Explore Minnesota: agency reports 81 million visitors (calendar 2024 data) and $25 billion economic impact

Lauren Bennett McGinty, executive director of Explore Minnesota, briefed the committee on the agency’s marketing, grant and industry work and gave statewide tourism metrics the agency uses to guide strategy.

McGinty said Explore Minnesota collected an industry survey with roughly 200 responses and that additional statewide impact surveys were forthcoming in partnership with hospitality and Federal Reserve researchers. She noted the agency’s core mission: to sustainably grow Minnesota’s economy by attracting visitors and supporting local tourism businesses.

Using the most recent calendar data compiled in the agency’s packet, McGinty reported that the state welcomed about 81 million visitors (data reported in the presentation as a 2025 outlook based on 2024 calendar data), generating nearly $25 billion in total economic impact, supporting roughly 182,000 jobs, and producing about $2.4 billion in state and local tax revenue. She said Explore Minnesota’s film program has grown production activity and that outdoor recreation contributes substantially to GDP and jobs.

McGinty described digital‑infrastructure challenges from evolving AI and search tools and said the agency had remapped portions of its website to preserve visibility. She previewed a spring/summer marketing campaign launching in March across 11 states plus targeted markets such as Dallas and Chicago and said Explore Minnesota aims to maximize ROI and net‑new dollars for rural and metro destinations.

McGinty offered to share survey results and additional statewide data at a subsequent session; committee members thanked the agency and noted the value of coordinated statewide tourism and talent attraction efforts.