Manitoba saw increased tourism spending in 2024

Travel Manitoba confirmed the province welcomed around 10.6 million visitors in 2024.

The report from Travel Manitoba was released on Wednesday at its annual general meeting.

It was also confirmed the increase in visitors led to an increase in spending in the province, which was around $1.89 billion in 2024, up from $1.82 billion in 2023.

“Manitoba is an incredible four-season destination that offers Manitobans, Canadians and visitors from around the world the chance to enjoy beautiful, natural, and authentic experiences in both rural and urban settings,” said Nellie Kennedy, minister of sport, culture, heritage and tourism, in her opening remarks to the AGM.

Despite the increase in 2024, Travel Manitoba is expecting to see a decrease in visitors in 2025, which they say is largely due to the record wildfire season.

“We have definitely seen challenges in 2025,” said interim board chair Tim Johnston. “The impacts of the worst wildfire season in 30 years, coupled with growing political and economic uncertainty, are being felt across the tourism industry. Despite these challenges, the industry continues to be focused on sustainable growth. We are grateful to the Province of Manitoba for its increased investment in growing tourism in our province through Budget 2025.”

Throughout the 2024-25 marketing campaigns, Travel Manitoba reportedly generated at least $8.56 million in hotel and airline bookings to the province.

Johnston notes that tourism revenue benefits all Manitobans. “Tourism is an economic multiplier, with visitor spending generating almost $400 million in annual provincial tax revenue that is shared across the province. Tourism creates over 25,000 direct and indirect jobs in Manitoba and fosters local pride in our vibrant cultures and attractions.”