2023 Travel Manitoba Indigenous Marketing Plan
Indigenous Tourism
Manitoba is home to 63 First Nations communities and is the birthplace of the Métis Nation of Canada. The Manitoba Indigenous Tourism Strategy identifies Indigenous tourism experiences as an important part of visiting Manitoba and that these experiences have high potential to be recognized as iconic Canadian tourism products that capture the attention of visitors from around the world. Travel Manitoba collaborates with the Indigenous Tourism Association of Manitoba (ITM) for partnership and marketing.
Indigenous Tourism
TARGET MARKETS
Primary
• Cultural Explorers
• Authentic Experiencers
GEOGRAPHIC MARKETS
Primary
• Manitoba
• Canada Secondary
• Free Spirits Secondary
• United States (Short-haul)
• Germany
• United Kingdom
• Australia
Indigenous Tourism Initiatives
INDUSTRY COLLABORATION
Indigenous Tourism Association of Canada (ITAC), Indigenous Tourism Association of Manitoba (ITM), and Travel Manitoba (TMB) will continue to collaborate to develop, curate and promote authentic Indigenous experiences in Manitoba. The following strategy outlines the coordinated efforts across all three organizations.
Indigenous Tourism Initiatives
PUBLICATIONS Inspiration Guide
• Travel Manitoba’s annual inspiration guide features a dedicated section highlighting Indigenous experiences. Over 250,000 are produced.
Indigenous Tourism Initiatives
DIGITAL MARKETING
Website
• Travel Manitoba’s website features a dedicated section showcasing Indigenous experiences.
Manitoba Explorer App
• Launched in fall 2022, the Manitoba Explorer app features Indigenous attractions on several trails and already has over 5,500 subscribers to the app.
Indigenous Tourism Initiatives
DIGITAL MARKETING
Blog
• We endeavor to cover Indigenous experiences throughout the year on our blog and regularly refresh existing Indigenous blog content as it is posted to our seasonal campaign pillar landing pages.
Social Media
• Travel Manitoba promotes Indigenous experiences throughout its annual content calendar and on multiple channels.
Indigenous Tourism Initiatives
ADVERTISING CAMPAIGNS
Spring/Summer & Fall/Winter Campaigns
• Travel Manitoba features Indigenous Experiences as a campaign pillar. A dedicated landing page is created with paid media driving traffic to those pages throughout the campaign.
Canada’s Heart is Calling
• The recently refreshed Manitoba brand features Indigenous artists and 30-second commercial.
Indigenous Tourism Initiatives
TRAVEL TRADE
Travel Manitoba’s sales activities include prospecting, in-person sales meetings, relationship building, familiarization (FAM) tours, and General Sales Agent marketing efforts.
Travel Manitoba will continue to partner with Destination Canada to leverage resources.
Sales & Marketing Activities
• Travel Manitoba continues to include key Indigenous attractions, businesses, and individuals throughout its itineraries and product promotions.
Target markets include Canada, United States, Germany, United Kingdom, and Australia.
Indigenous Tourism Initiatives
TRAVEL MEDIA AND INFLUENCER RELATIONS
Travel Manitoba’s travel media and influencer relations activities include prospecting, in-person meetings, relationship building, familiarization (FAM) tours, and GSA sales and media efforts. Travel Manitoba will continue to partner with Destination Canada and the Indigenous Tourism Association of Canada to expand reach and leverage resources.
Business Development
• Travel Manitoba will identify key media marketplaces and events to promote Manitoba to travel journalists, bloggers, tv shows, travel influencers and content creators.
FAM Trips/Media Trips
• Travel Manitoba will continue to host travel media and influencers from its target markets on curated customized itineraries to encourage and create earned media articles and content.
International Indigenous Tourism Conference
Manitoba is hosting the International Indigenous Tourism Conference from March 8-10, 2023. The Indigenous Tourism Association of Canada organizes this annual event and it is anticipated to welcome 800 national and international delegates.
Travel Manitoba’s media & influencer relations team and travel trade team are working with ITAC to host a pre-conference fam to Manitoba for key accounts in media and travel trade. The 4-day fam will include Indigenous stories and experiences in Churchill, such as northern lights viewing, dogsledding, artisan talks and more.
