Manitoba-Sask. seek to develop cross-border agritourism corridor

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This article was published 26/09/2024 (608 days ago), so information in it may no longer be current.

Manitoba’s next tourism draw? Farms.

The federal government has tabbed $250,000 for the creation of an agritourism corridor strategy through Manitoba and Saskatchewan.

“It’s just an asset that we have never leaned into,” said Gracen Chungath, Destination Canada senior vice-president, destination development.

Manitoba’s agriculture and agri-food sector generated $4.92 billion in 2022. However, agritourism — in Manitoba and nationally — is relatively small, Chungath explained.

It’s taken off in Australia, New Zealand and the United States. Visitors traverse homesteads, wineries and agricultural festivals.

Australia’s national scientific and industrial research organization projects global demand for agritourism will hit $18.6 billion by 2030.

“Why wouldn’t we leverage that and actually extend (our agriculture sector) to having leisure?” Chungath quipped.

Destination Canada’s funding is part of an initiative to build tourism corridors throughout the country. Manitoba and Saskatchewan’s “Field to Fork” venture is one of four strategies Destination Canada announced Thursday.

The corridor strategy program began in 2023 and aims to connect clusters of tourist draws. Each strategy crosses jurisdictional borders.

Travel Manitoba and Tourism Saskatchewan jointly pitched the agritourism concept to Destination Canada.

Manitoba has at least 120 organizations and festivals related to agritourism. They’re dotted across the province, making it hard to map a straight corridor, said Jackie Tenuta, Travel Manitoba vice-president of destination management.

Steinbach, Morden-Winkler, Brandon, Portage la Prairie, Winnipeg, Riding Mountain National Park and surrounding areas will likely be encompassed by the corridor, Tenuta said.

West of the border, areas around Regina and Saskatoon will be covered.

Travel Manitoba and Tourism Saskatchewan will lead the development of a strategy, implementation plan and investment plan. Destination Canada will provide advice and hire a consultant.

The reports must be completed by December 2025, Tenuta said. Before then, leads expect to meet with First Nations, tourism associations and other stakeholders.

“I think this is something that’s going to be really beneficial for the whole province in the long term,” Tenuta stated.

Anecdotally, she’s watched the number of agritourism operators increase over the past few years. It parallels a trend of people wanting to know where their food is coming from and seeking “authentic” experiences with locals and the land, she continued.

Neither Destination Canada nor Travel Manitoba had data on Manitoba’s agritourism sector’s economic impact. Nationally, the industry was valued at $800 million in 2021. It holds about 82,000 jobs, Chungath said.

Destination Canada believes, when developed, the country’s agritourism could grow to a $1.8 billion value.

John Gunter, chairman of the Tourism Industry Association of Manitoba, questioned who will be purchasing these agritourism experiences.

“What’s important is that we’re matching up that supply side with the demand,” he said.

The corridor could attract “fly/drive” travellers, he continued — people who buy self-guiding itinerary packages in their home countries and rent a car during their travels. Such tourism happens in the Rocky Mountains and on Saskatchewan ranches, Gunter relayed.

Part of the corridor strategy will involve studying consumer demand, Tenuta noted. An economic study could come down the pipe.

Travel Manitoba and Tourism Saskatchewan aren’t required to spend money on the corridor strategy. Gunter worries about the steps following the strategy’s completion: Travel Manitoba receives the least funding from government among its peer corporations.

“We just need to be able to afford to hold up our end of the bargain with these strategies,” Gunter said, adding Travel Manitoba’s funding should be increased.

Extending the life of Manitoba’s travel season, promoting regenerative practices and expanding job opportunities are among the perks of agritourism growth, Chungath from Destination Canada listed.

Farmers can diversify their revenue sources, First Nations can profit and the culinary scene can advance to “the next level,” Tenuta added.

Government hasn’t promoted businesses like Six Pines, an educational farm site, much in the past, noted owner Judy Thevenot.

Destination Canada announced three other corridor strategies Thursday: the Juan de Fuca corridor between British Columbia and Washington state, a “Northern Sky” corridor in Alberta and the Northwest Territories and a cycling corridor in Ontario and Quebec.

gabrielle.piche@winnipegfreepress.com