Tourism numbers gain momentum Travel Manitoba pleads case (again) for more funding amid record visitor spending By: Gabrielle Piché Posted: 5:54 PM CST Tuesday, Dec. 3, 2024

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Amid record visitor spending and logging upwards of 10 million tourists in 2023, Travel Manitoba’s budget has stagnated — and the Crown corporation is hoping for an increase.

“In fairness, there’s a lot of people out there asking (government) for more,” said Colin Ferguson, Travel Manitoba president, after the organization’s annual general meeting Tuesday in Winnipeg.

“I guess we sit on the sidelines saying, ‘We can help you with your priorities because we can generate more tax-based revenues.’”

Travel Manitoba sees a minimum $13.8 million from the province annually, a number held since 2020.

The Crown corporation receives the least funding among its provincial counterparts. It’s hard to compete with others when pitching Manitoba as an event host, said Ferguson, who also called for increased funding last year.

He believes 2025 looks good: Winnipeg is set to host the Grey Cup and Canadian Elite Basketball League championship; Brandon will welcome the U Sports national men’s volleyball title tournament.

“As you start looking further out, because the investment has not been there for us to attract more and for Tourism Winnipeg to attract more, it gets a bit thinner,” Ferguson said.

Manitoba clocked 10.4 million tourists in 2023 — mostly Manitobans — and saw a record $1.82 billion in tourist spending, resulting in tax base revenues of $373 million, meeting attendees heard.

It is the second consecutive year of record tourism spending. Travel Manitoba has previously noted inflation affects spending numbers.

Ferguson made his case to general meeting attendees, saying the tax revenue generated in 2023 could cover costs to resurface highways from Winnipeg to Dauphin or fund the next 10 years of Manitoba’s school nutrition program at its current level.

“The reality is that per capita spend for an international visitor can be almost $1,000 to $2,000 more per person.”–Angela Cassie

Ferguson later told the Free Press that Travel Manitoba is looking at possibilities to increase its funding over a three- to four-year period. The Crown corporation is in discussions with the provincial government, he said.

Tourism Minister Nellie Kennedy entered her role last month. Her first priority is connecting with the industry’s organizations and stakeholders, she said, adding she’ll meet with Travel Manitoba this month.

She didn’t commit to changing Travel Manitoba’s funding plan, but said she was “excited to learn” and wanting to build on the tourism spending momentum.

Meanwhile, a post-COVID-19 pandemic bounce back in tourist levels continues. Travel Manitoba hasn’t counted an excess of 10 million visitors since 2019.

Manitobans accounted for 86.5 per cent of the province’s tourists last year. International visits, though up year-over-year, covered just four per cent of total visitation. International tourists’ spending consumed 15 per cent of total visitor spending in 2023.

“The reality is that per capita spend for an international visitor can be almost $1,000 to $2,000 more per person,” said Angela Cassie, Travel Manitoba chief operating officer. “It’s about what that economic multiplier will do.”

Increasing the number of international tourists is important, she continued, noting marketing dollars are diminished with inflation.

She views hunting and fishing — popular with American tourists — as a “growth area.” Non-resident angling licence sales have returned to pre-pandemic levels.

Cassie highlighted Rendez-vous Canada, a conference Winnipeg will host next year, as a way to draw further international attention. Around 1,500 tourism stakeholders from across the globe will gather at the RBC Convention Centre to learn more about Manitoba.

Ferguson likened the event to speed dating: members of the industry will meet local tourism operations. “(There’s) the long-term benefit from (international attendees) going back and encouraging their customers to experience Manitoba.”

Manitoba hasn’t hosted Rendez-vous Canada, an annual event, since 2010.

Last year, Indigenous Tourism Manitoba counted 170 businesses — a more than doubling of the 81 in 2019.

Travel Manitoba continues to emphasize Indigenous tourism as a growth sector. But like the Crown corporation, Indigenous Tourism Manitoba — which helps Indigenous operations launch and expand — is seeking government funding.

“We’re doing the work … (with) instability right now,” said Holly Courchene, Indigenous Tourism Manitoba president.

She’s pursuing multi-year funding at the provincial and federal levels. Currently, Indigenous Tourism Manitoba relies on money from Travel Manitoba and project-driven financing, including from Indigenous Services Canada and the Indigenous Tourism Association of Canada.

“We see new businesses pop up almost every week,” Courchene said. “Right now, we’re just doing what we can … but imagine if (we) had stability.”

Kennedy said she looks forward to meeting with Indigenous Tourism Manitoba and hearing about “their needs and how we can continue to best support (them).”

Indigenous Tourism Manitoba is working with at least four First Nations on opening their powwows to tourists. It hopes to launch a training program for Indigenous tour guides next summer, with the goal of 30 youth trained by 2027.

Northern lights attractions and major events like conferences grew in popularity this year, Travel Manitoba highlighted. The Crown corporation’s revenue and expenses both decreased in 2024 from 2023; its year-end accumulated surplus was higher this year.

Revenue dropped to $15.7 million from $17.2 million; expenses declined to $15.6 million from $17 million.

Travel Manitoba says it’s on target to reach its goal of $2.5 billion in tourism spending from 12.8 million visitors annually by 2030.

gabrielle.piche@winnipegfreepress.com