2022 - 23 Annual Report

Canada’s heart is calling 2022–23 Annual Report

Table of Contents

ETERNAL SPRINGS

4 Message from the Board Chair and President & CEO 7

About Travel Manitoba

8

The Tourism Industry in Manitoba

9 Industry Performance 11

Forecasting Recovery

12

Lead Brand and Market Positioning

32 Advance Destination Management 40 Foster Collaboration and Build Support for Tourism 44

Partnership and Industry Relations

46

Board of Directors

46

Our People

49

Financial Statements

ACKNOWLEDGEMENT A visit to Manitoba means travelling through Treaty 1, 2, 3, 4 and 5 Territories and through 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.

Travel Manitoba respects the spirit and intent of Treaties and Treaty Making and remains committed to working in partnership with First Nations, Inuit and Métis people in the spirit of truth, reconciliation and collaboration.

ON THE COVER

2

CANADA'S HEART IS CALLING

N ORTHERN LIGHTS CHURCHILL

2022–23 ANNUAL REPOR T

3

Message from the Board Chair and President & CEO Canada’s Heart is Calling…and so are visitors!

CHURCHILL PHOTO: LIZ TRAN

4

A new fiscal year called for a refresh. A refresh of our optimism for Manitoba’s tourism industry as we enjoyed the first full year free from pandemic restrictions and experienced higher than anticipated growth in visitor spending. A refresh of how we operate and conduct business in a world in which travel will never be the same. And a refresh of Manitoba’s brand, to position Manitoba’s tourism industry for success in both the short and long-term.

Reports for 2022 show Manitoba welcomed 8.7 million visitors who spent just over $1.8 billion throughout the province. Visitor spending was higher than anticipated and above 2019 levels, partly due to inflation, but also a sign of the continued recovery of Manitoba’s visitor economy. Fortunately, Manitoba hotels are showing promising signs of recovery. Occupancy levels are ahead of the Canadian average, with both revenue and occupancy now exceeding 2019 figures. Just over three million people flew in and out of Winnipeg’s James Armstrong Richardson International Airport in 2022, more than double the number in 2021, largely driven by domestic travel.

Travel Manitoba’s spring summer 2022 campaign reminded Manitobans about what they learned during the pandemic—the best road trips, urban escapes, stunning stays, and Indigenous and northern experiences can be found right here at home. Travel Manitoba provided Manitoba Chambers of Commerce with $1.5 million to deliver the spring Tourism Rebate Incentive Program (TRIP) which saw over 10,000 Manitobans receive more than $1 million in rebates.

Travel Manitoba and the tourism industry shone at the annual international tourism marketplace, Rendezvous Canada, in May. Alongside 13 Manitoba partners, all sporting red Manitoba-branded running shoes hand-painted by local artist Kal Barteski, the contingent held 150 appointments with buyers from around the world.

And as Canadian and international travel restrictions eased, we spread the word beyond our borders. Our northern lights campaign encouraged Manitobans and Canadians to book a trip to Churchill, positioning Manitoba as the place to view the aurora

CANADA'S HEART IS CALLING

borealis. In the fall, we partnered with WestJet, Economic Development Winnipeg and Destination Canada to introduce Manitoba industry partners to tour operators in Los Angeles and make them aware of WestJet’s non-stop flights between Los Angeles and Winnipeg.

On January 9, 2023, our brand refresh was unveiled to industry, the public and the media to raucous applause. With more than 220 industry members and 20 reporters from all provincial media outlets in attendance, the launch garnered 34 clippings and 56 million total potential audience views via Cision Newswire with a total publicity value of $7.3 million USD. The new brand continues to resonate, having reached additional audiences through a brand awareness campaign in January and February.

To shake things up as winter set in, Travel Manitoba and Tourism Winnipeg co-hosted urban planners and designers, entreprenuers, business people, artists and cultural and community organizers to show off the city during the 2023 Winter Cities Shake-up. Promotion of the event reached a potential audience of over 53 million.

We all know that no one does winter better than Manitoba and the Winter Tourism Development Fund supported Travel Manitoba’s goal to expand winter tourism experiences throughout the province. Thanks to funding provided by PrairiesCan under the Tourism Relief Fund, 18 organizations were provided with over $1.1 million. We were also able to use $1.02 million to fund 50 businesses across the province to develop 43 new tourism products and enhance five existing products through the Tourism Innovation and Recovery Fund.

In March, the launch of our new Hunt Fish MB website resulted in positive feedback on its easy-to-use, content-forward design. Hunt Fish MB's merchandise program has grown tremendously to become a true lifestyle brand to both Canadian and U.S. hunters and anglers. Thanks to a partnership with Destination Canada and Tourism Saskatchewan, the drive-to and fly-in fishing markets in the U.S. have shown very positive signs of recovery with non-resident angling licence sales returning to 60 per cent of pre-pandemic levels halfway through 2022.

2022–23 ANNUAL REPOR T

March was the TIME—the time for Churchill to be recognized as one of the U.S. magazine’s “World’s Greatest Places of 2023” as a result of journalist Nicholas DeRenzo’s 2022 trip supported by Travel Manitoba and Frontiers North Adventures. DeRenzo described Churchill as a “northern wonder” and touted the town as a sustainable travel destination.

March was also the time to host the International Indigenous Tourism Conference (March 8–10). Over 1,100 delegates attended and were able to participate in local Indigenous tours and cultural workshops. Travel Manitoba sponsored the welcome reception, an opportunity to showcase Manitoba’s Indigenous tourism product and the partnership between the Indigenous Tourism Association of Canada, Indigenous Tourism Manitoba and Travel Manitoba. Under a renewed memorandum of understanding (MOU), the three organizations are working to develop a prosperous Indigenous tourism industry in the province.

Over 170 partners joined us in our marketing efforts in 2022–23, investing over $880,000 total and allowing them to leverage our greater reach and audience.

Thank you to all of our individual partners and collaborative industry colleagues who allow us to expand our reach and extend the duration of our efforts.

Travel Manitoba will continue to create the conditions that enable businesses and communities to succeed.

Ultimately, we want a tourism sector that creates opportunities for business growth and benefits communities throughout Manitoba. We’re confident we will attract new visitors with our refreshed brand and a reinvigorated industry that will answer the call of travellers, whatever their heart seeks.

Stuart Murray Chair of the Board of Directors, Travel Manitoba

Colin Ferguson President & CEO, Travel Manitoba

5

About Travel Manitoba CORPORATE VALUES

› We proudly celebrate the people and lands of

Manitoba.

› We foster the development of our people and our industry.

› We lead with creativity and are backed by data. › We value inclusivity and sustainability. › We live our brand. Manitoba is at the heart of what we do.

VISION Manitoba is a must-visit, four season destination generating sustainable economic growth by delivering inspiring and authentic experiences in its unique urban, rural and wild settings.

MISSION Travel Manitoba will support the recovery of tourism’s contribution to the provincial economy and will stimulate long-term growth by leading the marketing of Manitoba as a tourism destination and by fostering a competitive and sustainable tourism industry.

TARGETS

› Grow visitor spending 50 per cent to

$2.5 billion by 2030 › Grow visitation to 12.8 million visitors annually by 2030

GOALS

› Lead Brand & Market Positioning › Advance Destination Management › Foster Collaboration & Build Support for Tourism

PISEW FALLS PROVINCIAL PARK

6

CANADA'S HEART IS CALLING

2022–23 ANNUAL REPOR T

7

The Tourism Industry in Manitoba

Industry Performance

VISITOR SPENDING AND VISITATION IN 2022

Hotel Recovery

MANITOBA HOTEL OCCUPANCY 2019–20 TO 2022–23 90%

50%

MAR

FEB

JAN

DEC

NOV

OCT

SEP

$10,000,000

10% 0%

2021–22

2019–20

MAR

FEB

JAN

DEC

NOV

OCT

SEP

AUG

JUL 2020–21

Source: STR

U.S. RESIDENTS ENTERING MANITOBA AT LAND BORDERS 45K 40K 35K 30K 25K 20K 15K 10K 5K

MAR

FEB

JAN

DEC

NOV

0K

OCT

The Canadian borders reopened to fully vaccinated travellers in August 2021, and the number of U.S. residents entering Canada through Manitoba land borders has slowly begun to increase, although entries remain significantly below 2019 levels. All testing, quarantine and isolation requirements for anyone entering Canada were lifted on October 1, 2022. In the last quarter of 2022–23, the number of U.S. residents entering through Manitoba land borders was 75 per cent of 2019 levels.

2022–23

SEP

Increased Traffic at Land Borders Since Reopening

APR

MAR

JAN

DEC

FEB

Source: STR

AUG

2019–20

NOV

OCT

SEP

AUG

2020–21

APR

2021–22

JUL

JUN

MAY

APR

$—

2022–23

PHOTO: ASSINIBOINE PARK CONSERVANCY

AUG

$20,000,000

20%

THE LEAF - CANADA'S DIVERSIT Y GARDENS

JUL

$30,000,000

30%

Reports for 2022 show Manitoba welcomed 8.7 million visitors who spent just over $1.8 billion throughout the province. Visitor spending was higher than anticipated for 2022 and above 2019 levels due to inflation and the continued recovery of the visitor economy. Overall, visitation remained below 2019 levels. U.S. and overseas visitor spending was also down compared to 2019. The majority of visitors (87 per cent) in 2022 were Manitobans, while 10 per cent were from other Canadian provinces. Only 2.4 per cent of visitors were from the U.S. and 0.45 per cent were from overseas.

JUN

$40,000,000

40%

2022 Results

Source: STR

$50,000,000

60%

Source: Statistics Canada — National Travel Survey (NTS) — 2022 Estimate Statistics Canada Visitor Travel Survey(VTS) Small Area Estimation (SAE) — 2022 Estimate

MANITOBA

$60,000,000

70%

Total Visitation 8,706,000

CANADA

MANITOBA HOTEL REVENUE 2019–20 TO 2022–23

80%

0.45%

0%

JUN

2.4%

10%

JUL

Total Visitor Spending $1,804,244,000

Overseas $80.6 million 39,000 person visits $2,065 per person visit

87.2%

20%

MAY

4%

United States $108.9 million 212,000 person visits $513 per person visit

9.9%

30%

JUN

6%

50% 40%

MAY

64%

70% 60%

MAY

Other Canadian Provinces $467.3 million 864,000 person visits $541 per person visit

90% 80%

APR

Manitoba hotels were devastated in the early days of the pandemic. Early forecasts estimated that room revenue would not fully recover to 2019 levels until 2025.

Fortunately, Manitoba hotels are showing promising signs of recovery. Manitoba’s hotel occupancy levels are ahead of the Canadian average and Manitoba hotel revenues and occupancy are now exceeding 2019 levels. While leisure travel and the continual recovery of business travel have certainly contributed to this strong recovery, a portion is also attributed to housing challenges faced by people displaced by flood and fire, newcomers and construction/mining crews as well as inflationary pressures.

