Manitoba encompasses Treaty 1, 2, 3, 4 and 5 Territories and communities who are signatories to Treaties 6 and 10. Manitoba is located on the ancestral land of the Anishinaabeg, Anishininewuk, Dakota Oyate, Denesuline and Nehethowuk Nations and is the Homeland of the Red River Métis. Northern Manitoba includes lands that were and are the ancestral lands of the Inuit. Travel Manitoba respects the spirit and intent of Treaties and Treaty Making and remains committed to working in partnership with First Nations, Inuit and Métis people in the spirit of truth, reconciliation and collaboration.
This marketing plan serves as a core execution vehicle for Travel Manitoba’s 2025–2028 Strategic Plan. It reflects the organization’s commitment to sustainable tourism growth, data-driven innovation and inclusive economic impact.
About Travel Manitoba
Travel Manitoba is a crown corporation that leads and stimulates sustainable tourism growth in Manitoba’s $1.89 billion tourism industry. In partnership with the industry, Travel Manitoba is responsible for tourism marketing, visitor information services, research and public information.
Vision
Manitoba is a must-visit four season destination generating significant and sustainable economic growth by delivering inspiring and authentic experiences in its unique urban, rural and wild settings.
Mission
Travel Manitoba will stimulate tourism’s long-term growth and contribution to the provincial economy by leading the marketing of Manitoba as a tourism destination and by fostering a competitive and sustainable tourism industry.
Values
Our corporate values are guiding principles for our work. At Travel Manitoba, we:
• Proudly celebrate the people and lands of Manitoba.
• Foster the development of our people and our industry.
• Lead with creativity and are backed by data.
• Value inclusivity and sustainability.
• Live our brand. Manitoba is at the heart of what we do.
Industry targets
• Increase visitor spending by 50 per cent from $1.6 billion in 2019 to $2.5 billion in 2030.
• Increase visitation by 19 per cent from 10.6 million visitors in 2019 to 12.8 million visitors in 2030.
Strategic alignment
This marketing plan supports Travel Manitoba’s 2025–2028 Strategic Plan, including its core goals:
• Elevating tourism as a key economic driver,
• Leading high impact growth through insight, innovation and collaboration,
• Expanding market reach by leveraging Manitoba’s strong tourism brand and unique offerings, and
• Building an aligned, adaptive team culture with future-focused practices.
Welcoming the World, Together
As we look ahead to 2026–27, the travel landscape continues to change in profound ways. Our industry continues to face challenges such as economic uncertainty, climate change, shifting traveller expectations and rapid digital disruption. Yet demand for travel has never been stronger. More than ever, people are searching for authentic, meaningful experiences that feel real in an increasingly artificial world.
We are seeing travellers choose experiences before destinations, using AI tools to shape their planning and seeking hidden gems. They are inspired by video, whether in powerful long-form storytelling or quick social clips that spark curiosity. These changes are reshaping how people decide where to go and creating an important opportunity for Manitoba.
Our award-winning brand, Canada’s Heart is Calling, is meeting the moment. It inspires travellers at the right time and in the right place to plan and book their trip to Manitoba. Our focus is continuing to build on that momentum. Together with our partners, we will:
• Establish a framework to effectively prioritize visitor segments and markets to ensure marketing efforts align with demand, spending potential and industry capacity.
• Expand brand awareness in priority markets, building on Manitoba’s strong and well-established tourism identity.
• Align marketing efforts with what’s ready and able to grow, ensuring that promotional dollars support destinations and businesses that can deliver strong visitor experiences.
• Enhance and promote visitor-centered experiences that integrate Manitoba’s diverse offerings—such as northern, francophone, Indigenous, Hunt Fish and winter tourism—to create compelling journeys aligned with visitor interests and Travel Manitoba’s brand promise.
• Identify the most effective channels and digital environments to reach priority audiences and ensure marketing investments focus on those that drive visitation, spending and strong return on investment (ROI).
This work is supported by a forward-focused, collaborative culture within Travel Manitoba, one that embraces innovation, equity and sustainability to deliver our strategic priorities.
Manitoba has long been called Canada’s best-kept secret. But the secret is out. With your partnership, we can welcome the world to Manitoba, grow our economy and ensure travellers leave with experiences they will never forget.
Canada’s Heart is Calling. Let’s answer the call together.
Colin Ferguson President & CEO Travel Manitoba
Research and Data Management
2024 Visitor Profile
Tourism expenditures increased by 4 per cent year over year, rising from $1.82 billion in 2023 to $1.89 billion in 2024. This growth was driven primarily by a 10.2 per cent increase in spending by Manitoba residents and a 5.1 per cent increase from other Canadian visitors. In contrast, international spending declined sharply. U.S. visitor expenditures fell by 18.1 per cent and spending from overseas visitors dropped by 24.9 per cent.
