• A national slump in international tourism, linked to US trade tensions, is impacting major cities across the country.
• Duluth is part of a collaborative effort with other key cities to share data and create unified strategies to counter the downturn.
• Despite its own local challenges, Duluth is outperforming state and national trends and has restructured its tourism organization, Visit Duluth.
• A new leader and a reset marketing strategy are focused on year-round growth, value, and attracting meetings and conventions.

In a wonderful display of unity and proactive strategy, American cities are coming together to navigate the challenges of a shifting international travel landscape. With Duluth helping to lead the conversation, destinations including San Francisco, Orlando, Las Vegas, and Houston are collaborating by sharing valuable insights and developing smart, forward-thinking marketing plans. This partnership turns a shared challenge into a collective opportunity for growth and innovation.

Duluth, in particular, is shining as a beacon of resilience. Despite facing a softer summer season due to factors like wildfire smoke and fewer Canadian visitors, the city has impressively outperformed both state and national tourism trends. This success is a testament to the city’s strong brand and enduring appeal. Building on this solid foundation, Duluth is entering an exciting new chapter. The destination marketing organization, Visit Duluth, has been thoughtfully rebuilt with a new board and a highly experienced new executive director, Haley Hedstrom.

This refreshed leadership is launching a clear and optimistic strategy for the future. The plan focuses on pairing Duluth’s unique spirit with targeted marketing, strengthening sales for meetings and conventions, and fostering a vibrant, year-round tourism economy. With a focus on practical plans, strong partnerships, and steady growth, the community is moving forward with cautious optimism, ready to welcome guests with confidence and turn resilience into remarkable results.