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Mission and Goals


View our Strategic Plan

View our Marketing Plan


View our Annual Report (2023)

View our Annual Report (2021)

View our Annual Report (2020)


VISION

To be a top 10 destination for extraordinary travel in all four seasons. 

MISSION

We support Minnesota's economy and promote sustainable travel by welcoming all to experience our diverse cultures and destinations through innovative marketing, industry partnerships and unique storytelling. 

POSITION

We lead Minnesota's travel industry by collaborating with partners and stakeholders to market our state for the economic benefit of all Minnesotans. 

VALUES

  • Teamwork. We collaborate, harnessing unique talents and strengths, to share the workload and trust each other to deliver the best results.
  • Creativity. We challenge the status quo, find innovative ways to solve problems and use our talents for the benefit of Minnesota's visitor economy. 
  • Agility. We remove roadblocks and respond quickly to new opportunities; we are nimble and dynamic. 
  • Inclusivity. We welcome all, respect individuality, treat each other with dignity, and seek to ensure a safe, inclusive and equitable environment at Explore Minnesota 

STRATEGIC GOALS

  • Grow Minnesota's Visitor Economy
  • Create a Welcoming Experience for All Visitors 
  • Maximize Partner and Stakeholder Leadership and Collaboration 
  • Foster Destination Stewardship 
  • Ensure Organizational Excellence 
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