Market Development

Brand USA Travel Week
Amsterdam
Sept. 28 – Oct. 2, 2026

A premier event connecting U.S. tourism professionals with European travel industry leaders. Over several days, attendees participate in impactful B2B meetings, networking opportunities and thought leadership sessions designed to foster collaboration, develop inbound product and explore emerging trends.

U.S. Travel's IPW
New Orleans, Louisiana
May 2 – 6, 2027

The United States' largest international inbound travel trade show. U.S. tourism suppliers meet with the media, tour operators, travel marketing and distribution companies from around the world to uncover new opportunities and drive future travel to the United States.

Receive trade show leads by contacting market development manager Jen Schak.

American Bus Association (ABA) Marketplace

Marketplace focuses on the motorcoach and group leisure market, bringing together operators, suppliers, and travel professionals from across North America. This annual marketplace serves as a dynamic platform for networking, education, and business development. Attendees can engage in meaningful face-to-face meetings, explore a bustling exhibit hall showcasing the latest products and services, and participate in informative sessions led by industry experts. The event features a robust schedule of workshops, keynote presentations, and panel discussions that cover trends, best practices, and innovative solutions for the tourism industry.

Circle Wisconsin Midwest Marketplace

This event is for the Midwest travel industry, providing valuable insights, networking opportunities, and a platform to discover the best of what the region has to offer. One of the key highlights is the opportunity for one-on-one appointments, enabling participants to engage directly with potential partners and discuss business opportunities.

National Tour Association (NTA) Travel Exchange

Travel Exchange connects tour operators, suppliers, and travel professionals from around the globe. This annual gathering is designed to foster relationships and drive business within the travel and tourism industry. Attendees can look forward to a lively schedule filled with networking opportunities, educational sessions, and engaging workshops. The event features a vibrant marketplace where tour operators can meet directly with supplies, showcasing the latest travel products and destinations.

Receive trade show leads by contacting market development specialist Brenda Maas.

Explore Minnesota sponsors trips for domestic and international tour operators and international media representatives to familiarize them with destinations and provide information they need to develop travel programs or to publish travel stories. Showcase your unique tourism assets and experiences to travel influencers by helping host/co-sponsor familiarization (FAM) tours by providing complimentary lodging, meals, attraction passes or guide services. International media and tour operators can use the following forms to be considered for a FAM tour.

Media FAM Application Trade FAM Application FAM Participation Form

Explore Minnesota's international agency, RMI, shares the FY2025 Annual Report for the Explore Minnesota International Marketing Program. Explore Minnesota’s international campaign included 33 paid marketing activities across six international markets: the United Kingdom, Germany, Benelux, France, the Nordics and Italy. This diverse marketing plan utilized numerous strategies to inspire, educate and initiate bookings, including:

• Newsletter distribution
• Social Media promotions
• Website and digital promotion
• Paid media
• Product bookings
• Hosting trade and media familiarization tours

RMI's FY2025 report is available upon request by contacting market development manager Jen Schak.

Explore Minnesota’s marketing aims to inspire consumers in targeted international markets to visit Minnesota by leveraging global memberships and cooperative marketing partnerships, as well as proactive, innovative marketing and storytelling that focuses on Minnesota’s unique natural assets, art, and culture.

International Marketing Objectives

• Increase consumer and trade awareness of Minnesota as a must-see travel destination
• Increase visitation to Minnesota from target markets

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Explore Minnesota is proud to work with tour operators from around the world to help bring leisure groups to Minnesota, whether it's their final destination or a stop through the state. Group tour marketing focuses on travel professionals who conduct tours for leisure groups of 10 or more people and primarily includes trade shows and advertising. The promotion is targeted at travel trade markets, including tour operators, package travel operators, group travel leaders and group tour media representatives.

Group Tour Objectives

Explore Minnesota's Market Development department held a partners' meeting in November 2025 to discuss the department's objectives and strategies and to hear from partners in the group market.

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