Manitoba Indigenous Tourism Strategy Progress Report 2022-23
Indigenous Tourism Strategy » Progress Report
Introduction LAND ACKNOWLEDGEMENT •
Manitoba encompasses Treaty 1, 2, 3, 4 and 5 Territories and communities who are signatories to Treaties 6 and 10. Manitoba is located on the ancestral land of the Anishinaabeg, Anishininewuk, Dakota Oyate, Denesuline and Nehethowuk Nations and is the Homeland of the Red River Métis. Northern Manitoba includes lands that were and are the ancestral lands of the Inuit.
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Introduction STRATEGY BACKGROUND •
In 2017, Travel Manitoba and the Indigenous Tourism Association of Canada (ITAC) established a three-year Memorandum of Understanding (MOU) to foster growth of the Indigenous tourism sector in the province.
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Based on industry input through regional engagement sessions as well as direction from the Manitoba Indigenous Tourism Advisory Committee, the Manitoba Indigenous Tourism Strategy was launched in 2019.
Photo: Indigenous Tourism Association of Canada
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Introduction STRATEGY UPDATE •
In 2020, Indigenous Tourism Manitoba (ITM), an association led by and for the Indigenous tourism sector, was established.
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The MOU and strategy were both renewed in 2021 to reflect the need for pandemic recovery.
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This progress report acknowledges significant progress made on delivering the strategy from April 2022 to March 2023 (2022-23). Photo: Indigenous Tourism Association of Canada
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VISION
A prosperous Indigenous tourism industry across Manitoba, sharing authentic, unique and engaging experiences. MISSION
Sharing our stories, supporting and strengthening the Indigenous tourism economy in Manitoba.
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Introduction STRATEGY TARGETS
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Ensure stabilization and recovery of Indigenous tourism businesses in Manitoba to achieve a 20 per cent increase in market-ready and export-ready businesses by 2025.
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Return to 2019 employment and GDP levels by 2025.
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Align tourism training programs to meet the specific needs of Indigenous businesses on an annual basis.
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STRATEGIC GOAL #1
Leadership & Collaboration Lead the growth of the Indigenous tourism economy in Manitoba. Indigenous Tourism Strategy » Progress Report
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Accomplishments ESTABLISH INDIGENOUS TOURISM MANITOBA •
The ITM board appointed Holly Courchene as CEO in May, 2022. Significant progress has been made since establishing the organization, including: • Development of a business plan, • Development of governance and policy documents, • Establishment of financial and operational systems, • Launch of a website, marketing materials and a booth, • Launch of a new brand, • Development of a membership guide and launch of a membership drive, and • Securing funding from a number of sources for operations and programing for 2023-24.
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Accomplishments CREATE A DETAILED INTEGRATED WORK PLAN
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ITAC, ITM and Travel Manitoba developed a detailed work plan for 2023-24. • The committee typically meets on a monthly basis to gauge progress and make tactical adjustments to the work plan as needed.
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Accomplishments DEVELOP AN ENGAGEMENT STRATEGY
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ITM is leading the development of an industry and consumer engagement strategy, which will be completed in 2023-24.
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Accomplishments DEVELOP LEADERSHIP CAPABILITIES WITHIN THE INDIGENOUS TOURISM SECTOR
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The International Indigenous Tourism Conference was held between March 8 and 10 in Winnipeg with nearly 1,100 delegates from around the globe, making it the largest conference of its kind in the world. About 25 per cent of conference delegates were from Manitoba, with the remainder originating from the rest of Canada or international locations. Fifty-seven Indigenous tourism operators from Manitoba were present at the event.
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Travel Manitoba participated on the conference planning committee and sponsored the Welcome Reception including creation of the opening video and created two additional videos showcasing the accomplishments under the MOU and highlighting the new ITM brand.
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Accomplishments (cont.) DEVELOP LEADERSHIP CAPABILITIES WITHIN THE INDIGENOUS TOURISM SECTOR
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Conference attendees were offered the opportunity to participate in a local Indigenous tour or cultural workshop. All experiences were carefully selected by ITM and Travel Manitoba to highlight local Manitoba Indigenous tourism businesses and cultural experiences.