Manitoba $1,147.5 million 7,591,000 person visits $151 per person visit 26%

AVER AGE HOTEL OCCUPANCY 2022–23

Source: Statistics Canada. Table 24-10-0057-01 Leading indicator, International visitors entering or returning to Canada by land, by vehicle type, vehicle licence plate and traveller type 2022–23

8

CANADA'S HEART IS CALLING

2022–23 ANNUAL REPOR T

2021–22

2020–21

2019–20

9

Forecasting Recovery In August 2022, Travel Manitoba partnered with Tourism Economics, an Oxford Economics Company, to forecast visitation and visitor spending for Manitoba’s tourism economy to 2030. Baseline, upside and downside forecasts were developed for travel to and within the province. At the time, Tourism Economics forecast that Manitoba would return to visitor spending levels by 2023. However, Statistics Canada data indicates that Manitoba visitor spending levels exceeded 2019 levels in 2022. In early June 2023, Tourism Economics completed a new forecast for Manitoba’s tourism economy. Given the profound shift from the August 2022 forecast, we have included this new revised forecast, despite the results being received after the completion of the 2022–23 fiscal year.

The June 2023 forecast points to a return to 2019 visitation levels by 2024, while international visitation is not expected to recover until 2026. Under the downside scenario, visitation could return to 2019 levels for domestic visitors by 2026 and by 2027 for international visitors to Manitoba.

FORECASTED VISITOR SPENDING IN MANITOBA IN THREE SCENARIOS

ROYAL AVIATION MUSEUM OF WESTERN CANADA

($CAD, millions, nominal)

According to the Winnipeg Airports Authority, just over three million people flew in and out of Winnipeg’s James Armstrong Richardson International Airport in 2022, more than double the numbers in 2021.

However, the recovery was largely driven by domestic travel. The number of domestic travellers through the airport was 73 per cent of 2019 numbers, while transborder and international travellers lagged

significantly behind at only 35 per cent of 2019 levels.

This issue was largely driven by reduced direct air access compared to pre-pandemic levels. The number of direct flights, particularly from international and U.S. markets, are still well below pre-pandemic levels, which impacts the number of visitors coming into Manitoba directly by air.

2019 (F)

2020 (F)

2021 (F)

2022 (F)

2023

2024

2025

2026

2027

2028

2029

2030

2019–2030 growth %

Domestic

$1,334

$798

$921

$1,614

$1,871

$2,040

$2,170

$2,249

$2,331

$2,418

$2,510

$2,605

95%

International

$308

$42

$63

$189

$330

$404

$468

$500

$528

$552

$569

$592

92%

Total

$1,642

$841

$984

$1,804

$2,121

$2,325

$2,484

$2,577

$2,675

$2,776

$2,880

$2,989

82%

Domestic

$1,334

$798

$921

$1,614

$1,863

$1,978

$2,115

$2,191

$2,271

$2,355

$2,444

$2,536

90%

Upside Scenario

Baseline Scenario

$1,642

$841

$984

$1,804

$2,102

$2,249

$2,414

$2,505

$2,600

$2,698

$2,800

$2,905

77%

6,000

1,500

Downside Scenario

4,000

1,000

Domestic

$1,334

$798

$921

$1,614

$1,811

$1,721

$1,866

$1,932

$2,003

$2,077

$2,156

$2,237

68%

2,000

500

International

$308

$42

$63

$189

$287

$325

$381

$411

$436

$457

$472

$492

60%

0

0

Total

$1,642

$841

$984

$1,804

$2,044

$1,957

$2,129

$2,210

$2,293

$2,380

$2,469

$2,562

56%

10

2020–21

2019–20

Source: Statistics Canada

2022–23

DEC

APR

2021–22

MAR

2022–23

2021–22

2020–21

2019–20

MAR

Total

FEB

2,000

JAN

8,000

DEC

81%

NOV

$558

OCT

$535

SEP

$518

AUG

$494

JUL

$466

JUN

$432

MAY

$373

FEB

$295

JAN

$189

NOV

$63

OCT

$42

SEP

$308

AUG

International

JUL

2,500

JUN

10,000

MAY

TR AVELLERS FROM OVERSEAS ENTERING CANADA AT WINNIPEG AIRPORT

APR

TR AVELLERS FROM THE U.S. ENTERING CANADA AT WINNIPEG AIRPORT

Source: Statistics Canada

CANADA'S HEART IS CALLING

F = Final data Source: Statistics Canada August 2023, Tourism Economics June 2023

2022–23 ANNUAL REPOR T

11

Lead Brand and Market Positioning

CAMPAIGN BY THE NUMBERS

All pandemic-related restrictions in Manitoba were lifted on March 15, 2022, and over the new fiscal year marketing efforts focused on growing awareness and bolstering tourism recovery.

DIGITAL MARKETING Over 1.4 million users visited travelmanitoba.com and its microsites in this fiscal period, accounting for more than 1.9 million sessions. Manitoba users represented over 47 per cent of total site traffic, with nearly two million sessions. Of those sessions, over 500,000 were from Winnipeg users (35 per cent of total visits).

Website Traffic for 2022–23 › 1,337,578 visitors › 1,813,360 sessions › 83.71 per cent Canada, 9.06 per cent U.S. › 63,150 subscribers › Blog exploremb.ca: • 650,000+ page views • 3:42 min. average time spent on page › e-Newsletter: • 62,853 subscribers • 23.92 per cent open rate • 2.94 per cent click rate › Giphys: • 1.4 million views

SPRING SUMMER CAMPAIGN Travel Manitoba’s first post-pandemic campaign stretching beyond our borders launched in April 2022, with the goal of increasing travel to Manitoba throughout the spring and summer season. Key campaign pillars included road trips, urban escapes, Indigenous experiences, the North and stunning stays.

The campaign included a robust print, digital and social media plan using multiple different audience targeting capabilities for maximum engagement and effectiveness.

Campaign Initiatives Included: › Targeted search, digital and social media ads. › Destination partnership with Expedia marketing to Canadian and U.S. audiences.

Destination partnership with Tripadvisor marketing to › Canadian and U.S. audiences.

Advertorial and sponsored content spread in Canadian › Geographic print and digital magazine.

Advertorial feature in Avenue Calgary’s blog and email. › › Full-page advertisements in the Winnipeg Free Press and rural newspapers. › Radio sponsorship with Virgin Radio (101.3 FM), including Ace Burpee’s team broadcasting live from the Visitor Information Centre at The Forks and live-on-location on three unique road trips around the province. › Production and distribution of 200,000 copies of the Road Trip Guide, which included a special distribution partnership with Red River Co-op, along with a 12-week gas card giveaway run on Instagram. › Production and distribution of 10,000 copies of a Northern Manitoba Trip Ideas Guide for distribution through our Visitor Services Network and Visitor Information Centres.

Travel Manitoba also teamed up with 11 local content creators on a ‘Road Trip’ collaboration to support the spring summer campaign. These creators chose one of 16 themed road trips to execute, producing a variety of rural content for their social media channels, tagging Travel Manitoba along their journeys.

3,553 1 hotel bookings 2,655 airline tickets

$2.7 million gross bookings

147,546 business leads to partners 537,378 website visits

200,000 guides distributed 21 hosted media influencers 33,102 sign-ups and contest entries

79.6 million impressions

Campaign Goals: › Drive overnight bookings › Increase awareness of attractions and experiences › Increase leads to partners

858,789 clicks

Primary Markets:

12

› Manitoba › Saskatchewan › Northwestern Ontario

$20,124 Bandwango pass sales

Secondary Markets: › Alberta › North Dakota › Québec

6.4 million campaign video views

CANADA'S HEART IS CALLING

2022–23 ANNUAL REPOR T

13

L AKE OF THE WOODS BREWING COMPANY

Manitoba Adventure Dog

Spring Summer Marketing Research Results

The Manitoba Adventure Dog Campaign ran on Instagram and TikTok with participants posting a video about why their dog should be named the 2023 Adventure Dog. Over 300 entries were received with 248,000 Instagram promotional video views and 262,000 promotional video views on TikTok. The campaign also garnered local earned media and new followers on our channels.

Travel Manitoba contracted Probe Research to survey residents of Manitoba, Northwestern Ontario, Saskatoon and Regina to evaluate the 2022 spring summer campaign and determine future travel intentions. The survey was in the field in December 2022. Key results from the survey were:

Tourism Rebate Incentive Program (TRIP) Bandwango Pass Campaigns Travel Manitoba initiated a collaboration with the Gimli Glider Museum, the Commonwealth Air Training Plan Museum in Brandon and the Royal Aviation Museum of Western Canada to market themselves collectively as Manitoba’s aviation attractions. The pass launched in spring 2022 and 42 passes have been sold to date.

Travel Manitoba relaunched the Manitoba Brew Pass in the spring after a pause in January and February. The pass includes 13 breweries throughout Manitoba. Over 800 passes were sold in 2022-23, with 2,247 passes sold to date and generating a total of $88,000 in sales.

Travel Manitoba provided the Manitoba Chambers of Commerce with $1.5 million to deliver a spring TRIP program for May 6 to 16, 2022. The program was very successful, with over 10,000 Manitoba residents receiving more than $1 million in rebates. Total sales to Manitoba’s hotels and attractions were over $2.3 million, resulting in a two-to-one return on investment.

IMPACT OF ADS ON OPINION OF MANITOBA AS A TR AVEL DESTINATION

› Financial concerns were the biggest reason for not

travelling among all markets surveyed. › Twenty five per cent of Saskatchewan residents (29 per cent Saskatoon and 23 per cent Regina) planned to visit Manitoba. Only 11 per cent of Northwestern Ontario residents planned to visit Manitoba. › Forty two per cent of respondents residing in Regina saw Manitoba as an appealing vacation option.

Regina residents are more likely than other non-Manitobans to find Manitoba appealing % WHO FIND MANITOBA APPEALING

IT ’S BACK!

49%

59%

64%

38%

32%

TOTAL (N=1,380)

DECLINED

MANITOBA (N=888)

UNCHANGED

MANITOBA (N=888)

REGINA (N=150)

SASK ATOON (N=178)

NW ONTARIO (N=164)

Source: Probe Research

› Manitobans’ interest in travelling within the province

44%

46%

SASK ATOON (N=178)

NW ONTARIO (N=164)

Source: Probe Research

IMPROVED

Saskatchewan citizens most motivated to visit Manitoba because of the Road Trip Guide

78%

75%

90%

15% 35%

35% TOTAL (N=1,380)

REGINA (N=150)

53%

INFLUENCE OF THE MANITOBA ROAD TRIP GUIDE 2022 ON DESIRE TO TR AVEL

51%

29%

25%

53%

52%

The Manitoba Road Trip Guide was a significant influencer for those from Saskatchewan in considering a trip to Manitoba.

