Tourism partners gather in Medora to prepare for 2027 marketing opportunities
Nearly 120 tourism professionals from across the state gathered today in Medora for the North Dakota Travel Industry Marketing Summit, an annual event where North Dakota tourism shares insights into the current year's promotional efforts and outlines its 2027 marketing and media plan.
Hosted by North Dakota Department of Commerce Tourism and Marketing Division, the Summit provided North Dakota industry data and campaign results, tourism trend insights and an overview of the state's 2027 marketing and cooperative advertising plans. Attendees also heard presentations on AI search readiness and visitor engagement strategies from tourism industry experts.
"Since 2003, this summit has provided an opportunity for North Dakota's tourism industry to hear firsthand how the state is using real-time data and marketing metrics to improve marketing performance and motivate more trips to North Dakota," said Commerce Tourism and Marketing Director Sara Otte Coleman. "Marketing is more complicated than ever, with more channels and greater competition for consumer dollars. By evaluating hundreds of metrics and conversions from the 2026 campaign, we can make the best possible decisions about our marketing investments. With the opening of the Theodore Roosevelt Presidential Library (TRPL), North Dakota is gaining awareness. Throughout today's discussions, we heard from communities and tourism partners across North Dakota about the positive impact the TRPL is having on visitation and traveler interest."
Research shared during the Summit showed strong tourism momentum in North Dakota, with year-to-date visitor spending up 12%, visitation up nearly 4% and visitation to Theodore Roosevelt National Park up more than 10%. Interest continues to grow in outdoor recreation, agritourism, culinary travel and authentic North Dakota experiences. Summit attendees also noted the early success of the Theodore Roosevelt Presidential Library, which welcomed 100,000 visitors in its first two months. State marketing efforts have also contributed to this growth, generating $4 million in hotel bookings and $379 million in incremental visitor spending, according to campaign data.
The tourism team also unveiled elements of its 2027 marketing strategy, including expanded outreach in key regional markets, continued investment in the leisure market, new cooperative advertising opportunities and a statewide storytelling program focused on lesser-known experiences, winter travel and multi-day itineraries.
The event concluded with self-guided tours of the Theodore Roosevelt Presidential Library and recognition of Summit sponsors, including Fahlgren Mortine, Miles Partnership, NDARECs, Odney, Theodore Roosevelt Presidential Library and Theodore Roosevelt Medora Foundation.
For more information about North Dakota Tourism and Marketing programs and partnership opportunities, visit https://www.commerce.nd.gov/tourism-marketing.
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