Tourism Grant Program

The Iowa Tourism Marketing Grant program is administered by the Iowa Economic Development Authority through the Iowa Tourism Office. The program promotes tourism in Iowa by supporting tourism-related marketing campaigns that benefit local economies and the statewide economy. Funded projects are intended to help Iowa tourism partners promote distinctive visitor experiences and attractions to out-of-state audiences and inspire travel to Iowa. The program supports the Iowa Economic Development Authority mission of strengthening economic and community vitality through partnerships and leveraged resources. Applications are available annually, and preference is given to projects that align with the Iowa Economic Development Authority and Iowa Tourism Office marketing strategy, including its target audiences, messaging approach, and media channels. For the current campaign strategy, the Iowa Tourism Office emphasizes its Give it Time campaign, which is intended to move consumers from interest toward trip bookings. The messaging approach emphasizes emotional connections through storytelling and relatable travel experiences, travel trends such as slow travel, road trips, and unplugging, and positioning Iowa as a place to relax, recharge, and build relationships. Target audiences include young families with children under age 17 living in surrounding states and childfree professionals ages 25 to 44 living in surrounding states. Identified media channels include YouTube, Connected TV, Meta platforms, Spotify podcast placements, search engine marketing, programmatic advertising, Pinterest, TripAdvisor, and Reddit. Reviewers give preference to applications that reach the identified audiences and align with Iowa Tourism Office messaging and tactics. Eligible applicants must be tourism-related entities based in Iowa. Eligible entity types include nonprofits, for-profit organizations, cities, counties, and regional government and planning entities. An applicant may submit only one application per funding cycle, and the same project cannot receive Iowa Tourism Marketing Grant funding in two consecutive years. Grant requests must be at least $2,500 and no more than $10,000 and must be requested in $100 increments. Applicants must provide a cash match equal to at least 20 percent of the total project cost. The match must consist of cash expended by the applicant to an outside vendor or contractor; in-kind labor, materials, discounts, and similar contributions do not satisfy the match requirement. All project expenses, including both the grant request and cash match, must directly relate to implementing a tourism-oriented marketing initiative or marketing an event or meeting. For the FY27 cycle, work generally must occur and be paid for between January 1, 2027 and December 31, 2027. A pre-January 2027 expenditure may be considered only when activities are scheduled early in 2027 and a vendor requires prepayment, and the applicant must specifically request and justify the exception. Ineligible costs include staff salaries and wages, vertical infrastructure including signage installation, equipment and software, postage, Iowa Tourism Office-subsidized marketing programs, staff and contractor travel, meals and lodging, alcoholic beverages, solicitation efforts, lobbying fees, projects supported by other state grant programs, and participant or attendee prizes. Local-community advertising is not eligible unless it occurs unavoidably as part of an out-of-state campaign. Applications are submitted through Slideroom. Required information includes the applicant name, address, email, phone number, contact person, and federal identification number. Applicants must explain how the proposal supports the Iowa Economic Development Authority marketing plan and identify primary marketing tactics, target audiences, and applicable Iowa Tourism Office tourism messages. Applicants must substantiate the project cost through references to vendor quotes, bids, advertising rate sheets, invoices, or comparable documentation totaling at least the grant request plus required cash match. A signed organizational letter must commit to the required cash match and state its amount. Applicants must also complete the Minority Impact Statement Form and W9 form incorporated into the Slideroom application and describe how the Iowa Economic Development Authority and Iowa Tourism Office will be recognized. Travel Iowa logo use is generally required. Applications are scored on a 100-point scale with assistance from volunteer reviewers affiliated with Iowa's tourism industry. Project Description and Economic Impact and Ability to Promote Tourism Industry Growth are each worth up to 20 points. Innovation, Sustainability, and Collaboration are each worth up to 15 points, Budget is worth up to 10 points, and Need is worth up to 5 points. Review considerations include alignment with state marketing strategy, out-of-state reach, measurable economic impact, innovation, justification of need, long-term sustainability, budget accuracy, eligible expenses, appropriate cash match documentation, collaboration, and the potential to increase visitor activity and spending. Successful grantees receive funding upfront after execution of an agreement and must subsequently provide final reports, eligible expense documentation, proof of payment covering at least the award plus required cash match, and evidence acknowledging the Iowa Tourism Office investment. Funds may need to be reimbursed when eligible costs are insufficient or contractual obligations are not met. The current application period is open and applications close September 30, 2026. All applicants are scheduled to be notified of their status by December 31, 2026. FY27 project contracts run from January 1, 2027 through December 31, 2027, with final reports due by the deadline established in each contract. The Iowa Tourism Office will hold at least one mandatory grant report training annually for awardees. The program operates annually, and the general program information states that applications close on the last working day of September each year. Based on that stated annual recurrence, the next expected cycle after the September 30, 2026 deadline is anticipated around September 2027. The named program contact is Lora Friest at 515.348.6254; no explicit email address is provided in the supplied source text.

Develop a clear out-of-state campaign that closely aligns with the Iowa Tourism Office Give it Time strategy, target audiences, messaging and media channels. Clearly connect tactics, narrative, timeline and budget. Quantify expected benefits and identify the platforms or measures that will track results. Substantiate costs through specific vendor information and ensure the signed cash-match letter accurately demonstrates at least 20% of total project cost. Explain innovation, need and post-FY27 sustainability. Strong collaborative proposals should involve three or more entities including private businesses, define their tourismshed and promote multiple visitor opportunities. Ensure the budget contains no ineligible expenses and that project milestones fall within the 2027 performance period.