43%

42%

46%

92%

APPEAL OF MANITOBA AS A TR AVEL DESTINATION

42%

Ads improved Manitoba's appeal as a travel destination for about one-half of non-Manitobans

77%

59% 43%

55%

24%

TOTAL (N= 405)

MANITOBA (N=260)

YES, A LITTLE

YES, A LOT

16% REGINA (N=52*)

SASK ATOON (N=62*)

NW ONTARIO (N=30*)

Source: Probe Research

*Caution: very small base

declined slightly compared to previous surveys but was still well ahead of pre-pandemic levels (now 40 per cent compared to 48 per cent in the spring survey). Interest in travelling internationally returned to pre-pandemic levels.

NOR A THE ADVENTURE DOG

There’s 2023 VACATION DESTINATIONS: always room for MANITOBA TR ACKING 2015–2022 connection Outside of Canada

42%

66% 67%

51% 50%

64% 48% 52%

Within Canada

64% 60% 62% 55% 23% 26%

Within Manitoba

43% 40%

From May 6 to 16, get $100 back when you stay at any eligible hotel or resort and 50% off admission when you visit any of Manitoba’s 61 Star attractions. Take a TRIP right here at home!

Help support tourism in Manitoba and get rewarded.

Find out how at tripmb.ca.

Terms & Conditions apply.

14

CANADA'S HEART IS CALLING

49% 48%

NOV 2015 (N=256)

MAR 2020 (N=619)

OCT 2020 (N=387)

OCT 2021 (N=588)

MAY 2022 (N=699)

DEC 2022 (N=594)

Source: Probe Research

Space to explore

Stories to inspire Travel Manitoba’s summer ads improved respondents’ humanrights.ca perceptions of Manitoba as a travel destination. Regina respondents, in particular, found the advertisements OBC appealing.

2022–23 ANNUAL REPOR T

OFC

15

HI

LL

RIV

↓ Wekusko Falls Provincial Park

1,462 1 hotel bookings

ER

AND

LA

KE

CH

UR

C

IVER

PHOTO: ANTHONY URSO

Northern Travel Manitoba’s fall winter campaign ran between October 2022 and March 2023, with the goal of driving Manitoba visitation and cementing Manitoba as a world-class winter destination. Halfway through the campaign, we refreshed our brand to show the world that Canada's Heart is Calling. Key campaign pillars included road trips, urban escapes, Indigenous experiences, the North and stunning stays. The campaign included a robust print, digital and social media plan using multiple audience targeting capabilities for maximum engagement.

SEAL R

2,380 airline tickets

HE

RN

I ND

IAN

L AKE

SO

UT

BIG S

a iful on hile ny ing way

N RIVER

ES

RI

VE

R

NELSO

H

AY

the ur n be ace tion our with ed

G OD S RIVE

6

Campaign Goals: › Drive overnight bookings › Increase awareness of attractions and experiences › Increase leads to partners GO

PONTON

DS

LA

R

Explore the beauty of winter in

Northern Manitoba

$2.9 million gross bookings

85,170 business leads to partners

KE

JENPEG

WEKUSKO

10

mb.

nsed usk ating ada c Site

DIGITAL CAMPAIGN RESULTS

FALL WINTER CAMPAIGN

el nd e of d nd s

PHOTO: DAVE DALEY

AR

LA

IS

KE

Primary Markets: › Manitoba › Saskatchewan › Northwestern Ontario › North Dakota CED

10

BE

LA

ND

LAK

E

757,456 website visits RE

NS

RIV

ER

6

25,000 guides distributed

Contact Us

Secondary Markets: Travel Manitoba is here to help you plan Northern Manitoba adventure. Here’s lberta › Ayour how to connect with us: › LByosphone:Angeles 204-927-7800 or toll-free 1-800-665-0040

By email: contactus@travelmanitoba.com On the web: travelmanitoba.com Visit our website to use our new online chat feature to ask questions about your upcoming travel in Manitoba.

By social media: With wide-open lakes and an abundance of snow, there’s a reason Manitoba is a winter paradise. Northern Manitoba boasts thousands of kilometres of groomed trails for snowmobiling and our winters make for ideal conditions for incredible ice fishing. Warm up with a visit to a charming rural community or take part in a local winter festival. Look up at night to witness the magic of the northern lights.

If you’re looking for adventure this winter, now is the time to explore northern Manitoba.

Instagram & TikTok: @travelmanitoba Facebook: facebook.com/TravelManitoba YouTube: youtube.com/TravelManitoba Join our online communities to see incredible pictures and interesting content.

travelmanitoba .com

0 4 hosted media influencers

Manitoba encompasses Treaty 1, 2, 3, 4 and 5 Territories and communities who are signatories to Treaties 6 and 10. Northern Manitoba includes lands that were and are the ancestral lands of the Inuit. 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. Travel Manitoba respects the spirit and intent of Treaties and Treaty Making and remains committed to working in partnership with First Nations, Inuit and Métis people in the spirit of truth, reconciliation and collaboration.

276 sign-ups and contest entries

Size: • 11.5625 x 10.7142 in.

Colour: • CMYK Publication(s): • Winnipeg Free Press

When your heart needs to race.

86.3 million impressions

Concerns?

Mark Remoquillo

and U.S. audiences. › Destination partnership with Check In Canada to Canadian and U.S. audiences. › Destination partnership with Air Canada and WestJet to Canadian and U.S. audiences. › Hero video placement with Matador Network generating over 2 million impressions and 498,000 views. › Full-screen ads and promoted content on Flipboard. › Full page ads and advertorials on Foodism/Escapism digital publications as well as promotion online and through their newsletter. › Advertorial with Global Heroes that appeared in Toronto Star, Globe & Mail, National Post, and Digital Edition. › Full-page advertisements in the Winnipeg Free Press, French and rural newspapers. › Production of a direct mail piece to inspire Manitobans to travel north of the 53rd parallel, distributed to households in Winnipeg and southern Manitoba. › Radio partnership with CJNU, along with 128 radio spots in Winnipeg, Francophone and Northwestern Ontario radio stations. › Event sponsorship with Dine About Winnipeg. › Cooperative partnership packages with travel discount offerings for accommodations and attractions.

When your heart needs to race.

Senior Graphic Designer, Travel Manitoba 204-229-7453

Whether it’s the thrill of the chase or the quiet stillness before that hot bite, you will always remember how it feels to reel in your first master of the season.

Size: • 10 x 4.28 in.

Colour: • CMYK Publication(s): • Interlake Express Weekly News • Stonewall Teulon Tribune

Go on a winter adventure like no other. Discover hard water action on over 100,000 lakes in places like Whiteshell Provincial Park, Hecla Provincial Park and Bakers Narrows Provincial Park in northern Manitoba. Find heart-racing experiences at travelmanitoba.com/outdoor-experiences.

• Winkler Morden Voice Concerns?

Mark Remoquillo Senior Graphic Designer, Travel Manitoba 204-229-7453 mark.design.tmb@gmail.com

mark.design.tmb@gmail.com

810,000 clicks THOMPSON | 55.743347° N, 97.863464° W

Whether it’s the freedom of blazing a trail or the adrenaline of racing across a frozen lake, you will always remember how it feels to reach untouched wilderness very few have seen.

Go on a winter adventure like no other. Discover 13,000 kilometres of snowmobile trails in places like Whiteshell Provincial Park, Hecla Provincial Park and Bakers Narrows Provincial Park in northern Manitoba. Find heart-racing experiences at travelmanitoba.com/outdoor-experiences.

$13,542 Bandwango pass sales

LAKE WINNIPEG | 53.2977° N, 97.9668° W

When your heart needs adventure

4.1 million campaign video views

When your heart needs wonder

PLAN YOUR TRIP →

PLAN YOUR TRIP →

BARRIER BAY | 50.1766° N, 95.7114° W

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Campaign Initiatives Included:

› Targeted search, digital and social media ads. › Destination partnership with Expedia to Canadian

CANADA'S HEART IS CALLING

2022–23 ANNUAL REPOR T

17

WestJet Co-op Campaign

Manitoba Explorer App

Travel Manitoba, Economic Development Winnipeg and Destination Canada partnered with WestJet to promote its new non-stop flight to the Los Angeles market as part of the fall winter campaign.

Objectives were to drive both awareness and conversion. The campaign delivered over 23.5 million impressions, 27,000 clicks and drove 599 mediaattributable bookings. Pinterest videos garnered almost three million views. Facebook and Instagram were the most successful at driving conversions, with 459 (91 per cent) of total bookings.

Launched in fall 2022, the Manitoba Explorer App quickly surpassed its initial goal of 2,000 subscribers and more than doubled subscribers to 5,500 by March 31, 2023. The app features nine trails with over 100 points of interest spanning across Manitoba. Users are encouraged to explore, check in and complete trails to earn digital badges and physical pins. As part of a robust launch campaign, Travel Manitoba engaged 15 local content creators to help promote the app to their audiences.

MANITOBA BRAND REFRESH

Los Angeles Travel Trade Sales Mission

The Manitoba, Canada’s Heart…Beats brand launched in 2014 and successfully elevated Manitoba’s profile in its target markets and increased the pride locals have for their home province. But knowing the work that lay ahead to recover from the pandemic, Travel Manitoba recognized the need to assess the brand’s relevance to its key target markets in order to position Manitoba’s tourism industry for success in both the short and long-term.

The research showed that while the existing brand identity was very appealing, it was not necessarily distinct. The portrayal of experiences in Manitoba needed more emotional connection, the kind of connection that makes the traveller part of the place they are visiting and makes that place part of them.

The goals of the brand refresh were to be: › Consistent – an evolution of “Canada’s Heart…Beats” while keeping “Canada’s Heart”.

Refreshed – with an updated look and a restock of the › creative toolkit.

Compatible – to work equally well for digital, social and › traditional media as well as complement a variety of experiences. › Welcoming – inviting more people to Manitoba and including a call to action.

In conjunction with the targeted marketing push to promote WestJet’s non-stop flight to Los Angeles, Travel Manitoba hosted an industry travel trade sales mission to introduce Manitoba industry partners to Los Angeles-based tour operators and travel advisors from March 22 to 26.

Industry partners Tourism Winnipeg, Frontiers North Adventures, Churchill Wild, Assiniboine Park Conservancy and the Canadian Museum for Human Rights participated in sales appointments with Destination America, The Travel Corporation, Onward, Distant Horizons, AmericanTours International and America 4 You. The sales mission culminated in hosting 36 tour operators, travel advisors and media in two box suites at the Los Angeles Kings vs. Winnipeg Jets game on March 25 at the Crypto.com Arena. Networking and video presentations provided in-depth information to attendees.

The sales mission was very well received and has already started yielding positive results with future bookings and more operators carrying Manitoba product.

Joint Marketing Agreements have been initiated with AmericanTours International and new itineraries are in development with several of the tour operators. A FAM trip is also in the planning stage for Signature Travel network advisors to visit Winnipeg and Churchill in summer 2023.

