How Explore Minnesota Generates $25 Billion in Economic Impact

Lauren Bennett McGinty, Executive Director of Explore Minnesota, sat down with Glenn to explain how a state agency generates $25 billion in economic impact and what hoteliers can learn from it. The state welcomed 81 million visitors in 2024 and generated nearly $15 billion in visitor spending. Lauren breaks down how Explore Minnesota subdivides 5 major regions into 11 micro-regions to distribute visitors beyond the major cities, why campaigns filmed from the visitor's perspective outperform anything AI can generate, and how a state DMO supports independent operators — from family-owned resorts passed down for a century to boutique hotels in small towns. She also explains why tourism delivers immediate ROI in ways other economic development can't. Long-range business attraction takes years. Tourism marketing shows results within months. For hotel operators wondering how DMOs can actually help their business, this is the framework. Visit exploreminnesota.com. Actabl, they give you the power to profit. Visit actabl.com. Want the weekly roundup of news, videos, and what you might've missed from #NoVacancyNews? Text HOTEL to 66866.