For every marketing dollar directly invested by Travel Manitoba in the 2025-2026 year, $23 was returned to the province in visitor spending, according to Tourism Economics data shared by Travel Manitoba during their latest Annual General Meeting.
That over twentyfold return on investment supports Manitoba’s small businesses like local restaurants, hotels and accommodations, attractions, events and conferences, local retailers and transportation between our destinations. Travel Manitoba also shared that for every dollar spent on its marketing, $4 goes to government tax revenue to keep Manitobans healthy, active and engaged in our communities in all four corners of our province.
Travel Manitoba’s marketing results come on the heels of last month’s announcement that Statistics Canada found Manitoba’s tourism industry attracted almost $2.4 billion in visitor spending in 2025 from nearly 11.1 million visitors.
“Tourism plays a vital role in supporting communities and local economies across Manitoba,” said the Honourable Nellie Kennedy, Minister of Sport, Culture, Tourism and Heritage. “From our breathtaking parks, lakes and trails to our world-class festivals, cultural attractions and vibrant urban centres, Manitoba offers experiences you won’t find anywhere else. Every visitor who chooses Manitoba helps support local businesses, create good jobs and strengthen communities in every region of our province.”
“Tourism is a tariff-free export, with visitor spending generating almost $450 million in annual provincial tax revenue that contributes to priorities for Manitobans across the province,” noted Angela Cassie, Interim President and CEO. “Not only does tax revenue support Manitobans, we all benefit from the festivals, events, attractions, accommodations and culinary experiences that enrich our daily lives and draw visitors from across the country and around the world. What’s good for tourism is good for Manitoba.”
Travel Manitoba also discussed the impact of the Wildfire Resilience Assistance Program to help local lodges and outfitters protect property in case of a future wildfire and marketing activities showcasing Manitoba as a competitive destination in the face of changing technology during the meeting. Andy Pray, CEO and Co-founder of Wild Signal, shared how AI is shaping the tourism industry and provided industry-leading intel for tourism operators during the keynote presentation.
