STRUCTURE AND BUDGET
SITUATION OVERVIEW
TRADITIONAL ADVERTISING
INTERACTIVE MARKETING
CONSUMER PUBLICATIONS
PARTNERSHIP MARKETING
GROUP TOUR MARKETING
INTERNATIONAL MARKETING
MEDIA RELATIONS
MEETINGS AND CONVENTIONS
SPORTS MARKETING
TRAVEL INFORMATION NETWORK
GRANT PROGRAMS
EDUCATIONAL PROGRAMS AND INDUSTRY COMMUNICATIONS
PUBLIC POLICY
RESEARCH

STRUCTURE AND BUDGET
To fulfill its mission and achieve its strategic objectives, Explore Minnesota Tourism is organized into four areas: Communications, Industry Relations, Marketing and Research, and Operations and Consumer Services.

Communications: Media relations, publications and electronic media are all key to Explore Minnesota Tourism marketing. Media relations programs generate positive media coverage of Minnesota travel opportunities and of the state’s tourism industry. A large photo library provides the media with visual images of the state. A series of publications, many developed through publishing partnerships, promotes Minnesota destinations and activities. This unit is also responsible for the comprehensive Web site www.exploreminnesota.com and offers consumers a series of e-mail newsletters.

Marketing and Research: This area includes advertising and promotions directed to potential travelers, using print media, television and radio, direct mail, electronic marketing and special promotions. Marketing partnerships extend the reach of Explore Minnesota advertising. The primary markets in the U.S. are in the north central region. International markets include Canada, Japan, United Kingdom, Germany, and Scandinavia. This unit also markets Minnesota to group tour operators and has a packaged travel program. Research conducted in-house or provided by other sources guides the development of marketing programs.

Industry Relations: This program area is responsible for facilitating two-way communication between Explore Minnesota Tourism and the state’s tourism industry. Regional staff located in Brainerd, Duluth, Mankato, and Thief River Falls, as well as St. Paul, provide regional association and community based marketing assistance. This unit facilitates interagency partnerships, develops educational programs, coordinates the Governor’s Fishing Opener event and monitors public policy issues that may affect tourism in Minnesota. Grants are awarded to nonprofit tourism organizations to maximize state and local marketing resources. All grants and marketing partnerships must meet established criteria and include matching fund requirements and performance measures. This unit also manages advertising sales and customer service for the Web site and the Travel Guide.

Operations and Consumer Services: This unit provides personalized travel planning assistance to travelers and prospective travelers. Explore Minnesota Tourism continues to provide customers with a variety of information through direct contact with travel counselors. The Contact Center, located in the St Paul office, offers consumers the opportunity to speak to a live travel counselor by phone. The ten highway travel information centers located throughout the state deliver person-to-person travel planning seven days a week during the prime travel season. Four of these are operated by local tourism organizations in partnerships with EMT.

This unit also responds to inquiries, including those generated by advertising, via phone, e-mail and fax, and maintains an extensive database which includes detailed information on approximately 2,300 accommodations, 1,900 attractions, and 2,500 events. The database is available to consumers through www.exploreminnesota.com and through Journey, the customized travel planning service. This unit is also responsible for management of administrative systems and financial and personnel functions office wide.

Budget: The general fund operating budget for the FY10-11 biennium is $8.7 million per year.

The agency employs about 60 full and part-time staff. The budget is allocated as follows:
Communications 7%
Marketing and Research 36%
Industry Relations 9%
Partnership grants 8%
Operations and Consumer Services 25%
Fulfillment 6%
Travel Information 9%

In addition, to develop maximum private sector involvement in tourism, $500,000 is also available but must be matched from non-state sources. Each $1 of additional state funding must be matched with $3 of private sector funding, either cash or in-kind.

SITUATION OVERVIEW
Leisure travel remains a high priority for consumers despite sustained economic uncertainty.