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CANADA'S HEART IS CALLING

2022–23 ANNUAL REPOR T

Consultation on the refreshed brand included: › Seven Q&A meetings › Two brand workshops › Eight partner interviews › 80+ hours of travel marketing research › Six terabytes of video footage reviewed Travel Manitoba unveiled its refreshed brand—Canada’s Heart is Calling—at a luncheon event on January 9, 2023.

Over 220 industry members attended, along with the Honourable Heather Stefanson, Premier of Manitoba, and provincial ministers.

Earned media coverage was hugely positive: › More than 20 reporters attended the event from all major provincial media outlets. › Over 240 clippings were generated, with 140 million total potential online and print audience reach, and another 7,580 total potential radio audience reach via Critical Mention. › Thirty four clippings created with 56.6 million total potential audience reach via Cision Newswire. › $7.3 million USD in publicity value was generated. › Positive sentiment was found across all types of coverage. › Coverage generated in French, Indigenous and rural markets mentioned the campaign.

Travel Manitoba also invited some of its top social media influencer contacts to the launch to help spread the word of the new brand online.

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The refreshed brand included a new visual identity, brand playbook and experience framework along with a toolkit for partners to adopt the brand. To enhance the launch, Travel Manitoba produced a new video about building the brand to highlight the journey. UpHouse created five commercial spots featuring local Manitoba artists, with five additional spots created for social media with user generated content. New spots were also created specifically for the winter and northern lights campaigns. The Hunt Fish MB identity, along with the Travel Manitoba corporate identity, were refreshed to align with the new consumer brand. Marketing collateral, digital infrastructure and Travel Manitoba’s flagship Visitor Information Centre at The Forks were all refreshed to align with the new brand and establish a storefront for a new line of consumer merchandise.

Merchandise

HUNT FISH MB

Travel Manitoba launched branded lifestyle merchandise, curated in partnership with Grape.Labs, for sale both online and in person at the brand launch. Travel Manitoba partnered with Direct Focus to establish its online retail stores for both Hunt Fish MB and consumer merchandise.

Travel Manitoba partnered with numerous local collaborators for unique locally made products, including LOT.ceramics, Wilder Goods and Patent 5 Distillery.

In March 2023, Travel Manitoba re-launched huntfishmanitoba.com. Goals for the new website included updating the brand and messaging, increasing visitor engagement and incorporating new digital marketing technology. The outcome is an easy-to-use, content forward, future-friendly mobile web design that is powered by a robust content management system.

Initial three-month sales for the new consumer line were over $6,000, augmenting strong 2022–23 Hunt Fish MB merchandise sales of over $30,000. Future plans include new spring summer, fall winter and holiday items.

Merchandise Sales (2022–23) › $19,940 - Visitor Information Centre › $16,234 - Online › $14,393 - Shows/events Brand Awareness Travel Manitoba ran a brand awareness campaign throughout January and February to: › Increase awareness of the refreshed brand, › Drive traffic to the website and merchandise site, and › Generate positive earned media.

Media channels included digital and social, connected TV and OTT, in-theatre spots at Landmark Cinemas and Cineplex theatres, digital outdoor, print, CAA Manitoba publications and radio.

Website Stats › 221,881 visitors › 259,318 sessions › 49.3 per cent U.S., 42.3 per cent Canada › 7,059 blog page views › 7,981 subscribers The Hunt Fish MB brand has grown tremendously and has evolved to become a lifestyle brand for hunters and anglers who are proud to wear the merchandise and use the hashtag in their content.

Social Media Stats › 30,000 likes on Facebook › 18,000 followers on Instagram › 20,000 followers on TikTok › 35,000+ hashtag usages on Instagram › 22 million content views on TikTok

DIGITAL CAMPAIGN RESULTS

› 26.8 million impressions › 40,119 clicks › 1.8 million video views › 512,360 website visits Earned Media

› 140 million total audience › 240+ media clippings › 7.3 million earned media value › 19 local influencer partnerships

CANADA'S HEART IS CALLING

Ice Fishing Influencers › Jason Mitchell Outdoors – Lake Winnipeg with Cat Eye Outfitter to promote walleye on YouTube channel

Nicole Stone Outdoors – Lake Winnipeg with Icebound › Excursions YouTube, blog and Instagram posts Jay › Siemens • Lake Manitoba south basin – promoted MTT Service in St. Laurent in YouTube video • Lake Manitoba north basin – promoted Narrows Sunset Lodge in YouTube video • Lake Winnipeg – promoted Lakeview Gimli and Kannuk Outfitters on YouTube • Bakers Narrows Lodge – promoted lake trout fishing in YouTube video • Viking Lodge – promoted stocked trout Clayton Schick › • Viking Lodge – promoted stocked trout fishing in YouTube video • Bakers Narrows Lodge on Lake of the Prairies promoted in YouTube video Media Trips › Jason Mitchell Outdoors › Jay Siemens › Clayton Schick › Wes David › The New Fly Fisher › Angling Buzz › Canada in the Rough › In-Fisherman

Awareness Campaign

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Content Creation › Jason Mitchell Outdoors – bear hunting and drive-to fishing at Viking Lodge and whitetail deer hunting with Agassiz Outfitters shared on YouTube, social channels and television

Canada in the Rough – television series documenting › whitetail hunting with Whiteshell Outfitters

Josh McFaddin – wild game recipes shared on › Instagram and website themeateater.com

Bakers Narrows Lodge, Evergreen Resort, Viking › Lodge and Wekusko Falls Lodge – ice fishing content generated and shared through social media

2022–23 ANNUAL REPOR T

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Hunt Fish MB Partnerships Manitoba Lodges and Outfitters Association Hunt Fish MB was the title sponsor of the Manitoba Lodges and Outfitters Association annual general meeting and presented an update on marketing activities, campaign and survey results as well as partnership opportunities for the lodges and outfitters in attendance.

Prairie Angling Program (PAP) The Prairie Angling Program, a $1 million partnership between Destination Canada and Tourism Saskatchewan, concluded its first year at the end of October 2022. The campaign focused on growing awareness and building back U.S. markets like the Midwest, Texas, Colorado and Iowa for drive-to and fly-in fishing destinations. The robust campaign targeted key media outlets and influencers in addition to traditional digital, social, print and out-of-home channels. The full-funnel strategy was a success that met or surpassed key performance indicators and over delivered impression targets by 35 per cent.

Following the campaign, the results showed very positive signs of industry recovery with 60 per cent of pre-pandemic non-resident angling licence sales at the halfway point of the year. In total, over 12,000 nonresidence fishing licences were sold in Manitoba. Travel Manitoba secured funding to continue the PAP in 2023.

Natural Resource and Northern Development Support The Hunt Fish MB team, along with the Manitoba Lodges and Outfitters Association and the Manitoba Wildlife Federation, have supported Natural Resources and Northern Development on a number of projects, including:

› New proposed Manitoba recreational angling

strategy with fisheries, which aims to modernize our fisheries management tactics and bring Manitoba to the forefront of fish management in North America.

Manitoba Waterfowl Modernization Project, which › aims to reduce overcrowding across the province by limiting non-residents to seven-day hunting licences decided by a draw system.

Work to raise awareness of aquatic invasive species › (AIS) across the province with the AIS team.

Pilot approval for overnight accommodations on › the ice.

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TRAVEL TRADE AND TRAVEL MEDIA GANGLER'S NORTH SEAL LODGE

Master Angler Program Travel Manitoba conducted a survey to evaluate the Master Angler Program in November 2022.

Of the 1,576 responses received, 62 per cent have been a Master Angler for more than a year, 6.2 per cent became a Master Angler for the first time in 2022 and 32 per cent are not yet a Master Angler. Attracting people to fish in Manitoba, keeping people fishing and encouraging people to fish more often were the most important program influences.

The new Master Angler App launched in the spring.

Significant updates were made to improve user experience and to keep pace with the newest mobile platforms.

Key findings:

› Ninety six per cent said the Master Angler app

was easy to use. › Seventy nine per cent found the Master Angler program valuable or very valuable. › In open-ended responses, survey respondents identified a number of benefits the Master Angler program provides, like: • incentive to fish in more lakes and fish more often, • engages kids/youth in fishing and fun for all ages, • makes fishing a competitive sport between friends and family, • acts like a research tool for committed Master Anglers to plan their trips, and • promotes catch-and-release and proper fish handling.

Fifty four per cent of respondents participated in › overnight fishing trips in the previous 12 months.

Trips averaged 8.7 nights, with 29 per cent lasting for 10 nights or more.

The top three accommodation choices were: › • hunting/fishing lodge (27 per cent), • campground (22 per cent), and • private residence (19 per cent).

CANADA'S HEART IS CALLING

Churchill Named Top Destination

by TIME Magazine TIME Magazine listed Churchill as one of its 'World's Greatest Places of 2023' in March, among 49 other “far-flung and favorite” global destinations such as Jerusalem, Kyoto and Mexico City.

Brooklyn-based journalist Nicholas DeRenzo nominated Churchill for the recognition. DeRenzo visited Churchill in August 2022 with the support of Travel Manitoba and Churchill tour operator Frontiers North Adventures. In the mention, DeRenzo described Churchill as a “northern wonder” and touted the town as a sustainable travel destination.

“ For wildlife experiences in North America, there is not another place that offers travellers such an up-close, front-row view as Churchill,” DeRenzo says. “Best of all, in the era of over tourism, Churchill’s outfitters are innovating in creative ways that make you feel good about your impact as a visitor, from the new electric Tundra Buggy® to conservationfocused tours alongside real scientists.”

The news magazine’s annual list is based on the recommendations of its international network of correspondents and contributors, with an eye toward those offering new and exciting experiences.

News of the TIME article reached far and wide with 122 mentions and a potential of almost 55 million impressions. Top publications by impressions included Global News, Narcity Canada and CTV Vancouver. “ Churchill, Manitoba was chosen as one of 50 extraordinary destinations to explore, with the magazine praising its polar bear and beluga whale sightings, and optimal viewing of aurora borealis.”

—CTV Morning Live, March 16, 2023

2022–23 ANNUAL REPOR T

MEDIA TYPE

COUNTS

Radio

51

TV

39

Online

26

Print

5

Blog

1

Total

122

23

MANITOBA

CANADA

Media/Influencers

Travel Media

› Five-day road trip around Manitoba with the crew of the Ace Burpee Show in June.

Fifteen local content creators promoted the Manitoba › Explorer App.

Twenty local content creators attended our brand › launch and created buzz on social media.

› Hosted writers with assignments on spas and

wellness, Quest for the Bay snowmobile tour, new Winnipeg restaurants, FortWhyte Alive bison and Narcisse snake dens, the Whiteshell and Falcon Beach Ranch, Pride Winnipeg week, motorcycle road trips, catfishing on the Red River and wildlife conservation.

