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Explore Minnesota reports rising visitor numbers, new campaigns and film office launch
Summary
Explore Minnesota briefed the committee on 2023 visitor figures, new marketing campaigns including 'Star of the North,' a workforce/business attraction effort and the newly launched Explore Minnesota Film program.
Explore Minnesota briefed lawmakers on tourism and marketing activity, reporting rising visitation metrics and the launch of several new initiatives.
Lauren Bennett McGinty, executive director of Explore Minnesota, told the Committee that tourism indicators recovered strongly after the pandemic: the agency cited roughly 80.2 million visitors (calendar 2023 data referenced), about $14.1 billion in visitor spending, $24.2 billion in total economic impact and more than 80,000 jobs supported. McGinty said year‑over‑year gains continued into 2024 and early 2025, with hotel occupancy up in January compared…
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