My Takeaways from the 2026 Explore Minnesota Tourism Conference
This past week, I spent a couple of days learning and networking at the @Explore Minnesota Tourism Conference in @visit duluth. Here's what I'm bringing home with me:
Duluth delivers, every single time.
Incredible locals, breathtaking views, food worth traveling for, and a lake that feels like an ocean. I make it a personal goal to catch a sunrise or sunset whenever I travel, and watching the sun rise over a frozen Lake Superior? Absolutely worth setting that early alarm. (see photo)
Tourism is doing more than you think.
Explore Minnesota continues to do inspiring work promoting our state and here's a stat worth sharing: tourism and visitor spending saves each Minnesota household $1,031 in state and local taxes. That's real impact.
The best keynotes leave you with more than notes.
While Doug Lansky’s keynote speech was educational in itself, a heartfelt lesson we all needed was a reminder to celebrate our everyday heroes. As a Minnesota native, he invited his high school teacher to listen to him speak and he honored him in front of everyone. A quiet, beautiful reminder that the way you show up for people matters more than you know.
More conferences should do this.
One session I attended turned into a small group creative exercise with your peers and it was genuinely refreshing. Why don't more conferences break the mold and mix up their formats with a mix of talking and workshopping together?
AI is still the conversation, and it's maturing.
People seem to land on the full spectrum of having never used AI to using it daily for everything from search to planning travel. What struck me most was the shift from SEO to GEO, and how that's reshaping content and web strategy. Better yet, the AI sessions here skipped the surface-level overview and actually went deep. It's clear we're stepping into a new era of public adoption fast.
Quotes I'm carrying with me:
"It takes play." A reminder I needed. It's easy to glorify the grind, but joy and curiosity belong in the work too.
"Don't overthink it — and don't have too many meetings." Enough said.
"Be bold. Don't be afraid to fail." Also, enough said.
What are today's travelers actually looking for?
Nostalgia. Rest. Quality time with the people they love. And experiences over things. Always experiences over things.
My Minnesota bucket list just got longer.
I have to…
Find the trolls in Detroit Lakes
Watch the duck races in Perham
Visit the Nutcracker Collection and giant nutcracker in Luverne
Explore Stillwater's Treats Trail
Experience Fair Hills Resort
Discover the "original up north" in Leech Lake
Also, Project 412 MN is doing something really special in their area and is an organization I will be continuing to follow.
And as always — I'm reminded why I love this industry.
The people, the creativity, the genuine kindness. I'm so grateful to keep showing up in this space and to support organizations making a real difference in their communities and across the great state of Minnesota.
