Revving Manitoba’s promotional engine

The Manitoba government has given a $4.5 million boost to the Crown corporation that promotes tourism in the keystone province.

Travel Manitoba will use the funds, which were announced in the province’s 2025 budget, to advertise Manitoba to the rest of Canada and the world. Ten per cent has been earmarked for Indigenous Tourism Manitoba.

Assiniboia MLA Nellie Kennedy highlighted the funding at a media event at the Winnipeg Art Gallery-Qaumajuq on Monday — the first day of National Tourism Week.

“Tourism is a cornerstone of the national economy, driving growth, opportunity and community development,” said Kennedy, who is the sport, culture, heritage and tourism minister. “This funding will support initiatives that encourage Manitobans to explore their own province and to attract more out-of-province visitors.”

Kennedy noted in 2023, Manitoba welcomed 10.4 million new visitors, who collectively spent more than $1.82 billion. That generated $373 million in provincial tax revenues.

But tourism is about more than just numbers, she added.

“It’s about people, places and experiences that make Manitoba unique,” Kennedy said. “Tourism brings people together and fosters cultural exchange, creating meaningful connections between locals and visitors.”

“Tourism brings people together and fosters cultural exchange, creating meaningful connections between locals and visitors.”– Assiniboia MLA Nellie Kennedy

The $4.5 million from the province provides Travel Manitoba with a significant opportunity, said Colin Ferguson, president and CEO.

Given the renewed interest among Canadians to support Canadian enterprises in the wake of U.S. President Donald Tump’s tariffs, provinces across the country are “upping their game” when it comes to promoting themselves, he said.

“It’s going to be very aggressive out there for the next while,” Ferguson said. “And so this is providing us the opportunity to participate.”

Indigenous-led tourism in Manitoba has seen incredible growth in recent years and continues to be a powerful pathway to reconciliation, according to Holly Courchene, CEO of Indigenous Tourism Manitoba.

There are more than 170 Indigenous-owned tourism businesses operating across the province, she noted, up from 81 in 2019.

“Tourism brings real opportunities for Indigenous communities and businesses,” Courchene said. “Too often, our community members travel to nearby towns or cities for shopping, spending their money elsewhere. Tourism flips that script. When visitors come to our businesses, they spend money locally, boosting businesses, creating jobs and driving positive change.”

The sector contributes nearly $91 million to Manitoba’s GDP and supports more than 1,600 full-time jobs, she added.

“At Indigenous Tourism Manitoba, our mission is to support Indigenous tourism businesses and their communities.”– Holly Courchene, CEO of Indigenous Tourism Manitoba

Indigenous Tourism Manitoba will use the money it’s receiving to hire more staff. Courchene is currently the only staff person at the non-profit, which was founded in 2021.

The organization has partnered with the Indigenous Tourism Association of Canada and Travel Manitoba to develop the province’s first Indigenous tourism visitor’s guide, which it will launch later this spring.

Additionally, Indigenous Tourism Manitoba is opening a visitor centre at The Forks in downtown Winnipeg, where people can find information about Indigenous experiences in the province. The organization is aiming for a soft opening at the end of May, Courchene said, with a grand opening by National Indigenous Peoples Day in June.

“At Indigenous Tourism Manitoba, our mission is to support Indigenous tourism businesses and their communities,” Courchene said. “Over the next year, we are focused on growing our membership, providing tailored support, training and education to helping businesses evolve and grow.”

Kennedy presented Travel Manitoba and Indigenous Tourism Manitoba with an official proclamation to kick off National Tourism Week, which runs through April 11.

The “Winnipeg” sign at The Forks will be lit green Tuesday, Ferguson said, to match the official colour of the Tourism Industry Association of Canada.

On Thursday, Travel Manitoba and Tourism Winnipeg will host the third annual Tourism Awards, which recognizes outstanding contributions in promoting the keystone province and its capital city as must-visit destinations.

“And with today’s investment announcement, we have the boost we need to aggressively compete (for) travellers and bring more of the world here to Manitoba.”– Colin Ferguson, president and CEO Travel Manitoba

The two organizations are also gearing up to welcome the nation’s premier travel trade show, Rendez-vous Canada, to Winnipeg next month. Hosted by Destination Canada and the Tourism Industry Association of Canada, the trade show brings together international travel buyers with Canadian tourism businesses in a marketplace-style event.

The event will be held at the RBC Convention Centre May 27-30. It has an estimated economic impact of $5 million in direct and indirect revenue for the city, Ferguson said, and more than $90 million worth of business will be conducted during the trade show.

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Winnipeg will also host the Canadian Elite Basketball League championship event in August, he noted, followed by the Canadian Football League’s 112th Grey Cup title game in November.

“All of this proves one thing: tourism is growing in Manitoba,” Ferguson said.

“And with today’s investment announcement, we have the boost we need to aggressively compete (for) travellers and bring more of the world here to Manitoba.”

Now in its 15th year, National Tourism Week is an initiative of the Tourism Industry Association of Canada. The campaign highlights the role tourism plays as part of the country’s economy.

aaron.epp@freepress.mb.ca

Aaron Epp
Reporter

Aaron Epp reports on business for the Free Press. After freelancing for the paper for a decade, he joined the staff full-time in 2024. He was previously the associate editor at Canadian Mennonite. Read more about Aaron.