Iowa Tourism RFP

The Iowa Tourism Office, part of the Iowa Economic Development Authority, seeks a vendor to develop a visitor profile study to capture the demographics and psychographics of the State’s travelers and evaluate trends with the purpose of informing tourism marketing and product development strategy.

Scope of Work

Chiefly, the Iowa Tourism Office seeks to develop an in-depth profile of visitors to the State with the
purpose of using this research to inform tourism marketing and destination development
strategy. Additionally, the report should evaluate the State’s performance in overnight visitation and provide trends and recommendations for improvement.

Visitor Profile Characteristics

The visitor profile should include (but is not limited to) data, trends and comparisons on the following
characteristics of Iowa visitors:

  • Demographic, psychographic and socioeconomic breakouts
  • Visitor volume, dispersion and cross-visitation
  • Visitor spend (by category)
  • Visitor sentiment and satisfaction
  • Origin market
  • Length of trip
  • Seasonality trends
  • Travel party size and composition
  • Purpose of trip
  • Accommodation and transportation choices
  • Trip planning process
  • Trip activities and interests
  • Perceptions of the State
  • Likelihood of future visitation to Iowa


Firstly, the proposal should outline the contractor’s project plan for the successful completion of the
deliverables. Specifically, the contractor will work with the client to determine summary reports and data segmentation to be provided along with the final report. Subsequently, the final report should also include information about Iowa’s tourism market share and travel profile with national and regional competitive set comparisons and recommendations for destination development with the intent to grow overnight visitation to the State.

View the full RFP at the Iowa Department of Administrative Services.

Submission Information

Lastly, the deadline to submit proposals is 4:00 PM CST on April 24, 2023.

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