Haley Hedstrom Named New Executive Director of Visit Duluth

Visit Duluth has welcomed Haley Hedstrom as the organization's new Executive Director.

In this role. Hedstrom leads the organization's efforts to grow leisure tourism, meetings and conventions, and business travel, while overseeing the strategic direction, culture, and operations of Visit Duluth.

"With Haley's background and experience in marketing and destination management right here in Duluth, we couldn't be more thrilled to welcome her to the team," stated Karen Pionk, General Manager of Sheraton Duluth and chair of the search committee. "We believe her expertise will benefit our city and contribute to the future success of our destination."

Since 2018, Haley has worked at Lake Superior Zoo, first as the Director of Marketing and most recently as the Executive Director. She led strategic direction and daily operations for the zoo, ultimately advancing tourism, economic impact and community value in Duluth. Through innovative marketing, new events and an enhanced guest experience, Hedstrom led the team to sustained revenue growth and strengthened brand visibility, increasing annual visitation by over 30% since 2020. She was also a member of the City of Duluth's 2024 Tourism Marketing Working Group and had previously served as a Visit Duluth board member.

"Duluth is one of the Midwest's top destination cities, rich in history, full of character, and surrounded by some of the best outdoor landscapes and recreation opportunities in the country," Hedstrom said. "I'm truly honored to step into this role. I look forward to working closely with the team, our partners, and the community to build on the momentum here and help more people experience everything that makes Duluth special."

Hedstrom officially stepped into the role on August 25, 2025.

Courtesy of Groups Today.

Photo courtesy of Haley Hedstrom.

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