://www.casscountyia.gov/county-departments/tourism/ for more information.
About the Iowa Tourism Office
The Iowa Tourism Office, part of the Iowa Economic Development Authority, works closely with community partners, attractions and events, to promote the state’s beautifully vast scenery and unique history. For more information on everything Iowa has to offer tourists, visit traveliowa.com.
