Minnesota Governor Announces $25M ‘Tourism and Talent’ Marketing Campaign

(The Center Square) – Minnesota Gov. Tim Walz announced a Star of the North campaign to attract visitors worldwide and recruit talent.

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“As a top state for quality of life, health care, and business, we’re investing in a tourism and talent attraction campaign to promote Minnesota on a global stage,” Walz said in a statement. “We’re also aiming to attract skilled workers to support our nation-leading health care, manufacturing, and technology sectors. Whether you’re visiting as a tourist, searching for a job, or looking to relocate, there are opportunities for everyone in Minnesota.”

The $25 million tourism and talent attraction campaigns will promote Minnesota, funded through the Legislature over the next two years.

This new campaign will include national advertisements targeting workers in technology, health and wellness, education, and high-tech manufacturing.

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“With the Star of the North campaign, we are promoting Minnesota’s many offerings to more national and international travelers and future residents than ever before,” Explore Minnesota Executive Director Lauren Bennett McGinty said in a statement. “Minnesota ranks as one of the healthiest and most livable states in the nation with growing opportunities for job seekers and business owners. With uniquely green urban areas, sparkling lakes, cultural richness, and recreational opportunities, our state has unparalleled experiences for individuals and families.”

Explore Minnesota is the statewide tourism promotion agency. Tourism is a key sector of Minnesota's economy, employing nearly 275,000 workers.

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The new ads will run in 22 states, Washington, D.C., and Canada.