Attended the Travel Media Association of Canada › conference, completing 25 appointments with journalists and content creators (June 2022). › Hosted Winnipeg Shiny & New group media trip, focused on the new attractions in and around Winnipeg with two U.S. and four Canadian media from the Toronto Star, The Globe and Mail, Culture magazine and others (December 2022).

IITC FAM TRIP AT DAN'S DINER IN CHURCHILL

Travel Trade

› Travelled with Tourism Winnipeg to a joint travel trade mission in Vancouver, B.C. to conduct in-person training with a variety of tour operators, including Fresh Tracks, Discover Holidays, APT, Destination Canada, JTB, Cal Travel and CITAP (March 2022). › Hosted Canadian Tours International at Private Jet Tours for site inspections and Discover Canada at student tours. › Hosted Anderson Vacations sales force in Winnipeg (December 2022). › Hosted eight travel media and eight travel trade representatives in Winnipeg and Churchill for the International Indigenous Tourism Conference (IITC) (March 2023).

Highlights

Highlights

› Isle Be Back

“Explorers on this particular sunny July day in 2022 are a small group of visitors from Winnipeg, who have been treated to a four-hour boat tour from Gull Harbour Marina that includes about a 90-minute trek around the island — mostly the area that used to be the site of the mine. It’s an otherworldly experience with a deserted-island feel to it: “It’s like you’re on Mars,” says our captain and guide, Gull Harbour general manager Andrew Meyer.”

— Steve Lyons, Winnipeg Free Press

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› Destination Indigenous: Manitoba

“On a scenic outcropping of ancient Precambrian shield, a tower of carefully arranged rocks stands as a beacon of peoples of the past. Painted by centuries of lichen and trimmed by moss, the figures hold the unmistakable shapes of turtles and birds, serpents and humans. These are the petroforms of Whiteshell Provincial Park and they are Diane Maytwayashing’s ancient university.”

— Shel Zolkewich, CAA Magazine

CANADA'S HEART IS CALLING

› Ranch Provides Out-Of-This-World Experience

“Guided by Devin, we rode along the forest trail for about 40 minutes to an open area on a broad, rocky outcropping. Here he related the curious story of Stephen Michalak, an amateur geologist who enjoyed prospecting. On this spot in May 1967, he discovered more than he bargained for.”

— Arlene and Robin Karpan, Western Producer

2022–23 ANNUAL REPOR T

› I’ve Seen the Northern Lights Before, But What I

Learned in Churchill…

“It reminds us that we live in a much larger universe than just our personal corner of a tiny planet, and that we are connected to the universe in deeply profound and meaningful ways,” Young explained. Looking up at the aurora, recognizing the pretty lights as a link to our wider universe, I understood that a wonder explained by science is no less of a wonder.”

— Karen Gardiner, The Toronto Star

› Kayaking with Belugas and Hiking Near Polar Bears:

The Best Summer Adventures in Churchill, Manitoba, Canada “After a while they are so comfortable with us being in the water that they nestle their white bodies right next to the kayaks, bumping the sides, swimming underneath.

They’re so close I can hear their mesmerizing songs and chirps from my boat and feel the salty sprays of their breath on my cheeks.” — Alicia-Rae Light, Explore

25

UNITED STATES Travel Media

› Hosted writers in Churchill and Winnipeg, resulting in

articles in National Geographic, Thrillist and Roadtrippers. › Attended International Marketplace, the New Yorkbased U.S. edition, and held 24 pre-arranged meetings with Canadian, U.S. and international media and content creators (January 2023). › Attended International Media Marketplace and completed 19 appointments with U.S. travel journalists and content creators (February 2023).

Attended Women in Travel Summit and met with 30 › U.S. media and content creators, many from the near-market Midwest U.S., generating strong leads for future media trips and collaborations (May 2022).

UNITED KINGDOM

GERMANY

Travel Media

Travel Media

Travel Trade

› Hosted writers in Churchill that resulted in articles with › Hosted German travel writers in Churchill and

DESTINATION CANADA'S EUROPEAN STR ATEGIC PL ANNING FAM TRIP IN CHURCHILL

The Guardian and City AM, a daily business newspaper. › Participated in Destination Canada-led Canada Connect Media, a virtual travel media event. Travel Manitoba’s European general sales agent (GSA), Denkzauber Marketing, presented to 77 German media on Manitoba experiences and stories and Travel Manitoba held appointments with 11 journalists.

› Attended Signature Travel Network forum and met

with 25 Signature Travel agents in a B2B format (May 2022) and delivered a webinar to Signature Travel’s North American agents (July 2022). › Sponsored the Education Travel Consortium webinar focusing on diversity, equity and inclusion with 60 educational planners (June 2022). › Attended United States Tour Operators Association trade show and marketplace in Austin, Texas and held 30 scheduled appointments, resulting in interest and itineraries being developed, including new cruise/ expedition opportunities for Churchill (December 2022). › Attended Signature Travel Network consortia in Las Vegas, resulting in appointments with 112 travel advisors (November 2022). › Attended Virtuoso travel week Las Vegas, scheduling 150 appointments with travel advisors (August 2022). › Attended Student Youth Tour Operator association in Washington DC (August 2022).

Travel Manitoba and Tourism Winnipeg provided closing remarks at the conference in anticipation of hosting the conference of 700 attendees in 2023.

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Travel Trade

› Hosted Destination Canada’s travel trade strategic

Highlights

› On Canada’s Remote Kaska Coast, Wolf Spotting

Under the Northern Lights “The wolf was not shy. She came silent and fast from behind, flanking our line of hikers. She circled to the front and stopped. She lifted her nose, narrowed her eyes against the wind, and studied our strange herd.

What were we? Not caribou or moose, definitely not lemmings.”

— Peter Heller, Conde Nast Traveler

› Tired of the Same-Old Winter Activities? Winnipeg Has Revamped the Season “The lengthy annual freeze doesn’t stop Manitobans from having a good time though—in fact, they make the most of the cold with creative and inventive activities. From the unique culinary scene to the world’s largest snow maze, there’s no shortage of frigid fun to be had in the capital of the Canadian region that loves being weird in a wonderful way.”

— Lauren Breedlove, Thrillist

CANADA'S HEART IS CALLING

planning session with key European accounts in Winnipeg and Churchill. The strategic planning session included a FAM tour to Churchill for the group of 20. Participants included Destination Canada executives, Air Canada representatives, country managers from Germany, U.K and France, as well as senior executives from key tour operators and media (October 2022). › Participated in Canada Showcase, a Destination Canada Pan-European travel trade event at Canada House in London, with over 100 delegates representing 64 Canadian partners, 90 European tour operators from the U.K., France, The Netherlands, Germany and Switzerland and held meetings with 25 U.K. tour operators (November 2022).

Delivered print and digital joint marketing activities with › Audley Travel, Canadian Sky, First Class Holidays, Wexas, Trailfinders, Windows On The Wild and Selling Travel. › Participated in Destination Canada’s Connect virtual showcase for U.K. tour operators and agents.

2022–23 ANNUAL REPOR T

Winnipeg, resulting in articles in Free Men’s World, among others.

Travel Trade

› Met with 14 German and Swiss tour operators at

Canada Showcase. › Invested in a campaign with CANUSA, which generated over 109 inquiries, resulting in more than 200 room nights.

Delivered joint marketing activities with CANUSA, CRD › Touristik, SK Touristik, ADAC Reisevertrieb and KANADA Magazin. › Carried out—in cooperation with Air Canada, Tourism Yukon, Northwest Territories Tourism and Tourism Saskatchewan—a hybrid trade roadshow on “Kanadas Geheimtipps” or “Canada’s Secrets” (November 2022). › Participated in Destination Canada’s Connect virtual showcase for German tour operators and agents.

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AUSTRALIA

MEETINGS, CONVENTIONS, MAJOR EVENTS AND INCENTIVE TRAVEL

Travel Media

› Hosted Matthew Teffer, from the Australian Financial

Review, in Churchill and Winnipeg, resulting in two articles. › Attended the International Media Marketplace and met one-on-one with Australian journalists to pitch Manitoba story ideas through a GSA (DC Associates & Worldwide).

Travel Trade

› Created four-page spread on activities in Manitoba for Australian edition of Selling Travel. › Delivered print and digital joint marketing activities and campaigns with Natural Focus Safaris, Talking Drum, Travel Counsellors, Flight Centre campaign and Adventure World.

› Attended the Incentives, Business Travel and

Meetings (IBTM) marketplace and tradeshow in Barcelona, with 25 scheduled appointments (November 2022). › Participated in Destination Canada’s Incentive Canada, meeting with 20 incentive buyers and media from North America and Europe (July 2022).

Attended Global Meeting & Incentive Travel Exchange › and held appointments with 30 buyers and planners from across North America (June 2022). › Supported the organizers of the World Police and Fire Games (in preparation for the July and August 2023 games) with the production of a brochure and video, and staffing of a visitor services booth at the Rotterdam Games (July 2022).

INTERNATIONAL WINTER CITIES SHAKE-UP 2023 AT THE FORT GARRY HOTEL

INTERNATIONAL WINTER CITIES SHAKE-UP 2023 WINNIPEG, CANADA

NEED PHOTO

RENDEZ-VOUS CANADA IN TORONTO 2022

Rendez-vous Canada

Highlight

› Churchill, Canada is the Polar Bear Capital

of the World “ Time is suspended as we witness one of nature’s great ongoing life cycles—the Earth’s largest predatory carnivore lumbering north—as though in slow motion. ‘Oh, my goodness,’ whispers a woman from Colorado from the seat behind us as the bears slowly dissolve from our vision into an infinite white.

The temperature drops below -20ºC, but our hearts are aglow.” — John Barker, Escape (Australia)

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Travel Manitoba held 150 appointments with buyers from all international markets at Rendez-vous Canada (RVC) in Toronto in May 2022. Thirteen Manitoba partners attended, all sporting red Manitoba-branded running shoes, which were hand-painted by local artist Kal Barteski.

Over 1,100 buyers and sellers attended Travel Manitoba's sponsored lunch, promoting Churchill’s northern lights.

The crowd was enthralled and entertained by Indigenous star lore expert Wilfred Buck, an epic northern lights video and a performance by the Ivan Flett Memorial Dancers.

CANADA'S HEART IS CALLING

The 2023 Winter Cities Shake-Up brought together urban planners and designers, entrepreneurs, business people, artists and cultural and community organizers, and people who live in winter cities and want to take advantage of all winter has to offer. Travel Manitoba and Tourism Winnipeg co-hosted the conference at the Fort Garry Hotel from February 15 to 17, 2023.

“During my time at the Winter Cities Conference in Winnipeg, I was dazzled by the winter activities, activation, art and embracement of an outdoor winter lifestyle by residents. I learned from others across the country how they have fully embraced winter as a part of their culture and a benefit to their city, town or communities.”

