Claude Molinari, president and CEO of Visit Detroit, discusses efforts to re-engage Canadian travelers, promote Detroit’s value proposition and prepare for IPW 2028. He also highlights the city’s sports tourism momentum, neighborhood-driven experiences and growing culinary scene as key drivers in reshaping Detroit’s image and attracting international visitors.
Recent data shows a decline in Canadian visitors to the U.S., with a noticeable impact on border cities like Detroit. How is Visit Detroit working to re-engage that important international audience and encourage cross-border travel?
We’ve always viewed the relationship between Detroit and Canada as a deep and enduring bond, rooted in centuries of shared history like the era of the Underground Railroad and our deeply integrated automotive industries. When that connection is strained by outside forces, our entire hospitality ecosystem feels it fast. Right now, our approach is one of intentional patience. We’re continuing to offer a welcoming voice to our Canadian neighbors. Maintaining a strong, cooperative relationship is essential to the economic and cultural vitality of our region.
The upcoming Gordie Howe International Bridge is a major focal point for us; it’s not just infrastructure, it’s a multi-decade symbol of our commitment to seamless cross-border travel. We’re keeping our messaging focused on the deep cultural and economic bonds that have stood the test of time, so that when our neighbors are ready to visit, Detroit is positioned as the most welcoming, familiar, and accessible international gateway available for them.
Currency exchange rates can influence travel decisions. How is Detroit positioning itself as a high-value destination for international visitors looking to make the most of their travel budgets?
Detroit delivers a “big city” experience without the big price tag. You can stay in a stunning luxury boutique hotel, eat at James Beard recognized restaurants, and visit world-class institutions like the Detroit Institute of Arts or the Motown Museum for a fraction of what you’d spend in other major markets. We’re leaning into that “approachable luxury” message, showing travelers their budget stretches further here enough to stay an extra night, catch an extra show or game, or upgrade their dining experience without any compromise on quality.
Hosting IPW in 2028 is a major opportunity to showcase Detroit on a global stage. How is Visit Detroit preparing to leverage this moment to reshape international perceptions of the city and drive long-term visitation beyond the event itself?
IPW is the largest event in the travel industry, and we are incredibly proud to host it for the first time in 2028. This is another opportunity to shine a spotlight on our destination.
International travel is a priority initiative for us, and we’re really doubling down on it. Detroit is in the market in several European countries, including the UK, Germany, France and Italy, which is a brand-new market for us. IPW is going to represent an opportunity for us to dig even deeper with international travelers.
We have a great team that is heavily focused on being “IPW Ready” in 2028. We aren’t just thinking about the logistics of one week, but thinking bigger by identifying the specific stories we want everyone to carry home. Whether it’s our deep musical heritage or our status as the only UNESCO City of Design in the United States, the goal is to move Detroit from a curiosity to a must-include on international itineraries for the next decade. IPW is the spark.
Detroit’s walkable downtown and concentration of major league teams make it a standout for sports tourism. How are you leveraging that unique advantage, especially with new developments like an upcoming WNBA team?
There is no other downtown in America where you can walk between four major professional sports venues the way you can in Detroit. For a sports traveler, the ability to catch a Tigers day game and walk across the street for a Red Wings or Pistons game that evening is a huge draw. The return of a WNBA team, set to begin playing in 2029, comes at a pivotal moment as it taps into the incredible momentum of women’s sports, and fills our calendar with even more championship-level energy.
Detroit City FC, which plays in the United Soccer League (USL), is also in the midst of building a brand-new stadium in Corktown, which is Detroit’s oldest neighborhood and a locale that we regularly direct visitors to. DCFC has a loyal fan base that will now be frequenting the Detroit city limits for home games.
Our Detroit Sports Commission partners with our pro sports teams, and continues to be focused on bringing large-scale events like the NFL Draft and the NCAA Men’s Final Four to Detroit. We’re excited to begin a partnership with the Big Ten Conference in 2028 when Detroit will host the Big Ten Women’s Basketball Tournament for the first time.
But we’re also thinking well beyond Detroit. The Lions playing in Munich in 2026 puts Detroit directly in front of one of our target international markets, and we’re working with our partners in Germany to ensure fans know exactly where to go when they want to experience the city behind the team. Visit Detroit’s front-of-shirt sponsorship with Juventus FC is already delivering real results converting awareness to travel interest. At every level — local, national, international — we want Detroit known as the ultimate sports city.
The concept of “awayborhood” travel is gaining traction, with visitors seeking more immersive, neighborhood-level experiences. How is Detroit leaning into this trend to benefit both travelers and local communities?
Detroit was built for this kind of intentional, neighborhood-centric travel long before it had a trendy name. Corktown, Midtown, Eastern Market, Mexicantown, Greektown, Dearborn, Grosse Pointe, Ferndale and Royal Oak aren’t just stops on a map, they’re real communities with their own personality and they all help to tell the broader story of the Detroit region.
While our downtown is thriving, we are very intentional about guiding visitors into these neighborhoods and cities across the Tri-county region to ensure that tourism spending directly supports the independent restaurant, the local boutique, and the neighborhood brewery. Travelers get the authentic experience of locals but the real benefit is for the people who live there.
Detroit’s culinary scene continues to gain national recognition. How are food, culture and local entrepreneurship helping reshape perceptions of the city as a must-visit destination?
Food is often a visitor’s first real introduction to a city’s culture, and Detroit’s growing culinary scene is a true reflection of the diversity and entrepreneurial spirit that has always defined us. When Detroit chefs win national awards and our restaurants land on best-in-the-country lists, it validates what locals have known for a long time: Detroit is a world-class dining destination that is only getting better.
That reputation is now reaching a global scale. We recently announced that Detroit will be featured in the new MICHELIN Guide American Great Lakes edition. With inspectors already on the ground scouting for culinary gems, our restaurants are officially eligible for MICHELIN Star ratings.
But it goes deeper than what’s on the plate. These chefs and restaurant owners are revitalizing historic blocks and creating real jobs. From the incredible flavors of the largest Arab American community in the U.S. to modern soul food and innovative fine dining, we offer a world tour of flavor right within our metropolitan area. Travelers today are looking for authenticity, and Detroit’s food scene is as real as it gets.
From your perspective, why is travel so important — not just for local economies, but for fostering connection, discovery and a deeper appreciation of destinations like Detroit?
Travel is the most effective tool we have for dismantling stereotypes and building empathy. Yes, tourism is a massive economic engine that supports thousands of families in our region, but the human impact is even bigger. When you visit a city, you move past the headlines and meet the people who live, work, and innovate there.
Visitors often discover that Detroit is a city with a massive heart and a global rhythm, coming to understand a city that has been at the center of American culture — music, design, automotive innovation, food, art — for over a century. Travel forces us out of our comfort zones and helps us realize that we have far more in common than we have differences. Every visitor who leaves Detroit with a story about a great meal they had or a person they met becomes a lifelong ambassador for us, and that kind of word-of-mouth is more powerful than any ad campaign.
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