We're on the tourism map

RUTH BONNEVILLE / WINNIPEG FREE PRESS Enlarge Image

Travel Manitoba President and CEO - Colin Ferguson (right) and Minister of Culture, Heritage and Tourism Honourable Flor Marcelino chat after Tourism Manitoba's annual general meeting at the Planetarium Wednesday.

Manitoba might be a little more insular than other parts of the country, so we may not the best judge of the relative level of activity here compared to other places.

But when the chairman of the Canadian Tourism Commission says Winnipeg has the most compelling new tourism attractions in the works in Canada, it's probably something we can take to the bank.

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The Canadian Museum for Human Rights is seen as a big tourism draw. (JOE BRYKSA / WINNIPEG FREE PRESS)

Winnipeggers knew when local owners announced they had bought the Atlanta Thrashers and were moving them to this city that it made sense and it would work.

It was exciting news, but it was a long time in the making.

But for otherwise-informed Canadians who haven't been to Winnipeg for several years, there might have been a bit of surprise at that announcement. Some of them might have only remembered the city from 15 years before, when it was a little down at its heels with not too much to crow about.

The $200-million redevelopment of Assiniboine Park has also been in the works for a while as was the Canadian Museum for Human Rights. Lord knows, the new airport seems to have been under construction for many years now.

But for folks who haven't been here, it all looks like an astounding collection of new assets for the city.

I'm not sure how often Steve Allan, chairman of the Canadian Tourism Commission, and Michele McKenzie, its CEO, visit Winnipeg, but in their recent trip here they certainly seemed to be impressed.

Referring to the Assiniboine Park redevelopment and the Canadian Museum for Human Rights, Allan said, "these are game-changers for Winnipeg and Manitoba."

There has been plenty of talk about all of the exciting developments in the city for some time and a bit of a sense locally that these things really might change the lay of the land.

On top of all that, the Winnipeg Convention Centre expansion will generate a whole new level of activity the city has not seen in the past.

Like I say, there is a bit of a sense that there are "game-changers" afoot and a growing appreciation of what that will mean and how it should be addressed.

There was a consensus among provincial industry veterans at Travel Manitoba's annual meeting on Wednesday that there's never been a time when there are more reasons to be excited about the local tourism industry.

Even local summertime rituals like the Winnipeg Folk Festival -- recently included in a list of the Top 10 music festivals in the world in Delta Airlines' magazine -- is engaged in its first-ever capital campaign to protect what has become something of a national institution.

The $1.2-billion provincial tourism industry is predicted to grow by about 3.8 per cent in 2011, according to the Conference Board of Canada (4.2 per cent in Winnipeg). Growth is expected to continue in the five per cent range in subsequent years.

That growth trajectory is not necessarily any greater than in the rest of the country, but with so many new developments on the books, the provincial tourism promotion agency knows it has a major marketing challenge.

Part of the mindset in Manitoba is a pride in being able to get a lot done with limited resources. But the fact is, when it comes to marketing and promoting the new tourism opportunities in the province, to get maximum returns it will likely require more resources and better use of existing resources.

"Part of the challenge we are facing with all these new assets coming to market is an expectation to market them to domestic, national and international markets appropriately," said Travel Manitoba's CEO, Colin Ferguson. "It's putting a lot of pressure on us."

Travel Manitoba works off a $7.6-million budget from the province. It collects about $3 million more various partnership agreements. But the core provincial funding is the lowest of any province for the sector.

Bob Sparrow, chairman of Travel Manitoba, said it's looking to leverage about $3 million to $4 million more in various partnership projects, including asking for a raise from the province.

martin.cash@freepress.mb.ca

Republished from the Winnipeg Free Press print edition September 1, 2011 B5