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John Edman, Explore Minnesota, Industry Overview

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This presentation from John Edman of Explore Minnesota focuses on an overview of the tourism industry in Minnesota and delves into the specific programs and campaigns that Explore Minnesota have constructed and encountered.

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John Edman, Explore Minnesota, Industry Overview

  1. 1. MACVB EDUCATION SUMMIT John F. Edman Explore Minnesota Tourism June 6, 2018
  2. 2. AGENDA I. Industry Overview II. Explore Minnesota III. 2017 Highlights IV. 2018 Campaign V. Halo Effect VI. Changes in 2019
  3. 3. * Weighted average results, rebalanced to reflect Minnesota’s distribution of properties by accommodation type. * Weighted average results, rebalanced to reflect Minnesota’s distribution of properties by accommodation
  4. 4. * Weighted average results, rebalanced to reflect Minnesota’s distribution of properties by accommodation type.
  5. 5. * Weighted average results, rebalanced to reflect Minnesota’s distribution of properties by accommodation type. * Weighted average results, rebalanced to reflect Minnesota’s distribution of properties by accommodation type.
  6. 6. * Weighted average results, rebalanced to reflect Minnesota’s distribution of properties by accommodation type.
  7. 7. Reason for Positive Outlook • Good economy, marketing, social media inspiration cited as reasons for positive outlook. • Others noted several last minute bookings and younger travelers seeking new and unique experiences.
  8. 8. Vacation Home Rentals • Some cited having to compete with lower rates or losing customers. • Others addressed positive impacts including more visitors to area. • Also some traditional businesses use vacation home rental services.
  9. 9. Workforce Issues • Workforce issues a common challenge • Struggle to find and retain barrier to success • Many cited lack of available workers
  10. 10. EVENTS GRANTS
  11. 11. GLOBAL AWARENESS
  12. 12. INCREMENTAL TRIPS DUE to ADVERTISING Existing Markets Expansion Markets Combined Overnight Trips 1,590,228 186,936 1,777,164 Day Trips 1,367,552 197,258 1,564,810 Total 2,957,780 384,194 3,341,974
  13. 13. 2017 BOTTOM LINE
  14. 14. PANDORA
  15. 15. MOBILE GAMIFICATION
  16. 16. FACEBOOK CANVAS
  17. 17. INSTAGRAM CAROUSELS
  18. 18. Tourism functions as the front door for economic development; if Minnesota is successful in attracting visitors to the state, those people view Minnesota more favorably as a place to live, work, start a business, attend college, purchase a vacation home and retire. HALO EFFECT* *Longwoods International – Minnesota 2017 Tourism Advertising Evaluation and Image Study
  19. 19. 0 A good place to live A good place to start a career A good place to start a business A good place to attend college A good place to purchase a vacation home A good place to retire 20 40 Percent Who Strongly Agree Aware Unaware +48% +73% +34% +37% +26% +96% IMPACT OF MINNESOTA’S 2017TOURISM CAMPAIGN ON STATE’S ECONOMIC DEVELOPMENT IMAGE
  20. 20. 0 10 A good place to live A good place to start a career A good place to start a business A good place to attend college A good place to purchase a vacation home A good place to retire 20 30 40 50 Percent Who Strongly Agree Visited Past Year Not Visited +106% +54% +75% +37% +86% +76% IMPACT OFVISITATION ON MINNESOTA’S ECONOMIC DEVELOPMENT IMAGE
  21. 21. John.edman@state.mn.us 651-757-1844

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