Travel Manitoba's newest marketing plan outlines a robust strategy to position the province as a must-visit, four season destination. The plan includes various initiatives targeting a diverse range of audiences, including leisure travelers, hunters and anglers, travel trade, travel media, and key international markets.

“By focusing on diverse audience segments, leveraging digital technologies, and adopting an integrated approach, Travel Manitoba aims to drive visitation, increase visitor spending, and stimulate long-term growth in the tourism sector,” said Colin Ferguson, President & CEO, Travel Manitoba. “The success of these initiatives will not only benefit the province's economy but also contribute to establishing Manitoba as a top destination for travellers worldwide.”

In 2023, Travel Manitoba launched a refreshed brand, focusing on the emotional connection travellers have with places they visit through the powerful tagline, Canada’s Heart is Calling.

Reception of the new brand has been overwhelmingly positive and Travel Manitoba continues to apply the brand across all marketing assets, including through local creator collaborations for Travel Manitoba’s robust merchandise program and awareness marketing efforts outside of Manitoba.

The 2024 Marketing Plans build on the success of Canada’s Heart is Calling while adopting an integrated marketing approach to reach desired target markets for potential travellers. These markets include Manitoba, Canada, the United States, the United Kingdom, Germany and Australia.

Tactics Travel Manitoba will use include leveraging digital and traditional marketing through social media as well as news publications and outlets, emerging technologies like AI, partnerships with platforms such as TripAdvisor, Google, and Expedia, and innovative co-op marketing campaigns led by Travel Manitoba.

Leisure Market Initiatives

Seasonal campaigns will drive visitor interest in a variety of Manitoba experiences including outdoor adventures, unique accommodations, city-based getaways as well as interest-based travel for Francophone and Indigenous experiences. A Spring / Summer campaign and Fall / Winter campaign planned for 2024 will inspire travellers through video, social media, print and radio advertising.

Our flagship Inspiration Guide publication will reach residents in Manitoba as well as Saskatchewan, Northwest Ontario and through targeted distributions in Grand Forks and Fargo.

Digital offerings such as the Manitoba Explorer App and Manitoba Experience Passes contribute to the overall leisure market approach with convenient savings and rewards-driven activities.

Airline strategies in partnership with WestJet, Air Canada, Porter Airlines and United Airlines will further amplify Travel Manitoba’s marketing efforts in alignment with non-stop routes to Winnipeg for U.S. travellers.

Francophone and Indigenous Tourism

Recognizing the unique experiences Manitoba offers, there are specific strategies for Francophone and Indigenous tourism. Digital marketing, themed trails, content marketing, and collaborations with relevant organizations are all part of the plan to elevate these segments.

Northern Tourism

The vast northern region of Manitoba is positioned as a distinct tourism destination. Targeted efforts like seasonal direct mail campaigns, Bandwango initiatives, and featured content through Travel Manitoba’s core leisure campaign work together to drive interest in exploring Manitoba’s North.

Hunt Fish Market

With hunting and fishing being a key contributor to Manitoba's tourism economy, Travel Manitoba will run targeted campaigns through the Prairie Angling Program, a collaboration with Tourism Saskatchewan and Destination Canada, to promote fly-in, drive-to and ice fishing adventures. The Master Angler and Master Hunter programs, along with digital marketing and website enhancements, aim to further engage this specific audience.

Travel Trade

Travel Manitoba recognizes the importance of the travel trade sector and has plans in place for familiarization (FAM) trips, sponsorships and collaborations with Destination Canada to increase interest in Manitoba products through travel trade channels.

The travel trade team will be attending Rendez-vous Canada from May 14 to 17 in Edmonton, Alberta, to promote Manitoba to the world. At last year’s event, over 370 international buyers from Canada’s key markets attended as well as over 900 tourism industry delegates from across the country.

Media and Influencer Relations

Engaging with traditional and digital media, hosting media trips, and participating in key market events are all part of Travel Manitoba's strategy to garner positive coverage and inspire travel.Travel Manitoba will continue to partner with Destination Canada on media activities to expand reach and leverage resources, as well as continuing to host prioritized travel media and influencers from target markets on curated customized itineraries.

Read the 2024 Marketing Plan and subsequent plans for Indigenous Marketing, Francophone Marketing and Northern Manitoba Marketing in English or French here.