From Polar Bears to Partnerships: Building Manitoba’s Tourism Future Together

From August 26 to September 2, Travel Manitoba welcomed Destination Canada and a group of Australian managing directors from leading tour operators to Manitoba. This was no typical Familiarization (FAM) tour. Members of Destination Canada’s Strategic Advisory Group are highly influential leaders that shape how Canadian travel experiences are developed, positioned and sold in the Australian market. The goal was not only showcasing the amazing tourism assets in Winnipeg, Churchill and Riding Mountain National Park, but also sharing market insights and data, discussing opportunities to strengthen Manitoba’s position, product development and future partnerships. Discussions also highlighted Manitoba’s growing suite of export-ready experiences and opportunities to build demand beyond established products such as polar bear viewing with guests Winnipeg Economic Development & Tourism, Indigenous Tourism Manitoba and partners from Frontiers North Adventures and Churchill Wild.

The visit was particularly significant as we look to diversify international visitation and pursue growth opportunities beyond North America. Australia continues to show strong growth potential for Manitoba, and the relationships and insights developed through the gathering provide an important foundation for increasing our presence in this market.

Tourism is a tariff-free export that brings nearly $2 billion in visitor spending to Manitoba each year. Every visitor who chooses Manitoba contributes to local businesses, communities, attractions, accommodations, restaurants, outfitters and wages for tens of thousands of people working across the visitor economy in the province.

That makes partnerships within Manitoba, and in key markets around the world, an important part of growing the industry.

We want visitors to see Manitoba not simply as a place to visit, but as a place to connect, learn and experience unlike anywhere else. That spirit is captured through our Canada's Heart is Calling brand.

Read Matt Leedham's story in the Australian travel trades' premiere publication, Karryon, sharing his experience on the FAM and the operators they met here.

The visit was also an opportunity for Travel Manitoba to share our perspective on the opportunities and challenges facing tourism growth and how we can collectively work to break through those barriers.

Vice-President of Marketing Cody Chomiak presented to the group on innovation, growth and resilience in Manitoba’s tourism industry, creating an opportunity to exchange ideas with tourism advisors and industry experts from Australia.

These conversations matter as destination development doesn’t happen in isolation. Through the collaborative work of tourism operators, communities, destination organizations, governments, airlines, travel trade and international partners, the conditions for sustainable growth are found.

A special thank you to Destination Canada, to Air Canada for its generous support and to the many Manitoba tourism operators, attractions, Indigenous tourism businesses and communities who helped make this visit such a success.

And to our Australian guests: thank you for coming to see what makes Manitoba so special.

We will be unlocking the benefits to this trip for years to come. Now that we have laid some groundwork for Australia and other key international markets, we are uncovering new and different ways of working with partners like Destination Canada. The Australian managing directors and experts now have a greater sense of what makes Manitoba special and how to package, position and promote the province to Australian markets.

We now have access to this advisory group going forward and can continue to share new opportunities, challenges and insights with them for feedback and insight. While the trip itself was significant, this is just the beginning of our collaborative relationship with the Australian market.