Total visitation grew by 2.6 per cent, from 10.38 million in 2023 to 10.65 million in 2024. Manitoba resident visits increased by 3.5 per cent, while interprovincial visits declined slightly (-0.8 per cent). International visitation was down, with U.S. visits falling by 4.6 per cent and overseas visits down 26.3 per cent. These trends highlight the continued resilience of domestic travel, while international markets – especially overseas –remain in recovery mode.
ENGLISH
2024 Visitor Spending & Overall Visitation
MANITOBA
$1,193.7 million 9,283,000 person visits
$129 per person visit
OTHER CANADIAN PROVINCES
$479.9 million
981,000 person visits
$488 per person visit
UNITED STATES
$123.1 million 314,000 person visits
$392 per person visit
OVERSEAS
$98.7 million
73,000 person visits
$1,351 per person visit
Source: Statistics Canada – National Travel Survey (NTS) – 2024 Final Statistics Canada Visitor Travel Survey(VTS) – 2024 Final
FRENCH
Target Markets
Travel Manitoba’s marketing efforts are aligned with Destination Canada’s strategy to target highly engaged guests (HEGs) using new global partnerships, new media partners, tighter integration with airlines and high-value travel trade partners. We benefit from the awareness of Canada that Destination Canada builds in international markets, and we leverage that awareness in markets of interest to Manitoba.
Manitoba
Manitobans are our largest market. Marketing initiatives continue to resonate well with Manitobans and encourage increased travel within the province. While Manitobans spend less per person than other domestic and international visitors, there is significant potential to increase both spending and length of visits, especially among new Manitoba residents.
Canada
Other Canadians represent Manitoba’s second-largest tourism market. Historically, visitors from Ontario followed by Saskatchewan and Alberta have been the largest spenders in Manitoba. Close geographic proximity to Northwest Ontario and Saskatchewan make these markets a priority. Draws include Winnipeg as the largest urban centre in the region as well as resort areas such as Asessippi Provincial Park and Riding Mountain National Park.
United States
The U.S. is a key target market for Manitoba due to its close geographic proximity, affluence and awareness of Canada as a travel destination. Historically, the U.S. has generated significant visitor spending for Manitoba with individual states contributing more than countries like Germany, Australia and the United Kingdom (U.K.). Short-haul markets such as Minnesota and North Dakota are particularly important along with longhaul markets like California and Texas. Supporting and increasing non-stop air routes is critical to the growth of this market. In the first nine months of 2025, the number of U.S. visitors entering Winnipeg by air increased by 19.2 per cent compared to the same period in 2024. However, visitation remains 13.3 per cent below 2019 levels1.
That’s why direct air access in and out of Winnipeg is so important. As of the beginning of 2025, the Winnipeg James Armstrong Richardson International Airport had the greatest number of non-stop direct U.S. destinations in its history. The steep decline in Canadians travelling to the U.S., along with other economic factors, has put pressure on these routes.
1 Statistics Canada
United Kingdom
In 2024, the U.K. was a significant tourism market for Canada, with U.K. travellers spending an average of $2,016 per trip and staying an average of 11 nights. Manitoba’s unique offerings, such as wildlife viewing, nature hikes and the northern lights, align well with U.K. travellers’ preferences, making it an attractive destination for this market.
Germany
In 2024, Germany was the fourth-largest tourism market for Canada. German travellers, with an average spend of over $2,098 per trip, tend to stay for 14 nights. Their interests, such as wildlife viewing, nature hikes, Indigenous experiences and the northern lights, align well with Manitoba’s tourism offerings, making it a strong destination for German visitors.
Australia
In 2024, Australia was a notable tourism market for Canada, with Australian travellers spending an average of $3,340 per trip and staying for about 19 nights. Australian visitors have a keen interest in Manitoba’s natural attractions, such as wildlife viewing, nature hikes and the northern lights, making the province an appealing destination for these long-stay tourists.
Statistics Canada
Audience Overview: Finding Manitoba’s Best Guests
Destination Canada has launched a new Traveller Segmentation Program designed to help the tourism industry move beyond broad demographics and instead focus on the motivations, values and behaviours that truly shape travel decisions. Unlike past audience models, which often emphasized age, income or geography, this program recognizes travel is driven by deeper emotional drivers such as a longing for adventure, authenticity, connection and accomplishment.
Why this program matters
Travellers’ expectations are shifting in the post-pandemic era. They are seeking meaningful, memorable experiences and values-aligned destinations. For Manitoba, this means opportunities to:
• Identify the right guests who are most likely to engage with our brand, stay longer and spend more.
• Leverage Destination Canada’s research to align with national marketing efforts while tailoring our strategy to Manitoba’s strengths.
• Position our brand as a partner to industry, providing clear insights that help businesses design products, experiences and campaigns with impact.
Manitoba’s chosen segments
Based on Destination Canada’s research, Travel Manitoba has identified three key traveller segments that best align with our province’s natural and cultural strengths:
• Outdoor Explorers – Adventurous travellers who prioritize discovery, adrenaline and authentic nature-based experiences. They seek personal growth through travel, love physical activity and value destinations that feel free-spirited and off the beaten path.
