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In 2023, 10.4 million visitors came to Manitoba generating a record $1.82 billion in spending, Travel Manitoba announced on Tuesday.
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This marks the second consecutive year of record-setting visitor spending, surpassing 2019 levels and signalling continued growth for the province’s tourism sector.
“Whether you’re visiting for the first time or coming back to get one more look at a polar bear, Manitoba is making itself known as an incredible place to come visit,” said Nellie Kennedy, Manitoba’s new Minister of Sport, Culture, Heritage and Tourism in a press release. “With our hundreds of lakes, stunning skies and our amazing mosaic of peoples and cultures, I’m excited to work with Travel Manitoba to welcome new and returning folks and highlight the benefits of tourism to all Manitobans.”
Travel Manitoba’s President and CEO, Colin Ferguson, highlighted the ongoing efforts to recover and grow visitation.
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“Manitoba has eclipsed 2019 visitor spending levels and we are making headway on recovering visitation. However, we must remain aggressive in our efforts. Critical and targeted investments will enable the industry to continue to grow,” Ferguson said. He emphasized the importance of reaching international markets to attract long-haul visitors.
The province’s Indigenous tourism sector has seen notable growth, with 170 Indigenous-owned businesses operating today, up from 81 in 2019. Major events such as the 2025 Grey Cup and Rendez-vous Canada are expected to drive further economic growth, Ferguson added.
Travel Manitoba’s marketing initiatives delivered millions of dollars in bookings and generated 320,000 leads for the tourism industry in 2023. Jon Schmiemann of Expedia praised the campaign, noting that it outperformed national benchmarks for room night growth.
Looking ahead, Travel Manitoba is targeting $2.5 billion in visitor spending from 12.8 million visitors by 2030. The tourism industry contributes $373 million annually in provincial tax revenue and supports over 25,000 direct and indirect jobs in Manitoba.
“Tourism is an economic multiplier and all Manitobans benefit,” said Tim Johnston, vice-chair of Travel Manitoba’s board of directors.
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