Travel Manitoba is inviting visitors from across Canada and the U.S. to explore the province this spring and summer with a $1.35 million marketing campaign to help bolster tourism recovery following the 2025 wildfire season and inspire Canadians to travel within Canada.
This year’s campaign is themed around the “Your Heart, Right Place” line, building on our province’s location at the heart of North America. Marketing will reach primary markets in Manitoba, Saskatchewan, Northwestern Ontario, Calgary and North Dakota. Secondary markets include locations with direct air access to Winnipeg, like St. John’s, Los Angeles, Denver, Atlanta and Chicago as well as the avid recreational vehicle travellers from Quebec.
A recent poll from Leger found that two thirds (67 per cent) of Canadians are looking to travel this spring, up from the post-pandemic high of 54 per cent in 2024. The increase in travel plans are focused on domestic trips with over half of Canadians looking to travel within Canada and one third in their home province.
The seasonal campaign invites visitors through English and French videos and ads highlighting some of the amazing tourism experiences found in Manitoba, including our stunning stays, urban escapes, road trips, the North, Indigenous experiences and festivals, events and the arts.
The overall direct economic impact of Travel Manitoba’s marketing initiatives helped to generate $118 million in visitor spending and $21 million in provincial tax revenue in 2024-25 according to a recent study by Tourism Economics. For every dollar Travel Manitoba invested in marketing, $17 was returned in visitor spending.
“Our marketing program celebrates the amazing places and friendly people within Manitoba while generating incredible return on investment for our province,” said Cody Chomiak, Vice-President of Marketing at Travel Manitoba. “While many destinations are experiencing challenges with things like overtourism, Manitoba is a welcoming province with so much to explore and offers a great opportunity for locals and Canadians to discover more of their own country.”
The campaign commercials and ads will air on broadcast network television, streaming services like Netflix, Amazon and Disney + as well as Cineplex theatres and Meta social media platforms. Radio and newsprint ads will run on Bell Media radio, Spotify, The Winnipeg Free Press, Filipino Journal, La LiberteĢ, Savour magazine and weekly newspapers across the province.
Tourism businesses and attractions will get incredible profile through opportunities with Lonely Planet, Expedia and CTV Morning Live. These opportunities are geared at attracting key audiences including outdoor explorers, Polar bear and beluga enthusiasts and travellers from Canada and the U.S. looking for off the beaten path adventures. Travel Manitoba also offers all tourism operators in the province low-cost and no-cost opportunities to connect with potential guests like sharing events on our website or our popular 10 Things To Do in Manitoba blog.
The campaign launch coincides with National Tourism Week, which recognizes tourism as an economic driver. Tourism is a tariff-free export that is growing faster than any other segment of the economy. The fourth annual Tourism Awards, celebrating excellence in our local industry, will also take place Thursday, April 23 at the RBC Winnipeg Convention Centre.
Visitors can find out more about travel itineraries, road trips, stunning stays and festivals at travelmanitoba.com.