• Culture Seekers – Sociable, curious travellers who thrive on cultural immersion, local connections, festivals and food. They value diversity, inclusion and sustainable travel and prefer vibrant communities with rich stories.
• Refined Globetrotters – Discerning travellers who enjoy guided experiences, cuisine and cultural attractions delivered with a sense of security and bonding. They are motivated by authenticity and connection, while appreciating premium experiences.
Visit Destination Canada’s website for more information on this new traveller segmentation program.
Marketing in an AI-Driven World
Artificial Intelligence (AI) is no longer a future trend. It is already reshaping how travellers discover, plan and book their trips. For tourism businesses, AI can be a powerful assistant—but it also comes with risks if we are not prepared.
The Answer Economy
Your next guest is an algorithm. Travellers are moving from search engines to AI tools like Google’s AI overviews, ChatGPT, Gemini and Claude to ask direct questions such as “Where can I see the northern lights?”. Instead of scrolling through multiple links, they now receive one blended answer. If Manitoba businesses aren’t in that answer, they risk being invisible to potential guests.
Learn how to stand out online with this checklist: Getting Ready for the Answer Economy.
AI as your assistant
AI won’t replace your creativity or expertise, but it can save you time, spark new ideas and make everyday tasks easier. Whether you’re writing a blog post, brainstorming itineraries or answering visitor questions, AI can help you do more with less. For small teams, this can mean gaining the equivalent productivity of an extra part-time or full-time employee without adding to the payroll.
Get tips from this helpful guide: Using AI as your Assistant.
Prompting and context
Getting good results from AI isn’t about clever tricks. It’s about giving the tool the right context—just like onboarding a new staff member. Clear instructions, examples and follow-up questions make AI outputs more accurate and useful.
Opportunities for tourism
AI is opening new ways for Manitoba’s tourism industry to connect with travellers. From chatbots that answer questions instantly in multiple languages to tools that create content, these technologies make it easier for visitors to discover our experiences and for businesses to save time. The opportunity is simple: start small, focus on tools that reduce friction for your guests and align with Travel Manitoba’s efforts to ensure Manitoba is visible and competitive in this new digital landscape.
For Manitoba, our own GuideGeek AI Assistant is available on the Travel Manitoba website, on WhatsApp and other channels. It scans Travel Manitoba, Hunt Fish Manitoba and Winnipeg Economic Development & Tourism websites daily. The more updated your business information is on these sites, the more likely travellers will receive accurate answers about you when they enter their questions regarding things to see and do in Manitoba.
Stay small, stay focused
It’s easy to get distracted by the hype around AI. Thousands of new tools are released every month and not all of them are useful or trustworthy. The key is not to chase every shiny new thing, but to focus on tools that actually save you time or improve your visitor experience today.
Start small. Try one or two simple applications, like drafting social posts or creating an FAQ page. Learn as you go. Share successes and lessons with peers. And remember: this isn’t about replacing people, it’s about giving your team an assistant that helps you work smarter.
Travel Manitoba will continue to test, learn and share best practices with the industry. Together, we can adopt AI ethically, focus on what works and keep Manitoba visible in the places travellers are looking.
This work supports our broader strategic role as Manitoba’s tourism insight and innovation leader, helping the industry remain competitive, resilient and connected through rapid digital change.
Risks and responsibilities
AI is powerful, but not perfect. It can provide inaccurate information, miss cultural nuances or reflect bias. Businesses must also be cautious about tone, brand control and the flood of low-quality AI content online. We encourage all tourism businesses to develop their own AI policies to guide how these technologies are used within their organizations. Clear standards around transparency, data protection and cultural sensitivity help ensure that AI supports, rather than replaces, human creativity, storytelling and connection. By leading with integrity and collaboration, Manitoba’s tourism industry can set the benchmark for responsible innovation.
Lead Brand and Market Positioning
Canada’s Heart is Calling
In 2023, Travel Manitoba launched a refreshed brand, Canada’s Heart is Calling, building on the success of the previous Canada’s Heart… Beats brand.
More than a campaign, Canada’s Heart is Calling is a brand platform that answers the call of the heart and positions Manitoba as a worldclass destination. It’s rooted in the idea that travel is not just about where you go, but about how it makes you feel—and in Manitoba, those feelings are unforgettable: awe, connection, adventure and renewal.
The brand was launched as part of Travel Manitoba’s strategy to unify messaging and create an emotional, authentic connection with travellers. It has since been recognized as an award-winning destination brand, celebrated for its powerful storytelling, distinctive creative and ability to inspire travellers from across Canada and around the world.
Why this brand matters
For partners, the strength of Canada’s Heart is Calling lies in its flexibility and reach. It provides a trusted and compelling foundation that you can align with your own marketing efforts, ensuring your business benefits from the awareness and momentum of Manitoba’s provincial brand. By using brand assets, messaging and storytelling frameworks, partners can:
• Tap into a consistent and recognizable identity.
• Access co-branded campaigns and media partnerships.
