Visitor spending in Manitoba hits $1.89 billion, a record high for third consecutive year

Winnipeg, Manitoba – November 5, 2025 — Manitoba welcomed 10.6 million visitors in 2024 who spent a record $1.89 billion in the province, up from 10.4 million visitors who spent $1.82 million in 2023, Travel Manitoba reported at its Annual General Meeting today.

“Manitoba is an incredible four-season destination that offers Manitobans, Canadians and visitors from around the world the chance to enjoy beautiful, natural and authentic experiences in both rural and urban settings,” said the Honourable Nellie Kennedy, Minister of Sport, Culture, Heritage and Tourism, in her opening remarks to the AGM.

While the record spending and visitation are reasons for celebration, the impact of this summer’s record wildfire season may stall momentum in 2025.

“We have definitely seen challenges in 2025,” said Interim board chair Tim Johnston. “The impacts of the worst wildfire season in 30 years, coupled with growing political and economic uncertainty, are being felt across the tourism industry. Despite these challenges, the industry continues to be focused on sustainable growth. We are grateful to the Province of Manitoba for their increased investment in growing tourism in our province through Budget 2025.”

Johnston noted all Manitobans benefit from investments in tourism. “Tourism is an economic multiplier, with visitor spending generating almost $400 million in annual provincial tax revenue that is shared across the province,” Johnston said. “Tourism creates over 25,000 direct and indirect jobs in Manitoba and fosters local pride in our vibrant cultures and attractions.”

Travel Manitoba saw strong return on investment for its 2024-25 marketing campaigns, which generated at least $8.56 million in hotel and airline bookings to Manitoba and delivered 182,500 sales leads to tourism industry businesses.

“With every dollar invested in our leisure marketing campaigns, we are multiplying value for our industry partners and the economy,” said Travel Manitoba President and CEO Colin Ferguson. “These results speak to the strength of our industry and the power of Manitoba’s iconic Canada’s Heart is Calling brand to meet the moment.”

Other strong results from the 2024-25 year included a record number of non-resident fishing licence sales, up 34 per cent since the program began in 2022-23, the launch of GuideGeek, a new AI Travel Assistant which answered 13,900 questions from visitors and an innovative partnership with Destination Canada, Northwest Territories Tourism and Travel Yukon to target high-value guests in key U.S. cities, promoting Canada as the best place in the world to view northern lights.

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Travel Manitoba is a Crown Corporation under provincial legislation that leads and stimulates sustainable tourism growth in Manitoba’s $1.89 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
Louise Waldman Vice-President, Communications and Strategic Engagement
LWaldman@travelmanitoba.com 204-619-5953

Background:

Watch the 2024-25 Annual Report Video
Images of Colin Ferguson, President & CEO Travel Manitoba and Tim Johnston, Interim Chair, Travel Manitoba Board of Directors
Read the 2024-25 Annual Report