2025 shaping up to be an excellent year for visitors to Churchill, new report suggests

Winnipeg, Manitoba, December 12, 2024 – A new study to determine the size and value of Churchill’s tourism industry and its economic impact in Manitoba shows just how heavily the small northern town relies on tourism, and the huge impact tourism there has on Manitoba’s economy. Tourism in Churchill contributes an estimated $99 million to the provincial GDP and creates an estimated 1,395 direct and indirect jobs. Visitors to Churchill spent an estimated $88 million in the province in 2023, including $10 million on accommodations, $13.5 million in restaurants and $24 million for guides and experiences.

"Churchill is becoming more and more of a year-round destination. It’s long been known as the Polar Bear Capital of the World, but the summer season of beluga whale watching has really taken off, and now the third season of northern lights viewing is attracting worldwide attention," said Colin Ferguson, President and CEO of Travel Manitoba.

Manitoba’s tourism strategy includes supporting the development of Churchill as a leading international destination. Roughly 25,000 people visited Churchill in 2023, many of them from international markets such as the U.S., U.K., and Australia. Ferguson said that to increase tourism revenue in Manitoba, future growth must come from international markets.

"Those visitors stay longer and spend more than domestic visitors”, he said. “They’re looking for the bucket list experiences that are hard to get anywhere in the world other than Churchill."

The study, which involved research, operator interviews, community surveys and economic impact modelling, also sought to shed light on the drivers of growth and the barriers to making Churchill a must-see, year-round destination. It found that continued development of northern lights experiences, along with more opportunities for fall excursions and Indigenous experiences offer the most promise.

"Tourists flock to experience not just the lights but also a diverse array of activities that highlight Churchill’s local and Indigenous cultures. Dog sledding, storytelling with Cree, Dené, Métis, and Inuit guides, and tours focused on the area’s ecological and historical significance are on the rise, offering visitors more authentic and immersive experiences," said Dave Daley, owner of Wapusk Adventures in Churchill.

One of the biggest challenges for Churchill tourism operators is finding and keeping staff, with staff housing being an ongoing issue. Manitoba welcomed 10.4 million visitors in 2023 who spent a record $1.82 billion throughout the province. Visitation exceeded 10 million for the first time since 2019, a positive sign the industry is moving beyond recovery to growth. Travel Manitoba is on target to reach $2.5 billion in spending from 12.8 million visitors annually by 2030.

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Travel Manitoba is a Crown Corporation under provincial legislation that leads and stimulates sustainable tourism growth in Manitoba’s $1.82 billion tourism industry. In partnership with the tourism industry, the agency is responsible for tourism marketing, visitor information services, research and public information.

For more information, please contact:
Linda Whitfield
Vice President, Communications and Stakeholder Engagement
lwhitfield@travelmanitoba.com
204-801-0258