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This exploratory study aims to adopt an identity-centered approach for evaluating Iowa's destination image among industry partners, who are often seen as a less-important stakeholder group in place branding research. Brand identity attributes of the ongoing branding strategy, ‘Iowa Life Changing’, were first identified through a document analysis and an elite interview. A random stratified sampling was then used in a telephone survey with 200 industry partners. Of the 114 valid responses, the gap between the brand identity and brand image of Iowa as a travel destination and respondents’ strength of identification with the Iowa Tourism Office were measured. Specifically, results showed a consistency and some dynamic linkages among the three constructs. Practical implications and future research directions on industry partners are also discussed.