Manitoba Tourism Strategy targets Manitobans

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This article was published 28/07/2021 (1619 days ago), so information in it may no longer be current.

The peak summertime tourism season in Manitoba may be half over, but Travel Manitoba and the Manitoba Chambers of Commerce are determined to try to recapture at least some momentum from the devastation the pandemic has caused the provincial industry.

A revamped Manitoba Tourism Strategy was released on Tuesday — with the immediate emphasis on encouraging Manitobans to visit attractions in the province — and $2.5 million has been put on the table to fund a $100 per night hotel rebate program that will be run by the Manitoba Chambers of Commerce for eligible Manitoba travellers from July 31 to Aug. 16.

Being the marketing-intensive industry that it is, Colin Ferguson, CEO of Travel Manitoba, said the emphasis on a series of television ads and other marketing material that is being released will target Manitobans.

‘The silver lining is that Manitobans are seeing and appreciating Manitoba attractions and are going to places they’ve not been to in years or never before.’– Colin Ferguson, CEO of Travel Manitoba

“As restrictions lift, so do the opportunities to expand the market,” Ferguson said. “But as its stands the focus is primarily on Manitoba.”

Ever the optimist, Ferguson said, “The silver lining is that Manitobans are seeing and appreciating Manitoba attractions and are going to places they’ve not been to in years or never before.”

It is hoped the launch of the Tourism Rebate Incentive Program (TRIP) will help jump start that kind of travel. (Details and terms and conditions of the TRIP can be seen at tripmb.ca)

While the Manitoba hotels business has been decimated since the pandemic began, with occupancy levels at about 30 per cent in October, compared to 76 per cent in that month in 2019, hotel closures have been kept to a minimum in Manitoba.

Tourism Economics estimates that room revenue will still be down 22 per cent next spring and will not fully recover to 2019 levels until 2025.

Bruce MacKay, general manager of the Holiday Inn Winnipeg Airport West, said business during the summer has been getting better and the rebate program could provide some welcome relief.

“Any opportunity to pick up extra rooms will be great,” he said. “We truly appreciate the government recognizes that the hotels still need help.”

As for attracting provincial travellers, that is typically the sweet spot for Manitoba hotels at the best of times. MacKay estimates that generally Manitobans represent about 65 per cent of room nights and these days it’s probably upwards of 80 per cent.

But even still, the rebate ought to make a difference especially with room rates at an already low level of between $115 to $140 per night.

“Let’s be honest,” he said. “Winnipeggers love a deal.”

Chuck Davidson, the CEO of the Manitoba Chambers of Commerce, said that depending on the uptake the program could be extended.

The program also includes a $150 rebates on pre-arranged stay-and-play hotels (that would include, for instance a stay at Hecla resort plus a round of golf, or a day at the spa at Inn at the Forks) and 50 per cent rebates on some of the prominent attractions.

“We think it will be a good boost to the industry which desperately needs the support,” Davidson said, adding that some hotels in the province have seen occupancy levels down to five to 10 per cent on a nightly basis.

Travel Manitoba has also detailed 18 different road trip itineraries on its website that make it easy to plan little trips to places like Flin Flon, Clear Lake or an excursion like Old Town Road, combining a trip to the Prairie town of Altona, with settler history that takes you to the historic Neubergthal site.

Ferguson said Travel Manitoba’s marketing efforts will continue to align with public health orders but he’s optimistic that as increases in vaccination rates in the province are now leading the country, more people will be ready for a nice little road trip.

He said the actual revenue numbers for the tourism industry in 2020 year are not available yet “but we anticipate they will be down substantially.”

Tourism Economics, a consulting firm, estimates that the provincial industry could have lost between $765 million and $937 million with a return to 2019 visitation levels not expected until 2023.

But he said that the new Manitoba Tourism Strategy, that includes 27 initiatives to be implemented over the next few years, “will position the tourism industry for future growth over the long term.”

Ferguson said the industry had been poised for a great year, with spending increasing by $100 million annually over the past few years.

“We were on a great trajectory, but COVID changed everything,” he said.

Among other things, the reliance on international travel — which represents a good portion of the tourism trade in Churchill — has been greatly diminished.

“The ability to attract air access is going to be an on-going challenge,” he said. “Competition on a global scale will be absolutely overwhelming so the opportunity for us is to look a shifting more of our focus to the local audience.”

martin.cash@freepress.mb.ca