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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 with the prior year.
Explore Minnesota described its recent marketing work, including a new "Star of the North" tourism brand, targeted drive‑market advertising, international outreach (noting European markets and a growing presence in India), and a social media‑driven spike in engagement tied to a Timberwolves‑related media moment. The agency reported roughly 1.3 billion national media impressions and a calculated media value associated with earned stories.
The briefing also covered newly funded initiatives: a one‑time infusion of state funding that supported industry grants (more than $2 million distributed in the prior fiscal year) and a tribal nations tourism grant program that had awarded more than $1.4 million to eight tribes so far. McGinty said Explore Minnesota launched an "outdoor recreation industry partnership" with DNR and DEED and cited a recent estimate that outdoor recreation contributes about $13.5 billion annually to Minnesota's economy.
Explore Minnesota also announced the July 2024 transfer of a film incentive program into Explore Minnesota, the start of a film office and work to make more communities "film‑ready." The agency said it is using one‑time funding to create workforce and business attraction marketing materials and that those materials will remain available after the one‑time funding ends.
Why it matters: Tourism and outdoor recreation are major contributors to Minnesota's economy and the agency's campaigns and grant programs target visitor spending, workforce attraction and industry recovery after the pandemic.
Ending: Explore Minnesota said it will continue work on winter marketing, tribal partnerships, film readiness and workforce messaging; lawmakers asked several follow‑up questions about target markets and activity breakdowns and received offers to provide additional data.