• Showcase their offerings within the broader emotional narrative of Manitoba.
Amplify through storytelling
We encourage partners to explore Travel Manitoba’s social media channels and YouTube channel to see the latest Manitoba storytelling in action. These platforms showcase the brand at its best—capturing the spirit of our province through compelling visuals, authentic voices and heart-led experiences. By aligning with and sharing this content, you can extend the reach of your own marketing and help strengthen Manitoba’s presence on the global stage.
Partnership opportunities
Travel Manitoba offers multiple opportunities for partners to harness the power of the brand—from cooperative advertising programs and content collaborations to travel trade initiatives, media hosting and influencer partnerships. Details on current opportunities are available through our partnership portal.
Travel Manitoba’s Brand Toolkit
The Travel Manitoba Brand Toolkit was created to help our industry and partners bring Canada’s Heart is Calling to life in a consistent and compelling way. It provides everything you need to align with the brand and tell Manitoba’s story with confidence.
Inside the toolkit you’ll find:
• Brand promise and story – the foundation that explains what Canada’s Heart is Calling means, why it resonates and how it positions Manitoba as a world-class destination.
• Messaging framework – core brand lines and adaptable “heart-led” messaging blocks that partners can use in campaigns, on websites or in social media.
• Visual Identity guidelines – including logo usage, colours, typography and accessibility standards to ensure every piece of content is on-brand and inclusive.
• Photography and video direction – guidance on capturing Manitoba’s unique landscapes, wildlife, culture and experiences through an authentic, emotional lens.
• Content examples – real campaign executions and social media storytelling that show the brand in action.
For partners, this toolkit is more than a set of guidelines. It’s a resource to help you unlock the power of an award-winning brand and connect your own marketing with Travel Manitoba’s global reach. By aligning with Canada’s Heart is Calling, your business becomes part of a stronger, shared story that inspires travellers and elevates Manitoba as a destination.
For more information and to access the full toolkit, visit ManitobaBrand.com.
Integrated Sales and Marketing Initiatives
Go-to-Market Approach
Travel Manitoba’s go-to-market strategy is guided by research, data and strong industry partnerships. Our decisions about where we invest and how we show up are rooted in insights that help us maximize impact and ensure Manitoba’s story reaches the right audiences at the right time.
How we choose our markets
Our approach always starts with research and insights. We analyze data from Statistics Canada, industry partners and data analytics platforms to understand where people are visiting from, why they are visiting and what motivates them to travel. We examine Manitoba’s air access, including the availability of non-stop routes, to identify where the greatest opportunities exist to grow visitation.
We also draw on the expertise of our General Sales Agents (GSAs) based in our key international markets of Germany, the U.K. and Australia. These partners provide real-time intelligence from the travel trade and travel media sectors, helping us spot emerging opportunities and ensure Manitoba stays competitive on the global stage.
Understanding traveller behaviour
Equally important is our focus on consumer behaviour. We look closely at how and when travellers plan their trips, which channels they use and the experiences they are searching for. These insights allow us to align our campaigns so that Manitoba appears in the right places at the right times, with messages that inspire travellers to take action.
Market-customized messaging
We know that one size does not fit all. Our campaigns are customized for each market and audience segment to ensure the message is meaningful and culturally relevant. Whether targeting Outdoor Explorers in Germany, Culture Seekers in the U.K., or Refined Globetrotters in Australia, we adapt our storytelling to resonate with each audience while staying true to the core of our brand: Canada’s Heart is Calling.
Through shared insights and partner coordination, this market approach aligns with our role as Manitoba’s go-to insight and innovation resource.
Competing Together: The Power of Partnerships
Travel Manitoba’s ability to compete nationally and internationally is built on the strength of our partnerships. By aligning investments with industry, government and global leaders, we amplify our reach, access richer data and maximize impact. These relationships allow Manitoba to punch above its weight in a highly competitive marketplace.
Why brand partnerships matter
Partnerships give us leverage. They provide access to marketing and development opportunities, advanced research, global booking insights and influential platforms where Manitoba’s story can be told. They also ensure we are not working in isolation, but rather as part of a cohesive industry with a stronger, united voice.
Who we partner with: global brands and platforms
• Sojern and Adara – Provide advanced data and attribution technology, directly correlating bookings to marketing campaigns and helping identify the highest-return markets.
• LoKnow – Enables remarketing to first-time Manitoba visitors via mobile data, turning curiosity into repeat visitation.
• Expedia – Provides powerful booking data to understand origin markets, booking windows, visitor dispersion within Manitoba and future demand forecasts.
• Media Partners – Extend Manitoba’s visibility on trusted global platforms where travellers are searching and being inspired, such as Tripadvisor, Lonely Planet and Travel + Leisure.
• Airline Partners – Work with carriers to strengthen air access and promote seasonal and non-stop routes, ensuring Manitoba remains an accessible destination.
These partnerships not only inspire visitation but also directly support our strategic goal of elevating tourism as a key economic driver in Manitoba, demonstrating tourism’s ROI and its broad economic contributions across both rural and urban communities.
