Nearly 250 tourism and hospitality professionals gathered this week in Grand Forks as the 2026 North Dakota Travel Industry Conference entered its second day with a focus on collaboration, innovation, and future growth.
Hosted by Visit Greater Grand Forks, the North Dakota Travel Industry Alliance, and the North Dakota Department of Commerce, the conference is the state’s premier tourism industry event.
Tuesday’s sessions included a keynote from author Andrew Davis on using artificial intelligence more effectively, along with breakout discussions on storytelling, branding, digital discovery, and marketing strategies for rural destinations.
During the State of the Industry Luncheon, Tourism and Marketing Director Sara Otte Coleman highlighted results from the newly released 2025 Annual Report.
According to the report, North Dakota generated more than 9.24 billion earned media impressions and more than 471 million paid digital impressions through the state’s HELLO tourism campaign. Travelers from all 50 states requested tourism information, while 23 new grants supported attractions and local development projects.
The report also noted tourism’s economic impact, including more than $2.3 billion in 2025 sales tax collections tied to accommodations, food services, entertainment, and recreation, along with more than 46,000 tourism-supported jobs statewide.
State officials said final 2025 visitation and spending figures will be available in June, but early indicators show the industry did not surpass 2024 levels. Canadian border crossings fell nearly 25%, contributing to an estimated $57 million in lost visitor spending.
Despite those challenges, Coleman said strong domestic travel demand, growing outdoor recreation interest, and continued marketing investments position the industry for future momentum.
The conference concluded Wednesday with the Governor’s Awards Breakfast and sessions focused on legislative issues and future travel trends.
By: DNU staff