SAINT PAUL CELEBRATES AN INCREASE IN TOURISM AND A SUMMER-CENTRIC NEW CAMPAIGN

The city's official tourism bureau is seeing a rise in future event and hotel bookings and is gearing up for a summer on "the fun side."

2024 Summer Events + Festivals in #MYSAINTPAULSt. Paul, Minn. – Visit Saint Paul (VSP), the city’s official convention and visitors bureau, celebrated National Travel and Tourism Week by releasing its annual report and announcing the launch of its upcoming high-energy marketing campaign. While Timberwolves star Anthony Edwards inviting Charles Barkley to Minnesota generated much spontaneous enthusiasm around Twin Cities tourism, the VSP team had already thoughtfully crafted a campaign promoting the Capital City as the state’s signature place for defining the very best of Minnesota.

Attendees at a VSP’s event at the Palace Theatre on May 23rd were treated to entertainment and a preview of the new campaign designed to reach new markets for Saint Paul’s tourism promotion. The event featured a showcase of summer festivals, a look back at the past year of tourism wins, and a preview of what lies ahead. Mayor Melvin Carter greeted guests, shared his enthusiasm about successful highlights of VSP’s partnerships and events in 2023, and encouraged attendees to flip the script on how the city has positioned itself over the years. “Saint Paul has been the best-kept secret for years, and that’s our fault. We have the power to blow the lid off of that secret and to break the Minnesotan cardinal rule of not drawing too much attention to ourselves. We have the power to tell our story and make sure we tell it in such a way so that the most incredible, brightest, and vibrant future in Saint Paul is ahead of us, and I know that our partners at Visit Saint Paul share that vision.“

The past year was a period of incredible growth for VSP, with new leadership and team members after having a downsized staff during the pandemic. In 2023, Mayor Carter appointed Jaimee Lucke Hendrikson as its new President and CEO, and since then, the organization has grown its team of professionals and expanded partnerships with local businesses and community events. Some other items highlighted in the organization’s annual report include:

Fresh new marketing campaigns, including “Summer Mix Playlist,” “Find Your Place,” and “Saint Paulidays” (the latter two were created in partnership with the St. Paul Downtown Alliance), were effective in driving growth and attracting new audiences to learn more about what the Capital City has to offer.


Last year also included the pilot of a festival marketing support program that provided promotional support to over 20 community and cultural events. In this program, VSP offered its megaphone and networks to amplify events and celebrations.


The groups the VSP Sales Team booked in 2023 are projected to bring over 180,000 attendees to Saint Paul, resulting in 56,000 room nights booked in the city’s hotels and an estimated economic impact of over $41 million, an increase of 8% from 2022. VSP also oversees the RiverCentre, which celebrated its 25th anniversary in 2023 and hosted 231 events with nearly 350,000 attendees.


Collectively, VSP and the Saint Paul RiverCentre’s work drives vitality, community benefits, and economic impact on the city. This recent growth isn’t just a blip of success for VSP– Hendrikson sees this momentum as a sign of things to come: “During National Travel and Tourism Week, we celebrated the immense value that travel brings to our economy, businesses, and community and recognized the crucial role that our members and partners play.” Hendrikson adds, “Recently, Mayor Carter reminded us that bad news travels, and good news needs to be carried. We take that to heart and are here to uplift the great things about Saint Paul. This is our time. We are on a roll, and we are just getting started.”

Saint Paul visitors and residents have much to look forward to, starting off hot this summer with the new “Fun Side” campaign that will reach audiences in Chicago, Milwaukee, Des Moines, and statewide locations. The city is also preparing to host the IIHF World Junior Hockey Championship beginning December 2025. The event welcomes teams and fans from 10 countries and is estimated to give the host community a $75 million economic boost.

Nicolle Goodman, St. Paul’s Director of the Department of Planning and Economic Development, is enthusiastic about the measurable momentum: “Hotel occupancy rates and related Lodging Tax revenues are both up significantly over 2022, and even over pre-pandemic numbers from 2019. Visit Saint Paul continues to have engagement rates that are far above average, along with interest and enthusiasm from its members and partners. We’re really excited to see the related positive economic impact to the city of Saint Paul."

The summer event season has already begun, and the city will be home to over thirty events and festivals by summer’s end. VSP will continue to support and creatively share what makes Saint Paul so special—the side that is “friendly, laid-back, welcoming, diverse, and festive.” Its pilot festival marketing support program will continue through 2024, using billboards, radio, website, email marketing, and social media to get the word out about the wide array of unique community events.

The 2023 Annual Report, which can be found at www.visitsaintpaul.com, includes more information about the impact of VSP’s work last year. The website's Event Calendar will be updated throughout the season so locals and visitors alike can stay up-to-date on all of the ways to plug into summer fun. The public is encouraged to sign up for a weekly event round-up at https://www.visitsaintpaul.com/saintpaulthefunside/ .

Media contact:

Mary Quinn McCallum

Field Guide Inc

612.968.0558 // mary@fieldguideinc.com


Images from festivals and events in Saint Paul: https://platform.crowdriff.com/m/s-gp0Y8ExVNcUg_4Pa

Photo credit is noted on each image.

  • May 4: Westside Cinco de Mayo
  • May 18-19 Minnesota Songkran Festival
  • May 31-June 1: Flint Hills Family Festival
  • June 1: WaterFest
  • June 1: Art in the Hollow
  • June 1: St. Anthony Park Arts Festival
  • June 1-2: Train Days
  • June 1-2: GrillFest
  • June 2: Grand Old Day
  • June 6 to Aug. 15 (Thursdays): Lowertown Sounds
  • June 8: Rosé Fest
  • June 8-9: Deutsche Tage
  • June 8-9: American Craft Fest
  • June 15: St. Paul Pride
  • June 23: Twin Cities Pride Family Fun Day
  • June 21-22: Twin Cities Jazz Festival
  • June 22-23: Little Mekong Night Market
  • June 28-29: Breakaway Music Festival
  • June 29-30: Hmong International Freedom Celebration
  • July 4: 4th in the Park
  • July 13: Dragon Festival
  • July 13-14: St. Paul Food Truck Festival
  • July 19-20: Minnesota Yacht Club Festival
  • July 15-20: Rondo Days
  • July 27: One World Lantern Festival
  • Aug 3: Rondo Block Party
  • Aug 4: Little Africa Festival & Parade
  • Aug 9-11: Irish Fair
  • Aug 17: IndiaFest
  • Aug 18: Japanese Obon Festival
  • Aug 22-Sept 2: Minnesota State Fair
  • Sept 8: St. Paul Bike Classic
  • Sept 14: Selby Avenue Jazz Fest
  • Sept 14: Fiesta Latina
  • Sept 19-21: Chroma Zone Mural & Art Festival