Leisure Market Initiatives
Leisure travel is the foundation of Manitoba’s visitor economy and represents our broadest opportunity to inspire new and repeat visitation. Our leisure marketing strategy focuses on connecting with travellers through emotional storytelling, showcasing Manitoba’s bucket-list adventures alongside authentic experiences that resonate with our chosen traveller segments. By aligning with Destination Canada’s traveller segmentation program within our Canada’s Heart is Calling brand framework, we are able to target travellers who seek meaningful, experience-first journeys.
We emphasize seasonality to grow demand in the shoulder and winter seasons, while continuing to showcase Manitoba’s iconic wildlife, outdoor adventure, culture and vibrant communities year-round. This work is supported by strong media partnerships, airline collaborations and digital content strategies designed to reach travellers at the right time with the right message.
These initiatives are central to achieving our strategic goal of expanding market reach by leveraging Manitoba’s strong tourism brand and unique offerings. By aligning campaigns with high-potential traveller segments and seasonality, we’re showcasing the experiences that best resonate with our target audiences and supporting long-term, sustainable growth across the province.
• Secondary: Family-oriented travellers, New Canadians, roadtrippers
Geographic markets
• Primary: Manitoba, other Canadian provinces (with focus on Ontario, Saskatchewan, Alberta), U.S. Midwest (North Dakota, Minnesota, Illinois)
• Secondary: U.S. non-stop flight routes (Denver, Colorado; Los Angeles, California; Atlanta, Georgia)
2026-27 key initiatives
Seasonal campaigns
Spring Summer: Travel Manitoba will continue to promote the spring and summer season through a dynamic campaign featuring road trips, urban experiences, stunning stays, the North and Indigenous experiences.
Fall Winter: Travel Manitoba will continue to highlight Manitoba’s iconic polar bear, ice fishing, snowmobiling and northern lights seasons, along with showcasing winter, urban escapes, stunning stays, the North and Indigenous experiences as must-visit experiences.
Your Heart...Right Place: Travel Manitoba will continue this campaign with a focus on helping businesses build back from the 2025 wildfire season, with a supportive focus on promoting targeted areas and businesses that were affected by the 2025 wildfire season.
Dynamic campaigns
Partner showcase: Travel Manitoba will continue to develop a series of co-invested niche campaigns to support broader campaign efforts and highlight must-see experiences in Manitoba.
Northern lights promotion: Expanding Manitoba’s reputation as one of the world’s best destinations to view the aurora, with a focus on international markets.
Brand awareness: Travel Manitoba will inspire visitation and promote the refreshed brand through a targeted awareness campaign outside of Manitoba, focusing mainly on broadcast and OTT video spots.
Manitoba provincial parks: Travel Manitoba will work closely with Manitoba Parks to inspire visitors to explore the beauty of Manitoba’s parks in all four seasons.
Manitoba newcomer communities: Travel Manitoba will foster a sense of belonging and encourage newcomers to embrace the beauty and opportunities Manitoba has to offer.
Airline strategy
Travel Manitoba will continue to work with airline partners to market non-stop flight routes to the province.
Non-stop U.S. routes: Travel Manitoba will continue to support the U.S. non-stop flight routes through alignment and partnership with United Airlines, Delta Airlines and WestJet.
Non-stop Canadian routes: Travel Manitoba will collaborate and partner with airlines such as Air Canada, WestJet, Porter and Flair to promote new and existing non-stop routes to Winnipeg.
Airline co-op campaigns: Building on the success of previous campaigns, Travel Manitoba will run co-op marketing campaigns to generate flight bookings in Canadian and U.S. non-stop flight markets.
Traditional, digital and content marketing initiatives
Experiential content development: Continuing to prioritize video and storytelling content across social, digital and earned media channels to highlight Manitoba’s wildlife, outdoor adventure, culture and communities.
Website enhancements: TravelManitoba.com now offers a fully multilingual experience, improved navigation and an enhanced generative search optimization strategy to support discoverability and visitor conversion. A full rebuild of the site is planned for 2026–27 to better serve traveller and industry needs.
Been There, Never Done That podcast: Building on the success of season one, Travel Manitoba will continue its podcast series to promote Manitoba, tell engaging stories, elevate partners and grow audiences and subscribers.
Culinary tourism/agri-tourism strategy: Travel Manitoba will continue to enhance its culinary and agri-tourism strategy to promote Manitoba’s growers, makers and producers. This includes support and sponsorship of select culinary events, platforms and initiatives.
Arts, culture and heritage tourism: Travel Manitoba will continue with partners in the arts, culture and heritage sector to elevate and promote these experiences to highly engaged guests. By showcasing Manitoba’s vibrant creative communities, cultural festivals, museums and heritage attractions, we will increase awareness and visitation while strengthening the province’s reputation as a destination rich in both natural and cultural experiences.
