Visitor spending in Jefferson County reached a 10-year high in 2025, generating $36.7 million in total economic impact, according to a new study released by the Iowa Tourism Office, and a press release provided by Visit Fairfield CVB.
Visitors spent $24.5 million in Jefferson County in 2025, up 7.1% from 2024 and roughly 24% since 2021. The figure surpasses the previous high of $23.4 million set in 2018 and marks the highest level of visitor spending in the county in at least a decade.
Visit Fairfield CVB Executive Director Terry Baker said the record year reflects the organization’s daily efforts to draw visitors to the area and give them reasons to return. “Visitors come for our events, arts, trails and dining. Just as important are the people who come to see friends and family here, and the business travelers who fill our hotels and restaurants during the week. Our job is to reach all of them, and the City of Fairfield’s investment through hotel-motel tax makes that work possible. A return of $133 in visitor spending for every local dollar shows that investment is paying off for our businesses, our workers and our community.”
Growth reached every sector of the local visitor economy in 2025. Recreation spending saw the fastest growth, rising 10.2% to $3.0 million. Food and beverage spending rose 9.2% to $5.6 million, retail spending climbed 8.8% to $5.4 million and lodging spending increased 6.8% to $4.2 million. Transportation, the largest category, rose 2.7% to $6.3 million. On average, visitors spent about $67,000 in Jefferson County every day of the year.
Tourism sustained 253 jobs in Jefferson County in 2025, nine more than the year prior, generating $8.4 million in labor income for local workers — up 6.9%. Visitor dollars are spent again across the community, which is why the total economic impact of $36.7 million exceeds direct visitor spending, up 7.3% from the year before.
Statewide, Iowa welcomed a record 46.3 million visitors in 2025, who spent $7.6 billion for a total economic impact of $11.3 billion. Since 2021, visitor volume has grown about 11%, spending has grown about 23% and visitor-generated state and local tax revenue has grown about 16%, from $1.0 billion to $1.2 billion.
Iowa Tourism Office State Tourism Manager Amy Zeigler said the sustained growth reflects the strength of the state’s long-term strategy. “In 2021, we established a five-year strategic plan to strengthen and grow Iowa’s tourism industry in collaboration with local, regional and state partners. Every year since then, steady growth in visitor volume, spending and tax revenue shows that our approach is paying off. Tourism is now one of the major economic pillars of our state.”
The study was conducted by Tourism Economics, part of Oxford Economics, for the Iowa Tourism Office. More information on the data and methodology is available at traveliowa.com. For more information about visiting Fairfield and Jefferson County, visit visitfairfieldiowa.com.
