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Partnership Opportunities
ON THE COVER
WEKUSKO FALLS PHOTO: ANTHONY URSO
TREATY ACKNOWLEDGEMENT 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.
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TUL ABI FALLS
Table of Contents ABOUT US
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MESSAGE FROM TRAVEL MANITOBA
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FREE OPPORTUNITIES TO ENHANCE YOUR PROFILE
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PARTNERSHIP OPPORTUNITIES CAMPAIGNS & MEDIA
10–11
� Travel Packages and Deals � Boulder Campaigns � Lonely Planet Swipe, Save, Go � CTV Your Morning Winnipeg CONTENT MARKETING
12–19
� Content Experience Campaign � AI Discoverability Content Package � Influencer Marketing � Blogs & e-Newsletters � Social Media DIGITAL MARKETING
20–24
� Website � Multi-Channel Campaigns TRAVEL TRADE AND INCENTIVE TRAVEL
26–28
� Partnership � Dedicated Email
MATERIAL SUBMISSION REQUIREMENTS
31
PHOTO: JOSH MCFADDIN
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PHOTO: WIEBKE HELFRICH
THE FORKS
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About Travel Manitoba 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 values are the guiding principles for our work. At Travel Manitoba, we: ɰ
Proudly celebrate the people and lands of Manitoba.
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Foster the development of our people and our industry.
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Lead with creativity and are backed by data.
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Value inclusivity and sustainability.
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Live our brand. Manitoba is at the heart of what we do.
TARGETS ɰ
Grow visitor spending 50 per cent to $2.5 billion by 2030
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Grow visitation to 12.8 million visitors annually by 2030
STRATEGIC GOALS 1. Elevate tourism as a key driver of economic growth and well-being in Manitoba. 2. Lead high impact growth through insight, innovation and collaboration. 3. Expand market reach by leveraging Manitoba’s strong tourism brand and unique offerings. 4. Build an aligned, adaptive team culture with future-focused practices. 2027 PARTNERSHIP OPP ORTUNITIES
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Strengthening Manitoba’s position on the global stage Canada’s best-kept secret is getting out: travellers are discovering more and more that the authentic, meaningful experiences they’re seeking can be found right here in Manitoba. As people increasingly plan trips based on experiences before destinations, Travel Manitoba’s award-winning Canada’s Heart is Calling brand positions our province as a place that provides a connection to nature, culture, community and self. While the travel landscape continues to face challenges such as economic uncertainty, climate change, shifting traveller expectations and digital disruption, demand for travel has never been stronger. Our marketing initiatives are reaching people from across Manitoba, Canada, the U.S. and beyond, with more than 11 million travellers choosing to spend their tourism dollars in Manitoba last year. We’re focused on continuing to build on that momentum, showcasing Manitoba in innovative ways through partnerships with trusted brands and co-operative marketing opportunities, targeting key markets with strategies rooted in authenticity and inspiration. Enhance your Impact How people decide where to go is changing, creating an important opportunity for Manitoba. Travellers are inspired by video storytelling, follow the leads of their favourite content creators and increasingly use AI tools – including GuideGeek, Travel Manitoba’s own multilingual instant travel assistant – to help them find hidden gems and craft personalized itineraries.
Scan the QR Code to read our full marketing plan online!
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RIDING MOUNTAIN NATIONAL PARK
Throughout this book, you’ll find a range of partnership opportunities designed to grow your reach while strengthening Manitoba’s position on the global stage. When you partner with Travel Manitoba, we leverage the equity of our respected, award-winning brand, our highly engaged social media community and our high-traffic website to connect you with new markets and a diverse audience of motivated travellers – giving your business the opportunity to share your story and amplify your message. Through strategic investment in both digital and traditional marketing, we helped drive $11.43 million in direct travel bookings and sent over 263,000 business leads to partner websites in 2025, all while passing cost savings on to you. Working together, we can continue to strengthen the province’s tourism economy and show the world why Manitoba is a must-visit, four-season destination.
