While most of the University of Iowa’s more than 30,000 students leave the area during summer break, tourism remains a major economic driver in Johnson County, drawing millions of out-of-county visitors and generating hundreds of millions in spending.
According to a recent report from Greater Iowa City, Inc., Johnson County welcomed 5.1 million visitors from outside the county in 2024, translating to nearly 30 million visits to individual destinations such as shops, parks and restaurants. That total marks a continued rebound from 2020’s pandemic low of 3.8 million visitors, though it still falls short of the pre-COVID peak of 5.3 million in 2019.
Visitors in 2023 spent more than $458 million in Johnson County, or approximately $2,958 per resident, according to destination management group Think Iowa City.
Monthly visitation peaked in August and September 2024 with 2.8 million and 2.6 million visits, respectively – numbers boosted by University of Iowa events like home football games at Kinnick Stadium. The months of May, June, July, October and November also remain strong, each logging about 2.5 million visits.
Data shows 77% of visitors travel more than 10 miles to reach the county, with Cedar Rapids accounting for nearly 15% of total visits. Many out-of-state visits come from the Chicago and Minneapolis metro areas, often tied to the university’s student population.
Greater IC uses this tourism data – along with metrics on housing, labor, and other factors – in its ongoing “Data Digest” benchmarking report to help local businesses plan for both short- and long-term growth.
To read the report in full, visit https://greateriowacity.com/community-development/spending-and-economic-impacts-of-visitors/
