Executive Director Lauren Bennett McGinty speaks at the 2026 Tourism Conference
/ Credit: Riley Hallaway
The Explore Minnesota Tourism Conference is the annual learning opportunity designed specifically for the Minnesota tourism industry. This premier educational event includes national keynote speakers, topical breakout sessions, networking and plenty of fresh and actionable ideas.
View keynote and breakout session recordings and images from past conferences below, and stay tuned for more information on 2027's Explore Minnesota Tourism Conference!
Call for Speakers
2026's keynote speaker, Longwoods International president and CEO Amir Eylon
/ Credit: Riley Hallaway
Are you interested in speaking to Minnesota tourism professionals, or do you know someone who would make a great speaker?
We are looking for potential speakers for our Annual Explore Minnesota Tourism Conference and other educational offerings. We look for proposals that include innovative ways to deliver content and engage our attendees, as well as presentations that have key takeaways and action items.
If you are interested in speaking, please complete the speaker submission form below.
Explore Minnesota Tourism Conference keynote and breakout session recordings, images, and presentations are available for viewing broken down by year below.
Lauren Bennett McGinty: Explore Minnesota 2025 Year in Review Explore Minnesota’s Executive Director, Lauren Bennett McGinty, reviews the agency’s work, campaign and highlights from 2025.
Amir Eylon: Using Traveler Sentiment and Behavior to Guide Your Path Forward This session examines what travelers are thinking using the most up-to-date research from the American Travel Sentiment tracker, behavioral insights from Travel USA, and how Minnesota’s travel industry can use this information to their advantage.
Lauren Bennett McGinty, Steve Grove, Amy Stearns, and Kenzi Klein present Catalyzing Change: How Tourism Innovation Builds Stronger Communities Tourism is more than marketing—it’s a tool for transformation. Learn how to innovate while evolving traditions. From Detroit Lakes’ trolls to Steve Grove’s Minnesota Star Tribune revival, discover ways to reach new audiences and drive growth.
Todd Brook: AI in Action, Practical Uses for Today’s Tourism Organizations This session cuts through the hype to demonstrate how lean teams utilize AI for automated reporting, content creation, and daily tasks, all without a large budget. Learn to start small, work responsibly, and apply practical tools immediately.
Creating a Social Media Charter & What's Working Now in Social Media Explore Minnesota guides participants through the process of creating a social charter, along walongsidel of industry experts who share real-world advice on adapting and thriving in the rapidly changing world of social media.
Estimating Economic Impact of Your Festivals & Events Discover fundamental concepts involved in economic impact analysis, including data collection methods for community events. Attendees will gain foundational knowledge and practical tools to support strategic planning for festivals and events.
De-Mystifying AI: How to Think About Your Website in The New Era of Digital Marketing In this breakout session, hear from four industry-leading voices on how to evolve your website in the world of Generative AI Search, from addressing concerns about Reddit to exploring whether AI should be integrated into your site.
The State of Group & International Travel This session highlights U.S. Travel's newly released report, “State of Group Travel,” and provides a view from “inside the beltway” in Washington DC, including updates on issues impacting international inbound travel.
From Influence to Impact: A Practical Roadmap for Advocacy In this session, learn how to identify priority stakeholders, develop messages that resonate, build an intentional engagement plan, and activate champions who can help advance your priorities.
Leveraging Outdoor Recreation Resources for Destination Placemaking How do outdoor recreation events turn communities into destinations? This panel explores wins from La Crescent’s Gravel Biking National Championships and Minnesota’s Iron Range, where mountain biking fueled economic impact and local identity.
Shiny New Objects: Innovative Marketing Solutions Vendors share new, creative and innovative ideas for destination marketers and tourism-related businesses. This session is conducted in a fast-paced, entertaining style of presentation. Each vendor will have six minutes to introduce their concept.
Reel Impact: Film, Festivals and Creative Tourism This session explores how film and tourism intersect in Minnesota, showing how regional storytelling and cinematic infrastructure fuel economic growth. Duluth-based organizations will share how their work supports a thriving creative economy.
Maximizing the Impact of Lodging Taxes: Strategies and Best Practices Industry panelists dive into Minnesota's lodging tax statute, compliance, and collection, and share best practices for DMOs to ensure the lodging taxes drive the tourism economy in your community.
