Profile of Visitors to Five Minnesota Communities

Why would tourists visit Ely, Detroit Lakes, Brainerd, Pipestone or Shakopee? What would it take to bring in more tourists of the type that stay longer and spend more? What could an individual business do to increase its market share even if the size of the market does not expand? These are just a few of the questions the Center's Visitor Profile research answered.

New findings from studies completed in Ely, Brainerd, Detroit Lakes, Pipestone and Shakopee have identified and profiled tourists to those communities. A questionnaire was developed and distributed to visitors in the communities on select dates over a 12-month period. Field personnel contacted visitors in a variety of places including gas stations, motels, restaurants, attractions, etc.

Results revealed:

  • why destinations were chosen;
  • the types of activities visitors engaged in during their stay;
  • how much money visitors spent and on what;
  • the identification of Tourism Development issues as seen through the eyes of its visitors.

Tourism Development organizations such as Chambers and CVB's can use this new baseline information to refine marketing plans and make more informed decisions about ongoing tourism development, planning, and strategy. Additionally individual businesses can now use this information to develop market profiles of their target markets and/or conduct feasibility studies.

Explore Minnesota and the Carlson Tourism, Travel and Hospitality Chair, an endowment of the University of Minnesota's Tourism Center, funded this study.

Tourism Development organizations (e.g. Chamber, CVB) will be able to refine marketing plans with the information provided. Additionally individual businesses will be able to develop market profiles of their target markets and/or conduct feasibility studies using the data.

If you think your community would be interested in conducting this type of study, we are accepting applications for up to five different communities to participate in a new round of visitor profile research. Download a Profile Application (142 KB .pdf) for more details about the research project and to print out an application form, due April 19, 2002. Scholarships are available.

Final reports

For more information about the study contact:

Bill Gartner, Principal Investigator
Dan Erkkila, Co-Principal Investigator


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