— Katie Thorpe, Arts and Culture Strategist, Arts and Culture Partnerships, the City of Calgary

2022–23 ANNUAL REPOR T

Results Registration › 150 passes for the event (total) News Release Coverage (non-paid) › 29 articles – total pickup › 1,033 release views and hits › 83 engagement actions › 53.4 million total potential audience Top Outlets 1. Newswire 2. CEO.ca 3. Canadian Business Journal 4. Canadian Insider 5. VACAY.CA

Sponsored Placement Coverage (January 26–February 2) › 131,386 impressions › 96 clicks › 0.07 per cent clickthrough rate Top Placement Outlets 1. 44,818 impressions – cdntraveler.com 2. 26,437 impressions – nationalgeographic.com 3. 15,772 impressions – travelandleisure.com 4. 13,731 impressions – tripsavvy.com 5. 13,160 impressions – tripadvisor.com

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AWARDS Travel Manitoba activities were recognized throughout the year.

Communicator Awards › Awards of Excellence • Brand Videos • User Generated Content (UGC) Brand Videos NYX Awards

World Media Festival › Video: Adventure to Understanding › Video: State of the Province › Video: Summer Road Trips commercial series

› Grand Winner

Hermes Creative Awards

› Gold

› Platinum

• Integrated Marketing: Winter Explorer Campaign • Electronic Media – TV Ad: Winter Explorer TV Ad • Electronic Media – Social Video: Adventure to Understanding

› Gold

• Electronic Media – Social Video: Feast Café Bistro • Website – Redesign: TravelManitoba.com • Strategic Campaigns – Marketing: Churchill Direct Mail

Content Marketing Awards › Best Use of TikTok › Best Integrated Marketing Campaign (Churchill direct mail)

• Video – Commercial & Marketing Tourism: When Your Heart Needs Travel, Canada’s Heart is Calling • MarCom – Strategic Campaign Brand Strategy Campaign: Canada's Heart is Calling Brand Awareness Campaign • MarCom – Publications Magazine: 2023 Inspiration Guide

› Silver

• MarCom – Mobile App Travel: Manitoba Explorer App • Video – YouTube/Vimeo Travel/Tourism: Canada's Heart is Calling UGC Brand Videos

MarCom Awards › Digital Media - Social Media: TikTok Engagement › Print Marketing - Direct Mail: Churchill Northern Lights and Polar Bears Campaigns Marketing Canada Awards › Recovery Plan: Tourism Recruitment

THE FORKS VISITOR INFORMATION CENTRE

VISITOR SERVICES Traffic in Travel Manitoba’s Visitor Information Centres (VIC) has slowly started to rebound after the pandemic.

Rural centres in Emerson, Kirkella and the Whiteshell opened for the first time in 2022 since before the pandemic, however the hours and days of operation in all rural centres remain below 2019 levels.

CHANGE IN MANITOBA VISITOR CENTRE TR AFFIC (NUMBER OF WALK-INS)

The overall volume for walk-in traffic for all visitor centre locations combined was 64 per cent lower in 2022-23 than in 2019-20. The decline for each specific visitor centre is outlined in the table.

WALK-IN TR AFFIC FOR ALL VISITOR INFORMATION CENTRES 30K

2019–20

2022–23

% CHANGE

Emerson

7,476

2,273

-70%

The Forks

89,818

33,191

-63%

Kirkella

13,556

6,740

-50%

Whiteshell

29,878

9,038

-70%

20K

10K

2018–2019

30

CANADA'S HEART IS CALLING

2022–23 ANNUAL REPOR T

2019–2020

2020–2021

2023 MAR

2023 FEB

2023 JAN

2022 DEC

2022 NOV

2022 OCT

2022 SEP

2022 AUG

2022 JUL

2022 JUN

2022 APR

2022 MAY

0

FALCON TR AILS

2021–2022

31

Advance Destination Management

TOURISM RELIEF FUND (TRF)

TOURISM INNOVATION AND RECOVERY FUND (TIRF) UPDATE The Tourism Innovation and Recovery Fund (TIRF) launched in November 2021. Travel Manitoba’s first funding program awarded $1.023 million to 50 businesses and over $270,000 was awarded to 14 Indigenous-owned or operated projects across the province. Visit page 39 to see the list of Indigenous tourism businesses who received funding from this program. All projects were complete and ready for launch by March 31, 2023.

The funding program resulted in: › Forty-three new market-ready Manitoba tourism products, and › Five projects that enhanced or diversified an existing tourism product.

Travel Manitoba received $2 million in funding from PrairiesCan's Tourism Relief Fund. The majority of funds were used to support operators under the Winter Tourism Development Fund and to offer a number of training programs. Funding also supported the Northern Lights Development planning session held in late November in Churchill and an Arts and Culture Summit held in January.

Digital assets were developed to support future destination development and marketing initiatives.

FALCON TR AILS

NANUK OPER ATIONS, CHURCHILL

TOURISM INNOVATION AND RECOVERY FUND RECIPIENTS

› A Maze in Corn

Snow mountain expansion product

› Arrowhead Family Resort

Addition of wood-fired barrel saunas › Assiniboine Park Conservancy Zoo Lights enhancements › Bakers Narrows Lodge Aurora viewing pod › Canadian Fossil Discovery Centre Field station dig site › Churchill Northern Studies Centre Virtual view on the tundra experience

› Decipher Wilderness Experiences Two winter cycling packages at Northgate

› Discover Churchill Aurora 4x4 tour package Elkhorn Resort Spa & › Conference Centre Addition of wood-fired saunas › Gangler's Sub-Arctic Eco lodge/winter guest cabin › George Lake Outfitters Construction of glamping yurt

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› Harvest Lodge

Addition of tubing and kayak excursions › J'em Bistro Ice fishing package › Kendrick’s Outdoor Adventures Ice bike rentals › Manitoba Museum Two new planetarium shows › Masagana Flower Farm & Studio Addition of building to host workshops

› Mennonite Heritage Village Winter recreation offerings

› Le Musée de Saint Boniface Museum Addition of new learning space › Nanuk Operations Snowshoe and aurora experience › Oak Hammock Marsh Bike rentals and trail development › Paint Lake Lodge

Winterize cabins for year-round offerings

› Papillon Creations Barn accommodation experience

› Pickled Loon Kitchen Foraging in the boreal forest experience

› Pineridge Hollow

Studio workshop space

› Polar Bears International Interpretive centre update

› Prairie Gal Fishing Purchase snow-dog for ice fishing

› Prairie Vélo Accessibility cycling for all to experience › Shel Zolkewich Glamping opportunity › Voyageur Houseboats Houseboat on the Pinawa channel › Watchi Bay Enterprises Year-round recreational activities and tours

› Wekusko Falls Lodge Accessible wheel house ice shack

› Westway Inn Motel Online booking system

› Wilderland Adventure Company Voyageur canoe tour

› Winnipeg Trolley Company Private and corporate tour development

CANADA'S HEART IS CALLING

2022–23 ANNUAL REPOR T

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Winter Tourism Development Fund The Winter Tourism Development Fund (WTDF) supported Travel Manitoba’s goal to increase the number of market- and export-ready tourism businesses throughout the province and expand winter tourism offerings. The program resulted in 18 organizations gaining access to over $1.1 million in funding. Travel Manitoba awarded over $167,000 in funding to two Indigenous-owned or operated projects.

The funding program resulted in: › Ten new market-ready Manitoba tourism products in 2023, and

E › ight projects that enhanced or diversified an existing tourism product.

SNOW MAZE PHOTO: LIZ TRAN

Winter Tourism Development Fund Recipients

› A Maze in Corn

Snow entertainment pavilion › Falcon Sports Club Multi-use winter trails › Frontiers North Adventures Multi-use winter trails › Icebound Excursions Additional ice fishing unit › Winnipeg Trails Association Recreational trail development and services

› Lakeside Sno Drifters Trail signage

› Eastman SnoPals

Snow groomer for trail use › Frank Skinner Arboretum Trail Snow groomer for trail use › Interlake Snow Trackers Snowmobile warming huts › Opasquia Trails Trail signage › Kannuk Outfitters Tracked vehicle for ice fishing › Turtleback Homes Off-grid ice shacks on Clear Lake

› Lac du Bonnet

Skating trail › City of Morden Yurts on Lake Minnewasta › RAW:almond Ice dining event on Red River › Clear Lake Country Winter tourism development › Tonapah Lodge Increase winter capacity › Holiday Alley Addition of Indigenous programming

MANITOBA ARTS AND CULTURE TOURISM SUMMIT

EVALUATING THE TOURISM POTENTIAL OF MANITOBA PARKS

The goals of the summit were to: › Increase awareness of tourism opportunities, › Inspire stakeholders to take action, and › Gather input into Travel Manitoba’s strategic planning.

Travel Manitoba, in partnership with Manitoba Parks, initiated and financed a comprehensive study conducted

by MNP, HTFC Planning and Design and Prairie Research Associates titled, "Evaluating the Tourism Potential of Manitoba Parks”. In December 2022, the Government of Manitoba released the report.

The event held on January 9, 2023 at the RBC Convention Centre Winnipeg brought together 70 of the province’s major frontline arts and cultural groups, including members from performing arts, museums, visual arts, festivals, granting agencies, tourism groups and government staff to foster collaboration and to help Manitoba’s arts and cultural experiences drive visitation.

Summit exercises yielded important insights into the needs of, and opportunities for, this group. Travel Manitoba will be developing a culture and arts action plan in partnership with Manitoba Sport, Culture and Heritage and the Manitoba Arts Council based on the learnings from the summit.

CLEARWATER L AKE PROVINCIAL PARK

Recommendations to Manitoba Parks included: › Expand operating seasons for provincial parks, › Expand parks’ facilities and amenities, and › Add new experiences and attractions, including unique winter, Francophone, Indigenous and water-based experiences.

GARDEN TOUR RESEARCH A web scan of the garden tour operators conducted in winter 2022 identified the best tour companies with potential to add Winnipeg’s new iconic garden attraction, The Leaf, to their product list. The scan also collected information about garden tour package characteristics, ideas and examples.

FESTIVAL DU VOYAGEUR PHOTO: LIZ TRAN

TRAINING PROGRAMS Grant Writing 101 In collaboration with Decipher Services Inc., Travel Manitoba offered customized workshops focused on effective grant writing for businesses, communities and non-profits operating in the tourism sector. In total, 45 tourism partners participated in the sessions that took place (three virtual and one in-person).

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Experience Development Workshops A variety of operators virtually attended informative, small-group workshops to inspire them to develop new products and services or to refine existing experiences.

Sessions included a Manitoba Parksfocused group, a Francophone partner session as well as three general attendance workshops.

Dialogic Interpretation Training The International Coalition for Sites of Conscience delivered a multi-day session in March 2023. The training provided participants with tools to design and implement dialogic public programs meant to foster deeper conversation about human rights issues.

CANADA'S HEART IS CALLING

2022–23 ANNUAL REPOR T

35

DESTINATION ASSESSMENT PROJECT

TOURISM'S IMPACT ON THE ECONOMY: TR ACKING 2020 –2022

Probe Research, Twenty31 Consulting and Barnes Sinclair Ltd. were retained to conduct a gap analysis and destination area assessments for 11 rural communities.