Shiny New Objects Selected vendors will showcase the latest innovative technologies, products, and services emerging in the travel and tourism industry.
Industry Panel: Strategies to Attract More Sports Business to Your Community Learn from Minnesota Sports Alliance panelists how they have built successful programs to attract more sports meetings, events and tournaments to their communities and facilities.
The Print Travel Guide of the Future Print is not dead, but yours might be. Learn from Josiah Brown's experience of talking to thousands of travelers per year on what they are looking for in travel guides and why it’s an essential part of your local advocacy efforts as well.
10 Social Media Trends to Watch in 2025 Arik Hanson will provide his pragmatic predictions for what’s next in the social media marketing world. It’s a big question on many travel industry marketers’ minds as we start the New Year.
Regional Impacts of Climate Change Across Minnesota and the Future of Tourism This session will share new, highly localized climate projections for Minnesota and explore how tourism marketing efforts can adapt to the challenges and opportunities of a changing climate.
Tourism Asset-Based Economic Development Dr. Maree Forbes Gaughan will discuss Asset Based Economic Development, an approach that begins with existing tourism assets and builds upon the distinct culture to create tourism offerings that are unique to the area, that can’t be duplicated.
Generative AI 101 Ready to move beyond the AI buzzwords and start actually using these tools? Janette Roush will present an interactive workshop with practical applications of AI for tourism professionals.
Lightning in a Bottle, a Bring Ya A** Case Study The Explore Minnesota marketing team seized on the opportunity, quickly launching a series of social media posts, a web takeover, and other communications and campaign efforts to seize the attention of fans, media and the internet at large.
The Changing Face of Group Travel Join Dr. Maree Forbes Gaughan and the Explore Minnesota Market Development Team to learn what today's group travelers are looking for in a trip and the differences in their search and booking patterns.
Winona’s Winning Formula: Leveraging Outdoor Recreation for Tourism, Community, and Quality of Life This case study will explore how the city’s strategic investments in outdoor spaces and recreational activities have not only attracted visitors and new residents but also enhanced the quality of life for its current population.
AI Ideas Exchange Moving beyond basic tools to tackle the strategic challenges of AI adoption? Join Janette Roush in this facilitated discussion where tourism leaders share approaches to thorny issues like organizational guidelines, change management, and executive buy-in.
How to Attract Film Production to Your Community Learn about the new Explore Minnesota Film office, the tourism and economic development opportunities of film production, and how to create a Film Friendly Community Program to attract new productions to your community.
Governor Tim Walz & Lieutenant Governor Peggy Flanagan: Star of the North
Improv Cafe presented by Theater of Public Policy: Minnesota Tourism
Breakout Session Recordings
August Erickson, Miles Partnership: Digital Accessibility 101 In this session, you'll learn the history of digital accessibility, the existing legal requirements, and the first steps your organization can take to ensure your website is accessible to those with disabilities.
Brian Matson, TwoSix Digital: How AI Can Help, Not Hinder Your Work In this fun and interactive breakout session, Brian Matson of TwoSix Digital will cover the basics of what you need to do online to promote your business and explore ways AI and machine learning can enhance your marketing efforts.
Panel Discussion: Podcasts' Place in Tourism Marketing: The Good, the Bad and the Ugly Join your tourism industry peers for a panel discussion about the place of podcasts in tourism marketing. Moderated by Bill Von Bank of Experience Rochester and featuring panelists Nancy Schnable (Discover Austin), Lacey Squire (Visit Ely), Kristen Montag (Meet Minneapolis) and Dan Jasper (Mall of America).
Outdoor Recreation for Economic Development Outdoor recreation provides numerous benefits to rural communities. Civic leaders, destination marketers and economic development professionals need tools to leverage local outdoor recreation opportunities to achieve these benefits. Moderated by Randolph Briley of Explore Minnesota and presented by Chris Perkins of Outdoor Recreation Roundtable.
Devon Cox, Andrew Parks and Caitlin Hannah, Explore Minnesota: Web Strategy That Works In this session, you'll learn how to audit your website and center your strategy around the user journey to drive organic traffic, no matter the size of your website or budget.
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