Industry News
Industry News provides weekly news and tips for the people who market Minnesota and its destinations.
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September 8, 2025 |
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| Shakopee Mdewakanton Sioux Community Powwow at MOA, Bloomington |
Take the Minnesota Tourism Business Sentiment Survey
Explore Minnesota regularly reviews and shares national and state tourism data. We want to hear from Minnesota businesses that engage with tourists to better understand year-to-date and summer travel season trends.
We invite tourism, hospitality-related businesses and destination marketing organizations across the state to complete a short survey focused on summer and year-to-date leisure travel. Destination Marketing Organizations (DMOs) and Convention and Visitors Bureau (CVB) representatives, please respond to this survey based on what you have heard from local businesses.
Aggregated survey data will be shared with key stakeholders and used to tell the story of Minnesota-specific travel trends.
Please complete this survey by end of day Wednesday, Sept. 17. You may contact Explore Minnesota research analyst Gretchen Nussbaum with questions.
Register Now for Explore Minnesota Continuing Education Series Webinar
The Sept. Continuing Education Series webinar will delve into Road-Tripper Trends with President and CEO of Future Partners, Erin Francis-Cummings.
Join us for this webinar on Tuesday, Sept. 23, at 2 p.m. Advance registration is required.
New Report Highlights Local Economic Impact of Outdoor Recreation
Our newly released Minnesota Outdoor Recreation Economic Impact Report confirms that outdoor recreation is a major economic driver for the state — contributing $13.5 billion to GDP, supporting more than 96,000 jobs, and generating $5 billion in wages. But the real breakthrough is the county-level data we were able to acquire through the study. For the first time, local Minnesota leaders, businesses, and residents can see how outdoor recreation contributes directly to their own community.
This new detail reveals not just statewide trends but local opportunities:
- In some counties, outdoor recreation accounts for more than 5% of total GDP, rivaling traditional industries.
- Jobs in outdoor-related sectors are spread across the state, with strong concentrations in rural and gateway communities where recreation supports small businesses and tourism.
- Local spending on gear, lodging and guiding services underscores how recreation connects to everyday economic activity in every corner of Minnesota.
County-level data provides communities with a powerful planning tool. By understanding the return on recreation at the local scale, communities can make smarter investments in trails, parks, access points and infrastructure that improve quality of life while strengthening local economies. This information can also help guide workforce development, attract new residents and businesses and ensure that outdoor opportunities continue to thrive in Minnesota communities.
Join the Explore Minnesota Brochure and Affiliate Network
Explore Minnesota Welcome Centers' network includes 6 state-run centers, 3 partner centers and 60 affiliates. The purpose of the program is to provide current, high-quality publications that reflect our state’s rich diversity and unique destinations. Explore Minnesota Welcome Centers are committed to welcoming experiences for all. They meet people where they are, respond in real time and connect travelers to communities, businesses and experiences throughout the state.
We invite tourism communities and businesses across Minnesota to participate in our no-cost programs:
If you operate a welcome center and are interested in joining the Affiliate Welcome Center Network, please contact Linda Vuicich, 651-539-5801 or linda.vuicich@state.mn.us.
If you are interested in having your brochure/publication distributed at state-operated Welcome Centers, please contact Julie Ramer, 651-539-5105 or Julie.ramer@state.mn.us.
New Explore Minnesota Co-ops Available Now
Explore Minnesota's co-op marketing program allows organizations to collaborate with the state to boost travel to and within Minnesota. It helps Minnesota destinations and businesses maximize their marketing budget, try new vendors and participate in exciting new campaigns.
More than a dozen co-op programs are available now, with more to come. We’ve got new and expanded social media options, fan favorite print programs and more. See the available co-op programs, sign up for our monthly ‘Co-op Update’ newsletter, and view Explore Minnesota co-op FAQs.
Announcing Newly Certified Film Ready Communities
Congratulations to Detroit Lakes, Lakeville, Virginia and Worthington for being the newest additions to our growing certified Film Ready Communities list. The program is designed to make it easy for communities of all sizes to get film-ready, or welcome filming productions, and it involves four key steps: designating a local Film Ambassador, completing film training, adding local locations to our statewide production directory, and creating a film permit.
Curious about the program? Set up a consultation call to customize a film-ready plan for your community.
Contact Sarah Gebeke, Film & TV Production Liaison, to customize a plan that works for your community. Sarah.Gebeke@state.mn.us.
U of M Tourism Center Launches New Outdoor Recreation Dashboard
The Tourism Center is pleased to launch its outdoor recreation dashboard using regional household survey data.
In fall 2024, the North Central, Northeast, and Southern Regional Rural Development Centers (RRDCs) conducted a demographically representative household survey in their regions.
The Tourism Center created an interactive dashboard that summarizes and compares data from the survey's outdoor recreation questions.
Check out the dashboard for a rare opportunity to compare regional and state-level data.
Save the Date for UMN Extension Agritourism Professional Event
Join UMN Extension at Redhead Creamery in Brooten on Thurs. Nov. 13 from 1 to 5 p.m. for an afternoon of learning, connection, and inspiration. Hear from engaging speakers and a panel of experienced agritourism hosts, explore resource tables, and network with fellow farm-based business owners. Enjoy food, refreshments, and a cash bar featuring Redhead Creamery’s new milk vodka.
Learn more and register to attend.
Upcoming Industry Webinars
- On24, From Engagement to Conversion: Keys to Driving Webinar Pipeline, Sept. 9, 1 p.m. CST
- Cvent, How the Right Venues and Vendors Drive Experience and Engagement, Sept. 11, 10 a.m. CST
- MarketingProfs, Marketing Planning Friday Forum, Sept. 12, 10:30 a.m CST
- Mindtrip, Brand USA’s New AI Site, Sept. 16, noon CST
- Future Partners and Miles, Traveler Segments: Powered by the State of the American Traveler, Sept. 16, 2 p.m. CST
- Meltwater, Turning Social Intelligence into Seamless Customer Care, Sept. 18, noon CST
- Explore Minnesota and Future Partners, Road-Tripper Trends, Sept. 23, 2 p.m. CST
- ON24, Multiply Engagement and Scale Momentum, Sept. 24, 2025, 1 p.m. CST
- ZoomInfo, Are You Nurturing or Just Emailing? Data-Backed Ways to Revamp Your Lead Nurture, Sept. 25, 1 p.m. CST