Beth Pierce of the Iron Range Tourism Bureau has been awarded the 2026 Tourism Industry Leader honor, acknowledging her significant contributions to the tourism sector in Minnesota. The recognition took place during the 2026 Explore Minnesota Tourism Conference held in Duluth, where various individuals and organizations were celebrated for their outstanding efforts in promoting the state’s travel and hospitality industry.
Pierce, who serves as the Executive Director of the Iron Range Tourism Bureau, has dedicated over a decade to enhancing the appeal of her ten-community region, often referred to as “The Range.” Her leadership has been pivotal in transforming this area into a sought-after destination for travelers, according to a news release from Explore Minnesota.
During the awards ceremony, Pierce highlighted the importance of showcasing the region’s offerings to potential visitors. “A big part of what we do as a destination marketing organization is showing people what the region offers visitors,” she stated. She further emphasized her organization’s commitment to identifying and advancing the needs of the area to enhance its standing as a travel destination.
In addition to her role with the Iron Range Tourism Bureau, Pierce is an active member of the Explore Minnesota Tourism Council and serves as treasurer on the board of directors for the Minnesota Tourism Association. Her advocacy for the Northeast Region has made her a prominent voice in the tourism industry at the state level.
Credit for the bureau’s achievements, according to Pierce, also goes to her dedicated team. “Our content creator, Ceasar Ortega, who is great at using social media and other platforms to help tell our story, does that every day,” she noted. The team collaborates with professional photographers, videographers, and digital marketing specialists to effectively capture the region’s beauty and excitement.
The Iron Range Tourism Bureau maintains a dynamic website to leverage the latest technology while also investing in printed materials for trip planning. “All of this—and more—is really important and a standard part of what all DMOs do,” Pierce explained. “The product is really what delivers on the promise we make when promoting this area.”
Pierce pointed to various developments in the region that have contributed to its growth. From the Mesabi Trail to the Redhead Mountain Bike Park, the area has seen enhancements in its ATV trail systems and investments at Giants Ridge. These improvements encompass snowmaking capabilities and new facilities, alongside revitalization efforts for historical attractions and new programming at local museums.
The Iron Range Tourism Bureau also supports various initiatives, including the Certified Tourism Ambassador program and the Spirit of Hospitality Awards, which aim to uplift local communities. Pierce emphasized the bureau’s role in connecting ideas and resources, enabling funding organizations to identify and support momentum in the region.
“I see a big role for Discover the Range in helping our trail builders and clubs, attractions, lodging properties, and anyone who depends on visitors to have what they need to succeed,” Pierce remarked. She believes the focus should be on fostering collaboration to create desirable places for exploration, thereby attracting visitors, investment, and new residents.
Giants Ridge was also honored during the awards ceremony for successfully utilizing the Explore Minnesota co-op program. The resort effectively targeted marketing efforts in the Dallas/Fort Worth area, showcasing a modern, appealing image to attract a diverse range of visitors beyond serious golfers.
The recognition of both Pierce and Giants Ridge underscores the ongoing efforts to enhance Minnesota’s tourism landscape, demonstrating the impact of dedicated leadership and innovative marketing strategies in promoting regional attractions.