Tricia Woikin Specialist, Partnership twoikin@travelmanitoba.com
PHOTO: WIEBKE HELFRICH
Lindsay Egan Senior Manager, Partnership & Industry Relations liegan@travelmanitoba.com
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Free Opportunities to Enhance Your Profile Extend your marketing reach and boost your business visibility at no cost by taking advantage of these opportunities available through Travel Manitoba.
UPDATE YOUR ONLINE LISTING
PROMOTE YOUR EVENT
Travel Manitoba’s online directory is a valuable resource for people searching for ideas for their Manitoba visit – and a free opportunity for your business. You choose the information to feature on your listing page, which can include your:
Share your upcoming event by adding it to our free online calendar! Your listing can include important details about your event, an image, and links to your website and social media pages. Users can search for events by date, category and/or keyword.
ɰ business name
Submit your event at travelmanitoba.com/events.
ɰ photo ɰ description and key info ɰ amenities and accessibility features ɰ location and contact information ɰ links to your social media pages TIP: Keep your business listing up to date and visible to travellers year-round. GuideGeek, our AI travel assistant, uses content from your profile and events listings to respond to questions from users! To manage your listing: ɰ View or edit your account: manito.ba/extranet ɰ Create a new account: manito.ba/extranet-new ɰ Access tutorials: manito.ba/extranet-tutorials For assistance, contact tmbpartnerextranet@travelmanitoba.com or call (204) 927-7800 / 1-800-665-0040 (toll-free).
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SHARE YOUR BROCHURES Reach visitors by placing your brochures in Travel Manitoba’s Visitor Information Centres. Scan the QR code to read our brochure distribution policy and contact us at 204-927-7800 or contactus@travelmanitoba.com for more information.
JOIN A "RAPID FIRE" PRESENTATION Introduce your business, attraction or event to the Travel Manitoba team in a short presentation meant to help educate our staff about new or updated tourism experiences throughout the province. To schedule, contact Tricia Woikin, Partnership Specialist at twoikin@travelmanitoba.com.
STAY INFORMED! SIGN UP FOR OUR INDUSTRY E-NEWSLETTERS Join our e-Newsletter lists to receive timely, relevant tourism stories straight to your inbox from Travel Manitoba. Scan the code to sign up for: ɰ Tourism Industry News – Your daily source for local, national and international tourism industry news
ALIGN WITH OUR BRAND Use the free tools and guidelines at www.manitobabrand.com to align your marketing with Manitoba’s destination brand. Questions about using our logo or tagline? Contact brand@travelmanitoba.com.
ɰ Travel Currents – Our monthly roundup of news including tourism events, industry trends and market research, case studies, Travel Manitoba news and activities, and more Find info about our consumer newsletters and opportunities to be included in them on pages 15-16.
ACCESS OUR PROFESSIONAL MARKETING IMAGES AND VIDEOS Access open-use photos and videos via the Travel Manitoba Media Hub found at platform.crowdriff.com/m/travel-manitoba.
GUIDEGEEK: UNLOCKING OPPORTUNITIES TO ATTRACT VISITORS
All downloads are subject to Terms & Conditions, including mandatory crediting. Please review the terms in the bottom-left corner of the Media Hub screen before use.
More and more travellers are using Artificial Intelligence (AI) for trip inspiration and travel planning. GuideGeek is Travel Manitoba’s AI travel assistant, providing instant answers to questions in more than 40 languages, day or night.
SEND US YOUR PHOTOS AND VIDEOS Gain exposure for your business while helping grow Travel Manitoba’s image and video library. Submit your high-quality, properly credited and licensed photo and video assets to our design team: brand@travelmanitoba.com. Note: Travel Manitoba does not accept AI-generated images or stock photos for use in the Media Hub or for partnership opportunities. For more on our material submission requirements and approach to AI, see page 31.
Created by the Matador Network, GuideGeek pulls from information available online to inform responses – so keeping your profile and events listings on travelmanitoba.com up to date can help your destination get mentioned! Scan the QR Code to find out more.