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Travel Manitoba’s media and influencer relations team and travel trade team worked with ITAC to host pre-conference familiarization tours for key accounts in media and travel trade. The fourday tour included Indigenous stories and experiences in Churchill, such as northern lights viewing, dog sledding, artisan talks and more. Media coverage from the FAM included articles by the Vancouver Sun and National Parks Traveller.
Manitoba Indigenous Tourism Strategy » Leadership & Collaboration Indigenous Tourism Strategy Progress Report Manitoba Indigenous Tourism Strategy » »Leadership & Collaboration
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Accomplishments (cont.) DEVELOP LEADERSHIP CAPABILITIES WITHIN THE INDIGENOUS TOURISM SECTOR
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ITAC hosted its annual awards gala as part of the International Indigenous Tourism Conference. The 2023 awards included both national awards and awards specific to Manitoba as the host province. Operators recognized with awards include: •
Prairie Berry won the New Operator or Business that Launched a New Experience Award.
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Whiteshell Petroforms Authentic Indigenous Tours won the Cultural Experience Award.
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Manitoba Indigenous Cultural Education Centre won the Outstanding Staff Person Award. Opaskwayak Cree Nation won the Leading the Way in Business Development Award.
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Wapusk Adventures and Feast Café Bistro were nominated for the Exceptional Industry Leader and The Original Original Star Award.
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Accomplishments ESTABLISH INDIGENOUS TOURISM MANITOBA’S BOARD OF DIRECTORS
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ITM actively recruited two new board members to provide additional expertise and representation on the board.
Photo: Indigenous Tourism Association of Canada
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Accomplishments ADVOCATE ON BEHALF OF THE INDIGENOUS TOURISM SECTOR
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ITM surveyed Indigenous-owned tourism businesses in Manitoba (47 respondents) to assess challenges and opportunities facing the sector. The results will be used to inform product development and training programs on a go-forward basis.
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Through ITM, 15 businesses were assessed by a product development consultant. The assessment included an examination of opportunities and challenges to provide direction for future association programming.
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ITAC worked with Tourism HR Canada to assess labour challenges among Indigenous tourism operators.
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Accomplishments ENCOURAGE INDIGENOUS REPRESENTATION IN KEY SPACES
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Indigenous representatives were added to Travel Manitoba’s board as well as the Northern Tourism Advisory Committee in 2022-23.
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ITM joined the Manitoba Indigenous Chamber of Commerce as a way to communicate with the broader Indigenous business community.
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STRATEGIC GOAL #2
Experience Development Develop the Tourism Readiness of Authentic Indigenous Tourism Experiences. Indigenous Tourism Strategy » Progress Report
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Accomplishments DEVELOP TRAINING PROGRAMS •
Travel Manitoba offered several training initiatives in 2022-23 with participation by Indigenous-owned businesses, including: •
Exploring Indigenous Tourism in Manitoba; a panel discussion as part of the Manitoba Tourism Conference, co-hosted by Tourism Winnipeg and Travel Manitoba in September 2022.
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Grant Writing 101; a customized workshop offered in collaboration with Decipher Services Inc. and Travel Manitoba focusing on effective grant writing for businesses, communities and non-profits operating in the tourism sector. Two Indigenous operators participated.
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Accomplishments (cont.) DEVELOP TRAINING PROGRAMS •
Experiential Development Workshops; a series of workshops provided by a variety of operators with informative, small group, virtual workshops to inspire the development of new products and services and to refine existing experiences. Five Indigenous tourism businesses participated.
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Dialogic Interpretation Training; a multi-day training session training that provided participants with tools to design and implement dialogic public programs meant to foster deeper conversation about human rights issues. The training was delivered in March 2023 by the International Coalition for Sites of Conscience. Six Indigenous operators participated in this training.
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Accomplishments (cont.) DEVELOP TRAINING PROGRAMS •
Indigenous Tourism Training; a series of opportunities were offered throughout ITAC’s International Indigenous Tourism Conference held in Winnipeg from March 8-10. Fifty-seven Indigenous tourism operators from Manitoba were able to attend the conference due to travel subsidies offered to industry with support from the Tourism Relief Fund as well as through a Northern Subsidy Program offered through ITAC.
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Original Original Accreditation; 15 Manitoba-based Indigenous tourism businesses participated in ITAC’s Original Original Accreditation Program. Seven of these businesses were accredited as export-ready.
