Manitoba encompasses Treaty Territories and 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.
Travel Manitoba and the Indigenous Tourism Association of Canada (ITAC) signed a three-year Memorandum of Understanding (MOU) in 2017 to jointly foster the development of the Indigenous tourism sector in Manitoba. Several significant accomplishments were achieved under the MOU, including the development and implementation of the Manitoba Indigenous Tourism Strategy, which was officially launched in April 2019, as well as the establishment of Indigenous Tourism Manitoba (ITM) in 2020.
In 2021, the Manitoba Indigenous Tourism Strategy was updated to reflect the progress made to date, the need for pandemic recovery and the anticipated future role of the ITM. The updated strategy was the basis for signing a new MOU to renew the partnership between Travel Manitoba and ITAC and to add ITM as a strategic partner.
As with the original strategy, success will depend on the alignment of efforts towards a common goal. The Manitoba Tourism Strategy identifies Indigenous tourism experiences as an important part of visiting Manitoba and these experiences have high potential to be recognized as iconic Canadian tourism products that capture the attention of visitors from around the world. The updated strategy is aligned with the Manitoba Tourism Strategy and with the four strategic pillars of ITAC’s five-year strategic plan “Accelerating Indigenous Tourism Growth in Canada 2019-2024.”
Vision
A prosperous Indigenous tourism industry across Manitoba, sharing authentic, unique and engaging experiences.
Mission
Sharing our stories, supporting and strengthening the Indigenous tourism economy in Manitoba.
Targets
• Ensure stabilization and recovery of Indigenous tourism businesses in Manitoba to achieve a 20% increase in market-ready and export-ready businesses by 2025.
• Return to 2019 employment and GDP levels by 2025.
• Align tourism training programs to meet the specific needs of Indigenous businesses on an annual basis.
National Indigenous People’s Day, Thompson
Summary of Key 2021–22 Accomplishments
• ITM held its first ever virtual summit: Honouring Culture and Sharing Tradition a strong future for Indigenous Tourism in Manitoba.
• Destination Indigenous now features 4 export-ready and 14 market-ready Manitoba Indigenous businesses and events.
• The ITM business plan was drafted and ITM hired its first CEO.
• The number of market-ready and export-ready Indigenous businesses has increased to 55, a 42% increase over 2020.
• Employment and GDP levels have started to recover. In 2021, the number of jobs increased to 912 from a low of 547 jobs in 2020, 73% of 2019 levels. In that same period, GDP has increased to $29.9M from $14.3M in 2020, 72% of 2019 levels.
COVID-19 Impact on the Sector – % decline from 2019
Source: The Impact of COVID-19 on Canada’s Indigenous Tourism Sector: 2021 update, The Conference Board of Canada
Strategic Goals and Results
Strategic Goal 1
Leadership & Collaboration –Lead the Growth of the Indigenous Tourism Economy in Manitoba.
Key Initiatives:
1. Establish the Manitoba Indigenous Tourism Association as the lead advocacy and development organization for Indigenous tourism in the province by identifying resources and developing a business plan.
Status: In Progress
• Travel Manitoba and ITAC retained a consultant to draft a business plan and governance documents for the newly formed ITM. A draft business plan and board manual were complete by December 2021.
• ITM appointed its first CEO in February 2022.
2. Establish a detailed work plan each year between Travel Manitoba, ITAC and ITM to ensure a collaborative approach to industry development.
Status: Complete for 2022/23
• Travel Manitoba, ITAC and ITM have developed the 2022/23 work plan.
3. Develop an engagement strategy with key stakeholder groups to ensure a coordinated approach to stabilizing and building the Indigenous tourism sector in Manitoba.
Status: In Progress
• ITM will be leading the implementation of the stakeholder engagement strategy in 2022/23.
4. Develop leadership capabilities within the Indigenous tourism sector in Manitoba by hosting an annual event that builds leadership and highlights best practices and by hosting the International Indigenous Tourism Conference in 2022.
Status: In Progress
• In September 2021, ITM hosted it’s first virtual summit in partnership with Travel Manitoba and ITAC. The twomorning virtual event included sessions for Indigenous-owned businesses including presentations on running and marketing businesses digitally, partnerships in the tourism industry and best business practices. The two-day summit had 172 registrants.
• Organizers have postponed the International Indigenous Tourism Conference until March 2023. ITAC has initiated planning for the event in partnership with Travel Manitoba and ITM.
Cree-Ations & Artists Showcase, Winnipeg
5. Cultivate the development of ITM board members with consideration of regional and sectoral representation.
Status: In Progress
• The inaugural ITM board was established in 2020. ITM is leading work to increase board representation across regional and sectoral spectrums.