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Campaigns & Media Promoting your tourism business in connection with our trusted Travel Manitoba brand enhances your exposure and reach. Partner with us during our marketing campaigns, let us build a campaign just for you or make the most of our media partnerships to highlight your business, destination, upcoming event or other feature. TRAVEL PACKAGES AND DEALS Partner with Travel Manitoba to promote your travel packages and deals during our signature spring/summer or fall/winter leisure campaigns. With this partnership, you receive: ɰ An exclusive featured “Special Offer” on a dedicated Packages and Deals webpage ɰ A feature within search and social media ads throughout the campaign ɰ A feature in a custom email sent out to Travel Manitoba’s subscriber list ɰ Elevated promotion within Travel Manitoba’s marketing activities with Expedia Value $2,500 per accommodation partner Spots available: 10
SCHEDULED TO RUN FROM APRIL TO SEPTEMBER 2027 OR OCTOBER 2027 TO MARCH 2028
BOULDER CAMPAIGNS Travel Manitoba will offer bespoke campaigns to our boulder partners with matching funds for maximum impact. The campaign will feature a dedicated strategy and media plan aimed at the mutual goal of increasing visitation and driving traffic to the participating partner. Value $25,000 (matched to $50,000) Spots available: 5
CAMPAIGN SCHEDULE SET WITH EACH PARTNER
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LONELY PLANET SWIPE, SAVE, GO FEATURE “Swipe, Save, Go” is an Instagram feed profile series, spotlighting Lonely Planet’s top destinations. The highly stylized slide carousel is a sharable and saveable mini-guide covering the top “must-see,” “must-do,” “must-eat,” and “must-know” things about a place. These scroll-stopping guides serve as inspiration during the discovery and planning phase of travel. This series combines existing editorial content with social-first design to create information-rich miniguides that users will want to swipe through to see the content, save to their Instagram account and ultimately use to plan their trip. Value $3,500 per partner Spots available: 9
SCHEDULED TO RUN SUMMER 2027
CTV YOUR MORNING WINNIPEG FEATURE SEGMENT Promote your tourism business or attraction on CTV Your Morning Winnipeg, Manitoba’s top morning news show, as part of Travel Manitoba’s sponsored segment next summer. The CTV crew will schedule an in-person or virtual interview with a spokesperson from your team for the featured segment. The three-minute spot will air at a later date between 6 and 9 am on a weekday morning. ɰ Your segment will be featured on CTV Your Morning Winnipeg ɰ Partners will receive a link to the segment online after it airs ɰ Travel Manitoba will also promote the segment on our LinkedIn page Value $1,000 per partner
SCHEDULED TO RUN SUMMER 2027
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Content Marketing Content marketing is a strategic approach to creating, publishing and distributing valuable, relevant and consistent content to attract and engage a clearly defined audience, with the goal of driving bookings for your business. It focuses on building a relationship with potential travellers by providing information and insights that inspire them to book a trip or tourism experience. Content marketing uses a variety of channels including websites, blogs, e-Newsletters and social media. CONTENT EXPERIENCE CAMPAIGN Travel Manitoba’s content team will develop a custom itinerary and visit your region, town, major event or attraction and share their adventures through our social media channels, The Beat e-Newsletter and #ExploreMB blog. Your campaign includes: ɰ One blog post ɰ One Instagram story series ɰ One boosted Facebook post ɰ One content placement in The Beat Value $2,000 Spots available: 10 ɰ Partner hosting requirements include: • Itinerary planning (in collaboration with Travel Manitoba) •
Activity and attraction passes
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Accommodations (2-night visit preferred if outside of Winnipeg)
SOCIAL MEDIA REEL Enhance your campaign by adding one social media video reel. We will: ɰ Publish your reel on our TikTok, Instagram, Facebook and YouTube Shorts ɰ Boost your reel as a paid ad on TikTok and Instagram Value $1,500 Spots available: 5 12 2 0 2 7 PARTNE RS H I P O P P O RT U N I T I E S
Audience Overview Our blog, e-newsletters and social media channels reach thousands of highly engaged, motivated travellers, with millions of views and impressions each year. Connecting our partners with this diverse audience gives you the opportunity to share your story more broadly.
