Tourism is Thriving

Tourism is Thriving in St. Cloud, Accounting for 25% of Foot Traffic

It’s hard to be a tourist in your hometown, but St. Cloud proves it’s worth visiting for both Minnesota and out-of-state travelers. According to the 2024 Visitor Profile by Visit Greater St. Cloud, 24.6% of all people seen in-market are visitors. This means the families exploring downtown or recreating in local parks might have traveled farther than you think.

“Youth sports have become a significant tourism driver in the region,” says Rachel Thompson, Executive Director of Visit Greater St. Cloud. “We’re seeing families make destination plans around tournament weekends. They arrive for the games and then stick around an extra day or two.”

Half of all visitors have children in their households, and 66% spend at least one night in the market.

Tourism has a bigger impact on St. Cloud than most people imagine. Not only do visitors support local businesses by dining at restaurants and visiting shops, but they also contribute to economic development. Here’s why St. Cloud loves tourism – and why tourists love St. Cloud. 

Visit Greater St. Cloud Helps People Plan Their Vacations

St. Cloud isn’t a traditional tourist destination, so the visitor’s bureau needs to drive interest in the region to entice families and other travelers.

One family program is YES Day for kids. They review a list of family-friendly activities in St. Cloud, ranging from the Airmaxx Trampoline Park to the newly opened Great River Children's Museum, and kids choose what they want to do. Parents get to say YES to whatever their kids pick.

Visit Greater St. Cloud also has a vibrant events calendar where visitors can see what’s happening around the community. They might learn about a unique art exhibit and then plan their visit around a concert or music festival.

Here’s the secret: locals also benefit from these tourism efforts. St. Cloud families looking for activities can participate in YES Day, while everyone across the region can follow the events calendar (and submit their own events) to plan their weekends. 

Tourism Supports Local Businesses

Increased tourism directly benefits St. Cloud business owners and entrepreneurs. By catering to locals and tourists alike, these companies can tap into the visitor economy and increase their sales.

“We try to encourage business owners to welcome visitors and create positive first impressions of St. Cloud,” says Thompson.

Thompson adds that good experiences make tourists return and convince their friends that St. Cloud is a great place to visit.

Even if you aren’t a business owner in St. Cloud, you can help support the benefits of tourist traffic. You can recommend your favorite places, giving businesses word-of-mouth support. Residents also benefit from the tax revenue collected from tourism, including the sales and lodging taxes.

“Many people share their favorite businesses with friends, whether they are recommending breweries or new pizza places,” says Cathy Mehelich, Economic Development Director at the City of St. Cloud. “These companies get the same benefits when locals share recommendations with tourists. Every suggestion helps the economy grow.” 

Tourism Has Wider Economic Implications

While there is a direct tie between tourism traffic and small business income, there are macroeconomic factors impacted by St. Cloud visitors. According to Destinations International, 14% of people say their primary trigger to relocate was a recent vacation. This spurs the phrase, “today’s visitor is tomorrow’s talent.”

Visit Greater St. Cloud is actively involved in turning visitors into future residents. Its website has pages on living in St. Cloud and Thompson works with companies across the region to share the St. Cloud Area Visitor Guide.

“We would love for businesses to use our resources, whether it’s for talent attraction or supporting current employees,” says Thompson. “If you have clients coming in through your door, put our guides on your coffee tables or link to them on your website. Collaborate with the tourism department to support your business efforts.”

When more people fall in love with St. Cloud, they can bring their skills, job experiences, and entrepreneurial drives to the region. This makes it easier for companies to fill open positions while fostering job creation as new businesses open.

“We see the great work happening at Visit Greater St. Cloud,” says Mehelich. “They are a valuable economic development partner contributing to our resident and business attraction efforts.” 

Residents Can Support Tourism By Exploring Their Backyards

Anyone can support St. Cloud tourism and enjoy the charm this city has to offer. Thompson says residents can plan staycations where they make itineraries and travel around St. Cloud just like any city they visit.

“Folks forget the beauty of their backyard,” she says. We want to encourage locals to embrace everything we have. We are truly in a great destination with a lot to offer.”

Even if residents don’t have time for a full staycation, they can still live like tourists by trying new places or simply considering other menu options at their favorite restaurants. They can follow the events calendar and keep up with what’s happening in St. Cloud. Not only does this allow residents to support community efforts, but it also makes living in St. Cloud more fun. 

Support Economic Development in St. Cloud

Anyone who lives in St. Cloud can support economic development by continuing to make this city a great place to live. Central Minnesota has a high quality of life because of its access to nature, education opportunities, and recreational options like live music performances and museums. Not only is St. Cloud a desirable vacation destination, but it’s also a great place to live.

Business leaders can contact Rachel Thompson to learn how to share the visitor guide and discuss other collaboration opportunities. They can also become partners with the City of St. Cloud Economic Development Authority to grow the region. Contact Cathy Mehelich to discuss your participation options.