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For Immediate Release

Winnipeg, Manitoba, April 15, 2024 – National Tourism Week kicks off today, and the province’s tourism organizations and businesses are celebrating with a week full of activities and the launch of a new tourism awareness campaign.

National Tourism Week, initiated by the Tourism Industry Association of Canada (TIAC), is an annual celebration of tourism’s economic contributions as a cornerstone of Canada’s prosperity. This year's theme is Canada: Powered by Tourism, a reference to the fact that tourism fuels the creation of 1 in 15 jobs nationwide and infuses over $100 billion in expenditures into the national economy.

In Manitoba, tourism accounts for over 18,000 jobs and provides opportunities for personal growth, skill development and career advancement. Visitor spending contributed more than $1.8 billion into the provincial economy in 2022, exceeding 2019 spending levels for the first time since the pandemic, and generating $338 million in provincial tax revenue that can be directed towards critical services like healthcare, education and infrastructure.

“There is no better time to showcase Manitoba as a world-class destination of choice for travellers from Manitoba, Canada and around the world,” said Glen Simard, Minister of Sport, Culture, Heritage, and Tourism. “Manitoba’s tourism industry continues to be a key contributor to our economy and the growth of our communities.”

“Tourism fosters local pride”, said Colin Ferguson, President & CEO of Travel Manitoba. “We can all be proud of our world class experiences like our northern lights and polar bear viewing, our fishing and hunting, our museums, festivals and events. These things set Manitoba apart, and the world is taking notice!”

Tourism also provides a platform for reconciliation. “Indigenous tourism offers the potential to change perspectives, preserve cultures, languages and traditions, and empowers Indigenous communities to lead economic development”, said Holly Courchene, CEO of Indigenous Tourism Manitoba.

As part of National Tourism Week, Travel Manitoba unveiled a new public awareness campaign with the goal of increasing recognition of the economic and social benefits tourism contributes throughout all sectors and regions of the province.

Under the banner of “This is Tourism”, the campaign is in part a response to a recent survey commissioned by Travel Manitoba and conducted by Probe Research that found Manitobans don’t see tourism as a stable career choice or offering clear opportunities for advancement. Industry stakeholders, such as the Manitoba Hotel Association and the Manitoba Restaurant and Foodservices Association, hope the campaign will counter these perceptions by demonstrating the variety of opportunities in tourism and how rewarding a career it can be.

Other activities this week include a tourism conference hosted by the recently formed Tourism Industry Association of Manitoba and a “mascot invasion” at the Winnipeg Richardson International Airport organized by Tourism Winnipeg, a division of Economic Development Winnipeg.

Travel Manitoba and Tourism Winnipeg are co-hosting the second annual Tourism Awards Winnipeg | Manitoba at Club Regent Event Centre in Winnipeg as part of this week’s activities. The awards honour achievements in the industry in 2023. Winners will be announced at the event on Wednesday, April 17.

Travel Manitoba is a Crown Corporation under provincial legislation that leads and stimulates sustainable tourism growth in Manitoba’s $1.8 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 & Stakeholder Engagement
lwhitfield@travelmanitoba.com