CONGRATULATIONS, SAUNDRA LAUER!

THE TEAM AT WELL & COMPANY IS PROUD TO HELP RECOGNIZE OUR FEARLESS LEADER AS ONE OF THE TOP 25 WOMEN IN BUSINESS.

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“North Dakota offers visitors of all interests options for adventure and relaxation,” she said. “Our outdoor adventure allows visitors the same quality experiences as other places without the crowds. Our communities and main street businesses offer genuine experiences with friendly service. And our scenery is spectacular, from blooming sunflower fields to rolling river valleys and rugged badlands. Our scenery is often what surprises visitors the most.”

She also said according to recent travel research, American travelers will prioritize spending time with loved ones, enjoying nature, going to new places and getting away from crowds.

“This interest aligns well with North Dakota’s offerings,” Coleman said, noting that in 2022 her department will continue to optimize its newly updated website, which she said saw record visitation in 2021. “We are also working to activate the North Dakota brand in-state and improve our awareness through social and media relations efforts. We expect to host International Round Up, a gathering of global travel operators in Fargo in 2022.”

Minnesota

Here’s a snapshot of Minnesota’s travel and tourism industry before the pandemic and after it started: In 2019, Minnesota’s tourism was a vibrant $16 billion industry and major contributor to the state’s overall economy, according to Lauren Bennett-McGinty, state tourism director of Explore Minnesota, but the pandemic-related travel downturn has cost Minnesota nearly $12 billion in travel spending losses as of January 2020.

FAR LEFT: MHA TOURISM REPRESENTATIVES POSE AT CROW FLIES HIGH STATE RECREATION AREA, OVERLOOKING LAKE SAKAKAWEA AND THE FOUR BEARS BRIDGE. IMAGE: BENGUMERINGER, COURTESY OF NORTH DAKOTA TOURISM

ITASCA STATE PARK IS A POPULAR OUTDOORS ATTRACTION IN THE NORTH STAR STATE. IMAGE: LESLIE HOUGH, COURTESY OF EXPLORE MINNESOTA

In 2019, Minnesota’s leisure and hospitality generated $1.1 billion of the state’s sales tax revenue, equaling 18% of total state sales tax revenue, compared to $731 million in 2020.

“The tourism and hospitality industry has made some steps forward, but still stands as one of the hardest hit sectors of the economy during the pandemic,” Bennett-McGinty said. “The Minnesota tourism and hospitality industry doesn’t anticipate a complete recovery to pre-pandemic levels until late 2023.”

According to a late 2021 Minnesota tourism and hospitality survey, only 39% of Minnesota leisure and hospitality-related businesses reported that they were at or above pre-pandemic business levels, and recovery rates vary between regions of the state.

“We’re encouraged to see that some areas and businesses across the state are seeing strong demand and growth, but the whole industry is not out of the woods yet,” Bennett-McGinty said. “Leisure travel is recovering faster than business travel, but it’s a longer recovery in places throughout the state that depend on meetings, large group events and business travelers.”

She said while she cannot forecast the industry this year, she is confident things will continue to improve, especially as a number of events and ideas are on the books “to build a bigger, brighter future for our state’s tourism industry.”

Over the next year, for instance, she and her team will be working with a strategic planning consultant to consider how to strengthen and guide the state’s tourism industry through the ongoing recovery process.

They also will introduce a new marketing campaign, start participating once again in national travel trade shows, work to reintroduce the state’s international marketing strategy through partnerships like Brand USA, and continue to grow its network of community and cultural groups. And on March 1, it hosted the 2022 Explore Minne sota Tourism Conference, which brought industry leaders together to brainstorm new ways to move Minnesota forward.

“I also see a shining moment with big events coming to the state in 2022,” Bennett-McGinty said.