Manitoba invests $4.5M into tourism efforts to attract more Canadians

The Government of Manitoba is investing $4.5 million into Travel Manitoba, in an effort to try and attract more Canadians to travel to the province.

The investment comes as the province and Canadians try to find ways to battle the trade war with the United States, which is seeing many cancel trips south of the border.

Travel Manitoba President and CEO, Colin Ferguson, says the investment will help Manitoba compete more effectively in key markets, showcasing the province’s world-class attractions.

“Most of the money will be spent on marketing in the province of Manitoba and encouraging Manitobans to explore their own back yard and encouraging Canadians to visit Manitoba maybe for the first time or if their ex-pats get them to come home for awhile,” said Ferguson.

The province says tourism brings in around $373 million in tax revenues each year, which helps infrastructure, health care, and education, while also creating over 25,000 jobs.

In 2023, Manitoba had around 10.4 million visitors, who spent around $1.82 billion.

“Canadians are not traveling to the U.S. as much as they would like to or have had in the past,” said Ferguson.

While Fergusen says they are still seeing great numbers of Americans visiting Manitoba, he says the travel landscape is shifting as more Canadians are choosing to stay closer to home. A recent survey by the Travel Health Insurance Association of Canada that shows that 70 per cent of Canadians are unlikely to visit the U.S. this year, with many citing political concerns and the weak Canadian dollar as major factors.

“Tourism is a key part of what makes Manitoba such a dynamic place to live, work and visit,” said Sport, Culture, Heritage and Tourism Minister Nellie Kennedy. “With this significant investment, our government recognizes the importance of tourism and the role it plays in the economic well-being of our beautiful province. Travel Manitoba has a track record of success in growing tourism in ways that benefit all Manitobans.

“Tourism benefits Manitobans beyond dollars and cents. Festivals, major events and local attractions provide spaces for residents to connect, celebrate and engage with their communities. Cultural experiences highlight Manitoba’s rich and diverse heritage, while the province’s vast natural landscapes, wildlife and world-class fishing give locals and visitors alike the opportunity to explore and appreciate its beauty.”