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Accomplishments AID IN TOURISM RECOVERY AND FOSTER NEW INDIGENOUS TOURISM EXPERIENCES •
ITAC provided funding to 13 Indigenous-owned tourism operators in Manitoba to address gaps identified through the Original Original Accreditation process. The funding totaled $129,000 and supported enhancements in the areas of website, accessibility and marketing.
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Over the past two years, Travel Manitoba has awarded almost $420,000 for Indigenous tourism product development in Manitoba. Fourteen projects were funded under the Tourism Innovation and Recovery Fund and a further two projects were awarded funding under the Travel Manitoba and PrairieCan’s Winter Tourism Development Fund.
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Accomplishments (cont.) AID IN TOURISM RECOVERY AND FOSTER NEW INDIGENOUS TOURISM EXPERIENCES •
ITM and Travel Manitoba worked to support the development of the National Indigenous Residential School Museum. ITM supported the development of a successful funding proposal to the Tourism Relief Fund. The funding was used to support some structural repairs to the building. Additional funding has been identified by Parks Canada and Travel Manitoba to support the museum’s development plan.
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ITM worked in partnership with Tansi Solutions, a product development consultant, to support the development of 15 Indigenous tourism operators in Manitoba. As a result of ongoing engagement with these businesses, two have moved from market ready to export ready. Four additional businesses are in the process of addressing export readiness requirements and are expected to meet this criteria soon.
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Tourism Innovation and Recovery Funds Indigenous Recipients Organization
Community
Sayzoons
St. Pierre Jolys
Prairie Berry Farms
Glenlea
La Brasserie Nonsuch Brewing
Winnipeg
Moon Gate Guest House
Whitemouth
Boreal Workshop
Pinawa
Kikiwak Inn
Opaskwayak Cree Nation
The House the Love Built B&B
St. Pierre Jolys
Fisher River Outfitters
Fisher River Cree Nation
Nature’s Edge Tourism
St. Malo
Borealis Beading
Ste-Geneviève
North Mountain Adventures
Ochre River
Glamping InStead
Stead
Kenanow Lodge Inc.
Sherridon
Riverside Lodge
Dauphin
(Funding provided over 2021-22 and 2022-23, projects completed by March 31, 2023)
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Winter Tourism Development Fund Indigenous Recipients Organization
Community
Kannuk Outfitters
Matlock
Turtleback Village
Onanole
(Funding provided over 2022-23, projects completed by March 31, 2023)
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Tourism Readiness
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Indigenous Tourism Strategy Progress Report Manitoba Indigenous Tourism Strategy » »Experience Development
As a result of efforts under the strategy, the number of Indigenous tourism businesses in Manitoba has grown from 81 in December 2019 to 170 by March of 2023. Some of these businesses have not yet been assessed for tourism readiness. Assessments will be completed in 2023-24.
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Accomplishments CONDUCT ASSESSMENTS TO MEASURE MANITOBA’S INDIGENOUS TOURISM INDUSTRY
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ITAC initiated an economic impact study in partnership with the Conference Board of Canada. The study will be complete in 2023-24.
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ITM will be conducting a Manitoba-specific economic impact study in 2023-24.
Photo: Indigenous Tourism Association of Canada
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STRATEGIC GOAL #3
Marketing Share our stories.
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Indigenous Tourism Strategy » Progress Report Photo: Indigenous Tourism Association of Canada
Accomplishments CONDUCT MARKET RESEARCH •
Travel Manitoba completed research on the perceptions of Indigenous tourism in Manitoba in 2021-22. In 2022-23, the data has been used to showcase the potential for Indigenous tourism at numerous conferences and meetings. It is also featured on the ITAC website.
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In 2022-23, ITAC conducted a survey of residents in Saskatchewan and Atlantic Canada to determine the perceptions and potential of Indigenous tourism. These learnings will feed into marketing strategies going forward.
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Accomplishments ALIGN MARKETING UNDER THE ADVENTURE TO UNDERSTANDING BRAND •
ITM launched a new brand at International Indigenous Tourism Conference (IITC), but retained the Adventure to Understanding tagline for continuity in messaging. The new brand integrates ITM’s vision and mission by creating a strong connection to the Indigenous tourism products featured in Manitoba.
