Destination Duluth will launch new branding and a Life Up North vision tonight at its 5th Annual Celebration of Photographers at Great Lakes Aquarium.
Each year, Destination Duluth honors more than 150 local photographers who contribute their photos and videos to Destination Duluth for posting on its Facebook, Instagram and website.
Those images and videos had 66 million Meta-verified views in 2024. Over 100 photographers and guests will gather at the aquarium to celebrate their accomplishments in 2024.
In addition to celebrating the photographers, Destination Duluth will launch new branding and announce its new focus on Life Up North with the local message, by local people, to locals and potential visitors and new residents, that Life Up North is better.
Destination Duluth prides itself on being able to show what’s happening up north with its 150 contributing photographers better than anyone. According to shareablee.com, the engagement on its social channels has made it one of the top three in the country in the tourism category.
What makes Life Up North a better life?
“The answer is a very simple one – it boils down to the very basics of life,” said Jerry Thoreson, Destination Duluth's managing director. “It’s the water! There’s something in the water. Living on the shoreline of the largest freshwater lake in the world (by volume) is life-giving.
“Secondly, It’s the Land. The 298-mile Superior Hiking trail starts at Jay Cooke and is one continuous path to Canada.”
With 100 miles of mountain biking trails inside the city limits Duluth Mountain biking was given the Gold-level Ride Center rating by the International Mountain Biking Association – a distinction given to only six in the world.
Thirdly, “It’s the Light,” said Thoreson. "Photographers know, 'It’s all about the light.' The sun rising over Lake Superior creates some of the best sunrises in the world.
"Finally, 'It’s the People.' The Northland is a welcoming community, filled with resilient, hardworking people. With the water, land, and light, Duluth and the North Shore is a magnet to outdoor enthusiasts and creative people who form a strong, vibrant arts and entertainment scene. We’re people who like to have fun, with dozens of craft breweries, cider, locally-owned restaurants, and festivals galore. There is a community group for nearly every interest imaginable."
