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Minnesota’s top tourism official promoted the state both as a destination for visitors - and as a place for people and businesses to take root - during a recent visit before an Ely group.
Lauren Bennett McGinty, executive director of Explore Minnesota Tourism, spoke via Zoom to the Tuesday Group during a May 28 gathering at Grand Ely Lodge.
McGinty touted statistics -including estimates that 77 million people visited the state in 2022 - to make her case.
She also shared some of the agency’s marketing efforts, which are aimed not only at bringing people to the state but convincing some to return here and make their home.
“Minnesota is the Star of the North,” said McGinty. “We do have a lot to offer, whether you are living and working or just coming to visit.”
McGinty said that campaigns, such as the ones launched by Explore Minnesota, and the inadvertent such as the “BYA” tagline that evolved from the Minnesota Timberwolves’ playoff run, reveal that many from outside the state are surprised by what Minnesota has to offer.
“We found out that a lot of people are really surprised by Minnesota,” said McGinty. “It’s affordable. There’s a lot of access to the outdoors and tons of great home ownership opportunities where places here are much more affordable. It’s good for health and well being and it’s very safe with good quality jobs.”
McGinty said that tourism results in a $22 billion annual economic impact in the state, and that 254,000 people are employed in tourism- related jobs.
She also made the case that “the more tourism happens, the more we save you money,” pointing to the tax revenues that result from visitor traffic.
“The governor’s office has been good at recognizing how important touirism is to the state and why we need to fund it,” said McGinty.
Explore Minnesota promotes the state in some target markets, including recently in Dallas, Texas.
“People in Dallas like to find someplace cooler than where they are in the summer, and that has had some success,” said McGinty.
The agency is also promoting internationally, particularly in Germany and the Scandinavian nations, as well as projects in Italy and South Korea.
Another campaign features Minnesota residents sharing their stories, both in brief snippets and then longer narratives, in which they explain why they choose to live in the tate.
In response to questions posed at the Ely gathering, McGinty said that studies show that northeastern Minnesota is a popular destination in comparison with the rest of the state.
“Other than the Twin Cities, northeastern Minnesota (is next highest),” she said. “Whether it’s trips along the North Shore or to the Boundary Waters, it’s very popular.”
The agency works on numerous fronts to promote the state - whether it’s aimed at convincing people to come from a neighboring state or across the globe.
“We truly believe Minnesota has something for everyone,” said McGinty. “There are cultural experiences, great food. We have all those things there”
