Explore MN Brand Reputation Survey Results
Key Findings: A majority in most markets have a favorable impression of Minnesota and just over half are likely to visit the state for vacation, particularly those residing in the Midwest.
Explore Minnesota partnered with Weber Shandwick and KRC Research to conduct a survey of prospective travelers from key markets on current attitudes toward traveling to Minnesota.
The research findings will be used to deepen understanding of travelers’ opinions toward taking a vacation in Minnesota in 2021-2022, to identify the impact of the events of 2020 (including COVID-19 and civil unrest) on travelers’ perceptions of Minnesota, and to identify top attractions/travel categories to promote via ongoing earned and paid media.