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International Marketing

In light of the worldwide challenges of COVID-19, Explore Minnesota is suspending all international marketing efforts. We have been receiving on-going updates from Brand USA who is using in-market surveys to monitor traveler sentiment. In addition, Brand USA is receiving regular reports from their in-country representation firms from the media and travel trade perspective. We will await their expert direction on when and how best to re-enter international markets. A link to regular updates is on the Brand USA industry page:

International Newsletter Summer 2023

Fiscal Year 2020 Annual Report from our in-country representation, East-West Marketing in China. 

International Markets

The international target markets (both individual and packaged travel) for Explore Minnesota include: 

  • Asia - China, Japan, South Korea

  • Europe - France, Germany/Switzerland/Austria, Netherlands, United Kingdom and Ireland 

  • Nordic Countries - Denmark, Finland, Norway, Sweden and Iceland

  • North America - Canada (consumer strategy only) and Mexico 

New nonstop flights into MSP Airport also direct some of our efforts with several launching in 2019: Delta Airlines daily non-stop service from Seoul, South Korea launched in April; Delta Airlines daily non-stop service from Mexico City, Mexico launched in June and daily non-stop service from Dublin, Ireland began on Aer Lingus in July. 

Explore Minnesota is a member of Great Lakes USA (targeting China, Germany and the UK) and Mississippi River Country (targeting Japan and new for 2020, Canada). 

We also maintain an in-country representation contract in China.

A new strategy for 2020 is to develop more consumer advertising campaigns as well as continued partnerships with Brand USA on consumer advertising programs.  

In addition, trade marketing activities will include attending trade shows, and as appropriate, sales missions. 

International Visits Still Growing

Explore Minnesota has now received our second report from Tourism Economics with statistics on the number of international visitors and visitor spending. Reports go back to 2007 for comparison, and projections for the future are also included. We receive reports semi-annually.

International Overseas Visitation in Minnesota 2008-2023

International Overseas Visitation in Minnesota Top 25 Countries 2008-2023

2008-2023 International Overseas and Total Spending in MN by Country 

2018 International Overseas and Total Spending in MN Top 25 Countries

International Travel at a Glance, 2017


Brand USA 2019 Year in Review

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