The term “staycation” has quickly gained a foothold in the travel lexicon, as consumers increasingly consider day trips from home and closer-to-home overnight trips as alternatives to their customary longer trips.

Camping facilities, including campgrounds at state parks, have benefited from heightened interest in economical travel.

Travelers are becoming increasingly accustomed to finding deals, and emboldened to try to negotiate better terms when they are not offered. Accordingly, lodging properties and other travel businesses face persistent pressure to lower rates and offer deals that match customers’ changed expectations.

Expectations for lodging demand and occupancy industry include continued negative growth through 2009 before turning positive starting in 2010. However, changes in room rates and revenue per available room (i.e., RevPAR) are not expected to turn positive until 2011. (PKF Hospitality Research)

“American travelers are trading down, but not out,” said Dr. Peter Yesawich, Chairman of Ypartnership.

Leisure travelers’ preference for independently-operated hotels and resorts is up (to 20%), while preference for chain-affiliated properties is down (to 80%). Also, preference for limited service hotel/motels without restaurants is up (to 40%), while preference for full-service hotels/motels with restaurants is down (to 60%). (Ypartnership/Yankelovisch, 2009) (Note: I’m not sure the character of this bullet fits, but I found it interesting and worth considering here.)

Americans are still heading to restaurants but spending less for meals. Discounts and coupon use have expanded.

The “silver lining” of the current environment includes decreased costs of living and travel; and short term relief for workforce shortages related to increasing unemployment.

The current environment provides an opportunity for travel businesses to examine their offerings and consider a return to core competencies.

Travel marketing messages that emphasize value, connecting with others, maintaining balance in life and making memories should resonate well.

Travel marketers are increasingly focusing on value – emphasizing both good “value for the price” and the intrinsic value of travel experiences.

“As travelers reallocate their discretionary income, now is the time to tout new or special services and value …” Todd Buchholz, former White House director of economic policy.

Amidst rapidly changing economic conditions of late, travel forecasts have evolved into moving targets.

“Current economic challenges and public scrutiny of travel and entertainment spending has placed corporate travel on the chopping block.” Corporate travel share of the total travel market will drop form 39% in 2007 to 35% in 2010. (Susan Steinbrink, PhoCusWright, July 2009)

Online travel revenue will moderate but continue its growth, increasing from 36% of total US travel revenue in 2008 to 39% in 2009, (Forrester Research, January 2009).

Total U.S. domestic travel decreased 2.0 percent in 2008 (-6.7% business and -0.4% leisure), and is expected to decline an additional 3.3 percent in 2009 (-5.8% business and -2.5% leisure). From 2010 through 2012, domestic travel volume is expected to grow from 2 to 3 percent annually. (U.S. Travel Association, July 2009)

International travel to the U.S. is forecasted to decline by 8 percent in 2009, then rebound with 3 percent growth in 2010, followed by 5 percent annual increases through 2013. (U.S. Department of Commerce, May 20, 2009)

It remains to be seen what lasting impacts the protracted recession will have on travel habits and preferences and on the travel industry when the country emerges from the economic downturn (i.e., what will the “new normal” be?).

“The amount of change in marketing over the past 3-5 years probably equals the amount of change over the past 30 years.” – Robert Liodice, ANA CEO

New travel marketing technologies emerge to displace existing ones that are still in their infancy. Traditional media and printed travel brochures continue to be highly relevant.

Most travelers now search online for at least some information for travel planning, and $4 out of every $10 spent online is spent on travel. Still, many travelers research online, then make their travel purchases offline.

The Internet has led to decreases in the extent to which travelers make calls, especially to a travel agency or airline, state and local tourism office car rental agency or hotel. (U.S. Travel Association, Travelers’ Use of the Internet 2008)

Consumers increasingly view online shopping as an environmentally sound alternative.

Consumers seek authentic peer-to-peer content on what to do and where to stay.

Research shows that Web sites should support the decision to visit with specific, interesting information that creates excitement about the destination.