6. Advocate on behalf of the Indigenous tourism industry in Manitoba to build awareness and support by:
i. Engaging with the Indigenous tourism sectors in Manitoba to identify challenges, opportunities and issues, ensuring tourism businesses in all regions of the province are invited to provide input; and
ii. Developing a government/public support and awareness plan.
Status: In Progress
• The ITAC Manitoba Regional Coordinator has been reaching out to Indigenous communities who are interested in developing tourism as a mechanism for economic development. Ongoing COVID-19 restrictions and outbreaks have limited the ability to meet with communities, however, meetings have taken place with Opaskwayak Cree Nation, Fisher River Cree Nation, Peguis First Nation and Long Plan First Nation.
7. Encourage Indigenous representation in key Manitoba tourism related steering committees, boards and organizations.
Status: In Progress
• Travel Manitoba is working to encourage increased Indigenous representation on the Travel Manitoba Board as well as advisory committees established by the organization.
Northern Manitoba Trapper’s Festival
Heritage North Museum, Thompson
Buffalo Point
PHOTO: COPILOT COLLECTIVE
Strategic Goal 2
Experience Development –Develop the Tourism Readiness of Authentic Indigenous Tourism Experiences
Key Initiatives:
1. Identify and develop training programs through partnerships to address product knowledge, customer service, business operations, management, human resources, financial knowledge and marketing skills.
Status: In Progress
• Training sessions for Manitoba’s Indigenous tourism sector were built into the Manitoba Indigenous Tourism Association Summit held in September 2021. Topics included digital marketing, insurance and research on the market potential for Indigenous tourism in Manitoba.
2. Stabilize existing businesses impacted by the pandemic. During market recovery, retain, improve and develop new experiences with an aim to advance tourism readiness by:
i. Updating the inventory of Indigenous tourism experiences on an ongoing basis to support marketing, advocacy and product stabilization efforts;
ii. Advocating for business supports and funding to aid business retention and recovery;
iii. Supporting the development of 1–2 boulder experiences that will appeal to international visitors; and
iv. Adopting a national system of authentication of Indigenous tourism experiences.
Status: In Progress
• ITAC’s Manitoba Regional Coordinator continues to work directly with Indigenous tourism businesses in Manitoba to support businesses through the pandemic and in the long-run increase the number of market- and export-ready businesses.
• The inventory of Indigenous tourism experiences is updated on a continuous basis. The number of Indigenous tourism operators has grown from 81 to 144 since 2019 and the number of market and exportready tourism operators has increased from 27 to 55.
• Travel Manitoba is investing nearly $272,000 to support the development or enhancement of 14 Indigenous tourism projects under its Tourism Innovation and Recovery Fund (TIRF). The TIRF program guidelines specified 15 per cent of available funding would be committed to the development or enhancement of authentic Indigenous tourism experiences. Due to the high number of quality application from Indigenous tourism operators, the program exceeded the requirement with 28% of total funding under the program allocated to Indigenous tourism experiences.
• ITAC has announced Project RISE, an accreditation program for Indigenous tourism businesses. The program is included in ITAC’s 2022-2025 strategic plan.
3. Conduct economic impact assessments of Manitoba’s Indigenous tourism industry on a bi-annual basis including GDP, employment and revenue impacts. In 2021, conduct an in-depth assessment of the industry and its needs.
Status: Complete
• ITAC commissioned The Conference Board of Canada to provide an updated economic assessment of Canada’s Indigenous tourism sector under the COVID-19 pandemic. The report builds off research conducted in 2020 and applies new information gathered from Indigenous tourism operators and ITAC’s stakeholders in the Spring-Summer 2021.
• The findings indicate there are at least 1,889 entrepreneurs and organizations participating in Canada’s Indigenous tourism sector and just over 18,000 people work in the sector’s associated industries.
• The report indicates the combined direct economic footprint for the Indigenous tourism sector in Manitoba in 2021 exceeded $29 million in GDP (72% of 2019 GDP level) and accounted for 912 jobs (73% of 2019 job numbers).
Feast Cafe Bistro
Strategic Goal 3
Key Initiatives
1. 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.
Status: Complete
• Travel Manitoba contracted Probe Research to survey Manitobans about their interest in and awareness of Authentic Indigenous tourism experiences in the province. The results from the survey show strong interest in Indigenous tourism.
– Key opportunity groups include women, parents and younger adults. Outdoor adventures and nature experiences as well as the chance to stay in an Indigenous accommodation such as a tipi are particularly appealing to these groups.
– Key drivers of interest in an authentic tourism experience are willingness to support Indigenous-owned businesses and genuine desire to interact and learn from an Elder:
˚ 78% are keen to learn about Indigenous culture if it’s led by an Indigenous person; and
˚ 72% want to know their tourist dollars will directly benefit Indigenous communities.
