As the agritourism industry grows and develops in Iowa, it is important to identify the knowledge and participation levels of prospective agritourism consumers. This article focuses on current consumer trends and participation levels in Iowa agritourism activities. The results revealed a majority of Iowans believe they have at least some understanding of agriculture and food production and have participated in agritourism activities, but were relatively unfamiliar with agricultural-related tourism terms. The results can be used by Extension educators, state agricultural and economic development organizations, and the agritourism owner/operator to create a consumer profile and understand their prospective audiences.