Arts and Culture Tourism Summit: Meeting at the Intersection of Art, Culture and Tourism

Travel Manitoba hosted the second Arts and Culture Tourism Summit on March 4 at the Winnipeg Art Gallery–Qaumajuq. Experts from across the sectors addressed the group and presented data and survey findings, discussed the importance of building new audiences and conducted workshops and exercises. In addition, a panel with Indigenous artists and tourism operators discussed the importance of building relationships and working with Indigenous Peoples to expand Manitoba’s tourism offerings.

Bringing the Arts and Culture sector together with tourism makes perfect sense. We recognize the opportunity that visitors interested in arts and culture represent for growth. We see through research that Manitobans also have a high degree of pride in the province’s diverse arts and culture scene along with appealing festivals and events held throughout the year in our province. This summit is an opportunity to bring two like-minded sectors together for mutual benefit and continue working to support each other.

Angela Cassie, Chief Operating Officer, Travel Manitoba

Focusing on the intersectionality of the arts and culture with tourism sector, the full day summit offered over 100 attendees from museums, galleries, associations, festivals and tourism operators an opportunity to learn from experts like Kondwani Mwase of our National Arts Centre in Ottawa and Trudy Schroeder, the former Executive Director of the Winnipeg Symphony Orchestra.

Data and survey findings were presented by Jackie Tenuta of Travel Manitoba, including insights from the economic impact study conducted on the arts and culture tourist with the Manitoba Arts Council. Mary Agnes Welch of Probe Research reviewed the SWOT analysis from the last Arts and Culture Tourism Summit in 2023 and worked with the group to understand how things have evolved in 2025 and where they may go next.

A panel hosted by Darcie Guarderas of Tansi Solutions and Indigenous Tourism Manitoba discussed topics connected to Indigenous tourism and the arts, with Fred Spence of Spence Custom Carving, Diandre Thomas-Hart of the Manito Ahbee Festival and Florence Hamilton of Dene Routes offering invaluable perspectives and advice.

Yan Cong of Travel Manitoba presented on Destination Canada’s updated travel segmentation program along with recent survey findings on Manitobans’ views on the arts and culture offerings in the province. Rounding out the day, UpHouse Inc. conducted a workshop with attendees to brainstorm a marketing identity for Manitoba’s arts and culture sector.

Recognizing the challenges of marketing outside of Manitoba for many festivals, museums and rural events, the workshop sought to explore the possibility of developing a cohesive marketing plan that could represent the many different arts and culture groups throughout the province in potential future marketing campaigns. The day was filled with interactive sessions and deep discussions with colleagues from across the sectors.

View the agenda, speaker biographies and some presentations here