The City of Storm Lake plays an active role in promoting Storm Lake as a tourism destination. Sifting through results from the most recent “State of the American Traveler” study provides some interesting insights to build on.
Here are some of the highlights:
- HOW MANY TRIPS? - Survey results show travel planning remains at record level, with the average American traveler expecting to take 3-4 leisure trips in the next 12 months, while a fourth of those responding expect more than five getaways.
- HOW IMPORTANT IS VACATION? - Well over half of those surveyed will make vacationing a top priority in their personal budget for the months ahead.
- WHERE ARE WE GOING? - Nearly half of travelers are looking for non-urban destinations – good news for places like Storm Lake where big-city snarl is not an issue.
- WHY ARE WE TRAVELING? - What motivates people to travel? Visiting family or friends is always at the top of the list. But the three biggest reasons following are currently: 1. Relaxation, 2. De-stressing. 3. Self care. Almost 93 percent of potential travelers are looking for that kind of getaway. Storm Lake is an ideal opportunity to relax and recharge.
- Other top reasons to travel – Exploration (10 public parks and multiple beaches here), Culture (art galleries, concerts and events aplenty), Children’s Activities (Storm Lake offers two waterparks, playgrounds, and Kids’ Fest!).
- HUNGRY, ANYONE? - What activities do travelers want most? This may come as a surprise, but restaurants and dining are far and away the most important factor, according to the survey. Storm Lake fits that bill too, with a big variety of unique eating places with foods from several cultures. Shopping ranks second. Storm Lake has locally-owned shops full of charm and unexpected finds, including three antique stores right on our downtown main street.
- MEET AND GREET - Would you have expected that interaction with the locals ranks third most important for travelers? That’s why it is important to welcome all of our visitors, no matter their walk of life. As Iowa’s most culturally diverse city per capita (nearly 35 different native languages spoken), the City is a fascinating place for people-meeting.
- NATURE CALLS - Outdoor Recreation is the next most important thing travelers are looking for. Again, Storm Lake to the rescue – trails, biking, camping, boating, fishing, golf, etc.
- THE SELFIE GENERATION - In the techie era, it’s no surprise that rounding out the top five reasons for travel is: taking photos and video to post on social media. A beautiful lakefront community, and those legendary sunsets, has Storm Lake well positioned to satisfy the social media itch, too.
- NO GOS - What ranks lower on the travel motivation list? Museums, festivals, pro sports, concerts, wineries/breweries.
- BARRIERS TO GETAWAYS - What stops people from traveling? Perception of high costs, of course, to the tune of 75 of potential travelers%. Cost is a deterrent especially for millennials, followed by baby boomers, while those young Gen Z travelers are less likely to be concerned. Luckily, Storm Lake offers a range of lodging including a community-owned resort and a range of hotel/motels with something to suit every price range. The majority of Storm Lake vacationers come from driving distance – about a three hour radius – keeping getaway trips affordable.
Environmental sustainability ranks second as a deterrent, especially among Gen Z travelers, and Storm Lake is well-tuned to its natural resources.
Clashing politics is a third reason that keeps people from traveling to particular destinations. Storm Lake is known as a community of tolerance for all.
- SO MANY PLACES, SO LITTLE TIME - What tools do potential travelers use to find a destination? In order – email, websites, Facebook, online articles, Instagram, YouTube and other streaming video. Less important were travel reviews, TikTok, Pinterest, X (formerly Twitter), online reviews, broadcast TV, newspapers, phone apps and influencers.
- FESTIVALS AND EVENTS - How important are local events? Nearly two-thirds of travelers are interested in checking out signature local events and festivals. Millennials are looking for those activities at an especially high rate, but Gen. Z is close behind. A whopping 77 percent of families with school-age children will travel to attend a local event.
- CELEBRATE - What events draw the most traveler interest? Those with food and drink, surveys say. Music is a close second, followed by local tradition events, spectator sports and art/culture events. Storm Lake has all that and more, with events like Kids’ Fest, Star Spangled Spectacular, Wood, Wine & Blues, Fiesta Latina, Multicultural Festival, Miracle on Lake Avenue, BVU Homecoming and more. Low on the survey popularity scale are historical reenactments, participant sports and religious events.
Looking for a destination for a 2025 getaway? Look for Storm Lake in the Travel Iowa guide, or for more information, www.stormlake.org/9/visitors