The project identified experience development opportunities that would have a significant and transformational impact on visitor spending in Manitoba.

Destination area assessments were completed for key destinations in Manitoba, including St. Boniface, Brandon, Portage la Prairie, Clear Lake, Dauphin, the Whiteshell, Gimli, Morden-Winkler, Steinbach, Asessippi and Neepawa. The results were presented to most communities at in-person engagement sessions. The sessions included a facilitated discussion about addressing the recommendations outlined in each destination area assessment.

Northerners are much more likely to feel tourism is very important to their region and their community than other Manitobans

SNOWMOBILE JURISDICTION RESEARCH Travel Manitoba completed a jurisdictional scan evaluating five comparable Canadian snowmobiling markets. The research examined consumer profiles, product availability, policy frameworks, economic impacts and marketing strategies for Saskatchewan, Alberta, Québec, Northwest Territories and New Brunswick. All jurisdictions reported that the cost of commercial liability and renter's insurance for operators is a major barrier preventing further development.

NORTHERN TOURISM DEVELOPMENT Travel Manitoba hired Probe Research to conduct a survey of tourism sentiment among northern Manitobans.

Four hundred residents were surveyed between March 9 and April 12, 2022. In particular, northern Manitobans surveyed thought tourism was an important contributor to the North and northern communities. Eighty-nine per cent felt tourism is very important or somewhat important to the economy and 88 per cent felt it was important to their community specifically. Those surveyed who were most likely to feel tourism is very important to northern Manitoba included post-secondary graduates (73 per cent) and those with young children at home (72 per cent).

36

50% 50%

Manitoba

66%

57% Your region/ Northern Manitoba

62%

38%

54%

47%

Your community

35%

56% 42% 41%

% INDICATING VERY IMPORTANT MAR 2020

OCT 2020

JUL 2021

APR 2022

Source: Probe Research

TOURISM'S IMPACT ON THE ECONOMY

CHURCHILL

Tourism in the province's North is seen to be very important to nearly two-thirds of respondents

50%

MANITOBA NORTHERN MANITOBA

62% 56%

MY COMMUNIT Y

VERY IMPORTANT

40% 27% 32%

90% 89% 88%

SOMEWHAT IMPORTANT

Source: Probe Research

Northern Manitobans tend to feel more strongly than other Manitobans that tourism is very important to their region and community. The charts above compare the results for northern Manitobans with previous surveys of Manitobans as a whole.

Overall, northerners are very welcoming of tourists to their communities and take a tremendous amount of pride in making visitors feel welcome. There is very little concern expressed about tourism or any potential negative impact on local communities. In an open-ended question, northerners expressed support for the recovery of the tourism industry in the North and also encouraged greater investment in infrastructure (roads, campgrounds, lake access, tourist services, etc.).

Northern Tourism Advisory Committee Travel Manitoba works jointly with a Northern Tourism Advisory Committee to implement the Northern Manitoba Tourism Strategy. The committee met in Thompson on June 2, in Bakers Narrows on September 7 and in The Pas/Opaskwayak Cree Nation on January 30 to address topics such as Indigenous tourism development and road infrastructure in the North, development in the Flin Flon area and a review of the northwest region’s destination area assessment.

CANADA'S HEART IS CALLING

Northern Lights Competitive Assessment Travel Manitoba conducted a northern lights competitive assessment to identify potential opportunities to further support and develop a northern lights season in Churchill.

Churchill was compared with Fairbanks, Whitehorse and Yellowknife in terms of aurora viewing nights.

Factors such as location, cloud cover and hours of darkness were considered. There is very little difference between the locations during the prime northern lights viewing season, but Churchill has room to grow in the spring and early winter as it has more hours of darkness than other competing locations at those times of the year.

The research concluded that Churchill is one of the best places in the world to see the northern lights, as it is situated directly below the auroral oval. Between January and March, there are more viewing opportunities in Churchill than virtually anywhere else in the North.

Longer nights than other northern destinations in early spring and late summer provide a potential advantage.

Churchill also has a wealth of unique settings and environments from which to view and photograph the northern lights (tundra vehicles, aurora domes, yurts, etc.). The biggest challenges to further development are access (flights and rail) and capacity (accommodations and restaurants) outside of peak seasons.

Travel Manitoba hosted a facilitated session in Churchill in November 2022 to explore options and strategies to support the growth of northern lights tourism in the community. The session was attended by more than 40 northern lights operators, hoteliers and related service providers.

2022–23 ANNUAL REPOR T

Participants identified four potential paths to aurora growth: › New investment (e.g. high-end accommodations, upgrading equipment, etc.),

E › xtending the aurora season, › Addition of more accommodations and services by existing operators, and › Greater collaboration among operators.

Summer and Winter Marketing Campaigns for the North As a key pillar of both the summer and winter campaigns, the North was highlighted in targeted search, digital and social ads, along with the distribution of 10,000 copies of a Northern Manitoba Trip Ideas Guide and a northern lure direct mail piece distributed through Canada Post to Winnipeggers and households in southern Manitoba.

Digital Results:

› Spring Summer Campaign

• 8.8 million overall impressions • 44,526 clicks • 0.5 per cent click-through rate • 889,894 video views

› Fall Winter Campaign

• 6.9 million overall impressions • 85,836 clicks • 1.24 per cent click-through rate

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ST. PIERRE MUSEUM

MANITO AHBEE FESTIVAL

L A BR ASSERIE NONSUCH BREWING CO.

FRANCOPHONE TOURISM

INDIGENOUS TOURISM

Indigenous Tourism Product Development Funding

The Francophone Tourism Strategy officially launched at a media event on April 20, 2022 at the Centre culturel franco-manitobain. Travel Manitoba is working jointly with the Francophone Tourism Advisory Committee to implement the strategy.

Probe Research delivered a destination area assessment for St. Boniface in December 2022. In February 2023, the Francophone Tourism Advisory Committee finalized a list of projects and development opportunities that would have a significant impact in St. Boniface.

Development of Indigenous Tourism Manitoba

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 PrairiesCan Winter Tourism Development Fund.

Priorities for development are to: › Expand the impact of Festival du Voyageur in helping tell the history of the Métis community. › Deliver an annual festival in June to highlight the culture of the current Francophone community in St. Boniface. › Grow “Jeudis de la francophonie” in the summer season.

Marketing and Corporate Highlights

› Six print ads, 37 radio ad occurrences, 40 TV ad

occurrences and two billboards were translated into French for major campaigns (fall winter, spring summer and brand launch). › One video and two print ads were translated into French for the Tourism Education Campaign. › Eleven corporate documents (including all strategies and progress reports) and three consumer guides were translated to French.

F › rench version of Master Angler program certificates are available on request.

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Travel Manitoba works jointly with Indigenous Tourism Manitoba (ITM) and the Indigenous Tourism Association of Canada (ITAC) under a three-year memorandum of understanding (MOU) to implement the Manitoba Indigenous Tourism Strategy. All three parties have worked to ensure coordinated efforts reduce overlap and improve outcomes. The organizations have collaborated on an annual work plan, marketing plan and progress report to support implementation of the strategy.

Travel Manitoba continued to support ITM's board as they developed and appointed Holly Courchene as CEO in May 2022. ITM has made significant progress in establishing the organization. Activities include development and launch of a new brand, website, business plan, governance and policy documents, financial and operational systems and membership guide.

ITM also secured funding from a number of sources for association programming for 2023–24.

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 2023.

Indigenous-Owned TIRF Funding Recipients ORGANIZATION

COMMUNITY

SAYZOONS

St. Pierre Jolys

Prairie Berry

Glenlea

La Brasserie Nonsuch Brewing Co.

Winnipeg

Moon Gate Guest House

Whitemouth

Boreal Workshop

Pinawa

Kikiwak Inn

Opaskwayak Cree Nation

The House That Love Built Bed and Breakfast

St. Pierre Jolys

Training and Support for Indigenous-Owned Tourism Businesses

Fisher River Outfitters

Fisher River Cree Nation

Travel Manitoba offered several training initiatives in 2022–23, which included participation by Indigenousowned businesses: › Two Indigenous operators participated in Grant Writing 101. › Five Indigenous businesses participated in Experience Development Workshops. › Six Indigenous operators participated in Dialogic Interpretation Training.

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

CANADA'S HEART IS CALLING

2022–23 ANNUAL REPOR T

GL AMPING INSTEAD

Winter Tourism Development Fund ORGANIZATION

COMMUNITY

Kannuk Outfitters

Matlock

Turtleback Homes

Onanole

Keynote Speakers at Vision Quest Travel Manitoba and ITM were luncheon keynote speakers to nearly 1,000 delegates at the Vision Quest Conference in May 2022, which promoted Indigenous business, community and economic development.

Through Travel Manitoba’s gold sponsorship of the event, ITM was able to host a booth at the trade show to promote the association and the potential for Indigenous tourism.

Corporate and Digital Highlights Travel Manitoba hosted a session in October with key Winnipeg attractions to find ways to promote and package authentic Indigenous tourism experiences in the city. Participating organizations included The Forks, Manitoba Museum, Assiniboine Park Conservancy, Canadian Museum for Human Rights, Winnipeg Art Gallery and Indigenous Tourism Manitoba.

Travel Manitoba and ITM presented at the Manitoba Keewatinowi Okimakanak annual general meeting in The Pas in August.

Travel Manitoba developed several videos that showcase Indigenous-owned businesses and communities, including La Brasserie Nonsuch Brewing Co., Moon Gate Guest House, Fisher River Cree Nation and Wat’chee Lodge.

In 2022–23, Travel Manitoba’s Indigenous content had a reach of 7.9 million with 53,374 clicks and 3.9 million video views. The engagement rate (click-through rate) was 0.64 per cent.

39

Foster Collaboration and Build Support for Tourism

INTERNATIONAL INDIGENOUS TOURISM CONFERENCE ITAC hosted its annual awards gala as part of the Winnipeg hosted the International Indigenous Tourism International Indigenous Tourism Conference. The 2023 Conference from March 8 to 10, 2023. Travel Manitoba awards included both national awards and awards participated in the conference planning committee, supported the development of cultural tours prior to the specific to Manitoba as the host province. Winners of Manitoba awards were: event and sponsored the Welcome Reception–Taste of Turtle Island. Activities included the creation of three › Prairie Berry – New Operator or Business that videos: an opening reception video, a video showcasing Launched a New Experience, Manitoba's Indigenous tourism products and the › Whiteshell Petroforms Authentic Indigenous Tours partnership between ITAC, ITM and Travel Manitoba, – Cultural Experience, and another video that highlighted the new branding of › Manitoba Indigenous Cultural Education Centre – Indigenous Tourism Manitoba and Adventure to Outstanding Staff Person, and Understanding. › Opaskwayak Cree Nation – Leading the Way in The sold-out event was attended by nearly 1,100 Business Development. delegates. Conference attendees had the opportunity to participate in a local Indigenous tour or cultural workshop. Two Manitoba businesses, Wapusk Adventures and All experiences were carefully curated to highlight local Feast Café Bistro, were nominated for the Exceptional Manitoba storytellers, Indigenous tourism businesses Industry Leader and The Original Original Star Award, and cultural experiences. Travel Manitoba's media, which recognizes a business or organization leading the influencer and travel trade teams worked with ITAC to way in Canadian Indigenous tourism by demonstrating host pre-conference FAM tours for key accounts in media excellence in all aspects of its business, such as and travel trade. The four-day tour included Indigenous marketing campaigns, Tripadvisor reviews, generated stories and experiences in Churchill such as northern revenues, low staff turnover and repeat customers. lights viewing, dogsledding, artisan talks and more.

