Reports & Findings

Browse published reports and studies on tourism in Manitoba.

Economic Impact Studies

Travel Manitoba conducts economic impact studies that help inform how well our industry and its sectors are performing and where industry resources may be needed. Tourism plays a pivotal role in enhancing overall economic prosperity and community well-being. Key economic terms are defined below to assist in your interpretation of these studies.

Definitions

Tourism Direct Gross Domestic Product (GDP)

This figure represents the total value of production of goods and services in the economy resulting from the initial expenditure under analysis (valued at market prices).
This includes expenses like hotel stays, meals and entertainment. Each item or service is counted only once to avoid duplication and provides an accurate picture of how much tourism contributes to the local economy.

Reference: Conference Board of Canada

Direct Economic Impact

Relates to the impact on “front-line” businesses initially receiving the expenditures under analysis. From a tourist spending perspective this can include all businesses such as hotels, restaurants, retail stores, transportation carriers, attraction facilities and so forth. From a business perspective this impact is limited only to that particular business or group of businesses involved.

Reference: Conference Board of Canada

Indirect Economic Impact

Refers to the impacts resulting from all intermediate rounds of production in the supply of goods and services to industry sectors identified either in the initial or direct impact phase. An example of this would be the supply and production of bed sheets for a hotel.

Reference: Conference Board of Canada

Induced Economic Impacts

These impacts are generated as a result of spending by employees (in the form of consumer spending) and businesses (in the form of investment) who benefited either directly (the initial or direct impact phase) or indirectly (the indirect impact phase) from the initial expenditures under analysis.
An example of induced consumer spending would be the impacts generated by hotel employees on typical consumer items such as groceries, shoes, cameras, etc. An example of induced business investment would be the impacts generated by spending retained earnings, attributable to the expenditures under analysis, on machinery and equipment.

Reference: Conference Board of Canada

Churchill Economic Impact Study

In 2024, Travel Manitoba commissioned Probe Research Inc. to study the economic impact of tourism in Churchill. The objectives of the report were to measure the size and value of Churchill's tourism industry for the 2023 calendar year and to understand the drivers of growth and barriers to tourism.

Watch the webinar and read the report here.

Hunt Fish Economic Impact Report

In 2020, Travel Manitoba commissioned Probe Research Inc. to study the economic and social impacts of Manitoba’s recreational hunting and fishing industry, both outfitted and non-outfitted. Probe Research conducted a detailed spending and attitudinal survey of outfitters, anglers and hunters.

Read the report summary here.

Other Research & Reports

Travel Manitoba works with other organizations both locally and nationally on research projects that enhance the competitiveness of Manitoba's tourism economy. This includes economic impact studies as well as research reports that address challenges and opportunities in Manitoba’s tourism landscape.

Evaluating the Tourism Potential of Manitoba’s Provincial Parks

In partnership with Manitoba Parks, Travel Manitoba retained MNP and a team of specialists to explore the potential for enhanced tourism in Manitoba Parks and the associated impact on the visitor economy. The study objectives focused on how to improve the visitor experience to increase visitor spending as well as how to increase the perceived value of parks to visitors, residents and investors.

Find the full report and executive summary here as well as additional reports from Manitoba Parks.