ROCHESTER — Tourism generated more than $1.1 billion in economic activity in Rochester in 2025, according to a University of Minnesota Extension report.
The study looked at
economic activity generated not just by visitors but also employment
in tourism-related industries in Rochester.
The report estimates Rochester saw $814 million in direct tourism spending and $288 million in other economic activity including spending by employees in tourism-driven jobs and related business spending.
The tourism industry directly supported an estimated 6,100 jobs in Rochester accounting for more than $230 million in direct labor income from tourism, according to the report.
That figure is based on estimates of the percentage of visitor spending by industry. The report estimates Rochester supports 6,400 total jobs in bars and restaurants while 49% of spending at bars and restaurants comes from visitors. Applying that percentage, the report estimates about 3,100 jobs in that industry are supported by visitors.
Overall, the direct jobs and indirect jobs accounted for about 7,670 jobs in Rochester and nearly $323 million in labor income in 2025.
The report comes about six months after Experience Rochester released
results from a study and survey of more than 1,200 businesses
by the University of Minnesota Tourism Center showing potential for Rochester to draw visitors for non-medical reasons.
Joe Ward, president of Experience Rochester, said the report demonstrates the importance of tourism to Rochester’s economy.
“Tourism is an important economic driver for Rochester, supporting thousands of jobs and generating income for local workers and businesses,” Ward said.
Contributed / Experience Rochester
John Molseed joined the Post Bulletin in 2018. He covers arts, culture, entertainment, nature and other fun stories he’s surprised he gets paid to cover. When he’s not writing articles about Southeast Minnesota artists and musicians, he’s either picking banjo, brewing beer, biking or looking for other hobbies that begin with the letter “b.” Readers can reach John at 507-285-7713 or jmolseed@postbulletin.com.
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