The international target markets for Explore Minnesota Tourism are: Canada, Mexico, 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. Our highest visitor numbers ever were logged for 2011 cross-border travel southward, the last full year of statistics. The 3 million total (overnight and same-day) person-visits represented 2.5% growth over 2010, while total spending was up 4% to $338 million. 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.
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.