Hunt Fish Market Initiatives
Hunting and fishing are core pillars of Manitoba’s tourism economy, attracting high-value guests who generate significant economic impact across the province. Travel Manitoba developed the Hunt Fish Manitoba brand to celebrate Manitoba’s diverse and abundant fish and wildlife species and our incredible hunting and fishing experiences.
Travel Manitoba’s Hunt Fish marketing initiatives build on the province’s reputation as a world-class destination for anglers and hunters, showcasing not only trophy experiences but also the accessibility and diversity of opportunities available. These programs help position Manitoba as a premier destination for North American and international
outdoor enthusiasts, driving both first-time and repeat visitation. By aligning with Travel Manitoba’s brand framework, these initiatives support the goal of attracting high-value guests, strengthening rural economics and expanding year-round visitation.
These initiatives are central to achieving our strategic goal of expanding market reach by leveraging Manitoba’s strong tourism brand and unique offerings. By aligning campaigns with high-potential traveller segments and seasonality, we’re showcasing the experiences that best resonate with our target audiences and supporting long-term, sustainable growth across the province.
Target audiences
• Primary: Avid U.S. and Canadian anglers and hunters seeking world-class freshwater fishing, waterfowl and big game experiences
• Secondary: Families and multi-generational groups, women and newcomers interested in trying hunting and fishing
Geographic markets
• Primary: The U.S. (Minnesota, North Dakota, Wisconsin, Illinois) and Canada (Manitoba, Saskatchewan, Alberta, Ontario)
• Secondary: Broader U.S. markets, international travel trade (Germany, U.K., Australia)
Together, these audiences and markets align with Destination Canada’s Outdoor Explorer and high-value experience-seeker profiles identified within the Canada’s Heart is Calling brand framework, supporting the province’s focus on drive-to accessibility and international export-ready growth.
2026-27 key initiatives
Seasonal campaigns
Fly-in and drive-to fishing experiences: Building on the success of the Prairie Angling Program, Travel Manitoba will continue to highlight and feature fly-in and drive-to fishing experiences in the spring and summer seasons, with the aim of growing U.S. and Canadian angler visitation.
Hardwater (ice) fishing: Manitoba’s ice fishing season has an advantage of being slightly longer than many U.S. destinations, allowing visitors to extend their ice fishing experiences by coming up north. Travel Manitoba will continue to promote hardwater fishing to key Canadian and U.S. markets through a mix of paid, earned and owned media strategies.
Hunting campaign: Travel Manitoba will continue to strategically use hyper-focused targeting and messaging to reach audiences interested in hunting experiences.
Syndicated partnerships: Travel Manitoba will review and explore existing and new brand partnerships for campaigns, sponsored content, syndication and brand collaborations.
Master Angler/Hunter programs
Manitoba is home to two flagship recognition programs that celebrate and reward outdoor achievement. The Master Angler Program, the oldest of its kind in North America, honours anglers who catch trophy-sized fish with certificates and badges, along with an updated app and refreshed merchandise that continue to engage thousands of participants each year.
Building on that legacy, the Master Hunter Program, launched in 2018, recognizes hunters for their skill and experience across a lifetime of hunting in Manitoba. Unlike other programs, it celebrates the journey and tradition of hunting rather than focusing solely on size or score, reinforcing Manitoba’s reputation as a premier destination for authentic, world-class outdoor experiences.
Traditional, digital and content marketing initiatives
Website enhancements: huntfishmanitoba.ca continues to engage audiences. To prepare for the answer economy and the future of search, a comprehensive generative search optimization strategy will be implemented across the website to best answer questions and be cited by large language models (LLMs) in generative search.
Content development & storytelling: Travel Manitoba will continue to leverage video, photography and influencer partnerships to highlight authentic field-to-fork stories, record-breaking catches and the unique culture of hunting and fishing in Manitoba.
Brand collaborations: Travel Manitoba will continue to identify and collaborate with key brands with the goal to further solidify authority of the Hunt Fish Manitoba brand and reach new audiences through third-party channels.
In-market activations
Non-industry shows: Travel Manitoba has begun expanding participation to non-travel consumer events including the World of Concrete expo, and is exploring other options such as the the Barrett-Jackson auto show, to showcase Manitoba to an affluent audience and stand out from the other participating vendors.
Manitoba shows: Travel Manitoba will continue to have a presence at the Manitoba Outdoors Show and Manitoba Ice Fishing Show to feature Hunt Fish MB merchandise, engage with audiences and support the industry.
Fish Manitoba: To better showcase the industry with travel trade, the sub-brand Fish Manitoba was created to promote and highlight export-ready lodges who are ready to welcome overseas visitors.
Francophone Tourism Initiatives
Francophone tourism is an important part of Manitoba’s visitor economy and a key differentiator for our province. With rich cultural traditions, vibrant festivals and strong community pride, Manitoba’s francophone experiences connect deeply with travellers seeking authenticity and heritage. Travel Manitoba continues to work with partners to promote francophone culture as an integral part of the province’s story, both for local residents and international visitors.