AI DISCOVERABILITY CONTENT PACKAGE AI has changed the way travellers discover tourism experiences, book accommodations and plan their trips. Travellers increasingly ask AI tools like ChatGPT, Claude, Gemini and Google’s AI Overviews for trip recommendations rather than using traditional search engines like Google and Bing to find websites and trip planning resources. AI Discoverability is about making sure your business shows up (and shows up accurately) when travellers ask AI tools where to go, what to do and where to stay. This package begins with an audit to determine: ɰ Where content gaps might exist in terms of your brand’s visibility among popular AI tools ɰ Which topics will have the greatest impact on improving your visibility score by filling these gaps Your package includes: ɰ Three to five custom blog posts on our website, written on topics to fill content gaps and get picked up and cited by AI content tools. We will also publish one of these blogs as a boosted Facebook post and distribute one in The Beat, our consumer e-Newsletter. ɰ One updated business listing on Travel Manitoba’s website, to ensure your hours, offerings and details are complete and accurate.
#EXPLOREMB BLOG •
1.3 million annual views
THE BEAT – CONSUMER E-NEWSLETTER • • •
23,147 subscribers 15.42% open rate* 2.80% click-through rate
FACEBOOK • • •
165.5K followers 71.4M yearly impressions 1.56% engagement rate
INSTAGRAM • • •
178.3K followers 9.1M yearly impressions 0.58% engagement rate
TIKTOK • • •
48.2K followers 1.6M video views 1.45% engagement rate
YOUTUBE • •
11.8K subscribers 7.1M yearly views
*Excludes Apple privacy opens.
Value $5,000 Spots available: 4 (one partner per season) 2027 PARTNERSHIP OPP ORTUNITIES 13
INFLUENCER MARKETING Travel Manitoba has a network of experienced local content creators in the travel, family, outdoor, lifestyle and culinary spaces. These social media storytellers each have a unique voice to share your business with their followers. Tap into these Manitoba influencers as a creative way to get the word out about your destination, attraction, event or product. INDIVIDUAL CAMPAIGN
GROUP CAMPAIGN (For qualifying partners)
Travel Manitoba will hire one suitable influencer and organize a content campaign to meet your marketing goals. Content will be published on the influencer’s Instagram account and shared by Travel Manitoba.
A member of Travel Manitoba’s marketing team will host three Manitoba-based content creators on a custom group itinerary that highlights the best of your destination. Content will be published on each influencer’s Instagram account and shared by Travel Manitoba.
Your campaign includes: ɰ One Instagram story series ɰ One Instagram reel or carousel post with collaboration tag Value $3,000 Spots available: 6 Please see partner hosting requirements below.
Final deliverables will be determined in discussion with the participating partner. Value $6,000 Spots available: 2 (one in spring/summer and one in fall/winter). Opportunities cannot be purchased consecutively. ɰ Partner hosting requirements for individual or group campaigns include: • Itinerary planning (in collaboration with Travel Manitoba)
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Activity and attraction passes
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Accommodations for each influencer or content creator (1-night visit preferred)
BLOGS & E-NEWSLETTERS THE BEAT E-NEWSLETTER AD
LISTICLE INCLUSION
Your ad will appear in The Beat – Travel Manitoba’s award-winning consumer e-Newsletter – in the month of your choosing. The Beat is published the last Friday of each month.
A “listicle” is a list and an article combined. Your experience will be featured as a link in a listicle that Travel Manitoba publishes on our #ExploreMB blog.
Value $300 Spots available: 2 per month
Travel Manitoba’s content team will choose when to include your experience, event or destination into a minimum of one listicle published on our blog, which will then be shared on Facebook and distributed through our e-Newsletter. Listicle themes may include*: ɰ Festivals ɰ Summer Stays ɰ Unique Experiences ɰ Museums ɰ Golf Courses ɰ Road Trips *Themes are determined by the types of partners that purchase a listicle inclusion, and cannot be guaranteed.
