Central ND News

The North Dakota Department of Commerce Tourism and Marketing Division has reported a robust year for tourism in the state, despite economic challenges and reduced consumer spending.

“Through strategic marketing, industry partnerships and the momentum of our 'HELLO' campaign we continue to see growth, despite being outspent by our competitors,” stated Tourism and Marketing Director Sara Otte Coleman.

In 2024, North Dakota experienced an 8.8% increase in airport arrivals and a 10.2% rise in border crossings. Additionally, there were 7.4 million U.S. domestic road trips recorded. Hotel revenues reached $548 million, marking a 5.8% increase, while tax receipts from accommodations and food services exceeded $2.2 billion. A study conducted with Longwoods International indicated that visitors are staying longer and participating in more activities compared to national averages in outdoor recreation, sports tourism, and special events.

The 'HELLO' campaign is now in its third year with a $4.2 million media budget, generating 438 million media impressions through strategic advertising and partnerships. These marketing efforts resulted in 132 million digital impressions and 17 million video views, alongside a notable 30% increase in website traffic users and significant visitor engagement growth.

Media outreach and influencer collaborations have enhanced North Dakota’s image, achieving 3,429 media placements with an audience reach of 6.1 billion. Social media engagement also rose significantly with an 83% increase in web traffic referrals. The state's wide-open spaces and welcoming communities have effectively highlighted North Dakota's scenic beauty and accessibility.

North Dakota Tourism aims to build on this momentum into 2025 and beyond. The full details can be found in the 2024 Annual Report at https://www.commerce.nd.gov/tourism-marketing/research-and-reports.