Keeping Duluth cool is the top job for Haley Hedstrom, who became Visit Duluth’s executive director this past August. She says she’s come on board at a turning point for the organization that “tells Duluth’s story” to tourists, business travelers, and meeting planners. Visit Duluth is once again managing the city’s destination marketing, oversight it had lost in 2021, which Hedstrom says means she and Visit Duluth can create a unified brand management strategy. Visit Duluth also will be developing a destination master plan covering infrastructure, visitor experience, and how to best invest the discretionary tourism tax money her organization distributes.