Value $150 Spots available: 35 (limit one per partner, per year)
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10 THINGS TO DO IN MANITOBA THIS WEEK Travel Manitoba’s weekly edition of “10 Things To Do in Manitoba this Week” is a roundup of events and attractions for a specific week. Partners supply a photo and write-up to be: ɰ Published in an #ExploreMB blog ɰ Included in our weekly 10 Things to Do e-Newsletter ɰ Shared to our Facebook and Instagram Stories Value $500 per week Spots available: 5 per week
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20 THINGS TO DO IN MANITOBA THIS MONTH Travel Manitoba’s blog “20 Things to Do in Manitoba this Month” is a roundup of events and trip inspiration published a week before the upcoming month (e.g. June’s blog is published at the end of May). Partners supply a photo and content to be: ɰ Published in an #ExploreMB blog ɰ Included in our monthly The Beat e-Newsletter ɰ Shared to our Facebook and Instagram Stories Value $500 per month Spots available: 10 per month
SOCIAL MEDIA POSTS FACEBOOK BOOSTED POST
FACEBOOK CONTEST
Facebook posts are a great way to feature your experience or promote a special limited time offer for your brand. Travel Manitoba will ‘boost’ your post, increasing the number of people who will see your content and the amount of engagement you will get.
Travel Manitoba will promote your event, attraction or experience by running a three-day Facebook contest. The prize and any conditions must be supplied by the partner and must include a consumer-ready experience (no merchandise-only contests). Examples of prizes include admission tickets, restaurant gift cards and hotel stays.
We require submission of copy prompts (3-4 key points on what you’d like the text to cover), your Facebook profile link, website link and high-quality, relevant images or video. Value $800
Travel Manitoba will set the entry parameters of the contest and partners are responsible for arranging prize pick-ups or delivery for the winner.
Spots available: 10 per month
Value $500 plus prizes
(Partners are eligible to purchase a boosted post every other month, not in consecutive months. Maximum of 3 hotels per month.)
(Partners are not eligible to purchase twice in the same month.)
Spots available: 2 per month
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INSTAGRAM POST
INSTAGRAM STORIES
Showcase your stunning photography with an Instagram ad on Travel Manitoba’s feed. Photos must be of the most striking and high-quality variety possible.
Instagram Stories combine photos, videos, captions, illustrations, stickers and other features that appear on our profile for 24 hours. Travel Manitoba will assemble and post a series of up to eight slides highlighting the partner’s content to our feed. We will tag the partner’s Instagram profile, giving the partner the opportunity to repost the story to their own channel.
We require submission of copy prompts (3-4 key points on what you’d like the text to cover), your Instagram account, website link and 5-10 high-quality, relevant images or video (vertical / portrait orientation preferred). Value $1,250
Spots available: 1 per month
We require submission of copy prompts (3-4 key points on what you’d like the text to cover), your Instagram account, website link and 5-10 high-quality, relevant images or video. Value $900 Spots available: 2 per month
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SOCIAL MEDIA VIDEO Travel Manitoba will produce one vertical video showcasing your tourism experience, formatted for our social media channels. Our team will work with you to select the style that best fits your experience and may include: ɰ Streeter — On-site interviews with attendees at your event, captured in the moment. ɰ Itinerary Reel — A start-to-finish look at what it’s like to visit your destination or accommodation. ɰ Staff Experience — A first-person tour through your experience from a Travel Manitoba staff member’s perspective, blending front-of-house and behind-the-scenes moments. Your video will be published on TikTok and Instagram (with paid promotion) and on Facebook and YouTube shorts. Value $3,000
Spots available: 2 per month
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Digital Marketing TravelManitoba.com AUDIENCE OVERVIEW: •
•
1.5 million users visited TravelManitoba.com in 2025 Audience demographics: –
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58% female, 42% male
Ages:
18–24:12% – 25–34: 24% – 35–44: 21% –
•
45–54: 18% – 55–64: 15% – 65+: 10% –
Two thirds of users (67%) visit TravelManitoba.com on their smartphones
DID YOU KNOW? AI loves our website, too! In the first half of 2026, we counted more than 6,000 visits to TravelManitoba.com by bots and artificial intelligence large language models (LLMs). And as more than half of all web traffic overall is now generated not by people but by bots, this number is expected to grow over time.
