In 2023 Explore Minnesota partnered with Strategic Marketing and Research Insights (SMARInsights) for updated seasonal Minnesota Traveler Profiles. These reports contain visitor demographics, consumer perceptions of Minnesota on a number of image attributes, trip specific information, and information about potential visitors.
Explore Minnesota partnered with Weber Shandwick and KRC Research to conduct a survey on prospective travelers’ attitudes toward traveling to Minnesota, following up from the previous 2021 survey of similar topics.
The research findings will be used to deepen understanding of travelers’ opinions toward taking a vacation in Minnesota in 2025-2026, to identify top attractions/travel categories to promote via ongoing earned and paid media.
Explore Minnesota partnered with SocialSphere to inform a refreshed Minnesota brand platform focused on driving migration into the state. Research finding are being used to strengthen the Star of the North Livability campaign that launched in March 2024.