Travelers view video online but are not as likely to contribute their own video to a Web site. Among U.S. Internet users, 72% are monthly online video viewers, 35% access user-generated content online and 17% are active blog readers.

Outdoor activities are an important Minnesota draw, especially for in-state travelers.

Cultural activities are of particular interest to non-resident travelers.

Although the total number of Canadian visitors to Minnesota grew just 0.4% in 2007, their spending in Minnesota increased 12% over 2006 levels. (Statistics Canada) Canadian arrivals to the U.S. are forecasted to decrease 6.0 percent in 2009. (U.S Travel Association, June 2009)

Green travel remains important to consumers, even if the attention given to the economy has temporarily dimmed the spotlight that illuminates it.

While nine in ten (91%) travelers in Minnesota identify themselves as white, racial and ethnic diversity is reflected in others who identify themselves as American Indian (2%), Black (2%), Hispanic (2%) and Asian (1%).

High-profile planned events in Minnesota, including the 2008 Republican National Convention and the 2009 PGA Championship, provide opportunities to enhance consumer’s perceptions of Minnesota as a travel destination. By contrast, unexpected situations or disasters (such as flooding, wildfires and the 2007 bridge collapse) and the nature of their media coverage can influence consumers’ perceptions in varying ways.

TRADITIONAL ADVERTISING
Explore Minnesota Tourism will continue with traditional advertising tactics in order to maintain awareness, take advantage of media partnerships, and promote our marketing goals of:
1) increasing website traffic by 30%
2) increasing inquiries by 20%
3) increasing e-newsletter subscriptions by 100%
4) increasing the number of My Favorite Minnesota online list submissions by 30%
5) increasing partnership opportunities and contributions by 10%.

TELEVISION
In 2010, Explore Minnesota will utilize My Favorite Minnesota ads for winter television, to encourage consumers in Minnesota and surrounding drive markets to get out and enjoy the season. Ads include snowmobiling, snowboarding, shopping, and arts and drive viewers to ExploreMinnesota.com or 888-Visit-MN for travel information. The media buy will likely include local placement in the 2010 Winter Olympics.

Spring and summer ads will begin in approximately April in the five state area, Winnipeg and Thunder Bay Canada, and possibly Chicago markets. Television flights will be extended as long as budget allows. The My Favorite Minnesota spots will be retired and the Take A Break campaign will be expanded. A third ad will be produced and added to the current inventory of Office Boarding and Office Camping. Ads will continue to act as drivers to the Website and travel counselors.

In an effort to develop partnerships, increase our seasonal budgets and market presence, and encourage industry participation, we will explore media partnerships and/or promotions. This may include sweepstakes, contests, promotional events, or significant added value. Clarity Coverdale Fury will explore these opportunities for both winter and spring 2010.

Measurements:

• General awareness can be measured through phone calls and Website traffic, overlayed with geographic information and compared to dates of television buys
• Maintain awareness levels as benchmarked through previous awareness research
• In fall 2010, Explore Minnesota will conduct general awareness research in core markets

DIRECT MAIL
Direct mail continues to be an important tactic in our plan to promote Explore Minnesota publications and gain inquiry goals. Explore Minnesota will do select seasonal direct mail initiatives and select fulfillment based on current publication distribution needs. Explore Minnesota uses an in-house mailing list combined with lists purchased against our general target audience demographics.

Measurement: Maintain a minimum of 10 percent overall response rate

MAGAZINES
Explore Minnesota utilizes small space magazine ads, primarily in the spring, as a mechanism to promote specific in-house publications and gain inquiry goals through reader service.

Measurement: Magazines are analyzed by circulation, geographic targeting to the Midwest, availability of reader service, and estimated cost per inquiry at $5 or less.

RADIO
Explore Minnesota will continue its partnership with the Minnesota Broadcasters Association for radio coverage throughout the state. Ads are 30-second spots, created with seasonal messages and direct listeners to travel counselors or ExploreMinnesota.com.