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ITM developed a three year marketing plan in partnership with Indigpro.
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ITAC, ITM and Travel Manitoba developed a joint marketing plan to ensure strong collaboration and avoid any potential overlap.
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In 2022-23, Travel Manitoba’s Indigenous content had a reach of 7.9 million views. There were 53,374 clicks and 3.9 million video views for Indigenous content. The click-through rate on ads was 0.64 per cent, performing above industry benchmarks.
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Accomplishments INTEGRATE EXISTING TOURISM MARKETING INITIATIVES WITH NATIONAL EFFORTS
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Eighteen Indigenous-owned Manitoba-based tourism businesses have been added to ITAC’s Destination Indigenous landing page.
Photo: Indigenous Tourism Association of Canada
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Accomplishments DEVELOP MANITOBA INDIGENOUS CONTENT •
ITAC and ITM partnered with Stay & Wander to capture photography from five Indigenous tourism operators: Spence Custom Carving, Manitoba Indigenous Cultural Education Centre, Moon Gate Guest House, Cedar Lake Ranch and Whiteshell Petroform Authentic Indigenous Tours.
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Travel Manitoba developed several videos in 2022-23 which showcased Indigenous-owned businesses and communities including: La Brasserie Nonsuch Brewery, Moon Gate Guest House, Fisher River Cree Nation and Wat’chee Lodge.
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Accomplishments DEVELOP INDIGENOUS-FOCUSED ITINERARIES
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Travel Manitoba coordinated a facilitated session involving ITM and major Winnipeg attractions that have Indigenous assets to strategize ways to promote and package Winnipeg as a gateway to authentic Indigenous tourism experiences.
Photo: Indigenous Tourism Association of Canada
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Accomplishments COMMUNICATE THE VALUE OF INDIGENOUS TOURISM •
In March 2023, Fisher River Cree Nation participated in a best practices mission in British Columbia to learn more about community-led tourism development.
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ITM participated in Opaskwayak Cree Nation’s tourism committee meeting in April and has continued to provide support towards the development of experiences and a cultural resort being developed by the First Nation.
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ITM participated in a meeting with Fisher River Economic Development Corporation in December. The community has launched an ice fishing experience and will continue to need support as they develop the experience.
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Accomplishments (cont.) COMMUNICATE THE VALUE OF INDIGENOUS TOURISM •
Travel Manitoba and ITM were luncheon keynote speakers before an audience of nearly 1,000 delegates at the Vision Quest Conference in May 2022. This conference promotes Indigenous businesses, communities and economic development. Through Travel Manitoba’s Gold Sponsorship of the event, ITM was able to host a booth in the trade show to promote the association and the potential for Indigenous tourism.
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Travel Manitoba and ITM presented at the Manitoba Keewatinowi Okimakanak AGM in The Pas in August 2022.
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Travel Manitoba coordinated an Indigenous themed Northern Tourism Advisory Committee meeting which took place in Thompson in June 2022. The meeting included participation from Grand Chief Garrison Settee and ITM.
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Accomplishments (cont.) COMMUNICATE THE VALUE OF INDIGENOUS TOURISM
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Indigenous Tourism Manitoba received positive press coverage surrounding IITC, building awareness for the association and the role it will play.
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IITC was an opportunity to engage with political and community leaders, several of whom spoke at or participated in the event. Two funding announcements providing direct support to ITM were made at the event.
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Conclusion INDIGENOUS TOURISM STRATEGY PROGRESS REPORT • ITAC, Travel Manitoba and ITM have made considerable progress in advancing the Manitoba Indigenous Tourism Strategy. Employment and GDP have started to rebound from the devastating effects of the pandemic. The number of authentic market- and export-ready tourism products continues to increase. Progress is being made in the development of Indigenous content and marketing assets and the promotion of Indigenous tourism experiences through blog posts, videos, earned media and through the Adventure to Understanding brand and The Original Original accreditation. • The strategy will continue to be regularly reviewed and adapted as circumstances warrant and as progress is made towards achieving the vision of a prosperous Indigenous tourism industry across Manitoba, sharing authentic, unique and engaging experiences.
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End
Indigenous Tourism Strategy » Progress Report