The Committee on Jobs and Economic Development convened on February 3, 2025, to discuss the significant economic contributions of tourism in Minnesota and the ongoing initiatives to enhance the state's appeal to visitors. The meeting highlighted a record number of visitors to Minnesota, totaling 80.2 million, which generated an impressive economic impact of $14.1 billion. This influx not only supports local businesses but also results in substantial tax savings for households across the state, estimated at over $1,000 annually.

The committee noted that the hospitality industry plays a crucial role in the state's economy, providing more than 180,000 jobs and contributing approximately $2.3 billion in state and local taxes. The discussions emphasized the importance of continued growth in tourism, which has surpassed pre-pandemic levels, marking a significant recovery milestone.

Key metrics presented included improvements in hotel occupancy rates and tourism sales, indicating a positive trend in visitor engagement across both urban and rural areas. A new marketing campaign launched in 2024 aims to promote authentic experiences in Minnesota, targeting diverse markets and leveraging direct flight connections to enhance visibility.

The committee also discussed the successful outreach efforts in international markets, particularly in the UK, Germany, Japan, South Korea, and India, which have shown promising growth in business and leisure travel. The marketing strategy includes a focus on seasonal campaigns, with increased funding allocated for winter tourism, recognizing Minnesota's potential as a winter destination.

In addition to traditional marketing, the committee highlighted innovative approaches, such as the viral success of a Timberwolves moment that significantly boosted social media engagement and website traffic. The meeting concluded with an overview of various grant programs aimed at supporting local tourism initiatives, including a $2 million tourism recovery grant program and a unique bridal nations grant program for tribal nations.

Overall, the committee's discussions underscored the vital role of tourism in Minnesota's economy and the ongoing efforts to enhance the state's attractiveness as a travel destination, ensuring continued growth and community engagement in the coming years.