– The key barriers to participation in Indigenous tourism were:
˚ Lack of knowledge – 63% of respondents where unsure where to find information about experiences; and
˚ Anxiety – 50% of respondents said they were worried they might do or say the wrong thing.
• Travel Manitoba also contracted Probe Research to survey 500 First Nations, Inuit and Métis people in Manitoba. The results indicated that Indigenous Peoples in Manitoba are generally very open and welcoming to tourists and view the sharing of their culture as a way to create jobs and work towards reconciliation.
– Three in five Indigenous respondents strongly agree that tourists would be welcome in their community. This sentiment carries on- and off-reserve and among both Métis and First Nations peoples.
– Nearly three in five strongly agree that boosting tourism is a good way to increase employment in Indigenous communities.
– There are some limits to the willingness to open up Indigenous culture to visitors. Allowing tourists to experience spiritual or medicinal cultural practices such as sweat lodges or medicine picking was viewed as somewhat less acceptable, however, one in four respondents did say sharing these spiritual practices with visitors is very acceptable. In general, Indigenous respondents were more likely to be comfortable inviting tourists to hear stories told by elders, attend pow-wows, craft workshops or go on guided hunting and fishing trips.
– There is some concern about ensuring Indigenous people benefit directly from tourism in their communities and that non-Indigenous people do not profit from or appropriate Indigenous culture. Three in five Indigenous people in Manitoba strongly agree that Indigenous Peoples must reap the benefits from Indigenous tourism, and nearly one-half
(particularly women) are very worried about their culture being exploited by non-Indigenous tourism operators.
2. 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.
Status: Delayed
• Due to significant marketing disruptions as a result of the pandemic, a joint marketing plan was not developed in 2021/22. A joint marketing plan for 2022/23 is in development.
3. Identify and integrate with other existing tourism marketing initiatives, including Destination Indigenous and Destination Canada so that Indigenous businesses in Manitoba can participate. Ensure that all export-ready experiences are included on the Destination Indigenous website on an annual basis.
• Destination Indigenous now features 4 export-ready and 14 market-ready Manitoba Indigenous businesses and events.
4. Continue to develop Manitoba Indigenous content assets including photography, videos and articles. Develop an inventory of Indigenous content development talent.
Status: In Progress
• Travel Manitoba created the Adventure to Understanding video as well as Destination Spotlight videos to highlight the following Indigenous tourism experiences:
– National Residential School Museum of Canada – Qaumajuq – Churchill – Wildlife, Storytelling & Indigenous History – Borealis Beading – Bannock Point Petroforms
– Winnipeg - Heart of Turtle Island
• Travel Manitoba collaborated with a local Indigenous content creator on a summer road trip content project to Gimli that featured a local Indigenous business.
• An Indigenous Experiences page is included in Travel Manitoba’s Things To Do section of the website.
• Elle Canada, Smithsonian Magazine and The Washington Post ran articles featuring Qaumajuq and Explore magazine included Wapusk Adventures in their article “40 Indigenous-led Outdoor Experiences across Canada”.
• Travel Manitoba sponsored a six-page feature about Manitoba Indigenous travel experiences in the German publication 360° Kanada.
• ITAC launched The Original Original film and poster series, a collection of striking imagery that visually encapsulates the spirit of Indigenous travel experiences across Canada. The campaign features Wapusk Adventures in Churchill.
Qaumajuq
5. Develop new Indigenous-focused tourism itineraries, packages and partnerships that encourage visitors to explore market-ready and exportready experiences.
Status: In Progress
• One Manitoba Indigenous package, Moon Gate Guest House, has been included on Destination Indigenous.
• Indigenous content and partners are included in Travel Manitoba itineraries where possible.
6. Communicate the value of Indigenous tourism to Indigenous communities, businesses, leaders, government and the general public.
Status: In Progress
• ITAC and ITM are taking progressive steps in supporting Indigenous tourism operators to enhance opportunities for economic growth through communitybased tourism development. A first draft of the advocacy plan, ITM Toolkit, was completed and presented. After review, Travel Manitoba determined the toolkit needs a different focus. Travel Manitoba and ITAC have outlined a revised plan that is currently in development.
Conclusion
ITAC, Travel Manitoba and ITM have made considerable progress in advancing the Manitoba Indigenous Tourism Strategy. Employment and GDP have started to rebound from the devastating effects of the pandemic. The number of authentic market- and export-ready tourism products continue to increase and progress continues to be made in the development of Indigenous content and marketing assets and the promotion of Indigenous tourism experiences through blog posts, videos, earned media and through the Adventure to Understanding and The Original Original brands. The strategy will continue to be regularly reviewed and adapted as circumstances warrant and as progress is made towards achieving the vision of a prosperous Indigenous tourism industry across Manitoba, sharing authentic, unique and engaging experiences.
