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EMT Express

EMT Express provides biweekly news and tips for the people who market Minnesota tourism.

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EMT Express - October 18, 2021

Fall Biking in Chippewa National Forest, Cass Lake / Credit: Micah Kvidt
Fall Biking in Chippewa National Forest, Cass Lake / Credit: Micah Kvidt

Listening Session Recordings and Industry Engagement Survey Now Available

Recordings from Explore Minnesota's recent virtual listening sessions that were held on Oct. 7 and Oct. 12 are now available; transcripts are available upon request.

To learn more about the issues and challenges that are affecting businesses and organizations in your community and the importance of Explore Minnesota's programs, please complete our new Industry Engagement Survey

This survey will take less than 10 minutes, and the insights will help to ensure Explore Minnesota's resources and programs are both relevant to our industry as well as inspiring to consumers. The survey will close on Tuesday, Oct. 26.

Take the survey now.

If you have further questions, please reach out to your Regional Industry Relations representative or email


Winter Traveler Sentiment Survey Revealing Appetite for Travel

According to a recent survey of travelers with an interest in Minnesota leisure travel, many are ready and willing to take trips this winter. Of those surveyed, 82% of Minnesotan travelers and 48% of non-Minnesotans plan to take trips that include time in Minnesota.

In addition to multiple one-day trips, many travelers plan to take at least one Minnesota overnight trip. Travelers will visit a range of establishments and participate in a variety of activities and recreation types with these being the most popular: dine-in restaurants, seasonal attractions, shopping, community events or festivals, and hiking or snowshoeing. As COVID-19 continues, winter travel will look somewhat different from prior winter travel seasons as some travelers prefer outdoor and affordable options.

The Winter Traveler Sentiment Survey report can be found under "Business Impacts/EMT Support and Consumer Sentiments" on the research and reports page of Explore Minnesota's industry website.


Explore Minnesota Campaign Invites Canadian Travelers Back

COVID-19 has kept friends, family and neighbors apart, including Minnesota and Canada. As the international land border reopens, Minnesota is ready to rekindle this special connection by inviting Canadian travelers back for new adventures and welcoming them with open arms.

'We miss you, Old Friend' is a multi-channel campaign Explore Minnesota has been preparing that will celebrate our unique and resilient relationship with our neighbors to the north. We are excited to say, "Welcome back" and will extend the invitation via targeted out-of-home placement, in Canadian newspapers and on social media.

For more details, browse the campaign overview on the industry site and watch for more details leading up to and following the campaign launch.


Tell Us How You are Welcoming Canadian Travelers Back to Your Destination

Please share with us your advertising/PR plans, local promotions, and events for welcoming back Canadians to Minnesota, such as Canadian-dollar-at-par programs and special deals for Canadians. We may highlight your initiatives in our public relations and social efforts and/or on a dedicated webpage. 

Please email your plans or promotions to


Last Chance to Add Your Holiday and Winter Events to

Today is the last day to add your holiday and winter events to to be considered for inclusion in the Winter Explorer publication that will be included in the Star Tribune on Sunday, Nov. 14. Including photos will help raise the visibility of your event.

Update your listing on the Explore Minnesota extranet now.

For technical assistance contact our extranet team at


Download Explore Minnesota's Co-op Marketing List

Going through all the co-op program options can sometimes be overwhelming, so we've created a one-page list to view all of the co-ops in one place. The list includes a rundown of all the programs, starting rates and savings percentages based on vendor discounts and Explore Minnesota's contribution. All co-op programs are sold on a first-come, first-served basis, and are subject to availability and deadlines.

Download the full co-op program list.

The co-op program is available to all Minnesota tourism-related businesses in the public and private sector, such as: convention and visitors bureaus, chambers of commerce, tourism bureaus, lodging properties, attractions, outdoor recreation outfitters, theater/performing arts groups, museums, sightseeing companies, destination retailers, golf courses, hospitality businesses and events open to the public.  

For co-op questions and more information, contact Derek Ramthun, or 651-757-1843.


Advertise in the 2022-2023 Fishing Guide

The 2022-2023 edition of the Minnesota Fishing Guide is going into production, and advertising opportunities are now available to any tourism business or organization. The guide's content focuses on Minnesota's diverse array of fish and where to catch them as well as statewide lodging and camping opportunities. It also includes information from the DNR about fishing licenses, seasons and regulations.

There is a limited number of full-page display ads available as well as business travel listings. The Fishing Guide will be published in December 2021. Explore Minnesota will distribute 70,000 print copies over a two-year period. A digital download of the guide will also be available on It will be available for individual orders and distributed at EMT Welcome Centers, Mall of America and Minnesota state parks.

The sales deadline to advertise in the Fishing Guide is Tuesday, Nov. 2. See all the details on the Fishing Guide sales sheet.


Upcoming Industry Webinars

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