Cheyenne, WY (Jan. 16, 2026)—Idaho Falls, Idaho, has been named as the host location for the 2027 International Roundup® (IRU) tourism tradeshow. With dates set for April 20-23, 2027, the event will bring international travel planners and tour operators from seven overseas markets who specialize in selling customized travel itineraries through the four-state region of Idaho, North Dakota, South Dakota and Wyoming, collectively branded overseas as “The Great American West.”
IRU 2027 will be hosted by Yellowstone Teton Territory in partnership with Visit Idaho and The Great American West and is expected to provide a long-term economic boost for the region. More than 80 regional suppliers and 40 international tour operators are expected to attend the multi-day event, including over 3,200 pre-scheduled appointments with destination representatives. Business conducted at the event will help contribute an estimated $11.9 million in visitor spend to the state of Idaho and an estimated $100 million to the four-state region.
“This is a game-changer for Idaho Falls. Having 80 suppliers and 40+ international buyers doing business right here means decision-makers from around the world will experience our city firsthand – not just hear about it,” said Yellowstone Teton Territory Marketing Director Kristi Baughman. “They’ll see our vibrant downtown, eat at our incredible restaurants, walk the Greenbelt, and explore everything from the Museum of Idaho to Yellowstone National Park just up the road. When you’re generating $100 million in future travel revenue, you want those buyers to fall in love with the destination, and we’re confident Idaho Falls will do exactly that.”
The event will take place at the Holiday Inn & Suites Idaho Falls, where tourism professionals attending the event will gather to conduct business over the two-day event. With its central location and access to iconic destinations – including the Snake River Greenbelt, the Museum of Idaho and the natural wonders of Mesa Falls, Craters of the Moon National Monument, Yellowstone National Park and Grand Teton National Park – the Holiday Inn & Suites Idaho Falls is the ideal host venue for the 2027 International Roundup. “It’s a perfect combination of accessibility and authenticity,” Baughman said.
The exclusive IRU event is a unique opportunity for local suppliers within the four-state region to meet one-on-one with international tour operators from the United Kingdom (England and Ireland), German-speaking (Germany, Austria and Switzerland), Benelux (Belgium, Netherlands and Luxemburg), France, Italy, Australia/New Zealand and Nordic (Norway, Sweden, Finland, Denmark and Iceland) markets to conduct business negotiations that would otherwise be generated only through substantial individual investment and an exhaustive number of around-the-world trips and virtual meetings.
International tour operators who sell travel packages to the four-state region are invited to register for the event to enhance their product base and knowledge of the area. Many of the operators who attend are small- to medium-sized companies that specialize in tailor-made fly-and-drive itineraries for individual clients. The knowledge and connections gained at this event allow tour operators to offer unique experiences in this region of the U.S., customized to fit the needs and wants of their clients, while at the same time providing an efficient and practical way for suppliers in the region to promote their tourism products to an international audience.
“We’re thrilled to see Idaho Falls announced as the host city of the 2027 International Roundup®,” said Visit Idaho Tourism Manager Natalie Jushinski. “Tourism is the third-largest industry in our state. While domestic travelers make up most visitors in Idaho, international travelers typically stay longer, spend more, and explore multiple and often lesser-known destinations during the slower tourism season, giving cities like Idaho Falls valuable opportunities to showcase themselves to these unique visitors.”
“Yellowstone Teton Territory is incredibly proud to bring this event to Idaho Falls. We’ve been working hard to elevate our tourism infrastructure and cultural offerings, and hosting IRU 2027 feels like the perfect moment to show the international tourism community what we’ve built. This isn’t just about one successful event – it’s about changing how the world sees Idaho Falls and establishing our city as a must-visit destination in the American West,” Baughman said.
Early registration for IRU 2027 will open in fall 2026. Event participants are encouraged to register early to confirm their spot at this exclusive event. To learn more about International Roundup®, visit InternationalRoundup.com.
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About International Roundup
International Roundup® (IRU) is an exclusive annual tourism tradeshow event designed for suppliers and buyers focused on growing international tourism in The Great American West region. The event consists of two days of intensive pre-scheduled business appointments where every regional organization and international tour operator/buyer are guaranteed to meet. This unique B2B event gives suppliers looking to increase international visitation the opportunity to conduct business with international buyers who are looking to add regional product offerings to their travel portfolio for their clients. The business negotiations that take place at the IRU event contribute to the generation of an estimated $100 million in future travel to the four-state region of Idaho, North Dakota, South Dakota and Wyoming. For more information about IRU, visit InternationalRoundup.com.
About The Great American West
The Great American West is the brand for the international marketing efforts of the state tourism offices of Idaho, North Dakota, South Dakota and Wyoming. Collectively, the cooperative markets to both travel trade (tour operators and travel agents) and consumers through advertising and public relations efforts. Individually, each state office works with its industry partners to raise awareness of its state and the region as a whole through the promotion of products and travel destinations. The Great American West contracts with destination marketing firm RMI to help coordinate their united efforts in seven international markets, including the United Kingdom (England and Ireland), German-speaking countries (Germany, Austria and Switzerland), Benelux (Belgium, Netherlands and Luxembourg), France, Italy, Australia/New Zealand and the Nordics (Norway, Sweden, Finland, Denmark and Iceland). For more information about the Great American West, visit GreatAmericanWest.co.