Pottawattamie County’s tourism performance in 2025 was propelled by a combination of increased visitors and enhanced digital engagement. The number of tourists visiting the county surged, contributing significantly to the local economy. The year also saw a marked rise in demand for both outdoor and cultural experiences.
The record-breaking tourism spending of $334.17 million was complemented by a steady rise in visits to local attractions, including the LoHi Trek, a multi-day hiking event at Hitchcock Nature Center, and the Southwest Iowa Art Tour, which drew significant crowds. The Pottawattamie County Museum Tour also contributed to the record numbers, drawing history buffs and tourists interested in the area’s rich heritage.
Additionally, Pottawattamie County’s official travel platform, WattaWay.com, gained significant traction, seeing more than 27,500 page views and nearly 14,000 unique users. The website’s increased engagement reflects the broader digital shift that has been integral to the county’s tourism success.
One of the standout highlights was the recognition of Crescent Hill at Hitchcock, formerly known as Mt. Crescent Ski Area, as a premier regional attraction. This development was spotlighted in the 2026 Iowa Travel Guide, cementing its place as a key tourist destination within the state.
For 2026, Pottawattamie County’s tourism committee has outlined a series of new priorities aimed at building on 2025’s success and further diversifying the tourism offerings. A key focus is the transition to four-season tourism, designed to attract visitors year-round and combat the traditional seasonal peaks and valleys.
In addition to the winter campaign, the county is working on the Crescent Hill Four-Season Master Plan, a comprehensive project to transform the former ski area into a year-round hub of activity. The plan includes the introduction of mountain biking and hiking trails, summer festivals, and outdoor play spaces for families. This development is expected to significantly expand the county’s tourism offerings and attract visitors throughout the year.
By providing a diverse range of outdoor and recreational experiences, the Crescent Hill Master Plan aims to enhance Pottawattamie County’s reputation as a top destination for both nature lovers and adventure seekers, thus promoting sustainable growth in the tourism sector.
A critical aspect of the county’s strategy for 2026 involves a shift in its marketing approach. Moving away from traditional regional collaborations, the tourism committee plans to focus on direct-to-consumer marketing, emphasizing local assets to attract visitors. This shift will enable the county to better showcase its unique attractions, local events, and the natural beauty of the area.
A key part of this new approach is the incorporation of conversion tracking. Rather than focusing solely on website traffic, the committee aims to measure how digital engagement translates into real-world results, such as hotel stays and spending at local restaurants. This data-driven strategy will enable the county to refine its marketing efforts and maximize return on investment.
In addition to direct marketing, Pottawattamie County is also enhancing collaboration with other local and regional organizations. The Unleash Council Bluffs initiative has secured $160,000 in grants for 2026, which will help fund tourism and event-related activities in the county. One of the key events planned for 2026 is Railroad Days, which will coincide with Celebrate CB and National Train Day on May 9-10. These events will serve as major attractions, bringing together local communities and tourists for a celebration of the area’s rich history and culture.
The committee has also increased its focus on small community grants, with a recent grant allocated to the creation of a Lincoln Highway app. This initiative will promote historical tourism, encouraging visitors to explore the county’s cultural landmarks and heritage sites, contributing to a more balanced economic impact across Pottawattamie County.
With a clear strategic focus on four-season tourism, data-driven marketing, and sustainable growth, Pottawattamie County is poised to build on its record-breaking success in 2025. By embracing new initiatives like the Crescent Hill Master Plan and expanding its digital engagement, the county is positioning itself as a top destination for both local and international visitors.
As the county continues to innovate and diversify its tourism offerings, the year ahead looks promising, with exciting developments that will ensure Pottawattamie remains a key player in Iowa’s tourism industry for years to come. With its focus on sustainability, regional collaboration, and visitor experience, Pottawattamie County is set to maintain its growth trajectory and continue to attract travelers from all over the world.
