Tourism is more than marketing—it’s a tool for transformation. This keynote panel examines how communities across Minnesota are reimagining tourism through local partnerships, inclusive storytelling, and bold innovation. From Detroit Lakes’ creative collaboration with Project 412 on the Thomas Dambo trolls to Luverne embracing change, you’ll hear how tourism can drive economic development, improve quality of life, and build stronger regional networks. Panelists will share practical insights on working across sectors, engaging with residents, and identifying opportunities for growth that benefit the entire community. Steve Grove, CEO of the Minnesota Star Tribune, will highlight how revitalizing Minnesota’s oldest newspaper to meet modern challenges mirrors the evolution needed in tourism—injecting fresh ideas into institutional models to attract new audiences and strengthen statewide connections. Together, these stories show how embracing change, whether through quirky attractions or reimagined traditions, can position communities for long-term success.