Iowa Travel Industry Partners group shares wins, sets new goals

The Iowa Travel Industry Partners (iTIP) recently shared its fiscal year 2024 wins, introduced its new board of directors, including ITIP President Dave Herrell of Visit Quad Cities and shared some ambitious goals for the coming year.

iTIP’s mission, according to a news release from the organization, is to champion tourism, increase visitation and enhance Iowa’s economy through strategic partnerships. Its new board, the release said, brings experience and dedication to advancing Iowa’s tourism industry.

The group vision includes unity among travel professionals and a commitment to fostering diverse communities that inspire travelers. And the organization said its board members bring extensive experience and dedication to advancing Iowa’s tourism industry. 

In addition to Mr. Herrell, the other organization leaders and their affiliations for the 2025 fiscal year are:

• Vice President Kevin Bourke, Discover Ames. 
• Treasurer Jennifer Pickar, Cedar Falls Tourism. 
• Secretary Ginger Williams, Charles City Chamber & Tourism. 
• Past President Kim Grzywacz, CIT Signature Transportation. 
• Directors: Nicki Brus (Visit Quad Cities), Jessica Dunker (Iowa Restaurant Association), Mark Eckman (Council Bluffs Convention & Visitors Bureau), Greg Edwards (Catch Des Moines), Wes Ehrecke (Iowa  Gaming Association), Kristi Franz (Explore Siouxland), Tavis Hall (Experience Waterloo), Carrie Koelker (Travel Dubuque), Nick Pfeiffer (Think Iowa City), Julie Stow (Cedar Rapids Tourism Office), John Valliere (Iowa PGA), Korey Woodbury (Hotel Millwright).

That group hopes to build on the organization’s wins in fiscal year 2024, which the release said “marked a period of significant development and growth for Iowa Travel Industry Partners.

iTIP accomplishments

Among the key 2024 accomplishments were: 

• Securing major contracts: They include a second year-long vendor contract from the Iowa Economic Development Authority (Iowa Tourism Office) to execute a comprehensive niche marketing campaign. The initiative included statewide participation in three national trade shows, creation of niche magazines, the use of statewide sports software, and the production of a group tour highlights video. These efforts provided members with numerous opportunities to promote their destinations and attractions to national planners, significantly increasing exposure and awareness for  the state, the release said. 
• Enhanced Programming: iTIP said it continued to nurture its committees and enhance programming opportunities to deliver greater value to the industry. That included hosting 21 events – eight in-person and 13 virtual – and providing resources and educational tools to more than 500 industry members. 

The FY24 Annual Report is available on iTIP’s website. It details its efforts and underscores iTIP’s role as a pivotal resource for Iowa’s tourism sector, committed to unity, collaboration, and partnerships for sustainable industry growth. 

iTIP also set ambitious goals for FY25 under its strategic plan focusing on these categories: Expanding Value, Amplifying Industry Voice, and Ensuring Organizational Sustainability. 

Key objectives in the following areas in the year ahead include: 

•  Expanding Value: Collaborating with affiliate associations for year-long tourism-focused business leadership programs, promoting cooperative trade show opportunities, and exploring virtual workshops  to support statewide partners. 
• Amplifying Industry Voice: Increasing media presence, enhancing visibility with elected officials to  advocate tourism interests, and aligning closely with Iowa’s Tourism Strategic Plan. 
• Sustaining the Organization: Evaluating membership dues structures, increasing funding contributions, seeking national grants, fostering county-level involvement, and expanding fundraising  efforts. 

Creating strong foundation

Success benchmarks for FY2025 include significant membership growth, increased event participation, and heightened engagement with elected officials, reinforcing iTIP’s pivotal role as an advocate and resource for Iowa’s tourism industry. 

“FY24 was a transformative year for iTIP, marked by significant achievements that have set a strong foundation for FY25,” Executive Director Chelsea Lerud said in the release. 

“As we enter this new fiscal year, we are energized by  the opportunities ahead to further elevate Iowa’s tourism industry. With our new Board of Directors and  strategic goals in place, iTIP is poised to expand our impact, advocate for our members, and foster sustainable growth statewide. Together, we aim to strengthen Iowa’s reputation as a top travel destination and drive  economic success through collaboration and innovation.”