Life in eastern Iowa communities from Lansing to Keokuk once revolved around the Mississippi River.

Fishing, timber and clamming defined commerce in the state's oldest towns, with the Mississippi acting as a giant interstate to move people and goods. But the advent of railroads, roads and highways eventually drew people — and attention — away from the river often called the "Father of Waters."

"Our mayors like to say that for so many decades we’ve been turning our backs to the river," said Colin Wellenkamp, executive director of the Mississippi River Cities and Towns Initiative, "and now we’re turning and facing it again."

Leaders of cities up and down the Mississippi say they're seeing renewed interest in tourism surrounding the nation's largest river. Viking River Cruises' renewed push to bring their European model to the Mississippi is a prime example.

The Swiss company announced plans in 2015 for Mississippi routes but was stymied by regulatory obstacles. Iowa river communities went months without hearing about the project.

But now, a company official says plans for domestic cruises are nearing completion.

Viking wants to make three Iowa stops as it launches a seven-day cruise on the upper Mississippi that will start in St. Louis and end in St. Paul, Minnesota, company consultant David Simmons told Dubuque City Council members this month. Viking plans to stop in Burlington, Davenport and Dubuque.

It also is planning two other Mississippi cruises based in New Orleans.

"The Mississippi River market is well underserved," Simmons said in a video recording of the meeting. "We have a brand and existing customer base who are river cruisers. And our past passengers are asking for the Mississippi River."

'Incredible demand' on the Mississippi River

Tourism on the upper Mississippi — including Missouri, Illinois, Iowa, Wisconsin and Minnesota — is responsible for more than $20 billion in economic activity and supports more than 358,000 jobs, according to the Upper Mississippi River Basin Association.

That organization estimates outdoor recreation brings in another $4 billion in annual revenue.

Wellenkamp, whose organization represents 88 cities along the river, says those numbers are rising.

"We’ve seen an increase as more attention turns back to the river; not just in terms of cruising, but in terms of people wanting to be on trails," Wellenkamp said. "Our cities have seen rising demand."

Land-based activities such as hiking continue to gain popularity in the river valleys. And many cities along the Mississippi have redeveloped their riverfronts and put their convention centers along the water's edge as interest grows, he said.

Likewise, demand for cruises continues to grow: The American Queen steamboat company of New Albany, Indiana, recently announced it was adding a new vessel, citing "incredible demand" on the Mississippi.

Wellenkamp believes natural events such as droughts, floods and algae blooms have emphasized the importance of the environment and prompted more interest in experiencing the outdoors.

"I think all of these things together have illustrated to people that these wondrous resources are finite," he said. "… And if we don't restore them and protect them, they’re going to go away."

In Lansing, the number of short-term vacation rentals has more than tripled in recent years, as the Great River Road continues to draw in thousands of river enthusiasts, said James Janett, director of the Driftless Area Education and Visitor Center.

"The Mississippi River is like a major manufacturer as far as offering jobs," he said. "It's the lifeblood of the area."

The $3.6 million Driftless center opened last year overlooking the scenic river valley. It has already registered visitors from 27 countries and 49 states — every state in the union save for Mississippi, ironically.

Even if cruise ships don't stop in the small northeast Iowa community, Janett said the journey might inspire travelers to return someday.

That happened after the Register's Annual Great Bicycle Ride Across Iowa, which ended in Lansing in 2017.

Few lingered in town at the end of their long ride.

"But the amount of people we’ve had that came back to visit that were on RAGBRAI has been pretty phenomenal," he said. "I don't have a hard number, but it's been a lot."

Iowa's 3 proposed Viking stops

Simmons told Dubuque council members that Viking wants to see a new dock added at the American Trust River's Edge Plaza.

Simmons advocated for a floating dock that can adjust to the height of the water so Viking's ships constantly have a spot in its port cities.

"We'd like to put you in the schedule," Simmons said. "You are currently in the schedule. You are currently in the brochure. But we need to be absolutely 100 percent certain that we can deliver the product."

