Beyond the Bottom Line: How Manitoba’s Tourism Industry Enriches Us All

Tourism is a big deal for Manitoba.

Tourism is a big deal for Manitoba. It’s not just about the people who come to visit; it’s a vast industry that encompasses a wide variety of sectors, communities and the people who live here.

Manitoba’s tourism industry is on a remarkable journey and the future looks brighter than ever. In 2023, visitors spent over $1.82 billion exploring our province—bringing us closer to reaching $2.5 billion by 2030, a goal set in the ambitious Manitoba Tourism Strategy. This collaborative roadmap, developed by Travel Manitoba, the Government of Manitoba and the Manitoba Chambers of Commerce, highlights how tourism can uplift our economy, create meaningful jobs and improve the quality of life for everyone who calls Manitoba home.

Tourism has an incredible impact on the Manitoba economy. With 65 local chambers across the province, we see firsthand how tourism benefits every corner of Manitoba. It’s not just a sector—it’s a crucial economic driver that touches every community.
Chuck Davidson, President & CEO Manitoba Chambers of Commerce

As Davidson pointed out, tourism is a key to job creation and economic growth. But beyond the numbers, it’s the experiences we create for both visitors and residents that truly set Manitoba apart. As long as we continue to invest in this vibrant industry, tourism will continue to thrive and enhance the lives of all Manitobans.

Tourism is for Everyone

Tourism’s impact goes far beyond the dollars it brings in—it enriches our social and cultural fabric. “All Manitobans benefit from tourism,” shared Colin Ferguson, President and CEO of Travel Manitoba. “From our beautiful parks to cultural attractions, events and natural spaces, Manitobans get to enjoy these incredible amenities just as much as visitors do.”

However, there’s a common misconception that for tourism to thrive, residents somehow have to lose out. Nothing could be further from the truth, explained John Gunter, board chair of the newly formed Tourism Industry Association of Manitoba (TIAM) and President and CEO of Frontiers North Adventures.

When a community invests in great restaurants, attractions, public spaces, and hotels, residents benefit too—both from enjoying these facilities themselves and from the increased tax revenue reinvested in infrastructure, education and healthcare.
John Gunter, President & CEO Frontiers North Adventures

Tourism: A Pathway to Reconciliation

Tourism also plays a pivotal role in uplifting Indigenous communities. Holly Courchene, CEO of Indigenous Tourism Manitoba, has witnessed firsthand how tourism brings opportunities directly into Indigenous communities.

Many of our community members travel to nearby towns or cities for shopping, which takes money out of the community. Tourism flips that script—visitors spend money locally, boosting businesses, creating jobs and driving positive change.
Holly Courchene, CEO Indigenous Tourism Manitoba

Indigenous tourism is growing rapidly in Manitoba, with over 170 Indigenous-owned businesses now operating across the province. According to a 2023 Conference Board of Canada report, the sector contributes nearly $91 million to Manitoba’s GDP and supports more than 1,600 full-time jobs. As Courchene noted, “Indigenous tourism empowers communities, preserves our cultures, and gives us the opportunity to tell our own stories on our own terms.”

Tourism Creates Jobs, Builds Communities

The positive ripple effects of tourism don’t stop there. Manitoba’s tourism industry supported over 18,666 jobs in 2022, according to a Tourism Economics report. What’s exciting is that these jobs span a variety of sectors—hospitality, retail, recreation, and more—and they create opportunities for youth, newcomers, and first-time workers all across the province. As Gunter emphasized, “Tourism adds jobs gradually across different regions, contributing to economically diversified communities that aren’t reliant on just one employer or industry.” This steady job growth supports local economies and encourages the development of small businesses, which are the backbone of Manitoba’s vibrant communities. But it’s not just about the quantity of jobs—the quality matters too. Tourism jobs offer flexibility, creativity and opportunities to connect with people from around the world. And whether it’s in hospitality, transportation or even road maintenance, these roles all play a part in shaping the visitor experience.

Pride in Place and People

Resident pride is a crucial part of what makes Manitoba’s tourism industry so special. A 2024 Travel Manitoba survey by Leger Research found that 64 per cent of residents take pride in being from Manitoba, and 73 per cent are proud to make visitors feel welcome. This sense of pride extends beyond just hosting guests—it’s about being advocates for our province, sharing our stories and encouraging others to discover the magic of Manitoba.

Tourism fosters local pride. We have so much to celebrate—from polar bears and northern lights to our world-class festivals and vibrant cultural attractions. Our shared pride in these experiences helps us showcase Manitoba as the incredible destination it is.
Colin Ferguson, President & CEO Travel Manitoba

Together, with support from organizations like the Tourism Industry Association of Manitoba, Indigenous Tourism Manitoba, and the Manitoba Chambers of Commerce, the future of our industry looks strong and full of promise. As we continue to grow, the benefits will be felt by all Manitobans, both in the experiences we share and the opportunities we create. Learn more here.