2024 Explore Minnesota Tourism Conference

The Explore Minnesota Tourism Conference is the annual learning opportunity designed specifically for the Minnesota tourism industry that brings together all sectors of the Minnesota tourism industry for inspirational and educational sessions while discovering new opportunities for marketing their community or business.

The 2024 Explore Minnesota Tourism Conference will be held at the Mayo Civic Center in Rochester, February 26-27, 2024.

We will again offer in-person and virtual attendance options, with a half day of educational programming on Monday, Feb. 26 and a full conference day on Tuesday, Feb. 27. Check the conference website for updates.

Agenda

Mon, Feb 26

Tue, Feb 27

11:00 AM - 12:00 PM

Leadership Summit Check-in

Pick-up your conference name badge at registration before heading into the Leadership Summit. Lunch will be provided.

1:00 PM - 2:00 PM

KEYNOTE: Minnesota Mavericks: Responsible ‘desTruption ’ in Tourism

Embark on a visionary exploration with Jennifer Barbee as she discusses the Minnesota maverick's approach to being responsible disruptors in the tourism industry.

2:00 PM - 3:00 PM

Livability and Explore Minnesota for Business

Hear from Explore Minnesota and Minnesota Department of Employment and Economic Development leadership about how Explore Minnesota for Business is using tourism marketing to attract both talent and tourists to Minnesota.

3:00 PM - 3:30 PM

Networking Break

Enjoy a networking and refreshment break before diving into the final keynote presentation of the Leadership Summit.

3:30 PM - 4:30 PM

PANEL: Marketing for Community: Building Sustainable Tourism through Local Development

Jenn Barbee facilitates a panel discussion with your industry peers, discussing the intersection of marketing and community development with successful examples across the state.

7:00 AM - 9:00 AM

Conference Check-in

Pick-up your conference name badge and lanyard at registration before heading into the conference.

7:30 AM - 9:00 AM

Marketplace Networking Breakfast

Check into the Conference, enjoy coffee and continental breakfast while networking with industry peers and sponsors in the Travel Marketplace.

9:00 AM - 10:00 AM

KEYNOTE 1: Explore Minnesota

Explore Minnesota’s Executive Director Lauren Bennett McGinty will review the agency’s work, campaign and highlights from 2023, and share what’s planned for 2024 and beyond.

10:00 AM - 10:50 AM

KEYNOTE 2: Trends & Fresh Digital Strategies for 2024

Brian Matson of TwoSix Digital keynote session will get you up-to-date on all the latest trends in the world of digital marketing and tourism.

10:50 AM - 11:10 AM

Marketplace Networking Break

Join your peers and sponsors in the Travel Marketplace for a break and networking before heading into the days first set of Breakout Sessions.

11:15 AM - 12:05 PM

Breakout 1: 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.

Breakout 1: 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 be doing online to promote your business and explore ways that AI and machine learning can be applied to enhance your marketing efforts.

Breakout 1: Podcasts Place in Tourism Marketing: The Good, the Bad and the Ugly

Join your tourism industry peers for a panel discussion about podcasts place in tourism marketing.

12:10 PM - 1:10 PM

Explore Minnesota Tourism Awards & Lunch

Join us live and virtually for the Explore Minnesota Tourism Awards as we celebrate the outstanding people, marketing and initiatives that help make Minnesota a premier travel destination.

1:15 PM - 2:15 PM

KEYNOTE 3: Improv Cafe presented by Theater of Public Policy

This one-time only session is sure to engage and entertain you as you uncover your biggest challenges and biggest opportunities for 2024!

2:15 PM - 3:00 PM

Breakout 2: Multi-Cultural Diversity Advertising

Learn how to reach and engage diverse audiences through multicultural marketing.

Breakout 2: Outdoor Recreation for Economic Development

Outdoor Recreation is the source of numerous benefits for rural communities. Civic leaders, destination marketers and economic development professionals need tools to leverage local outdoor recreation opportunities to achieve these benefits.

Breakout 2: 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.

3:05 PM - 3:30 PM

Marketplace Networking Break

Join your peers and sponsors in the Travel Marketplace for a break and networking before wrapping up with the final Keynote presentation of the day.

3:40 PM - 4:30 PM

KEYNOTE 4: Blind Ambition: How to Go from Victim to Visionary ™

In this signature keynote, Chad will entertain, inspire, and move your audience, while teaching them how to shift their mindset from victim to visionary™.

Speakers

Theater of Public Policy

Tuesday Keynote 3: The Theater of Public Policy uses improv comedy to connect audiences with big issues and current ideas.

Jennifer Barbee

Monday Leadership Summit Keynote: Minnesota Mavericks: Responsible 'Desruption' in Tourism

Lauren Bennett McGinty

Tuesday Opening Keynote

MODERATOR: Randolph Briley

Devon Cox

August Erickson

Chad Foster

Tuesday Keynote 4: In this signature keynote, Chad will entertain, inspire, and move you, while teaching you how to shift their mindset from victim to visionary™.

Caitlin Hannah

PANELIST: Tricia Hobbs

PANELIST: Dan Jasper

Jacqueline Lloyd Cunningham

Brian Matson

Tuesday Keynote 2: Trends & Fresh Digital Strategies for 2024

PANELIST: Kristen Montag

PANELIST: Nancy Schnable

PANELIST: Lacey Squier

Catalina Valencia

PANELIST: Daniele Villa

MODERATOR: Bill Von Bank

Cliff Ward

PANELIST: Joe Ward

PANELIST: Alison Zelms

PANELIST: Tim Zunker

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Experience Rochester Industry Networking Event

Experience Rochester Hosted Networking Event

Experience Rochester welcomes Minnesota’s industry during a hosted event on Monday, Feb. 26 from 5:30 to 7:30 p.m. at the Mayo Civic Center. Click here to learn more!

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Conference Maps

Travel Marketplace

Facility Map

Rochester Area Lodging