QUESNEL L AKE
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Featuring award-winning content and striking visuals, TravelManitoba.com is visited by more than a million people planning travel to and throughout Manitoba every year. Making sure your business is featured prominently on our website is a great way to put yourself in front of these potential customers. With over 1.5 million sessions in 2025, TravelManitoba.com continues to showcase everything Manitoba has to offer to interested visitors. A credible source for AI tools As more and more travellers use AI to help them plan trips, it’s critical to enhance your online visibility to both people and AI bots. Content featured on TravelManitoba.com helps build authority and credibility with large language models (LLMs) that pull from trusted information online to generate responses to the questions travellers ask – which is why having your information on our website is so valuable.
FEATURED PLACEMENT – TRAVEL MANITOBA HOMEPAGE TravelManitoba.com gets over five million pageviews annually, with many site visitors starting on our homepage. Purchase a featured placement on our homepage to showcase your business along with Manitoba’s best attractions, encouraging potential visitors to click through from our website to yours to explore what your business has to offer. Requirements include a high-quality image, up to 25 words of enticing text and a URL to link to your website.
TravelManitoba.com – Seasonal placement Choose from: ɰ Spring (January – April) ɰ Summer (May – August) ɰ Fall/Winter (September – December) Value Small: $500/season (Limit 4 per season) Medium: $750/season (Limit 2 per season) Large: $1,500/season (Limit 1 per season)
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FEATURED PLACEMENT – WHERE TO STAY With nearly 210,000 views on our Where To Stay pages every year, visitors to TravelManitoba.com are looking for the best accommodation options to round out their trip to Manitoba. Get a featured placement on Travel Manitoba’s Where To Stay section homepage for one season, or on one of our Where To Stay product segment pages for a full year. Where to Stay Page – Seasonal Placement ɰ Spring (January – April) ɰ Summer (May – August) ɰ Fall/Winter (September – December) Value $500 per season Spots available: 8 per season Where to Stay Product Segment Pages – Annual Placement Choose from: ɰ Glamping ɰ Hotels & Motels ɰ Bed & Breakfasts ɰ Cabins & Cottages ɰ Campgrounds ɰ RV Parks Value $1,000 Spots available: 8 per segment page
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WHERE TO STAY CAMPAIGN By purchasing a featured placement on one of the Where to Stay segment pages listed here, you gain the option to add a two-month Google Ad and Meta campaign between January and November 2027. This add-on ensures your inclusion in the ads, which will drive traffic directly to your website in addition to the Where To Stay webpages. Value $1,000 per season Spots available: 4 per page + campaign
FEATURED PLACEMENT – THINGS TO DO With over 500,000 visits to our Things To Do pages every year, visitors to TravelManitoba.com are actively seeking to learn more about partners offering specific experiences. Get a featured placement for one year on one of the following Things To Do product segment pages: ɰ ɰ ɰ ɰ ɰ ɰ
Beaches & Boating Birding Golf Hiking Trails Biking Trails Paddling
ɰ ɰ ɰ ɰ ɰ ɰ
Performing Arts Shopping Skiing & Snowboarding Snowmobiling Sports Recreation & Gaming
Value $500 Spots available: 4 per Things To Do page
THINGS TO DO FEATURED PLACEMENT & CAMPAIGN In addition to a featured placement on one of Travel Manitoba’s Things To Do product segment pages for one year, you’ll get the added benefit of a two-month Google Ad and Meta campaign between January and November 2027 driving increased traffic to the product page. The available Things To Do pages with an accompanying campaign are: ɰ ɰ ɰ ɰ
Beluga Whales Camping Family Fun Indigenous Experiences
ɰ ɰ ɰ ɰ
Museums Northern Lights Polar Bears Spas & Wellness
Value $2,000 Spots available: 4 per page + campaign
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DIGITAL SEARCH CAMPAIGN Search is a great ad option for targeting people who are looking for information on a specific topic. With that in mind, our Google search campaign will target people who are a good match for the experiences you have to offer.
