According to a 2017 Iowa Trip Planning Survey (IEDA):
- 82.1% of visitors to the traveliowa.com website are interested in scenic and natural opportunities in Iowa.
According to a 2017 Tourism Economic Impact Survey (IEDA):
- Domestic traveler spending in Iowa in 2017 was $8.50 billion and generated over $507.1 million in sales tax receipts.
According to the 2012 Statewide Comprehensive Outdoor Recreation Plan (SCORP):
- 56% of Iowans consider “driving for pleasure” as one of the recreational activities they most prefer to participate in.