Thirty years after the release of an iconic, Academy Award-winning Minnesota film, there’s a new case to dig into. How great is filming in Minnesota?

Visitors don’t want souvenir shot glasses, they want uniquely Minnesotan experiences.

Explore Minnesota needed to move past the “Come and see what’s here” strategy. Studies showed that focusing on specific passions, like biking and the arts, were more powerful in attracting visitors. So instead of just seeing things, we offered travelers meaningful experiences, emphasizing curiosity and discovery as keys to growth. Our award-winning Dream State campaign was about how travel experiences stay with you forever. It inspired travelers to dream of future travel to come.