Ritter: Years of Investment Driving Decorah's Tourism Success

Without local news, all we have are rumors. Keep facts alive — give now. DECORAH — Visit Decorah Tourism Director Alyssa Ritter presented the city council Monday evening with the latest evidence that Decorah's national profile continues to grow: a Midwest Living magazine 2026 Best of the Midwest award recognizing Decorah as one of the region's best small towns. Ritter presented the award to Mayor Carlson and the full council during her annual tourism update at the meeting, capping a report that emphasized how the community's long-term investments in parks, trails, local businesses and cultural institutions have positioned it well for what she described as a favorable moment in American travel. "This recognition reflects more than good marketing," Ritter told the council. "It reflects a community that has invested in its parks, its trail systems, its downtown, its cultural institutions, its local businesses, its events, agriculture and quality of life for decades, not just this year alone." Ritter, who has assisted with Visit Decorah's efforts in partnership with the Decorah Area Chamber of Commerce and Winneshiek County Development and Tourism since 2022, told the council the community has continued to earn attention from regional and national tourism organizations. She highlighted two Travel Iowa recognitions in particular. In 2022, Decorah was selected as one of only four inaugural communities included in Travel Iowa's "Soul of Iowa" campaign. More recently, Travel Iowa chose Decorah as one of just six Iowa communities to be featured at IPW, the U.S. Travel Association's premier inbound international travel trade show focused on attracting foreign visitors to the United States. "Since then, our community has been featured in regional and national publications, travel media, television programming and destination-focused storytelling efforts that continue to expand awareness of our area," she said. She also noted an ongoing partnership with Viking Cruise Line among the relationships helping to elevate Decorah's visibility. Ritter described Decorah's tourism appeal as rooted in a set of assets the community has built over many years: outdoor recreation, a walkable and bikeable downtown, locally owned businesses, restaurants, cultural institutions and the natural character of the Driftless region. Anchor destinations such as Vesterheim Norwegian-American Museum, Seed Savers Exchange, Toppling Goliath Brewing Co., the area's trail network, trout fishing and the Upper Iowa River, she said, have helped put Decorah on the map for visitors who often extend their trips to explore the broader community. She told the council that current national travel trends align naturally with what Decorah already offers. "Recent travel trends show that travelers are seeking authentic experiences, outdoor recreation, local foods, meaningful connections and opportunities to slow down and connect," she said. "Decorah and Winneshiek County are exceptionally positioned for these interest areas." Visitors, she noted, frequently cite the area's trails, the river, local food, historic character, walkability, bikeability and friendliness — and sometimes leave picturing themselves living there. Ritter briefly framed tourism not as an end in itself but as an economic multiplier for the broader community. Visitor spending, she said, flows to local restaurants, retailers, lodging properties, attractions, farms and service providers, generating revenue that benefits residents beyond the tourism industry directly. She distributed a summary sheet to council members with additional details from her presentation, though that material was not read into the public record. The council received the report warmly. Several members offered thanks before Ritter posed for a photo with Mayor Carlson and the award. Be in the know, always! The free newsletter delivers local news, features, and tips directly to you—perfect for busy readers.