These initiatives align with Travel Manitoba’s commitment to champion Indigenous-led tourism development as part of our broader market expansion strategy.
Target audiences
• Culture Seekers, Outdoor Explorers, travellers from francophone communities in Canada
Geographic markets
• Manitoba and other Canadian provinces (with a focus on Quebec and Western Canada)
2026-27 key initiatives
Campaign integration: Travel Manitoba will continue to integrate francophone tourism experiences into leisure and cultural campaigns, ensuring French-language content is present across leisure seasonal campaigns, hunt fish campaigns, digital, social and media initiatives.
Community partnerships: Travel Manitoba will continue to work with francophone tourism partners and community organizations to support event promotion, cultural experiences and product development.
Content development: Travel Manitoba will continue to highlight francophone festivals, heritage attractions and culinary experiences through storytelling, video and influencer collaborations.
Website and digital: Travel Manitoba will continue to deliver a fully bilingual website and app experience, ensuring accessibility for francophone visitors across Canada and around the world.
Social media: Travel Manitoba will begin publishing content on a regular cadence on French social media channels (Facebook and Instagram) using the @voyagemanitoba handle, ensuring French-speaking audiences can learn not just about francophone experiences but all Manitoba has to offer.
Indigenous Tourism Initiatives
Indigenous tourism is one of Manitoba’s most distinctive and powerful offerings, connecting visitors with authentic experiences that celebrate culture, heritage and community. Travel Manitoba works closely with the Indigenous Tourism Association of Canada (ITAC) and Indigenous Tourism Manitoba (ITM) to elevate Indigenous-led experiences, strengthen product development and ensure authentic representation in all marketing channels. These efforts support the growth of Indigenous-owned businesses, while reinforcing Manitoba’s position as a destination where travellers can connect deeply with the people and stories of the land.
These efforts also contribute to Travel Manitoba’s strategic goal of expanding market reach by championing Indigenous-led tourism as a key differentiator in Manitoba’s visitor experience.
Target audiences
• Culture Seekers, Outdoor Explorers, travellers motivated by authentic cultural immersion
Geographic markets
• Primary: Manitoba, other Canadian provinces, the U.S. Midwest
• Secondary: Broader U.S. markets, international travel trade (Germany, U.K., Australia)
2026-27 key initiatives
Partnership with Indigenous Tourism Manitoba: Travel Manitoba will continue to collaborate with ITM to support market readiness, product development and industry growth.
Content development: Travel Manitoba will continue to promote Indigenous-led experiences across digital, video and social storytelling platforms, with an emphasis on authenticity and respect.
Festival and event support: Travel Manitoba will continue to showcase Indigenous festivals, cultural events and community experiences that invite travellers to engage with living traditions.
Trade and media engagement: Travel Manitoba will continue to feature export-ready Indigenous attractions and experiences, weaving them into all travel trade itineraries, FAM (familiarization) tours, trade shows and trade joint marketing initiatives.
Capacity building: Travel Manitoba will continue to support Indigenous tourism operators with tools, training and partnership opportunities to ensure long-term sustainability and growth.
Northern Tourism Initiatives
Northern Manitoba is one of the province’s strongest differentiators and home to some of the most iconic experiences in the world, including polar bear viewing, beluga whale encounters and the northern lights. These globally recognized attractions position Manitoba as a bucket-list destination and anchor our international marketing efforts. Beyond Churchill, the North offers incredible fishing, snowmobiling and outdoor adventures, alongside vibrant communities with rich cultural and historic experiences that connect travellers more deeply with the land and its people.
These initiatives are central to achieving our strategic goal of expanding market reach by leveraging Manitoba’s strong tourism brand and unique offerings. By aligning campaigns with high-potential traveller segments and seasonality, we’re showcasing the experiences that best resonate with our target audiences and supporting long-term, sustainable growth across the province.
• Secondary: Family travellers and international visitors motivated by bucket-list wildlife viewing and natural phenomena
Geographic markets
• Primary: Manitoba, Canada (Ontario, Alberta, Saskatchewan), U.S. (Midwest and broader markets)
• Secondary: Broader U.S. markets, international travel trade (Germany, U.K., Australia), other key international markets with high interest in northern and wildlife tourism
2026-27 key initiatives
Iconic experience promotion: Travel Manitoba will continue to promote northern iconic experiences including polar bears, beluga whales and northern lights as core motivators for international visitation.
Winter and shoulder season growth: Travel Manitoba will continue to highlight the northern lights as well as snowmobiling and ice fishing, expanding awareness of Manitoba as a year-round destination.
Community partnerships: Travel Manitoba will continue to collaborate with northern operators and communities to showcase authentic cultural, historic and outdoor experiences.
Content development and storytelling: Travel Manitoba will continue to invest in photography, video and influencer partnerships that bring northern experiences to life for global audiences.
Travel Trade Initiatives
The travel trade sector provides a new customer base through distribution channels and promotion of Manitoba products. The majority of international business development and marketing efforts are through travel trade. Travel Manitoba aligns its market approach with Destination Canada.
