The Manitoba government, Travel Manitoba and the Manitoba Chambers of Commerce have launched a new provincial tourism strategy aimed at increasing tourist expenditures to $2.2 billion by 2022, Growth, Enterprise and Trade Minister Blaine Pedersen announced today.
“There is significant demand for the types of travel experiences Manitoba can offer, including northern and Indigenous tourism, and world-class water-based experiences such as fishing, paddling and lakeside recreation,” said Pedersen. “The strategy provides us with a roadmap to capitalize on these opportunities by setting clear goals and working together to position Manitoba as a unique and vibrant four-season destination.”
The Provincial Tourism Strategy identifies five goals for the sector:
• continuing to market and promote Manitoba through branding initiatives;
• investing in destination and experience development;
• improving transportation and mobile connectivity;
• fostering collaboration among all stakeholders; and
• building public support for tourism.
“We’re very proud of the accomplishments made to date, and we’re excited by the opportunity to reach our goal to increase tourism visitation expenditures to $2.2 billion by 2022,” said Colin Ferguson, president and CEO, Travel Manitoba. “Our strategy will fuel that growth by ensuring all key stakeholders have a clear vision for the future.”
Ferguson noted the strategy is based on extensive consultations with industry and supported by a steering committee, a measurement and monitoring system, and regular opportunities for stakeholder feedback.
“Manitoba has a professional, passionate and dedicated tourism industry, and this strategy will lead to tourism becoming an even greater economic driver for the province than it is today,” said Chuck Davidson, president and CEO, Manitoba Chambers of Commerce.
The minister confirmed the Provincial Tourism Strategy is the second sector strategy under the recently announced Economic Growth Action Plan. In their report, Growing Manitoba’s Economy, co-chairs Dave Angus and Barb Gamey recommended development of targeted sector strategies as a priority to foster competitiveness, facilitate growth, identify investment opportunities and address economic barriers in the province.
Manitoba’s tourism sector contributes more than three per cent to the province’s GDP, and expects to see a 19 per cent increase in visitors by 2022, attracting 12.6 million local, national and international visitors, up from 10.6 million visitors in 2016.
View the Provincial Tourism Strategy at www.travelmanitoba.com/tourism-industry/industry-resources/provincial-tourism-strategy/.
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