DIGITAL CAMPAIGN FOR FESTIVALS, EVENTS & ARTS Promote your festival, event or arts lineup with this powerful digital and social media marketing campaign, while leveraging Travel Manitoba’s brand and network.
Three seasonal campaigns will deliver your search ads directly to key target audiences. Geo-markets may include Manitoba, Canada and/or the U.S.
Travel Manitoba will use display and social media channels to target key audiences. Ads will run during the two-week period leading up to the start of an event.
Travel Manitoba will publish and manage your content through our Google account.
Campaigns will be run in two-week blocks throughout the year.
Seasons: ɰ Spring (January – April) ɰ Summer (May – August) ɰ Fall/Winter (September – December)
Value $1,500 per event campaign Spots available: 1 per festival, event or art exhibition (Maximum of 10 per campaign season, up to 25 spots per year based on availability)
Value ɰ $1,500/campaign – Partners provide keywords and ad copy featuring your content and branding for Travel Manitoba to publish and manage. ɰ $2,000/campaign – Travel Manitoba’s marketing team will build your ad copy and keywords for you. Spots available: 10 per season
Digital Campaign OVERALL RESULTS FROM 2025: • • •
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2.8 million impressions 260,125 total clicks 9.28% average click-through rate
ST. AMBROISE BEACH PROVINCIAL PARK
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Travel Trade and Incentive Travel The travel trade is a network of businesses whose activities include marketing, distribution and sales of global travel products, itineraries and travel experiences to other buyers and consumers. Travel trade is a collective term for tour operators, receptive tour operators and travel advisors. Incentive travel is a corporate marketing activity that uses unique travel experiences as rewards for people who achieve exceptional business performance. Corporate activities also include meetings, board retreats and executive leadership meetings. Tour Operators, Product Managers and travel advisors seek bucket-list, authentic and legendary products and experiences throughout all four seasons and in all areas of the province. Popular Manitoba itineraries may include: ɰ Aurora borealis and dark sky tourism ɰ Nature, wildlife viewing and unique photography opportunities ɰ Culinary experiences, eco-tourism and agri-tourism ɰ Indigenous experiences, arts and culture and museums ɰ Winnipeg attractions ɰ Self-drive itineraries throughout eastern, western, central and northern Manitoba (Riding Mountain National Park, Whiteshell Provincial Park, Hecla Provincial Park, Gimli, Morden, Thompson, etc.) ɰ Multi-day, multi-province itineraries involving potential promotion collaboration with neighbouring provinces ɰ Fishing (drive-to and fly-in)
Market Focus We promote our trade partners as preferred suppliers to the travel trade industry globally. The 2027 market focus may include: • •
Canada U.S.
• •
U.K. Germany
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• •
Australia Mexico
• •
Japan Netherlands
TRAVEL TRADE & INCENTIVE TRAVEL PARTNER OPPORTUNITIES Your Travel Trade Partnership includes: ɰ Your company name highlighted on profile and sell sheets ɰ Inclusion in the Travel Trade resources section on Travel Manitoba’s website ɰ Representation at travel trade shows, client events and sales missions ɰ Access to database information, research and reports Partnering with travel trade and incentive travel offers benefits such as: ɰ Maximizing your marketing reach by getting your product in global markets ɰ Strategic expansion of your network into existing and emerging markets ɰ Access to research and business intelligence on trends and consumer behaviour ɰ Improving organizational credibility through partnerships and collaboration with established tour operators and advisors.
ɰ Invitation to FAM (familiarization) trip industry networking/meet-and-greet events ɰ Inclusion in FAM trip opportunities, where applicable ɰ Research into new markets and niche market opportunities ɰ Access to assistance with developing itineraries ɰ Introductions and lead follow-up to Tour Operators, Product Managers and travel advisors Value $750 (one-year partnership)
Rendez-vous Canada Rendez-vous Canada (RVC) is Canada’s signature international tourism marketplace where the international travel trade connects with Canada’s tourism industry partners. This annual event rotates across Canada and provides international tourism industry leaders an opportunity to meet one-on-one in the marketplace. RVC creates a unique opportunity for our partners to participate in the tradeshow marketplace. You’ll have the opportunity to meet with travel buyers from all around the world as well as network with sellers from across Canada.
