MANKATO — At the podium of the Explore Minnesota Tourism Conference, Ashlee White would rather have slipped quietly under the table than stand in the spotlight.
The director of Visit Mankato, White was named the 2026 Emerging Leader during the annual conference this month in Duluth. The award recognizes a tourism professional who has entered Minnesota’s tourism industry within the past five years and demonstrates exceptional leadership in advancing the state as a welcoming destination, according to Explore Minnesota.
White said she was shocked to even be named a finalist and is still processing the recognition. She described herself as embodying Midwest modesty, grateful for the honor but uncomfortable being the center of attention.
“I’m still feeling a little bit stunned,” she said. “This industry is full of tourism titans, so to be a finalist and then selected, I am so grateful. I really invested a lot of myself and my time in the Minnesota tourism industry, so I’m proud.”
White was selected for her strategic vision, collaborative leadership and contributions to strengthening tourism in Greater Mankato and across southern Minnesota, according to Explore Minnesota.
Promoting what’s true to Mankato
White said that since joining Visit Mankato, she focused on understanding the organization’s mission and team before introducing changes. Her predecessor, Anna Thill, led the organization for 15 years, a transition White described as intimidating. She wanted to learn the organization inside and out to determine how her previous experience could add value.
“Leadership is something that you are never done learning. It’s something that you need to work at and evolve daily,” she said.
In 2025, White spearheaded the development of Visit Mankato’s 2026–2031 strategic plan. She said the five-pillar plan focuses on increasing collaboration with local and statewide hospitality partners, refining meetings and convention strategies, strengthening sports tourism, building destination awareness and investing in internal excellence to ensure her team has the capacity to execute the plan.
White said much of her recent work has centered on implementing that plan, identifying priorities and moving from strategy to action. Right now, her team has been preparing for the second annual Greater Mankato Restaurant Week, March 9-15, building on the inaugural event.
“We promote what’s inherently true to Mankato. You don’t have to try and be something that you’re not. We don’t need to try to be everything to everybody,” she said. “Leaning into southern Minnesota and its attributes, and they kind of sell themselves.”
She described her day-to-day responsibilities as varied, ranging from overseeing the annual visitor guide and marketing campaigns to meeting with hoteliers and analyzing lodging and visitor data. Visit Mankato typically targets audiences within a 50-mile radius and beyond to drive overnight stays, she said.
With four dedicated staff members, Visit Mankato is a business unit of Greater Mankato Growth, the area’s chamber of commerce that includes four business units overall.
Della Schmidt, president and CEO of Greater Mankato Growth and White’s direct supervisor, said it has been a privilege to work with White during her 18 months in the director’s role. Schmidt said White is passionate about promoting Greater Mankato’s tourism amenities and brings both professionalism and warmth to her leadership. She described White as cheerful, calm and easygoing, while consistently delivering.
“People enjoy working with her and working for her, from staff to volunteers to business leaders in the tourism space,” Schmidt said. “She more than deserved this award.”
A career rooted in tourism
Born in Michigan and raised primarily in Minnesota, White graduated from Minnesota State University before spending nearly nine years on the East Coast. She said she discovered her passion for tourism through an internship focused on promoting hotels and destinations worldwide. Her work included public relations support, collaborating closely with journalists and media outlets, and participating in international press trips.
She returned to Mankato in 2019 and shortly after, the pandemic reshaped the tourism industry. During that period, she shifted into book publicity and marketing, helping authors build visibility and establish themselves.
When the Visit Mankato director position opened up, White said she applied within hours. She joined the team in February 2023 and recently marked her third anniversary with the organization.
The broader impact in southern Minnesota
Beyond her local work, White serves as vice chair of the Southern Minnesota Tourism Association and chair of the Minnesota River Valley Scenic Byway Alliance. In 2026, she joined the board of the Minnesota Tourism Association, a statewide organization representing convention and visitors bureaus, focused on advocacy and industry support.
White said regional collaboration is a priority, noting some tourism leaders across southern Minnesota serve as one-person departments. She said she feels a responsibility to amplify the voice of southern Minnesota collectively.
Deb McMillan, executive director of the Minnesota Tourism Association, said the organization holds White and her work in high regard. McMillan said White actively mentors peers entering the industry, drawing on her own recent experience as a new executive. She described White as someone who absorbs as much knowledge as possible about the industry and readily offers guidance to others.
“She’s got this beautifully collaborative leadership style that wants everyone to be involved and understands and recognizes that there’s a place for all the voices,” McMillan said.
White said tourism plays a foundational role in economic development. She referenced the concept of the halo effect, describing tourism as the first introduction many people have to a community. A positive visitor experience, she said, can influence decisions to relocate, start a business or invest locally.
She characterized Visit Mankato as the fun business unit within Greater Mankato Growth, but emphasized that the work carries significant economic importance. One of the organization’s guiding taglines — “small-town charm, big-city amenities” — she said is a reflection of Mankato’s welcoming atmosphere paired with major events, concerts and attractions.
Looking ahead, White said she hopes that five years from now, Visit Mankato will have completed — and exceeded — the goals outlined in its strategic plan. She wants to see continued growth in the region’s tourism economy and stronger awareness of southern Minnesota and Greater Mankato as destinations. Most of all, she said she hopes the community continues to recognize and benefit from tourism’s role in shaping the region’s future.
“I just want to keep learning and growing, and I don’t ever want to be stagnant,” she said. “And not just doing things the way that they’ve always been done, but embracing change or creative thinking.”