Visit Cook County has been awarded the Outstanding Marketing Award at the 2025 Explore Minnesota Tourism Conference, held at the Minneapolis Convention Center on February 18-19. This accolade, received for their innovative Dark Sky Festival campaign, marks the sixth time Visit Cook County has been recognized by Explore Minnesota, underscoring its commitment to promoting the region as a premier travel destination.

The Outstanding Marketing Award celebrates exceptional marketing achievements by a destination marketing organization or tourism-related business. Recipients are recognized for enhancing the visibility of their community or business within the industry and directly impacting visitor travel. Visit Cook County’s Dark Sky Festival campaign exemplifies the power of creative storytelling, strategic marketing, and community engagement to drive tourism and foster appreciation for the dark skies. The campaign leveraged compelling visuals, media relations, digital marketing, and strategic partnerships to promote the festival, which celebrates the pristine night skies of Cook County.

"We are honored to receive this prestigious award,” said Linda Jurek, Executive Director of Visit Cook County. “Our team’s dedication to highlighting the natural beauty and vibrant culture of Cook County has been instrumental in attracting visitors from near and far. This recognition inspires us to continue our efforts in promoting our remarkable region.”

The Dark Sky Festival campaign has achieved remarkable results, including significant visitor growth, economic impact, and increased brand visibility. The festival has transformed a traditionally slower tourism season into a period of growth, benefiting local businesses and inspiring a new generation of dark-sky advocates.

The Explore Minnesota Tourism Conference is an annual event that brings together professionals from all sectors of the state’s tourism industry. The conference offers learning and networking opportunities, introducing new concepts and strategies for marketing communities and businesses. The 2025 conference featured keynote presentations, breakout sessions, and a travel marketplace, all aimed at fostering collaboration and innovation within Minnesota’s tourism sector.

Other Cook County businesses nominated for awards in other categories include: 

• Social Media Excellence: Odyssey Resorts
• Exceptional Co-op Campaign: Lutsen Mountains
• One Minnesota Award: North Shore Explorer
• Emerging Leader: Jeremy Keeble, Hungry Hippie Tacos