Measurement: Monthly tracking of calls to travel counselors and Website traffic on content-related pages.

ONLINE BANNER ADVERTISING
Online banner ads are supplemental tactics to nearly all of our traditional media buys as added value. Additional considerations include seasonal placements on local media sites, weather-related sites, and sites for vertical activities (i.e., fishing, golf, biking, etc.). Ads drive consumers to specific information on www.ExploreMinnesota.com.

Measurements:

• Impressions, click-throughs, conversions, are tracked for each online buy
• Google analytics also allow us to track referral traffic from other sites

INTERACTIVE MARKETING
Our marketing efforts rely heavily on a wide variety of information contained in electronic databases. Currently, Explore Minnesota Tourism uses numerous different databases, causing inefficiency and redundancy.

DATABASE RESTRUCTURE
Explore Minnesota Tourism has engaged the services of BarkleyREI, Inc. in a two-year contract to combine these core databases into one. The project encompasses a rebuild all of the applications that are used by the staff to maintain travel information; a contact center module used by the travel counselors to provide information to consumers; a consolidated extranet for the tourism industry to maintain listings and paid advertising options; and a re-engineered consumer Web site built on top of the new database structure.

EXPLOREMINNESOTA.COM
We continue to develop new capabilities on our Web site (exploreminnesota.com). In 2009, we enhanced the Web site with a clean, new look, expanded mapping capabilities, increased the presence of video and photos across the site and enhanced advertiser opportunities.

In addition, we enhanced the site’s appearance in natural searches by syndicating content through RSS feeds and blogs, and incorporating search engine optimization and subject area content into the site’s design. We increased services to tour operators by creating travel trade microsite.

We will maintain and update this site in 2010 to keep it fresh and current while we work on a completely new database/back end structure for this site.

PAID KEYWORD SEARCH
Explore Minnesota has over 400 keywords directing consumers using Google, Yahoo, or MSN search engines to specific content on ExploreMinnesota.com. In addition to a general seasonal strategy, we also target words to specific holidays or travel opportunities (i.e. Valentines Day, Memorial Day Weekend, MDE fall break, etc.).

Measurements:

• Maintain a cost-per-click (CPC) at $.30-$.35
• Monitor monthly recaps from Clarity Coverdale Fury for total monthly spend, impressions, clicks, monthly CPC, and top search terms

SOCIAL MEDIA
Explore Minnesota maintains activity on Facebook, Twitter, and You Tube as supplemental, outreach tactics. It allows for up-to-the minute communication with followers and viral distribution of our messages to consumers online.

We are actively exploring marketing opportunities such as blogs, Internet forums, social networking sites, message boards and other forums that feature two-way conversation.

• Reposition our online marketing and expand interactive marketing
• Create blogs through which consumers and the industry can have conversations on topics of interest; further define blog marketing strategy and explore ways to push content from Explore Minnesota blogs to other active blogs
• Use Real Simple Syndication (RSS) technology to place feeds on appropriate Web sites, blogs and other conversational marketing areas

Measurements:

• Maintain our natural rankings in search engines for the term “Minnesota travel” (#1 on Google, Yahoo and Ask.com), and increase our organic search ratings for other Minnesota travel-related terms
• Have the ability to make minor changes without the assistance of our developer
• Increase Web site page views by 30%
• Track referral traffic to ExploreMinnesota.com through Google Analytics
• Increase the number of followers/views by 100%

CONSUMER PUBLICATIONS
Explore Minnesota Tourism publishes a variety of publications for consumers, including the Minnesota Travel Guide, a group tour planner, the Minnesota Explorer travel newspaper (including an electronic version) and various activity guides.