Travel Manitoba will continue to collaborate with Winnipeg Economic Development & Tourism and industry stakeholders to support travel trade sales activities and marketing programs. Travel Manitoba will continue to build demand for northern lights as a third season in Churchill.
Target markets
• Primary: Tour operators, travel agents, travel planners, receptive tour operators, product managers, incentive and corporate buyers, travel consortia
• Secondary: Student/youth, affinity group planners, motorcoach companies
Geographic markets
• Primary: Canada, United States, Germany (and other German-speaking countries), United Kingdom, Australia
• Secondary: Markets supported in collaboration with Destination Canada: France, Asia (via Canadian inbound receptive tour operators), Mexico
2026-27 key initiatives
Foundational trade priorities
International trade engagement: Travel Manitoba will continue to participate in trade shows, sales missions and marketplace events (including Rendez-vous Canada) to expand Manitoba’s presence in priority markets.
Itinerary development: Travel Manitoba will continue to work with receptive operators, tour operators, consortia, planners and agents to build and promote trade-ready packages that include Manitoba’s icons, winter experiences and cultural assets.
FAM trips: Familiarization trips remain one of the most effective tools to secure Manitoba product in international tour operator and media programs. Travel Manitoba will continue to host targeted FAMs that showcase our iconic seasonal experiences and emerging products—giving operators firsthand knowledge and the confidence to feature Manitoba in their itineraries.
Training and education: Travel Manitoba will continue to deliver trade training sessions and webinars to ensure operators are informed, confident and ready to sell Manitoba.
Joint marketing agreements (JMAs): JMAs are one of the most effective ways to reach consumers directly in international markets. By co-investing with trusted trade partners, Travel Manitoba is able to extend the reach of our campaigns, showcase Manitoba’s icons and experiences within proven distribution channels, and influence purchase decisions closer to the point of sale. Travel Manitoba will continue to expand JMAs in priority markets to drive awareness, conversion and long-term visitation growth.
Strategic growth initiatives
Rendez-vous Canada legacy: Hosting Rendez-vous Canada (RVC) 2025 in Winnipeg created incredible visibility and excitement for Manitoba on the global stage. Travel Manitoba will continue to build on this momentum by engaging with buyers met during RVC, strengthening relationships with international operators, and ensuring Manitoba product remains top-ofmind as new itineraries are developed. This legacy work will support longterm growth in our key international markets.
Fishing Manitoba (Fish MB): Travel Manitoba has launched the FishMB program to showcase Manitoba as a premier fishing destination to international markets. Working with operators, Travel Manitoba will continue to expand offerings, ensure export readiness and grow this sector of the industry within the travel trade.
Regional expansion: Travel Manitoba will continue to leverage northern icons such as the northern lights, polar bears and beluga whales as global draws, while also working to expand routes and product development into other areas of the province. Destinations such as Winnipeg, Whiteshell Provincial Park and Riding Mountain National Park offer exceptional opportunities to diversify itineraries and extend traveller stays, showcasing Manitoba’s natural beauty beyond its northern icons.
Indigenous tourism integration: Travel Manitoba will continue to work with Indigenous Tourism Manitoba and Indigenous operators to build authentic, trade-ready cultural experiences and weave these experiences into all itineraries.
Travel Media and Influencer Initiatives
The media landscape is shifting rapidly. As generative search tools increasingly shape how travellers discover destinations, it has never been more vital to work with trusted brands and authoritative voices that appear in those results. At the same time, content creators are playing a growing role in inspiring consumers, offering authentic, first-person storytelling that resonates across platforms. Earned media remains one of the most valuable tools in our strategy, delivering credibility, reach and influence that paid media alone cannot achieve. Together, these efforts ensure Manitoba’s story is visible, trusted and inspiring in a crowded and competitive marketplace.
Target markets
• Primary: Traditional print, digital and broadcast media
• Secondary: Social media influencers, video crews and independent content creators
Geographic markets
• Primary: Canada, United States
• Secondary: Germany, United Kingdom, Australia
2026-27 key initiatives
Media hosting: Travel Manitoba will continue to host targeted media and influencers to experience the province’s icons, winter offerings and cultural highlights firsthand, creating authentic stories that resonate with audiences globally.
Influencer collaborations: Travel Manitoba will continue to partner with influencers who can reach niche and high-value markets, showcasing experiences in engaging, highly shareable formats.
Story-first content: Travel Manitoba will continue to emphasize stories that highlight experiences rather than destinations, aligning with the shift in traveller behaviour toward experience-first planning.
Event integration: Travel Manitoba will continue to leverage major events, festivals and cultural gatherings as opportunities to generate earned media coverage and influencer content.
Digital storytelling: Travel Manitoba will continue to prioritize video content and social-first storytelling, recognizing the ongoing influence of both long-form and short-form video in inspiring travel decisions.
Partnership alignment: Travel Manitoba will continue to align media and influencer outreach with Destination Canada and international trade partners to maximize impact and extend reach.
