Brooks: Minnesota works to woo back Canadian visitors

Gov. Walz invites Canada down for a Minnesota Nice vacation.

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The Minnesota Star Tribune
July 26, 2025 at 4:04PM
Paul Bunyan and Babe statues in Bemidji. Photo by Simon Peter Groebner
Despite tensions at the border, Minnesota Gov. Tim Walz is hoping Canadian tourists return, drawn by "the many ways our cultures overlap — from hockey to fishing, and from buffalo plaid to a bold winter spirit." (Simon Peter Groebner/The Minnesota Star Tribune)

This week’s letter to Canada is Minnesota Nicer than the last one.

“We want our Canadian neighbors to know they’re not just welcome here — they’re encouraged to visit and continue our long friendship,” Minnesota Gov. Tim Walz said in the invitation he extended across the tense northern border.

Relations are frosty — elbows are up — between the United States and Canada right now. Infuriated by new tariffs and a president who threatens to annex Canada as America’s “51st state,” some Canadians are canceling their travel plans.

Over Memorial Day weekend, 30 Canadians participated in Le Grand du Nord, a popular gravel bike race in Grand Marais that usually draws about 50 across the border. And that was before Minnesota’s entire Republican congressional delegation responded to devastating wildfires in Manitoba by complaining about the smoke.

Some Canadians are staying home, boycotting America, and hurting summertime northern Minnesota tourism. Here, cyclists head to the start line along Hwy. 61 for the Le Grand du Nord gravel bike race in Grand Marais in May. (Erica Dischino/For the Minnesota Star Tribune)

Walz’s invitation tried to focus on the bonds between the two neighbors, rather than recent strains on those ties.

“More than half of Minnesota’s international visitors come from Canada,” said Walz. “We value that connection and the many ways our cultures overlap — from hockey to fishing, and from buffalo plaid to a bold winter spirit.”

In May, the state’s tourism agency, Explore Minnesota, surveyed Canadians coming into the state. They found travelers worried about everything from the weakening of the Canadian dollar to unsubstantiated rumors that Minnesotans might vandalize vehicles with Canadian plates. Explore Minnesota expects a 13% decline in international travel to the state this year.

Tourism marketers in northern Minnesota are starting to realize the gem they have above them: Dark skies.
Tourism marketers in northern Minnesota are starting to realize the gem they have above them: Dark skies. (Colleen Kelly — Star Tribune/The Minnesota Star Tribune)

Even a small decline in visits from Canada would hit hard in places like northern Minnesota’s Cook County, where 80% of the economy is dependent on tourism.

Explore Minnesota plans to launch targeted advertising in markets like Winnipeg and Thunder Bay, letting Canadians know we miss them. Pointing them toward a list of upcoming festivals and fun due south. Reminding them Minnesota has no sales tax on clothing.

“Whether you’re looking for a relaxing lakeside getaway, a weekend of tax-free shopping, world-class hockey or a vibrant cultural experience close to home — Minnesota offers it all,” Explore Minnesota Executive Director Lauren Bennett McGinty said in her elevator pitch to wary Canadians. “It’s close, it’s comfortable, and it’s full of the kind of experiences that feel both new and familiar. If you’re a Canadian traveler looking for something special this summer — Minnesota is ready for you!”

about the writer

about the writer

Jennifer Brooks

Columnist

Jennifer Brooks is a local columnist for the Minnesota Star Tribune. She travels across Minnesota, writing thoughtful and surprising stories about residents and issues.

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