Explore Minnesota

Explore Minnesota
Agency name	Explore Minnesota
Formed	1972
Jurisdiction	Minnesota
Headquarters	St. Paul
Parent agency	Minnesota Department of Employment and Economic Development

Explore Minnesota is the official tourism promotion agency of Minnesota, responsible for marketing the state's attractions, supporting travel-related businesses, and developing tourism programs. It promotes destinations across regions such as the Twin Cities metropolitan area, the North Shore, the Boundary Waters Canoe Area Wilderness, and the Iron Range, while coordinating with state agencies, regional tourism bureaus, and private partners. The agency's activities span advertising, research, grant programs, and event support to increase visitation to sites like Mall of America, Voyageurs National Park, Minneapolis, and Duluth.

History

Explore Minnesota traces its roots to earlier state travel promotion efforts dating to the early 20th century when railroads and chambers of commerce such as the Greater Minneapolis Chamber of Commerce and the St. Paul Chamber of Commerce marketed destinations like the Boundary Waters Canoe Area Wilderness and the Iron Range. Formalized tourism promotion in Minnesota expanded during the postwar era alongside institutions including the Minnesota Historical Society and the Minnesota State Fair. Legislative developments in the 1970s and administrative reorganizations involving the Minnesota Department of Employment and Economic Development created a centralized tourism office that evolved into the modern agency. Over decades the agency responded to events such as the rise of the Twin Cities cultural scene, the growth of attractions like the Mall of America, and crises including natural disasters and travel disruptions to adapt marketing and grant programs.

Organization and Governance

The agency operates within the administrative framework of Minnesota state government and works with the Minnesota Governor's office, the Minnesota Legislature, and the Minnesota Department of Employment and Economic Development. Its governance includes appointed leadership and career staff who liaise with regional tourism organizations such as Visit Duluth, Visit Rochester (MN), and county CVBs. Budgeting and policy are influenced by appropriations from the Minnesota House of Representatives and the Minnesota Senate, and compliance aligns with standards from agencies like the Minnesota Office of Management and Budget. The office coordinates with federal entities including the National Park Service for park promotion and with economic development partners like Greater MSP for metropolitan tourism strategy.

Marketing and Campaigns

Marketing efforts deploy multimedia advertising, strategic public relations, and digital outreach to highlight destinations such as Minneapolis Institute of Art, Guthrie Theater, Walker Art Center, Split Rock Lighthouse State Park, and seasonal events including the Minnesota State Fair and the Boundary Waters Music Festival. Campaigns have targeted market segments in metropolitan corridors such as Chicago, Milwaukee, Des Moines, Winnipeg, and Toronto while engaging travel media from outlets like National Geographic, Condé Nast Traveler, and Travel + Leisure. Collaborations with cultural institutions—including the Science Museum of Minnesota and performing arts organizations—support content creation, while partnerships with transportation providers such as Delta Air Lines and regional carriers promote accessibility. Crisis-response marketing has addressed issues like wildfire smoke near the Boundary Waters Canoe Area Wilderness and travel downturns during pandemics, coordinating with the Minnesota Department of Health and tourism recovery programs.

Tourism Programs and Services

The agency administers grant programs for initiatives led by entities such as regional CVBs, tribal nations like the Fond du Lac Band of Lake Superior Chippewa, and destination marketing organizations including Visit Lake Superior North. Programs support festivals—examples include the Saint Paul Winter Carnival—heritage tourism at sites managed by the Minnesota Historical Society, outdoor recreation in areas like Itasca State Park, and agritourism on lands within counties such as Hennepin County and Renville County. Services include research and data provision using economic analysis tools aligned with the U.S. Travel Association metrics, professional development for hospitality businesses, and cooperative advertising opportunities with lodging associations and event promoters. The agency also facilitates accessibility initiatives for attractions like the Minneapolis Sculpture Garden and outdoor recreation amenities in state parks.

Economic Impact and Statistics

Tourism promoted by the agency contributes to employment in sectors anchored by lodging, food service, attractions, and transportation across regions including the St. Louis County lake communities and the Scott County suburbs. Economic impact estimates draw on data sources such as the Bureau of Economic Analysis and the U.S. Bureau of Labor Statistics, measuring visitor spending, tax receipts, and job creation. Reports track metrics for marquee sites like Mall of America foot traffic, visitor volumes to Minneapolis–Saint Paul International Airport, and seasonal visitation patterns at state parks including Gooseberry Falls State Park. The agency publishes statistics used by municipal planners, chambers such as the Greater MSP, and private sector investors to guide infrastructure and hospitality investment.

Partnerships and Regional Initiatives

Explore Minnesota collaborates with regional organizations including Greater MSP, Destination Medical Center (DMC), and local destination marketing organizations like Visit Brainerd Lakes. It engages tribal governments such as the Leech Lake Band of Ojibwe and regional conservation partners including the Minnesota Land Trust and the Duluth Superior Area Community Foundation to promote sustainable tourism. Cross-border initiatives involve coordination with provincial authorities in Ontario and state tourism offices in neighboring states like Wisconsin and Iowa for multi-state routes and themed corridors such as the Great River Road. Cooperative efforts with arts institutions, sports franchises like the Minnesota Vikings, and event organizers support conventions, sports tourism, and cultural programming to diversify visitation across urban and rural economies.

Category:Tourism in Minnesota