Published on February 1, 2026
By: Paramita Sarkar
Pottawattamie County, Iowa, is seeing a significant evolution in its tourism landscape. The Pottawattamie County Tourism Committee presented its 2025 year-end tourism report to the Board of Supervisors in late January 2026, revealing a record-breaking year for travel to the region. According to the report, direct tourism spending in the county surged to $334 million, reflecting a broad recovery and significant growth in the area’s outdoor recreation and gaming sectors.
The report also detailed a strategic shift in the county’s marketing approach, moving away from traditional broad-based regional marketing campaigns to more localized, data-driven strategies focused on the county’s distinctive natural assets. This new direction positions Pottawattamie County for continued success, with an emphasis on attracting tourists year-round.

2025 Tourism Highlights: Record Spending and Digital Expansion

The committee reported that 2025 was a year of sustained growth, particularly in the digital space, as the region sought to expand its reach and enhance engagement with potential visitors. One of the main drivers of this success was the county’s official travel platform, WattaWay.com. The platform saw significant engagement, with a total of 27,558 page views, 13,885 unique users, and 7,549 meaningful engagement sessions.
In terms of outdoor recreation, the committee highlighted Crescent Hill at Hitchcock—formerly known as Mt. Crescent Ski Area—as a key player in the county’s winter tourism efforts. The ski hill was prominently featured in the 2026 Iowa Travel Guide, providing a boost in exposure to winter sports enthusiasts.

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Additionally, the tourism committee integrated digital outreach, using platforms like Facebook and Google Ads to reach a wider audience while continuing to distribute physical promotional materials such as trail maps, community guides, and regional brochures. This integration of digital and physical marketing materials allowed the county to connect with a broader, more diverse audience while keeping local assets top-of-mind for travelers.

2026 Strategic Priorities: Winter and Four-Season Tourism Focus

For 2026, the Pottawattamie County Tourism Committee is shifting its focus to high-value, direct-to-consumer marketing campaigns aimed at further boosting tourism during all seasons. A primary focus for 2026 is the launch of an “Unstoppable” Winter Campaign, which will position Pottawattamie County as a premier winter destination in the Midwest. The campaign will highlight snow sports and the growing popularity of indoor tasting trails, offering a variety of experiences for visitors seeking both adventure and relaxation.

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In addition to winter tourism, the committee is working on a Four-Season Transition Plan, with the main focus being the development of the Crescent Hill Four-Season Master Plan. This plan aims to transform the Mt. Crescent Ski Area into a year-round destination, adding activities like mountain biking, hiking, and summer festivals to the winter attractions. The goal is to ensure the region remains a vibrant destination for outdoor enthusiasts all year long, maximizing tourism potential during all four seasons.

Localized Resource Allocation: Focusing on County-Specific Initiatives

In a move aimed at enhancing the county’s tourism value, the Board of Supervisors decided to forgo membership dues to Western Iowa Tourism for the 2025-2026 fiscal year. Instead, the funds will be reinvested into county-specific initiatives that have shown a higher direct return in terms of tourism engagement. This decision highlights the county’s strategic shift towards focusing more on local assets and direct community engagement rather than relying on broader regional organizations.

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One notable initiative supported by this shift is the Small Community Grants program. The committee has already approved a $500 grant for the Lincoln Highway app, which aims to promote historical tourism across smaller towns in the county. This app will help travelers discover the rich history of the Lincoln Highway, drawing more tourists to explore the region’s cultural heritage.

Moving Beyond “Unique Users” to “Conversion” Metrics

A key goal for 2026 is to move beyond just tracking unique users on the tourism website. The committee now aims to focus on conversion rates, specifically tracking how online traffic translates into hotel stays, restaurant spending, and other local economic activities in rural parts of the county. By measuring conversion, the county hopes to gain a clearer understanding of how digital engagement drives actual spending in local businesses, allowing for more effective marketing strategies.

The Future of Tourism in Pottawattamie County

With its $334 million in tourism spending and a strong focus on digital and year-round attractions, Pottawattamie County is poised for continued growth in 2026. The tourism committee’s strategic focus on four-season marketing and investment in local initiatives will ensure that the region not only thrives during the summer and fall months but becomes a sought-after destination for winter sports enthusiasts and year-round adventure seekers. As the county continues to capitalize on its natural beauty and outdoor recreation offerings, it remains dedicated to supporting both its tourism industry and local businesses.
As Pottawattamie County prepares to roll out its new initiatives for 2026, its tourism industry is set to play a pivotal role in strengthening the local economy, creating jobs, and enhancing the quality of life for residents. With its focus on data-driven strategies and localized marketing, the county is shaping itself into a leading destination in the Midwest for both visitors and residents alike.

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Tags: Iowa tourism 2025, Iowa tourism strategies 2026, Pottawattamie County marketing, Pottawattamie County Tourism, tourism revenue Pottawattamie County

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