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TRAVEL TRADE DEDICATED EMAIL Promote your export-ready product with a dedicated email sent to Travel Manitoba’s travel trade contacts in core markets including North America, Germany and the U.K. Highlight a new offering, showcase your unique experiences and reach tour operators and travel advisors in international markets. Value $1,500 per issue Maximum of one opportunity per month starting January 2027
Travel Trade & Incentive Travel Activities Our market development team is dedicated to promoting Manitoba travel products and experiences through: ɰ Participating in travel trade marketplaces in applicable markets ɰ Assessing, securing and following up on all potential leads ɰ Hosting FAM (familiarization) tours ɰ Growth and diversification of Manitoba product in global markets ɰ Hosting partner webinars ɰ Investing in co-op advertising through joint marketing programs ɰ Hosting sales missions within core markets ɰ Conducting sales activities directed at incentive travel buyers ɰ Conducting product and destination training for buyers
Potential Travel Trade & Incentive Travel Shows In 2027 our team plans to attend the following events: • • • • • • • • • •
ɰ One on one mentoring of Manitoba industry partners on ‘How to work with trade’
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ɰ Production and distribution of Trade Connections newsletter
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28 2 0 2 7 PARTNE RS H I P O P P O RT U N I T I E S
Educational Travel Consortium Sales Mission – Germany and UK Rendez-vous Canada Travel Leaders Network Signature Travel Network Virtuoso Focus Australia Focus Japan Showcase Europe USTOA – U.S. Tour Operators Association) CITAP – Canadian Inbound Tourism Association Plus Sales Mission – U.S./Canada
PHOTO: JENNY WONG
CHURCHILL
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PHOTO: MEGAN MAXWELL
JESSICA L AKE
30 2 0 2 7 PARTNE RS H I P O P P O RT U N I T I E S
Material Submission Requirements For partners participating in our co-op marketing opportunities, we will provide a link to our online form to submit materials. We have established these guidelines to ensure all submitted materials align with Travel Manitoba’s values and brand standards, and to help achieve optimal impact for our partners. CONTENT PREVIEWS
ARTIFICIAL INTELLIGENCE (AI)
Previews will not be provided before content is posted to our social media channels. This ensures a streamlined and efficient process, allowing us to maintain a consistent and timely presence across our channels.
As noted, we do not accept images created by or altered using AI. Our focus is on showcasing authentic and engaging visuals that genuinely capture the essence and beauty of Manitoba. This commitment to authenticity helps us build trust and connection with our audience.
BRAND STANDARDS Travel Manitoba reserves the right to reject any submitted content that does not meet our brand standards. We strive to present high-quality, engaging and brand-consistent materials that reflect the unique and captivating experiences Manitoba has to offer. Your content should align with these values and standards to be considered for inclusion. IMAGE QUALITY We are not able to accept any images that are: ɰ Stock photos: Our focus is on showcasing authentic and engaging visuals that genuinely capture the essence and beauty of Manitoba. This commitment to authenticity helps us build trust and connection with our audience.
Travel Manitoba embraces the use of AI as an assistive technology for organizational effectiveness and efficiency with a commitment to ethical and trustworthy use. If using generative AI for copywriting, it is important to fact check all information provided, and to be aware of the risks of plagiarism. By adhering to these guidelines, you help us create cohesive and compelling marketing that highlights the best of what Manitoba has to offer. If you have any questions, please reach out to your partnership contact (page 7).
ɰ Poor-quality, outdated or repetitive: Some social media channels like Meta will actually reduce the number of impressions generated if the photos included in posts are deemed to be weak. Sending high-quality, new and recent photos will help maximize visibility for your posts. ɰ AI-generated or modified images or graphics: If you used AI to modify your image for a paid ad, your ad will be rejected by social media advertising platforms.
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21 Forks Market Road Winnipeg, Manitoba R3C 4T7 1-800-665-0040 www.travelmanitoba.com
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