Resolution: Integrated marketing

Release Date: Sep 14, 2010

Whereas, leisure and hospitality is an $11.2 billion industry in Minnesota that accounts for 16% of Minnesota's state sales tax and provides over 245,000 full and part-time jobs;

Whereas, most of the jobs created in Minnesota in the past year were in the leisure and hospitality sector, which gained 15,200 workers;

Whereas, nationally Minnesota is ranks 22nd in travel spending, 18th in travel generated employment, 14th in travel generated payroll and 9th in travel generated tax receipts;

Whereas Minnesota's tourism office budget ranks 28th nationally;

Whereas the Explore Minnesota Tourism Council, which provides strategic direction and represents all major sectors of the tourism industry, has set a goal to make leisure and hospitality a $20 billion industry in Minnesota by the year 2020;

Whereas, a comprehensive planning process was undertaken to develop a 2020 vision for Minnesota tourism;

Whereas, the Explore Minnesota Tourism Council has identified strategic needs and benefits of more integrated public and private tourism marketing efforts;

Now therefore, the Explore Minnesota Tourism Council resolves:

To pursue a statewide integrated marketing plan to cohesively promote Minnesota's public and private sector assets, reduce duplication; increase brand awareness; increase awareness of the resources of the state; increase the number of visitors and increase economic growth;

To develop expanded partnerships between private-sector destinations and businesses as well as public and state-operated facilities that maximize human, fiscal and other resources; and

To generate new sources of revenue for tourism marketing beyond state general fund, including but not limited to, dedicated taxes on tourism and partnerships with state and tribal governments and organizations.