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“Since the start of the pandemic, according to Oxford economics, we’ve lost about $7 billion in sales of the leisure and hospitality industry,” he said. “There were a lot of people who were interested in our resorts, lakes and campgrounds, and a little more interest in small town activities. Because of that there are certain pockets of the state that did well, and pockets that did not do as well, particularly in the metro area with the loss of conventions, theaters, and sporting events, and things like that.”

Minneapolis and St. Paul were significantly impacted. The state is hopeful for a gradual recovery, Edman said, but different segments will notice that recovery differently than others.

“The leisure market is going to come back a lot faster than, say, the business side of travel or the international side of travel,” he said.

This year the state is encouraging people to plan early for their summer trips, telling them to imagine the fun and relaxation they can experience in Minnesota. A theme this year: “Find Your True North,” all the time focusing on things that people can do safely in Minnesota.

“We’re basically using the phrase ‘Summer Safely in Minnesota,’” he said. “We’re trying to be aware that the timing has to be right for the consumer, the right time for the industry, and so we’re kind of gradually getting back to some of the marketing that we’ve done a little more aggressively in the past. But it’s going to be a very different message and a different kind of recovery than what we’ve seen in the past.”

He said consumer confidence goes a long way in helping 2021 get on the books.

“I see a continuation of a lot of what we saw last summer. I think consumer confidence in their own health is going to greatly impact travel,” Edman said, noting that as more people get vaccinated that confidence will likely increase.

“You’re going to see more and more people wanting to get out. I’ve talked to a couple of the big resorts here in Minnesota and they’re saying that they’re already booking for this summer. It’s indicative that people still are going to be cautious about traveling too far, that they’re going to want to do things that are safe, things they can do within their own state. Those kinds of activities that really cater to that are the ones that I think are going to do particularly well.”

ANDREW WEEKS PRAIRIE BUSINESS EDITOR AWEEKS@PRAIRIEBUSINESSMAGAZINE.COM 701-780-1276 | @PB_ANDREWWEEKS