The study reported here sought to ascertain the agritourism attraction preferences of Iowa consumers based on population category. Respondents were asked questions regarding their motivation and preferences related to participation in agritourism activities. The results revealed that individuals enjoy participating in agritourism activities to spend time with family and friends while supporting local farmers. They placed considerable importance on the availability of fresh produce, on-site restrooms, and a convenient location. The information regarding consumer motivation and preferences may be used by Extension educators, state organizations, and the agritourism owner/operator to create a consumer profile and target market prospective audiences.