Simmons said the company is willing to cover some of the cost to build the new dock. That was originally estimated to cost some $4 million, but he said it could likely be done for $1 to $2 million.

"We are willing and want to participate in making these things happen," he said.

He said Viking plans to operate as many as six ships about 17 times each year between July 5 and October 31. The 380 to 390 visitors per ship would spend a full day in Dubuque, he said.

"If that does happen, we potentially could have a Viking Cruise boat in port pretty much every day of the week from the beginning of July up to the end of October," Keith Rahe, president and CEO of Travel Dubuque, told the Register.

"And that's a lot of people coming into our community."

Rahe said the river continues to be a major draw for people traveling to Dubuque. River cruises have ramped up over the last five years, he said.

The American Queen, Queen of the Mississippi and the Celebration Belle are among the vessels that dock at American Trust River's Edge Plaza.

"What makes us unique as a destination is something not many other communities have — the Mississippi River," Rahe said. "And we have that out our front door."

Viking's consultant said the company already has potential itineraries for its three Iowa stops:

At Davenport , passengers would tour the John Deere Pavilion and Cinnamon Ridge Farms. Optional tours would include the Figge Art Museum, the Putnam Museum, River Music Experience and the Quad City Botanical Center

, passengers would tour the John Deere Pavilion and Cinnamon Ridge Farms. Optional tours would include the Figge Art Museum, the Putnam Museum, River Music Experience and the Quad City Botanical Center At Dubuque , cruisers would tour the city, visit the National Mississippi River Museum and Aquarium and have access to a shuttle to Galena, Illinois.

, cruisers would tour the city, visit the National Mississippi River Museum and Aquarium and have access to a shuttle to Galena, Illinois. At Burlington, passengers could choose to tour Old Fort Madison or Nauvoo, Illinois.

Dubuque mayor: investment in Viking will pay for itself

Simmons distributed renderings of the new Mississippi River vessels to members of the city council, but he required them to return the documents. Viking wants to keep specific information about the cruise secret for marketing purposes, he said.

A video on the city's site of the meeting has been edited to block the presentation, with a message stating: "At the presenter's request, confidential information in this presentation is being blocked from public view."

But Simmons said the new Mississippi River boats will be five stories tall. All cabins will have balconies overlooking the water, and the ship will feature an infinity wading pool.

He described the boat as "a long ship on steroids."

"No one else has seen these pictures but you guys," Simmons said.

He wouldn't comment on the proposed price to travel the new routes. Viking advertises European eight-day river cruises beginning at $1,899 per person.

Dubuque council member David Resnick said he was happy that Viking planned to pitch in for the cost of the new infrastructure.

But Resnick said other river towns had invested in infrastructure in recent years only to be disappointed when Viking announced in 2017 it was halting its Mississippi River cruise plans.

Simmons said this time the project was "moving very fast."

He said Viking could still land in Dubuque even without the construction of a new dock. Each ship is being equipped with a $1 million front ramp for boarding on the current landing.

"We can land everywhere," he said.

Dubuque Mayor Roy Buol told the Register that any investment in a new dock will more than pay for itself with increased tourism.

"When you look to the benefits to the city, bringing in a large number of tourists annually once they get their fleet built out, it will be quite an opportunity for the city of Dubuque," he said.

A Viking spokesman said the company continues to work on its Mississippi plans but declined to share further details.

Meanwhile, tourism officials in Burlington and the Quad Cities said they hadn't heard recently from Viking. Charlotte Morrison, a spokeswoman for the Quad Cities Convention and Visitors Bureau, said boat traffic already brings visitors from across the globe to the area.

Viking's consistent numbers would do the same, but with "a much bigger impact," she said.

"We’d love to have them," she said, "but (we) do not have any idea where it’s at right now."

About Viking Cruises

Switzerland-based Viking is the market leader in Europe, owning about half the market share. But most customers come from the United States and Canada. The company currently operates 64 river cruise vessels with seven under construction. It also has four ocean liners with another six under construction.

