Success Story: American Ring Travel Brings Major Cross-Country Tour to Iowa
Success Story: American Ring Travel Brings Major Cross-Country Tour to Sioux City, Iowa, Thanks to IITA Inbound Insider Steps to Success™ Program.
As a result of the Iowa Tourism Office having hosted IITA’s Steps to Success training program, one of its stakeholders gained a significant new piece of international business —a shining example of what happens when international strategy meets local investment.
American Ring Travel, a long-standing Inbound Operator and IITA member, will be bringing their Cross Country Tour (16 buses) to Sioux City, Iowa, in 2026.
The value of the hotel contract alone is an estimated $65,000. In addition, American Ring re-routed the tour on a more southerly path to allow their guests to see more of the state and therefore more travel suppliers along the way. The previous tour route bypassed most of the state. Local restaurants, shops, and other businesses are projected to see an additional $60,000 to $80,000 in visitor spending, underscoring the powerful ripple effect of inbound international travel.
“It’s not often you can see tangible ROI for your investment,” said Richard Groesz from American Ring Travel. “We thank Iowa for believing in the international market and the value of that business. This result speaks volumes.”
This success story is a testament to how IITA’s Steps to Success™ training is making real, measurable impacts across the country. By equipping DMOs and suppliers with the tools to better engage international buyers, we’re seeing results that go far beyond contracts — they’re shaping routes, driving economic development, and placing new destinations on the global travel map.
Congratulations to American Ring Travel and the entire Iowa tourism community on this impressive new product.
Stay tuned for more IITA member success stories — because this is just the beginning.
More about the program
IITA's Inbound Insider Steps to Success™ inbound travel training program has been implemented in many destinations across the U.S. The program, delivered in partnership with Alon Tourism Solutions (Alon), is designed specifically for DMOs and tourism stakeholders to increase international tourism ROI by providing tools, resources, and the know-how to work effectively with the travel trade.