Turning Marketing Investment into Results: Building Momentum into 2026–27

Strong marketing performance isn’t just about tracking impressions or clicks, it’s about creating measurable impact for Manitoba's tourism economy. As we launch our 2026–27 Marketing Plan, the results from 2024-25 prove that strategic, data-informed marketing investments continue to deliver meaningful returns for industry and government alike.

Travel Manitoba generated nearly $17 in visitor spending for every $1 invested across leisure marketing, travel trade and Hunt Fish Manitoba marketing in 2024-25, according to a Tourism Economics study. This is the first time in recent history we’ve retained a company to measure the true impact of our marketing efforts. Tourism Economics calculated our return on investment through data collected from our marketing partners at Adara, Expedia, Sojern, Air Canada, LoKnow, Fresh Tracks and Hatch64 along with Statistics Canada, Tourism Economics and our own data. Our marketing performance reflects the value of a diversified approach that meets travellers where they are and connects them directly to bookable experiences across the province.

Here's the full breakdown:

• For every $1 invested in our leisure marketing campaigns, Travel Manitoba generated $63.41 in visitor spending.
• For every $1 invested in travel trade, Travel Manitoba created $23.93 in visitor spending.
• For every $1 invested in Hunt Fish Manitoba marketing, Travel Manitoba drove $15.25 in visitor spending.
• The total visitor spending impact of attributable Travel Manitoba marketing activity reached $118.3 million in 2024–25.
• These efforts also generated $3 in direct provincial tax revenues for every $1 invested.

Tourism marketing plays an important role in supporting jobs, businesses, communities and provincial revenues.

As we launch our 2026–27 Marketing Plan, our focus remains clear: continue improving return on investment by targeting the right markets, the right travellers and the right experiences at the right time. Our focus begins with creating awareness and interest at the top of the marketing funnel, then extends to create leads to businesses and tourism packages in Manitoba. Using the tools of our marketing partners, we track clicks, impressions and purchases that stem from our marketing efforts.

We are prioritizing both domestic and international growth across our target markets, including:

• Canada
• United States
• United Kingdom
• Germany
• Australia

These markets were selected based on demand potential, air access, traveller behaviour and long-term growth opportunity.

We are using Destination Canada’s new Traveller Segmentation program to help us better identify and understand how to reach our potential high-value guests.

Our priority traveller segments include:

Outdoor Explorers – Adventurous travellers who prioritize discovery, adrenaline and authentic nature-based experiences. They seek personal growth through travel, love physical activity and value destinations that feel free-spirited and off the beaten path.

Culture Seekers – Sociable, curious travellers who thrive on cultural immersion, local connections, festivals and food. They value diversity, inclusion and sustainable travel and prefer vibrant communities with rich stories.

Refined Globetrotters – Discerning travellers who enjoy guided experiences, cuisine and cultural attractions delivered with a sense of security and bonding. They are motivated by authenticity.

This framework allows us to align marketing investment with traveller motivation and support our industry’s readiness to meet the spending potential of these target travellers.

Our go-to-market approach continues to evolve alongside traveller behaviour. We are aligning messaging and our creative across all channels while working closely with marketing partners to ensure consistency and impact.

Our approach includes:

• Integrated leisure marketing campaigns
• Strategic brand partnerships
• Targeted Hunt Fish Manitoba initiatives
• Dedicated Francophone, Indigenous and northern tourism marketing
• Strategic travel media and travel trade activity to position Manitoba internationally

Together, these efforts ensure Manitoba is not only represented and visible, but relevant and compelling in an increasingly crowded global marketplace.

As we look ahead to 2026–27, the travel landscape continues to shift in significant ways. Our industry is navigating economic and political uncertainty, climate change, evolving traveller expectations and rapid digital disruption. At the same time, demand for travel has never been stronger.

Travellers are:

• Choosing experiences over destinations
• Using AI tools to shape planning and discovery
• Seeking hidden gems and authentic places
• Being inspired by video, from cinematic storytelling to short-form social content
• These trends are reshaping how people decide where to go and present a powerful opportunity for Manitoba.

Our award-winning brand, Canada’s Heart is Calling, is designed to meet a moment just like this. It positions Manitoba as a place connecting to nature, culture, community and self with a heart-centred approach.

Manitoba has long been called Canada’s best-kept secret. More and more, though, that secret is getting out.

With the partnership of industry, we can continue to grow visitation, strengthen our tourism economy and ensure travellers leave Manitoba with experiences they will remember for years to come.

Read the marketing plan here.


This article was crafted with AI support.