With an emphasis on creating public-private partnerships that foster innovation and growth, the Minnesota Office of Tourism became Explore Minnesota Tourism on July 1, 2004. "Explore Minnesota" has a familiar ring. It has been the promotional theme for state tourism marketing for over 20 years, and it is now the official name of the state's new tourism arm.
The legislation to create Explore Minnesota was spearheaded by a group of tourism industry leaders had broad support within the industry and passed unanimously in the Minnesota House and Senate. Explore Minnesota Tourism will pursue an entrepreneurial approach, leveraging the state's tourism investment with increased involvement from the private sector.
This is good news for the tourism industry as the public-private platform is clearly what works best for stakeholders and government entities on all levels in generating the greatest possible return on investment to the taxpayers -- the ultimate stakeholder.
The state's tourism office had been a small division of the much larger Department of Employment and Economic Development but was repositioned as a separate unit to gain more visibility and private involvement. The new structure will connect the tourism office more closely with tourism businesses and will maximize the private sector.
As a first plan of action, Gov. Tim Pawlenty has reappointed John Edman to serve as the Directory of Explore Minnesota Tourism. The organization will also retain current staff and budget from the state's general fund. An all new Explore Minnesota Tourism council of industry representatives is expected to convene this fall.
ADVERTISEMENT
The 2004 fall advertising season and promotion will focus on encouraging travelers to take a "Trip on a Tankful." Explore Minnesota Tourism successfully trademarked the slogan in 2003. The message will be conveyed through a variety of advertising and media activities to stimulate September and October travel.
For more information on "Trip on a Tankful" with ideas and links to fall travel information, go to the Web site http://
