Manitoba Indigenous Tourism Strategy Progress Report 2024–25
MANITO AHBEE FESTIVAL
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.
MOON GATE GUEST HOUSE
Background
In 2017, Travel Manitoba and the Indigenous Tourism Association of Canada (ITAC) established a Memorandum of Understanding (MOU) to foster Indigenous tourism development in the province. The MOU was expanded when Indigenous Tourism Manitoba (ITM) formed in 2021, along with this partnership, which has led to significant progress in the development of Manitoba’s Indigenous tourism industry.
The purpose of this annual progress report is to provide an update on collective progress made by partners towards the strategic initiatives outlined in the Manitoba Indigenous Tourism Strategy. This report highlights the major accomplishments for the 2024-25 fiscal year. By documenting these achievements and identifying areas for improvement, this report aims to ensure continued progress and alignment.
Major Accomplishments
STRATEGIC GOAL: LEADERSHIP AND COLLABORATION –LEAD THE GROWTH OF THE INDIGENOUS TOURISM ECONOMY IN MANITOBA
Key Initiative:
Establish Indigenous Tourism Manitoba (ITM) as the lead advocacy and development organization for Indigenous tourism in the province.
ACCOMPLISHMENT LEAD
ITM led the development of an updated Manitoba Indigenous Tourism Strategy in 2024-25. The updated strategy will be officially launched in 2025-26. Travel Manitoba participated in the planning process for the new strategy.
Completed enhancements to the ITM website to allow ITM staff to make changes.
Hosted the second AGM, Conference and Mixer in Winnipeg with 100 total registrants.
Launched a successful ITM membership drive with 66 Indigenous members and 20 industry partners registering.
Establish a detailed work plan between Travel Manitoba, Indigenous Tourism Association of Canada (ITAC) and ITM to ensure a collaborative approach to industry development.
ACCOMPLISHMENT LEAD
Established a joint work plan. Ongoing meetings took place to ensure alignment and coordination of initiatives.
ITAC, ITM, Travel Manitoba
Develop an engagement strategy with key stakeholder groups to ensure a coordinated approach to stabilizing and building the Indigenous tourism sector.
ACCOMPLISHMENT LEAD
Hired a contractor to lead social media and public awareness initiatives for ITM.
Develop leadership capabilities within the Indigenous tourism industry in Manitoba.
ACCOMPLISHMENT LEAD
Held the second AGM and Conference with about 100 attendees and a mixer event in September.
ITM organized the Clear Lake Summit in September 2024 which brought together Indigenous operators, community members and tourism businesses to discuss opportunities to enhance Indigenous tourism in the area. A direct result was the creation of Oji-Cree Showcase and Market, the first Indigenous-owned retail store in Riding Mountain National Park featuring local Indigenous artisans.
Grass Grows River Flows, an Indigenous-led non-profit, was formed in the Riding Mountain National Park area. The organization has led business training for Indigenous entrepreneurs and a youth career fair.
ITM
ITM, Travel Manitoba, Grass Grows River Flows
Grass Grows River Flows
Advocate on behalf of the Indigenous tourism industry in Manitoba to build awareness and support.
ACCOMPLISHMENT LEAD
Met with the Honourable Ian Bushie, Minister of Natural Resources and Indigenous Futures in Brandon in July seeking support and or attendance to the ITM and Grass Grows River Flows Conferences.
Met with the Honourable Glen Simard Minister of Municipal and Northern Relations and Minister Bushie regarding support for ITM in October.
Supported Opaskwayak Cree Nation (OCN) meeting with the Honourable Nellie Kennedy, Minister of Sport, Culture, Heritage and Tourism, the Honourable Mike Moyes, Minister of Environment and Climate Change, and the Honourable Jamie Moses, Minister of Business, Mining Trade and Job Creation to discuss tourism development plans. Travel Manitoba supported OCN in preparing and presenting at the meeting.
Travel Manitoba presented alongside ITM at the Manitoba Chambers of Commerce Economic Development Tour in The Pas/OCN and participated in the University College of the North’s Linkages Conference in October.
ITM
OCN, Travel Manitoba
ITM, Travel Manitoba
Encourage Indigenous representation in key Manitoba tourism-related steering committees, boards and organizations.
ACCOMPLISHMENT LEAD
Ensured Travel Manitoba’s Board included Indigenous representation. Travel Manitoba
Continued ITM’s participation in the Manitoba Tourism Strategy Steering Committee and Travel Manitoba’s Northern Tourism Advisory Committee.
Joined as a member of Winnipeg Economic Development & Tourism’s Indigenous Advisory Council and attended a number of meetings.
Participated on a tourism impact steering committee for Clear Lake.
Participated on the Rendez-Vous Canada (RVC) Host Committee, leading Indigenous protocol.
ITM and Travel Manitoba
STRATEGIC GOAL: EXPERIENCE DEVELOPMENT –DEVELOP THE TOURISM READINESS OF AUTHENTIC INDIGENOUS TOURISM EXPERIENCES
Key Initiatives:
Identify and develop training programs through partnerships to address product knowledge, customer service, business operations, management, human resources, financial knowledge and marketing skills.
ACCOMPLISHMENT LEAD
Held the second annual ITM Conference in Winnipeg in September. The event provided training and networking opportunities for Indigenous-owned tourism operators.
