Why Minnesota Might Just Save Your Soul

Lauren Bennett McGinty on Leading Explore Minnesota’s $25B RevivalWhen you think of transformative leadership, you might not immediately think of tourism. But Lauren Bennett McGinty is here to change that.As the Executive Director of Explore Minnesota, Lauren has taken the reins of a $25 billion industry in a state recovering from global disruption, cultural shifts, and long-standing misconceptions. Her work isn’t just about promoting lakes and cabins—it’s about elevating the spirit of a place. It’s about reminding us what joy, belonging, and visibility can do for an entire state’s identity. This conversation reaffirmed how blessed I am to be living in Minnesota and why I love it here so much. Minnesota attracts nearly 90 million visitors every year, bringing nearly $25 billion into our economy. From our incredible arts and culture scene to our award-winning chefs, pristine lakes, and endless forests, Minnesota quietly holds everything the soul needs to reconnect and recharge. And that matters as Lauren tells us that we are the least stressed state in the country!!Lauren's role isn’t just a marketing job—it’s a mission. After COVID brought an economic loss of billions, her team stepped in to revive hope and connection, promoting local businesses, state parks, and hidden gems. But at the heart of it, Lauren reminded me, "It's about inviting people into what we already know is special. It's about feeling at home wherever you go."What touched me most about our conversation wasn’t just the incredible statistics or Lauren’s undeniable passion—it was her heart and humility. When I asked her how she manages criticism, she paused and said quietly:“When someone’s upset, I first ask myself: Why? What pain or fear might they be feeling? If I can start from empathy and understanding, we both rise.”Lauren shows us the kind of leader we need more of—one who listens deeply, leads compassionately, and seeks common ground, even in polarizing times.Toward the end, I asked Lauren, "What does Rise to More mean to you?" Her eyes sparkled as she said:“It means stepping beyond expectations others have of you—especially if you're underestimated. It means showing up again and again because you believe in something greater.”I left our conversation deeply inspired, feeling lucky not just to call Minnesota my home, but to know someone like Lauren is advocating for it with passion, grace, and vision.So, my friends—perhaps Minnesota has never crossed your mind as a must-visit spot. But perhaps it’s time it did. Take Lauren’s challenge—discover it for yourself, invite your friends, share the hidden beauty.As Lauren put it beautifully:“Travel is more than seeing new places—it’s discovering who we are and what connects us.”And Minnesota? It turns out, it's exactly where many of us have been longing to go all along.Time to explore MN at https://www.exploreminnesota.com and follow Lauren on Linkedin HERE. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit jasnaburza.substack.com