The international target markets for Explore Minnesota Tourism are: Canada, Japan, the United Kingdom, Germany, Austria, Switzerland, and the Nordic Countries of Denmark, Norway, Sweden, Finland and Iceland.

Canada is not only our nearest international market, but also our strongest. Like much of the  U.S., Minnesota saw declines in both Canadian travel to Minnesota and Canadian travel spending in Minnesota during 2009, according to Statistics Canada. Total 2009 Canadian travel to Minnesota was down 16% to 2.344 million person-visits and total spending was down 20% to $228 million. Same-day travel and spending declined more substantially than overnight travel and spending. New and updated tables on EMT’s industry website provide summary Canadian travel statistics back to 2001 and detailed statistics back to 2005. The tables can be found under the Traveler Profiles area within Research and Reports elsewhere on this site.

Explore Minnesota Tourism is an active partner in three multi-state marketing organizations, formed to promote to specific overseas markets. Resources are pooled to maximize impact.

Mississippi River Country includes the 10 states along the Mississippi River. The primary target market is Japan.

Great Lakes of North America, including Indiana, Illinois, Michigan, Minnesota, Ohio, Pennsylvania and Wisconsin, works to develop international travel to the Great Lakes region. Primary target markets are Germany and the United Kingdom. A new GLNA 2010 flyer for distribution in the German speaking markets in 2010 at consumer shows.  It include a typical Great Lakes fly-drive itinerary and features Mall of America. 

Rocky Mountain International, including South Dakota, Wyoming, Montana and Idaho, promotes travel to the region from Europe. Explore Minnesota Tourism is active in their Gateway Cities program because the Minneapolis/St. Paul International Airport serves as a convenient access point to the U.S.

The Travel Trade unit is also responsible for promoting Minnesota in the group tour and packaged travel market.  In addition to the baby boomers, there is a steadily growing student and youth market, either as part of school curriculum, a sporting event or other special interest.

Travel Trade regularly reviews trends that aid in introducing new targeted markets of travelers to Minnesota.  Ease of travel documents, increased flight service and growing ethnical ties can all play a role in increased opportunities. Current nations on the horizon include China, Korea, Mexico, Brazil and other Latin American countries, and Australia.