Developed a tour guide training program and associated curriculum in 2024-25. The program will be piloted in 2025-26.
Worked with five First Nations communities on pow wow tourism readiness in 2024-25.
Stabilize existing businesses impacted by the pandemic.
ACCOMPLISHMENT LEAD
Regularly updated the Indigenous tourism business directory and evaluated the tourism readiness of the listed businesses.
Received a total of over $573,000 from ITAC’s Indigenous Tourism Fund’s Micro/Small Business stream for 23 Manitoba-based, Indigenous-owned tourism businesses.
Worked with a large number of businesses to complete Original Original certification. As of March 31, 22 Manitobabased businesses have been accredited by this national authentication system of Indigenous tourism experiences developed by ITAC.
Engaged directly with approximately 53 operators to support development. Of the 53 operators engaged, 30 Indigenous tourism products were further developed or adapted.
Conducted training for seven Indigenous tourism businesses to attend RVC.
Supported the start-up of Oji-Cree Showcase and Market in Riding Mountain National Park.
Began planning for a new location at The Forks to promote Indigenous tourism operators and host events to raise awareness about Indigenous tourism and drive traffic to these operators.
Conduct an economic impact assessment
ACCOMPLISHMENT
Released an economic impact study which determined that Manitoba’s Indigenous tourism industry contributed $53 million to Manitoba’s GDP, $24.8 million in provincial tax revenues and over 1,200 full-time-equivalent jobs. ITM issued a media release of the study results garnering over 13 million impressions.
ITAC
ITM ITAC
LEAD
STRATEGIC GOAL: MARKETING – SHARE OUR STORIES
Key Initiatives:
Conduct market research to better understand the potential of Manitoba Indigenous tourism products in domestic and international markets, including better defining target consumer segments and understanding perceptions and barriers.
ACCOMPLISHMENT LEAD
Released a report on The Untapped Potential of Canadian Indigenous Tourism which identifies key trends in interest and awareness of Indigenous tourism among Canadians.
Align messaging and marketing initiatives under the Adventure to Understanding brand, through development of a joint marketing plan between ITAC, ITM and Travel Manitoba on an annual basis.
ACCOMPLISHMENT LEAD
Coordinated marketing efforts for Manitoba’s Indigenous tourism industry to maximize resources. ITM, ITAC, Travel Manitoba
Worked with a contractor to develop social media content and added 490 new followers.
Successfully executed a dedicated marketing plan for the Indigenous tourism sector.
Travel Manitoba
Identify and integrate with other existing tourism marketing initiatives, including Destination Indigenous and Destination Canada so that Indigenous businesses in Manitoba can participate.
ACCOMPLISHMENT LEAD
Kept the Destination Indigenous website up to date. ITM
Continue to develop Manitoba Indigenous content assets including photography, videos and articles.
ACCOMPLISHMENT LEAD
Developed a new Adventure to Understanding video showcasing Indigenous-owned Turtle Village during the winter season, including ice fishing and glamping opportunities.
Travel Manitoba
Developed an Indigenous tourism visitor guide. ITM, Travel Manitoba, ITAC
Develop new Indigenous-focused tourism itineraries, packages and partnerships that encourage visitors to explore market-ready and export-ready experiences.
ACCOMPLISHMENT LEAD
Created a FAM itinerary for RVC that would be co-hosted in Winnipeg in May, 2025.
Hosted a mixer event in September in conjunction with its annual conference as a training opportunity for five Indigenous tourism operators preparing for RVC 2025.
Organized a best practice mission for Indigenous operators that focused on export-readiness, with the aim of learning from a more advanced province. Participants will apply what they’ve learned to enhance their own businesses and attract international visitors. Additionally, ITM arranged a local best practice mission in Manitoba for operators in development, allowing them to learn from a market-ready Indigenous tourism operator.
Assisted operators with promotional materials such as brochures, banners and tradeshow materials.
ITM, Travel Manitoba
ITM
Communicate the value of Indigenous tourism to Indigenous communities, business leaders and the general public.
ACCOMPLISHMENT LEAD
Designed and delivered a two and a half day session to the Churchill Training to Employment program participants for students looking to enter the hospitality sector.
Participated at the Vision Quest Conference which included delivering a pre-conference course titled Exploring Indigenous Tourism for Your Community – a three-hour session introducing Indigenous tourism concepts and community engagement approaches. ITM also participated in the trade show to promote its programs.
Conducted an awareness presentation for Brandon Tourism and Westman Tourism. The discussion centered on opportunities to integrate Indigenous tourism experiences within their regional offerings.
Delivered a webinar presentation in partnership with the Manitoba Association for Career Development. The session introduced participants to Indigenous Tourism Manitoba (ITM), outlined the services provided and offered an overview of Indigenous tourism and its growing role in Manitoba’s tourism landscape.
ITM
Conclusion and Next Steps
The Indigenous tourism industry in Manitoba continues to grow and progress. Indigenous Tourism Manitoba will be releasing an updated Manitoba Indigenous Tourism Strategy in 2025-26. This updated strategy will continue to build on ITM’s enhanced role as the lead Indigenous tourism organization in the province. Key initiatives in 2025-26 include piloting the Indigenous tour guide training program and addressing organizational sustainability.