• Meet consumer demand by publishing the 2010 Minnesota Explorers and Minnesota Travel Guide
• Assure that consumers recognize our trusted brand by maintaining a consistent look and feel for Explore Minnesota publications
• Expand reach of publications by exploring options to have published information available in languages other than English
• Increase reach by providing electronic versions of publications

Measurements:

• Publications look and feel like a “family”
• Our publications are integrated into marketing plans
• Revenue forecasts for publications are met

PARTNERSHIP MARKETING
Coordination between the state, Minnesota’s tourism industry, and private sector partners allows Minnesota to compete more effectively in the marketplace. Leveraging each other’s individual assets broadens reach and increases the impact of marketing activities and promotions among key audiences.

• Coordinate Minnesota tourism industry and Explore Minnesota marketing in ways that extend reach and impact in the market and avoids duplication
• Develop shared marketing efforts with other state agencies, including DNR
• Focus regional marketing initiatives on their unique tourism products, targeting specific consumer markets and generating inquiries or sales for destinations
• Facilitate relationships between local tourism promotion organizations with common goals, to encourage consolidation and better efficiency of marketing efforts
• Develop marketing partnerships focusing on vertical markets, such as golf, biking, wildlife, arts, cultural heritage, etc.
• Develop a large-scale marketing partnership to expand awareness of Minnesota product, generate leads, drive web traffic, and secure significant in-kind value and/or cash contributions towards match requirements
• Offer cooperative and promotional opportunities to the industry through various advertising tactics
• If a critical or special situation arises that could negatively affect a tourism industry sector or region, work with the industry to develop an appropriate short-term communication or marketing strategy

Measurements:

• Inquiries generated by regional (cooperative) marketing
• Inquiries generated through marketing partnerships
• Number of user sessions on regional websites
• Amount of in-kind and cash contributions
• Number of participants in cooperative marketing programs

GROUP TOUR MARKETING
The Group Tour Marketing program is responsible for promoting Minnesota as a vacation destination to tour operators, travel agents, group leaders and travel journalists throughout the U.S. Explore Minnesota Tourism works with group operators not currently coming to the state by marketing products that meet consumers’ expectations for value, convenience and options. For operators already bringing tours to Minnesota, we work to introduce enhancements to existing programs to increase the length of their tours.

• Build and maintain a positive image with prospective group tour planners through attendance at select trade shows and a sales mission, including Student Youth Travel Association, National Tour Association, American Bus Association, Heartland Showcase, Heritage Club International, Midwest sales mission and Travel Alliance Professionals.
• Create top-of-mind awareness of Minnesota as a group tour destination through maintaining and developing new relationships with tour operators, group leaders, travel agents and travel trade media.
• Provide tour operators with the tools to build a successful Minnesota tour itinerary including planning materials and hosting familiarization tours
• Stimulate Minnesota industry support for group tour marketing programs by participating in regional association meetings, providing training events and individual consultation, hosting group tour industry meetings, and a travel trade lead share program
• Generate awareness of statewide group tour product and events of special interest to the group tour market through media releases and editorial assistance
• Develop an integrated digital strategy to assist group tour operators in tour planning through www.traveltrade.exploreminnesota.com
• Gain efficiencies and expand awareness of the Minnesota travel product through participation in the multi-state partnership with 2 Nation Tours
• Research methods to track group tour visitation and economic impact on Minnesota

INTERNATIONAL MARKETING
Explore Minnesota Tourism aggressively promotes Minnesota as a travel destination to the international travel trade, including tour operators, receptive tour operators, travel agents and media. Target international markets are Canada, United Kingdom, Japan, China, Germany, Norway, Sweden, Denmark and Mexico. The international marketing program works to increase the number of international visitors, extend the length of stay in Minnesota, and expand the Minnesota product in tour operator catalogs.

