Tourism drives $220 million impact in Cerro Gordo County

CLEAR LAKE, IOWA | October 26, 2026 — Tourism is more than visitors filling hotel rooms and dining at local restaurants. It is an economic driver that supports jobs, generates income for local workers, and creates business opportunities throughout Cerro Gordo County. According to newly released data from Tourism Economics, an Oxford Economics company, visitors spent $148.18 million in Cerro Gordo County in 2025, a 2.4% increase over the previous year. When the broader effects of that spending are included, tourism generated $219.78 million in total economic impact for the county.

The findings are part of the Iowa Tourism Office’s annual economic impact study, which highlights the importance of tourism to communities across the state.

How visitor spending benefits the local economy

When visitors come to Cerro Gordo County, they spend money at hotels, restaurants, shops, attractions and other businesses. But the economic benefits do not stop with those initial purchases. A restaurant serving visitors purchases food and supplies, pays employees, and contracts with other businesses for services. Those employees and suppliers then spend money in the community, creating additional economic activity.

This ripple effect helps explain how $148.18 million in direct visitor spending contributed to nearly $220 million in total economic impact across Cerro Gordo County.

Visitor spending in 2025 included:

Recreation spending experienced the largest percentage increase, growing 6.9% over 2024. Food and beverage spending increased 4.4%, retail grew 3.8%, and lodging increased 2.5%. Overall, visitors spent approximately $3.53 million more in Cerro Gordo County than they did in 2024.

Tourism supports local jobs and paychecks

One of tourism’s most important contributions is the income it generates for people who live and work in Cerro Gordo County. In 2025, tourism supported 1,463 jobs and generated $45.12 million in labor income, including wages, salaries, benefits and income earned by business owners. Of those jobs, 1,045 were directly supported by visitor spending. Additional jobs were supported through the businesses that supply the tourism industry and the spending of tourism-supported workers.

That means tourism’s employment impact reaches beyond hotels, restaurants and attractions to other businesses throughout the local economy. Tourism-supported employment increased from 1,439 jobs in 2024 to 1,463 in 2025, while total labor income grew from $43.53 million to $45.12 million.

“Tourism is economic development, and these numbers show just how far visitor spending reaches into our local economy,” said Libbey Hohn, IOM, director of tourism for the Clear Lake Area Chamber of Commerce. “When visitors stay in our hotels, dine at our restaurants, shop in our stores, and attend our events, they’re supporting local jobs and businesses. Those tourism dollars help generate paychecks, support families, and create opportunities for businesses throughout Cerro Gordo County.”

Continued investment strengthens the visitor economy

Visitor spending in Cerro Gordo County has increased nearly 16% since 2019, when visitors spent $127.84 million. Total economic impact has also grown, reaching $219.78 million in 2025 compared to $192.97 million in 2019. From Clear Lake’s recreational opportunities and the historic Surf Ballroom to Mason City’s architecture, arts and cultural attractions, Cerro Gordo County offers experiences that draw visitors throughout the year. Major community celebrations, sporting events, concerts, outdoor recreation and continued investment in visitor attractions all contribute to the area’s tourism appeal.

Projects such as the ongoing Surf District revitalization and the new Performing Arts Center at Clear Lake High School, completion anticipated in spring 2027, represent continued investment in the community’s cultural and entertainment amenities. These developments create opportunities to attract new audiences, host events and encourage visitors to spend more time exploring the area.

Iowa tourism reaches record visitor numbers

Statewide, Iowa welcomed a record 46.3 million visitors in 2025, generating $7.6 billion in direct visitor spending and $11.3 billion in total economic impact. The tourism industry supported 72,196 jobs across Iowa, generated $2.6 billion in personal income and contributed $1.2 billion in state and local tax revenue.

According to the Iowa Tourism Office, visitor spending and visitor volume have increased statewide every year since 2021. The annual economic impact study was conducted by Tourism Economics, an Oxford Economics company, on behalf of the Iowa Tourism Office. For more information about visiting Clear Lake, Iowa, visit clearlakeiowa.com.

About the Clear Lake Area Chamber of Commerce

The mission of the Clear Lake Area Chamber of Commerce is to be the champion for business success and quality of life, creating a thriving destination and driving community prosperity.