Tourism Industry Association of Manitoba develops its speaking voice

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This article was published 16/04/2024 (510 days ago), so information in it may no longer be current.

After about three years of behind-the-scenes efforts by a group of volunteers, the Tourism Industry Association of Manitoba is being launched this week, with a two-day conference at the RBC Convention centre in Winnipeg.

Although a similar association had existed in the past, the challenging post-COVID-19 pandemic environment had underlined the fact there were issues that needed to be addressed but no collective voice to do so, advocates say.

The fact Manitoba was only province or territory without such a voice made it all the more important.

Its first conference and annual meeting will take place during National Tourism Week (April 15-19).

Pit Turenne, a member of the working group board (TIAM will create its first board of directors during the meeting this week), said while organizations like Travel Manitoba and Winnipeg Tourism do a great job of marketing for the industry, many operators need help with other issues.

Turenne runs Aikens Lake Wilderness Lodge, a high-end fly-in fishing lodge northeast of Bissett.

“The other organizations filled a void, but it became evident during COVID that a lot of places don’t have any advocacy group to rely on,” he said Tuesday. “About 80 per cent or more of TIAM’s efforts will be focused on advocacy.”

For instance, among the issues the organization wants to take on is increased funding for Travel Manitoba.

As a provincial Crown corporation, it has a hard time seeking that on its own; as one TIAM member said: “It would be like biting the hand that feeds you.”

The process of creating the new organization has had lots of support. The Manitoba Chambers of Commerce has helped with financial assistance to hold the conference. It’s also providing administrative support while TIAM gets up running.

“Manitoba is unique in that it’s the only jurisdiction that does not have a tourism industry association,” said Chuck Davidson, chambers CEO. “For a while, we played that role, but it’s not something I can spend 24-7 on.”

Beth Potter, president and CEO of the Tourism Industry Association of Canada, who will be speaking at the conference Thursday said: “It’s great that the industry has come together and organized themselves again to work collaboratively on ways to improve the industry.”

Workforce development is a major issue for the sector, after the pandemic virtually shut down the industry.

“That affected lots of people,” she said. “Workers packed up their skills sets and moved to other industries.”

An issue specific to tourism operators, especially in rural and remote locations, is the availability of staff accommodations. Potter said it may take creative solutions, but while governments establish policies around encouraging more housing development, it is important the tourism staff accommodation situation gets addressed, as well.

There is also the current debate about how to deal with potential zebra mussel incursion into Manitoba lakes, which could have a harsh economic impact for some tourism operators.

Karly McRae, one of the volunteers helping to create TIAM, operates Lakehouse, a boutique hotel property in Riding Mountain National Park’s town site of Wasagaming.

“We’re having some regulatory challenges with Parks Canada on potential changes to lake access for Clear Lake because of zebra mussels,” she said. “That is definitely a concern for me as a local operator.”

McRae said a functioning advocacy group could make it clear while it may sound like the invasive species is already present, all the research to date suggests that is not the case.

Colin Ferguson, CEO of Travel Manitoba, said TIAM’s formation is an exciting development for the industry.

“We’re having our tourism awards this week in partnership with them and Tourism Winnipeg,” he said. “There is considerable value in an organization like TIAM. It’s intended to be a unifying voice on behalf of the industry.

“They can influence government policy decisions like funding for Travel Manitoba and Tourism Winnipeg. It’s hard for us to advocate on those positions.”

martin.cash@freepress.mb.ca