Aurora Summit Illuminates Opportunities in Manitoba

Travel Manitoba brought together operators, researchers, Indigenous tourism leaders, destination organizations and industry partners from across the province in Churchill June 22-24 to discuss aurora tourism. The Summit explored aurora tourism’s potential and the broader opportunities surrounding noctourism—the growing global trend of travelling to experience the dark sky at night, including aurora borealis or northern lights and the cosmos. Manitoba’s first and only designated Royal Astronomical Society of Canada (RASC) Dark-Sky Preserve is in Spruce Woods Provincial Park, but there are ample sites around the province to view the night sky without light pollution impacting the show.

Participants from Churchill, Flin Flon, The Pas, Clear Lake Country, the Interlake, Whiteshell, Falcon Lake and Winnipeg gathered to share ideas, research and practical strategies for strengthening Manitoba's position as one of the world's best destinations for aurora viewing.

On the first day of the event, participants learned about aurora tourism and emerging trends, including Churchill visitor insights from Probe Research and presentations from partners, including Fresh Tracks the Canadian tour operator. Further data was presented by Travel Manitoba and WildSignal on how artificial intelligence (AI) and large language models (LLM) share information on aurora viewing in Churchill. The second day included group workshops examining Manitoba's competitive advantages, using tools like a SWOT analysis and focus group discussions on our marketing position in promoting noctourism in Manitoba.

Churchill remains one of the world's iconic aurora destinations, and for good reason.

Its location under the auroral oval near magnetic midnight—the point when Earth's magnetic pole aligns between the observer and the sun—creates exceptional opportunities for viewing expansive auroral displays. Combined with minimal light pollution, limited vehicle traffic and extraordinary wildlife viewing experiences, Churchill offers visitors an experience few places can match.

Workshop participants identified several priorities that could strengthen Churchill's position even further, including:

• expanding the aurora season into the fall
• incorporating more Indigenous storytelling and cultural experiences
• improving transportation and visitor infrastructure
• streamlining permitting processes
• addressing housing and workforce shortages

The discussion emphasized that Churchill's greatest opportunity lies not in becoming bigger, but in becoming even better. Participants consistently agreed that remoteness is not a weakness—it is one of Churchill's greatest competitive advantages.

While Churchill and northern Manitoba remain flagship aurora destinations, participants also explored opportunities across the province to expand noctourism with the potential for aurora viewing.

Dark sky viewing, astronomy, constellation interpretation, cultural programming and guided evening experiences all have the potential to attract visitors while complementing existing tourism offerings. Communities including Flin Flon, The Pas, Riding Mountain National Park, the Interlake, the Whiteshell and Winnipeg all have opportunities to develop distinctive night-time tourism experiences.

Across both the Churchill and Manitoba-wide workshops, participants overwhelmingly identified Indigenous-led experiences as Manitoba's greatest opportunity to differentiate itself from competing destinations.

Ideas included:

• Indigenous storytelling connected to the northern lights
• cultural interpretation of the night sky
• community-led experiences
• opportunities to learn from Indigenous Knowledge Keepers

Participants saw tremendous value in incorporating Indigenous knowledge, traditions, stories and cultural perspectives that have existed for thousands of years alongside current understandings of the science.

Outside of Churchill, participants envisioned collaborative itineraries connecting destinations rather than standalone marketing. Destinations discussed how they can work together to create stronger regional experiences and encourage visitors to spend more time exploring Manitoba.

Ideas included packaging Winnipeg's arts, culture and culinary experiences with northern adventures, encouraging visitors to extend their stay by exploring multiple regions. Other areas of focus included improving noctourism training, creating consistent messaging and sharing marketing resources.

There was also recognition that developing more Indigenous-owned tourism businesses and storytelling experiences about the northern lights and nights sky would unlock future growth while building relationships and expanding the industry.

The Manitoba Aurora Summit demonstrated both the strength of our tourism industry and our willingness to work together.

Whether discussing research, artificial intelligence, destination marketing or visitor experiences, participants shared a common vision: grow thoughtfully while preserving what makes Manitoba unique.

The summit also reinforced that success will be measured not by becoming the biggest aurora destination in the world, but by recognizing our worth and becoming the best. Manitoba can offer memorable interconnected Indigenous, wildlife viewing and cultural experiences that create the trip of a lifetime.

When we embrace our authenticity, celebrate Indigenous cultures and harness our dark skies, we create experiences that leave visitors feeling connected to nature, community and to Manitoba itself.

Thank you to everyone who helped organize and participate in the Manitoba Aurora Summit. The conversations started in Churchill are only the beginning, and we look forward to continuing this work alongside partners across the province as we build Manitoba's future as a world-class destination for aurora viewing and noctourism.