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Travel Manitoba Studies

Travel Manitoba conducts original research to enhance the organization's ability to promote Manitoba as a quality, year-round tourism destination, ensure exceptional visitor experiences, and foster a professional tourism industry.

Click below to view these reports.

2011 Travel Manitoba Fishing & Hunting Economic Evaluation

Travel Manitoba is pleased to provide the results of a recently completed economic assessment of Manitoba’s Hunting and Fishing industry. Local research company Kisquared conducted the evaluation, which included in-depth stakeholder interviews, and extensive surveys of 429 license holders and over 130 operators.

2010 Travel Manitoba Industry Survey

Travel Manitoba undertakes an annual survey with Manitoba's tourism industry in order to develop a sense of "real time" tourism traffic for operators; to generate visitation forecasting data; to implement an on-going process of consultation with industry to explore industry quality, and to determine the importance of various products and services offered by Travel Manitoba.

2010 Conversion Study

In 2010, Travel Manitoba commissioned kisquared to conduct its 2010 Tourism Conversion Study. The purpose of this study is to estimate the conversion of Manitoba tourism inquiries into actual tourist visits to Manitoba, and gather data on travel preferences and influencers, the quality of travel information services, trip planning patterns, demographic profiles, and vacation planning behaviour.

2009 Conversion Study

Travel Manitoba commissioned kisquared to conduct its 2009 Conversion Study. The purpose of this study is to estimate the conversion of Manitoba tourism inquiries into actual tourist visits to Manitoba and gather data on travel preferences and influencers, the quality of travel information services, trip planning patterns, demographic profiles and vacation planning behaviour.

Findings from this study are used to refine existing programs and plan future initiatives. The 2009 Conversion Study is a follow-up to conversion studies previously conducted by kisquared since 2001.

2009 Travel Manitoba Trip Diary Summary Report

In 2009, Travel Manitoba, along with its research associate kisquared and 46 industry partners conducted another Trip Diary Study as a follow up to the benchmark 2007-2008 study. This annual survey captures information about visitor characteristics, trip characteristics, travel attitudes and spending patterns over a full range of visitor types.

2008 Travel Manitoba Industry Survey - Fall 2008

Last year, Travel Manitoba undertook a second survey with Manitoba's tourism industry in order to develop a sense of "real time" tourism traffic for operators; to generate visitation forecasting data; to implement an on-going process of consultation with industry to explore industry quality, and to determine the importance of various products and services offered by Travel Manitoba.

2008 Travel Manitoba Trip Diary Summary Report

In 2008, Travel Manitoba, along with its research associate kisquared and 55 industry partners, began conducting the 2007-2008 Trip Diary Study. This annual survey captures information about visitor characteristics, trip characteristics, travel attitudes and spending patterns over a full range of visitor types.

2008 Travel Manitoba Industry Survey - Visitor Services

Conducted in January 2008 by Winnipeg research firm kisquared, this survey gathered opinions from 400 operators on Travel Manitoba's Visitor Services functions.

Part of an ongoing market intelligence project these on-going surveys will be used to get a better sense of Manitoba tourism traffic, generate visitation forecasting data, explore industry quality initiatives and determine industry satisfaction with Travel Manitoba.

2007 Conversion Study

In 2007, Travel Manitoba commissioned kisquared to conduct its 2007 Tourism Conversion Study. The purpose of this study is to estimate the conversion of Manitoba tourism inquiries into actual tourist visits to Manitoba, and gather data on travel preferences and influencers, the quality of travel information services, trip planning patterns, demographic profiles, and vacation planning behaviour.

2007 Travel Manitoba WHTI Study

The Western Hemisphere Travel Initiative (WHTI) is a new US law that requires all US citizens to carry a valid passport, or other appropriate secure document, in order to return to the US from within the western hemisphere. This is a change from previous travel document requirements.

2007 Tour Operator Study

The purpose of this project is to update Travel Manitoba's current database of national and international tour operators (excluding Manitoba) and to determine what Manitoba tourism products are selling and if not, examine rational for low/no sales.

2006 Master Angler Study

Manitoba's Master Angler Program ("the program") is an important component of Travel Manitoba's promotion of sport fishing, and acknowledged as one of the longest running and best established angler recognition programs in North America. Travel Manitoba is seeking to expand its contact with Master Anglers and ascertain their interest and preferences in a variety of areas.

2006 Manitoba Winter Tourism Study

Travel Manitoba initiated this study to help further realize the potential of the province's winter season leisure tourism product base. The purpose of the study was to assess the current status, challenges and opportunities for the winter tourism product sector and identify those products with greatest potential to increase tourism visitation to Manitoba during the winter months.

2005 Conversion Study

In early 2006, Travel Manitoba commissioned kisquared to conduct its 2005 Tourism Conversion Study. The purpose of this study is to estimate the conversion of Manitoba tourism inquiries into actual tourist visits to Manitoba, and gather data on travel preferences and influencers, the quality of travel information services, trip planning patterns, demographic profiles, and vacation planning behaviour.