Nikki Gustafson, CFEM, CGMP
Nikki Gustafson, CFEM, CGMP, is the Director of Sales at Visit Greater St. Cloud, where she has dedicated over 13 years to promoting Greater St. Cloud as a premier destination for conferences, meetings, and large-scale events. She began her career journey at St. Cloud State University in central Minnesota, earning her degree in Public Relations and Travel & Tourism—a brand-new program at the university at the time. During her junior year, she took an internship at the Travel Information Center, where she enjoyed interacting with travelers and sharing knowledge about destinations across the state. Her initial part-time work distributing visitor guides and handling visitor inquiries at Visit Greater St. Cloud, eventually led to a full-time career at the organization, where she has worn multiple hats and gained comprehensive knowledge of the industry.
Nikki has developed deep expertise in destination marketing, client success, and event planning. She has built lasting relationships with area venues, hotels, and service providers, helping hundreds of meeting planners host events with 250+ attendees. Since stepping into her role as Director of Sales in 2021, she leads a small team of sales representatives, acting as both mentor and cheerleader while advocating for Greater St. Cloud as a top choice for conferences and meetings. Her leadership ensures that clients receive expert guidance throughout the planning process and that her team consistently exceeds expectations.
Nikki’s career has been marked by recognition and accolades, which she attritubes to her organization allowing her to develop her skills and enjoy a work/personal life balance. Beyond her professional achievements, she is passionate about mentoring young professionals entering hospitality, fostering community connections, and championing the industry as a whole. Nikki combines her extensive knowledge, relationship-building skills, and enthusiasm for service to elevate both her team and the events she supports, while continuing to advocate for Greater St. Cloud as a vibrant and welcoming destination.
• Extension Courses- Festival & Event Management, Tourism and Travel Services Management
• Certified Government Meeting Professional
• St. Cloud State University - BS, Public Relations, Travel & Tourism
• 2025 Sam Gilmer Supplier of the Year Award (Society of Government Meeting Professionals - National)
• 2023 Rising Star Award (MPI Chapter)
• 2023 Meeting and Event of the Year Award (MPI Chapter)
• 2022 Top Young Professional for Government Meetings (Society of Government Meeting Professionals)
• MN MPI Volunteer of the Quarter
• Pandemic Compliance Advisor Certification
• SGMP 2019 President’s Award
• SGMP 2019 Supplier of the Year
• SGMP 2016 Supplier of the Year
• Festival and Event Management Certification
• SGMP 2015 Service Partner of the Year
• SGMP 2014 Spirit Award
• Society of Government Meeting Professionals
• Meeting Professionals International (MPI)
What do you attribute your success to?
My career in hospitality has been a deliberate journey, and I attribute my success to the diverse roles that shaped my understanding of what true service means. As a sales leader, my greatest passion lies in advocating for and mentoring the team, ensuring their professional growth and mental well-being are always a priority. While I’m often the first to cheer for others, receiving industry awards and acknowledgements has served as a powerful reminder that the work I’m doing as is making a tangible difference in our industry.
What’s the best career advice you’ve ever received?
Though your professional endeavors will likely change, when you are in a career you are meant to be in, you will know.
Also: continue to challenge yourself and be the role model you would like to have if you were just starting in your profession.
What advice would you give to young women entering your industry?
In an industry built on serving others, it is easy to forget to serve your own interests.
Keep a "win list." Document every successful event, every problem you solved, and every positive client testimonial. Sometimes looking back at this can help keep you creative.
Also, your success will be measured by how you elevate others. Being a champion for your team creates a culture of loyalty that is rare and valuable.
What are the biggest challenges or opportunities in your field right now?
I have navigated the evolving landscape of my field while striving to do be my very best. We can't control the outcomes, only what we learn from them. Staying at the forefront requires me to continuously adapt, anticipate industry trends, and embrace opportunities for innovation.
What values are most important to you in your work and personal life?
For me, success is about the harmony between a hard day's work and quality time with the people I love. When I need to recharge, you’ll find me lost in an audiobook, at the dog park with my pup, playing board/card games (cribbage is a new one I've learned) or gel pen coloring. I’m a gel pen enthusiast - especially if it has some sparkle!
My journey as a parent has made me a passionate advocate for mental health; As someone who struggled deeply after my eldest daughter was born in 2009, I’ve not only experienced the darkest moments of my life, but I see the struggles firsthand with other women. Mental health wasn't talked about when I had my daughter and I felt so ashamed for feeling the way I did and not knowning where to turn for help.
My eldest daughter has struggled since the age of 12 with her mental health, which has been incredibly scary. I believe deeply in being there for our kids and ourselves first and foremost. Pushing for open dialogue around this topic is incredibly important for our society. We need to remove the stereotypes surrounding this taboo subject. I am an open book and would love to offer advice to anyone who reaches out.