Planning For the Future: Branding and Positioning Eastern Iowa as a Tourism Destination
Abstract (150 Words)
According to the Iowa Tourism Office (2015), tourism in Iowa generates more than $8.06 billion in expenditures and nearly $375 million in state tax receipts while supporting 66,500 jobs. But many agree that even with these impressive numbers, we tap a mere fraction of our capacity, and that there currently is a unique opportunity to capitalize on recent trends and developments and nurture a tourism industry that is competitive, vibrant, and sustainable. To achieve this goal, the state needs to explore and enhance its regional potential, and strategically market its regions as distinct brands (Debi Durham in Iowa Economic Development Authority, 2015b).
This project will tackle state tourism marketing by drafting a forward-looking branding and positioning strategy for tourism industry in Eastern Iowa. It will draw on tourism, marketing, and community development literature and best practices, as well as primary data reflecting realities and unique features of the region.
Planning For the Future: Branding and Positioning Eastern Iowa as a Tourism Destination
According to the Iowa Tourism Office (2015), tourism in Iowa generates more than $8.06 billion in expenditures and nearly $375 million in state tax receipts while supporting 66,500 jobs. But many agree that even with these impressive numbers, we tap a mere fraction of our capacity, and that there currently is a unique opportunity to capitalize on recent trends and developments and nurture a tourism industry that is competitive, vibrant, and sustainable. To achieve this goal, the state needs to explore and enhance its regional potential, and strategically market its regions as distinct brands (Debi Durham in Iowa Economic Development Authority, 2015b).
This project will tackle state tourism marketing by drafting a forward-looking branding and positioning strategy for tourism industry in Eastern Iowa. It will draw on tourism, marketing, and community development literature and best practices, as well as primary data reflecting realities and unique features of the region.