• Promote Minnesota as a travel destination through attendance at trade shows and sales missions, including Japan Association of Travel Agents World Travel Mart, Mundo Continental Mexico, Discover America Day Toronto, Ontario Motor Coach Association, Meier’s Weltreisen Go West Trade Show, Reiseliv Travel Show, Discover America Seminar Sweden, Icelandair Midatlantic Travel Seminar, Winnipeg Sales Mission, COTTM China, International Pow Wow Travel Marketplace, and the UK Shop America Sales Mission.
• Create top of mind awareness of Minnesota through hosting familiarization tours for tour operators, travel agents and international media
• Gain efficiencies and expand awareness of the Minnesota travel product though participation in multi-state regional partnerships, including Great Lakes of North America, Mississippi River Country USA and Rocky Mountain International Gateway City Program
• Encourage Minnesota industry participation in international marketing projects through cooperative advertising projects, joint participation at trade events, hosting familiarization tours, and utilizing travel trade lead share program
• Develop an integrated digital strategy to provide Minnesota planning information for travel professionals on www.traveltrade.exploreminnesota.com
• Introduce foreign language information for consumers in target markets on www.exploreminnesota.com
• Continue to explore market potential of countries including Asian and Latin American markets
• Research methods to track international visitation and economic impact on Minnesota

MEDIA RELATIONS
Media relations programs are designed to position Minnesota tourism favorably in local, regional and national media. We work to generate coverage of Minnesota as a travel destination in print, electronic and broadcast media.

This year, we hope to:

• Expand coverage of tourism’s importance to the state’s economy by regularly communicating policy issues, business developments, research and trends related to tourism with the news media
• Increase media access to information by providing current electronic and online resources
• Increase coverage of fishing in Minnesota by coordinating and providing media support for the Governor’s Fishing Opener; increase awareness of other vertical activities in Minnesota by providing media relations support at high-profile events sponsored by other organizations
• Create a basis for measuring our media relations efforts

MEETINGS AND CONVENTIONS

• Create a platform for brand awareness of Minnesota as a meeting destination
• Increase the number of, and attendance at, meetings and conventions held within the State of Minnesota
• Encourage meetings and convention attendees to extend their stay and return for future visits to Minnesota
• Continue a statewide Meet in Minnesota public relations program at a national, regional and state level
• Provide Meet in Minnesota brand and coordinate Minnesota presence at select regional, national and international trade shows
• Provide grants within the Organizational Partnership Program for meetings and conventions marketing
• Evaluate value of electronic marketing to both consumers and trade
• Enhance meetings and conventions database on MeetinMinnesota.com
• Pool resources and avoid duplication in meetings and conventions marketing
• Provide opportunities for co-op advertising and marketing
• Seek a private sector partner for ongoing participation in Meet in Minnesota marketing
• Develop an economic impact model and a baseline measurement of meetings and conventions in Minnesota (repeat every five years)

Measurement:

• Number of meetings and conventions held/booked/attendees (in-state and out of state) in participating communities compared to previous year, based on annual reports
• Value of public relations efforts
• Participation of communities in co-op opportunities, e.g. advertising, trade shows, database

SPORTS MARKETING

• Create a brand awareness of Minnesota as an amateur sports destination
• Coordinate efforts to complement marketing programs of Minnesota Amateur Sports Commission and CVB sports marketing programs
• Develop a robust micro-site of statewide sports facilities and venues
• Extend reach by pooling resources and coordinating marketing efforts

TRAVEL INFORMATION NETWORK

• Provide travel information to travelers on the road by staffing six travel information centers (TICs) on major interstate highways and operating four on trunk highways through partnerships with community organizations; designating local information centers as affiliates.
• Provide customized travel planning information through the Journey Travel Planning Service and brochures in the most efficient and cost-effective way
• Pursue innovative ways to market the opportunity to speak to a “real” person
• Manage the extensive Journey and Web site database to ensure the integrity and quality of the information.
• Educate and encourage the industry to enter and update their information in the database via the Extranet service
• Proactively increase the number of tourism organizations and businesses represented in the database
• Evaluate database categories
• Provide accurate interest-driven travel information around the clock (e.g. fall color, events, birding, deals) to subscribers via e-mail newsletters or informational reports; Review current offerings and explore other areas of interest
• Provide distribution programs for industry brochures to consumers via the St. Paul Contact Center, Mall of America and Travel Information Centers (TICs)

GRANT PROGRAMS
Explore Minnesota Tourism grant programs are designed to create effective public/non- profit partnerships that generate increased overnight travel in Minnesota and support innovative and effective tourism marketing and research. A state investment of about $790,000 will generate over $1.125 million in private sector cash matching expenditures.

