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Minnesota tries to court Canadian tourists with new marketing blitz – Axios

Twin Cities
Axios Twin Cities is an Axios company.
Minnesota is looking to attract visitors from its neighbor to the north with a new marketing push.
Driving the news: Monday marks the U.S.' lifting of COVID-era restrictions on non-essential international travel for vaccinated foreigners, including at Minnesota's border with Canada.
Why it matters: More than 500,000 Canadians visited Minnesota in 2019, according to Tourism Economics data, spending roughly $175 million.
By the numbers: Twin Cities hotel occupancy finished September at 50.5%, still down significantly from September 2019, when it was 74%, according to STR.
What's happening: Explore Minnesota is targeting residents of Thunder Bay and Winnipeg, Canada, with billboards, inserts in the local newspaper and ads on social media and Google searches.
Between the lines: A boost in leisure trips and more shoppers from Canada and beyond will likely help many businesses, particularly in border communities such as International Falls.
What they're saying: "Canadians came down to go shopping, they came down to experience our great restaurants and our retailers, our hotels, our resorts, so I think everybody across the state can rejoice in this opening," Explore Minnesota spokesperson Alyssa Hayes said, noting that the closure also kept many family and friends apart.
Of note: It's not just destinations by the border celebrating the change. Roughly 10% of Mall of America visitors are international, the mall estimates, with a "large makeup" coming from Winnipeg and Thunder Bay.
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