Visit Duluth’s New Leader Hired; Full Tourism Marketing Control 1 Year Away

DULUTH, Minn. – Visit Duluth, once the city’s sole tourism marketing organization for 85 years, is one step closer to gaining back full control like it had for decades.

Visit Duluth has tapped Haley Hedstrom as its new executive director.

She was chosen out of 50 applicants for the critical marketing job for the city.

Earlier this year, the city council voted to give back sole tourism marketing power to Visit Duluth after Arizona-based Madden Media’s multi-million-dollar contract runs out at the end of 2026.

Hedstrom’s best known role was at the Lake Superior Zoo, where she pioneered marketing, and guest experience throughout the pandemic — and with success.

“I think communication with our industry partners is the absolute critical element of making sure that we are successful moving forward, as we look past those first 90 days, we’re going to be doing a development of a destination master plan. That’s another big piece that’s going to direct the future of Visit Duluth,” Hedstrom said.

In her first 90 days, Hedstrom will be holding listening sessions to hear feedback from the community, businesses and other stakeholders — all while building stronger connections.

“I read the job description, and I felt like I was reading about me. I felt like I could do these things, and I’ve already been in the tourism industry with being an attraction. I was on the visit Duluth board, on the attractions Council, and on the tourism marketing group most recently, and I felt like all of those experiences led me to this moment,” said Hedstrom.

A total of 50 people applied for the Visit Duluth executive director position.

When asked about Hedstrom’s favorite things Duluth has to offer, she said she loves hiking the trails, checking out the breweries, and of course, the Lake Superior Zoo and the bears there.