• Provide Organizational Partnership Grants to attract non-resident travelers to the state and encourage Minnesota residents to travel within the state
• Provide Scenic Byways grants to enhance awareness marketing and economic impact of Minnesota’s byways
• Offer Innovative Partnership Grants to support an innovative marketing approach to increase travel to Minnesota destinations.
• Operate a crisis grant program to address emergency tourism marketing needs that significantly impact a traveler’s interest in or ability to travel to a destination.
• Measurement:
• Organizational, Scenic Byways and Innovative Partnership program participants and matching funds

EDUCATIONAL PROGRAMS AND INDUSTRY COMMUNICATIONS
Explore Minnesota Tourism offers educational opportunities to share trends and resources, encourage innovation and growth, and to nurture networking among industry colleagues. Formalized educational opportunities as well as ongoing communications resources are available.

• Hold a statewide tourism conference that provides timely information on tourism marketing and travel trends and offers opportunities for industry collaboration.
• Organize tourism development workshops to address specific topics as needed
• Coordinate with regional tourism associations on education and programming
• Develop crisis communication and action plans in response to disaster situations that could impact tourism.
• Broader audience for EMT Express, an electronic newsletter that gives the tourism industry timely updates on programs and resources
• Operate and promote www.industry.exploreminnesota.com, an industry resource for marketing programs, research, industry calendars, partners, news and contacts
• Generate an annual report, guide to EMT programs and other resources for the tourism industry
• Coordinate with other agencies, organizations and educational institutions on tourism education and training through workshops, Web sites or other methods

Measurements:

• Attendance and evaluation of tourism conference and other educational programs
• User sessions and page views of industry.exploreminnesota.com website
• Industry satisfaction survey

PUBLIC POLICY
Tourism is a vital element of Minnesota’s economic development, diversification and rural development. Public policy issues, including workforce, border security, resource preservation, transportation and funding, impact Minnesota tourism. These issues require leadership and advocacy to help public officials make informed decisions.

• Develop tourism strategies, programs and policies with the Explore Minnesota Tourism Council
• Evaluate Council structure and provide means to incorporate youth, other state agencies and under-represented segments of the tourism industry
• Analyze key public policy issues and develop positions on statewide issues that support the growth of tourism
• Pursue a long-term funding strategy to grow Minnesota tourism promotion and economic impact
• Coordinate a tourism awareness program with stakeholder organizations
• Proactively coordinate marketing efforts with other state agencies
• Participate in United States Travel Association and National Council of State Travel Directors Leadership functions

Measurement: Industry satisfaction survey

RESEARCH
Explore Minnesota Tourism utilizes research from a variety of resources and also conducts its own customer and industry surveys. Research results inform marketing decisions and all Explore Minnesota Tourism programs and are shared with Minnesota’s tourism industry.

• Gather and disseminate information on leisure and hospitality industry jobs, wages and sales tax statistics; international travelers, and top attractions
• Evaluate the effectiveness of statewide advertising programs and provide information about Explore Minnesota Tourism customers
• Use available data to measure Minnesota’s and competing states’ market share of domestic travel
• Conduct or arrange for studies as needed; this year’s research will include a new study of the return on investment of Explore Minnesota Tourism consumer advertising
• Monitor and report on industry trends, including periodic surveys of Minnesota’s tourism industry
• Collect and compile lodging tax information on a quarterly basis