Minnesota sees a revival in tourism industry

Saturday, April 13, 2024

Minnesota is experiencing a tourism resurgence, with visitor numbers returning to pre-pandemic levels, according to Explore Minnesota. This uptick is attributed to the state’s varied attractions, from urban centers like Minneapolis to natural wonders such as Lake Superior.

Recent statistics from Explore Minnesota indicate a 1.5% increase in visits, signaling a robust recovery in the state’s tourism sector. Chris Morgan, from the state tourism department, notes that while the majority of visitors are from neighbouring states, there is a growing interest from across the country. Publications like have recognized Minnesota as a top travel destination for 2024, citing its diverse attractions. This national attention is helping to propel the state into the spotlight as a must-visit location.

The emphasis on broad appeal, from shopping giants like the Mall of America to the gaming excitement at Grand Casino, along with cultural hubs in Minneapolis and the scenic cities of Rochester and Duluth, showcases Minnesota’s varied offerings. Morgan points out that these elements are crucial in drawing tourists who seek both urban and natural experiences.

Highlight on Duluth and Local Tourism
Duluth has emerged as a particularly strong draw. Jane Jandl, Director of Marketing at Wild State Cider, shares that their taproom has seen attendance soar to pre-pandemic numbers, with a nearly 300% increase in business from 2020 to 2022.

The growth is part of a larger trend that sees Duluth’s tourism tax revenue up 16.6% since last year. The city’s appeal is attributed to its vibrant local scene and accessibility to natural beauty, including the shores of Lake Superior.

This local focus is resonating with tourists looking for authentic experiences, contributing to positive growth across 21 of Duluth’s 23 neighborhoods. Visit Duluth’s reports suggest that even a mild winter has not deterred visitors, indicating a robust appeal regardless of season.

The “Star of the North” Campaign
To capitalize on this growing interest, Explore Minnesota has launched the “Star of the North” marketing campaign. With a $25 million budget, funded by legislative support, this initiative aims to not only attract more visitors but also encourage people to consider relocating to Minnesota. The campaign reflects a strategic shift in Minnesota’s tourism approach, focusing on immersive experiences and long-term engagement with the state rather than just short-term visits.

Morgan emphasizes that this new campaign is about storytelling and sharing what it means to be part of Minnesota. The state offers a blend of outdoor activities, cultural richness, and friendly communities, positioning it as an ideal place for both tourists and potential residents.

Minnesota’s tourism sector is clearly on an upward trajectory, fueled by strategic marketing and the inherent appeal of its diverse destinations. The success stories from entities like Wild State Cider and the booming interest in cities like Duluth illustrate the state’s capacity to offer varied and rich experiences that cater to both adventure seekers and those looking for a peaceful retreat.

The “Star of the North” campaign is a bold move to maintain this momentum, promising to enhance Minnesota’s reputation as a welcoming and vibrant state. It’s a compelling invitation to explore the myriad attractions and possibly make a home in the region. As Minnesota continues to build on this positive trend, the future looks promising for its tourism industry, with potential economic and social benefits extending well beyond the immediate future.

Overall, Minnesota’s resurgence as a top travel destination underscores its unique blend of urban and natural attractions, making it a standout choice for visitors in 2024 and beyond.

« Back to Page