This year's Iowa Tourism Conference is underway in the Cedar Valley.
This is the first time the conference is being held in Waterloo.
It brings together people from all over the state to talk about the best ways to show off their area.
Officials say tourism in Iowa is a $7.6 billion industry that employs more than 64,000 people and generates $300 million in state taxes.
"Why wouldn't they want to come to Iowa? We have so much to offer," Jessica O'Riley from the Iowa Tourism Office said. "Once we get people here, they absolutely love it, from the Field of Dreams in eastern Iowa to the Loess Hills in western Iowa to the historic hotel in Mason City, there's just so much we have to offer."
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