2022 MANITOBA TOURISM CONFERENCE IN WINNIPEG

INTERNATIONAL INDIGENOUS TOURISM CONFERENCE AT RBC CONVENTION CENTRE WINNIPEG

MANITOBA TOURISM CONFERENCE The Manitoba Tourism Conference was held September 12–13, 2022 at the Delta Hotel Winnipeg and was cohosted with Tourism Winnipeg. Keynote speakers included Gloria Loree, Senior Vice President, Marketing Strategy and Chief Marketing Officer of Destination Canada, and Angela Nagy, President and CEO of GreenStep Solutions. Over 120 attendees took in panels on diversity, equity and inclusion as well as Indigenous tourism and breakout sessions on marketing and business development.

Travel Manitoba held its annual general meeting during the conference.

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TOURISM INDUSTRY ASSOCIATION OF MANITOBA The Manitoba Tourism Strategy makes a commitment to collaborating with Tourism Industry Association of Manitoba (TIAM) to drive a whole-of-industry approach to tourism. In March 2023, the Tourism Industry Association of Canada hosted its regional Town Hall. Travel Manitoba sponsored the luncheon at the event and provided TIAM an opportunity to present the value of membership in their recently incorporated organization.

CANADA'S HEART IS CALLING

2022–23 ANNUAL REPOR T

41

RESIDENT PRIDE SURVEY RESULTS

TOURISM RECRUITMENT CAMPAIGNS

Travel Manitoba partnered with Leger Research in January 2023 to conduct a survey of Canadians’ opinions and attitudes toward their province and tourism where they reside. Nearly 2,000 Canadians were surveyed, of which 467 were Manitobans. Key results indicate Manitobans are welcoming and believe that tourism is a good way to create jobs in the province.

Travel may be rebounding more quickly than expected, but tourism-related businesses are still short workers in Manitoba. Many workers left the industry during the pandemic, and tourism businesses have not been able to scale up staffing and training as quickly as tourism demand has increased. Travel Manitoba identified a need for both short- and long-term solutions to meet the immediate demand for workers, while partnering with provincial educational institutions to drive enrolment in tourism-related programs.

73%

76%

52%

81%

Employee Recruitment Campaign

I'm proud to say I'm from Manitoba

Manitoba is a welcoming province

Nearly three quarters of Manitobans are proud to say they are from Manitoba. Manitobans over the age of 55 are somewhat more likely to agree with this statement.

About three quarters of Manitobans agree their province is welcoming.

Older Manitobans (55+ years) are more likely to say Manitoba is a welcoming place (84% vs. 72% 18–54 years).

Those from Saskatchewan (82%) and BC (79%) are the proudest of their province, while Albertans are least proud with only 6 in 10 (61%) saying they are proud to be from Alberta.

Saskatchewan residents are most likely to agree their province is welcoming (88%), while Albertans are least likely (64%).

Manitoba is safe Safety is a concern for Manitobans with only half saying Manitoba is safe. Older Manitobans (55 + years) are more likely to say Manitoba is safe (59% vs. 41% 18-34 years).

Strong agreement among Quebecers and Saskatchewan residents with over 8 in 10 Quebecers (86%) and Saskatchewan residents (83%) agreeing their provinces are safe.

I would welcome tourists in my community A majority of Manitobans agree they would be welcoming to tourists.

Female Manitobans are more likely to agree that they would welcome tourists (86% vs. 76% males). Older Manitobans (55+ years) are also more likely to agree (88% vs. 77% 18-54 years).

Overall, Canadians are welcoming – with Saskatchewan (87%) and Atlantic Canada (87%) being the most welcoming of tourists.

Travel Manitoba, in conjunction with the Manitoba Tourism Education Council (MTEC), Manitoba Hotel Association and the Manitoba Restaurant & Foodservices Association, ran a campaign to address the significant labour shortage facing the tourism and hospitality industry. The goal of the campaign was to increase awareness of available tourism-related jobs, drive traffic to industry recruitment websites and raise the number of applications. The first phase launched May 4 and ran until mid-June 2022.

Digital Results:

› 2.05 million overall impressions › 13,144 overall clicks › 0.64 per cent overall click-through-rate › 45 applications through our links to jobs posted on 76%

54%

78%

MTEC's website

76%

I take pride in making visitors feel welcome

Manitoba is becoming a better place to visit

Boosting tourism is a good way to create jobs in Manitoba

Overall, tourism improves the quality of life in Manitoba

Three quarters of Manitobans agree they take pride in making visitors feel welcome. Female Manitobans (81% vs. 71% males), Manitobans over the age of 55 (85% vs. 71% 18–54 years) and those residing in rural areas (88% vs. 74% suburban, 73% urban) are more likely to feel pride when welcoming visitors.

About half of Manitobans feel their province is improving for visitors.

There is somewhat stronger agreement among older Manitobans (55+ years).

Nearly 8 in 10 Manitobans agree Manitoba tourism is a good way to increase employment. Female Manitobans are more likely to agree that tourism is good for job creation (83% vs. 72% males). Additionally, those Manitobans over 55 years are more likely to agree (84% vs. 74% 18-54 years).

About three quarters of Manitobans agree that tourism improves their quality of life – 40% strongly agree with this statement. Manitobans over the age of 55 are more likely to agree that tourism is a factor in improving quality of life in Manitoba (82% vs. 73% 18–54 years).

Quebecers take the most pride in welcoming visitors to their province – with a majority agreeing (86%) and nearly half (48%) strongly agreeing.

Quebecers are the most positive about the outlook of their province – about three quarters (73%) agree their province is becoming a better place to live. However, other provinces show less agreement.

CANADA'S HEART IS CALLING

A campaign highlighting tourism education programs in Manitoba launched in February 2023. The purpose of the campaign was to promote a longer-term recruitment funnel for tourism industry workers by promoting education programs at Red River College Polytechnic, Université de Saint-Boniface, Manitoba Institute of Trades and Technology and Assiniboine Community College. The call to action was a landing page on Travel Manitoba’s website that included information on all tourism education programs in Manitoba. The campaign included display ads, print ads in both English and French and video ads to promote education as a way to accelerate a career in tourism.

Digital Results:

Overall, many Canadians agree boosting tourism is a good way to create jobs. Strongest agreement is felt among Quebecers (87%) and Albertans (87%).

› 2.4 million overall impressions › 23,740 overall clicks › 0.94 per cent overall click-through-rate › 604,310 landing page visitors › 32,943 landing page views › 478 leads to partner sites

Source: Leger Research

42

Tourism Education Campaign

2022–23 ANNUAL REPOR T

43

Partnership and Industry Relations Thank you to all our partners for your participation this year! In the 2022 calendar year, we worked with 173 partners on marketing and sponsorship programs.

CANADIAN MUSEUM FOR HUMAN RIGHTS

Alt Hotel Winnipeg Arrowhead RV Park Assiniboia Downs Assiniboine Park Conservancy Authentic Iron Barrier Bay Resort Bass Pro Shops and Cabela's Canada Bed and Breakfast Association of Manitoba Bee2gether Bikes Bell Aura Bed, Breakfast and Bistro Bella's Castle Blue Crescent Hotel Bowerbird Stays Brandon Tourism and Brandon Riverbank Inc. Burntwood Lake Lodge Canad Inns Winter Wonderland Canada’s Royal Winnipeg Ballet Canadian Fossil Discovery Centre 44

Canadian Museum for Human Rights CDC – Beausejour Brokenhead Development Corporation CDEM – Economic Development Council for Manitoba Bilingual Municipalities Celebrations Dinner Theatre Central Manitoba Tourism Centre culturel franco-manitobain Charley B’s Classic Grill and Ice Cream Parlour Churchill Northern Studies Centre Churchill Wild City of Dauphin – Tourism Development City of Flin Flon City of Morden City of Selkirk City of Steinbach

Clear Lake Country Manitoba Government Communications and Engagement Cranberry Portage Heritage Museum Cripple Creek Campground Culture Days Manitoba Days Inn by Wyndham Steinbach Dead Horse Cider Delta Hotels Winnipeg Doors Open - Heritage Brandon Eastman Tourism Elkhorn Resort Spa and Conference Centre Enigma Escapes Exchange District BIZ Explore Morden-Winkler Explore St. Malo Falcon Beach Ranch Farmery Estate Brewery CANADA'S HEART IS CALLING

Festival du Voyageur Fire and Water Music Festival Folklorama Fort la Reine Museum FortWhyte Alive Four Points by Sheraton Winnipeg South Frontiers North Adventures Gangler's North Seal Wilderness Sub-Arctic Adventures Gimli Glider Museum Gimli International Film Festival Gimli Glamping InStead Great White Bear Tours Inc. Harte Trail Studio Tour Hilton Winnipeg Airport Suites Holiday Inn Winnipeg Airport West Holiday Inn Winnipeg South Hook & Tassel Hudson Bay Helicopters Icelandic Festival of Manitoba Inn at The Forks The InnKeepers Interlake Tourism Association International Peace Garden Ivanhoé Cambridge Inc. (Outlet Collection Winnipeg) Jim’s Vintage Garages Kendrick’s Outdoor Adventures Kikiwak Inn Lady of the Lake Lakeview Hotels and Resorts LaserTopia Lazy Bear Expeditions Lazy Days Lodge Lights of the North Lilac Resort RV, Lodging and Water Park Manitoba Agricultural Museum and Campground Manitoba Association of Campgrounds and Parks Manitoba Baseball Hall of Fame and Museum Manitoba Children’s Museum Manitoba Electrical Museum and Education Centre Manitoba Sports Hall of Fame and Museum 2022–23 ANNUAL REPOR T

Manitoba Stampede & Exhibition Manitoba Threshermen’s Reunion and Stampede Mennonite Heritage Village Mere Hotel Minnedosa Tourism Moon Gate Guest House Moonlit Canopy Morden Corn and Apple Festival Motel 6 Headingley - Winnipeg West MR MIKES Steakhouse Le Musée de Saint Boniface Museum Musée St. Joseph Museum Nanuk Operations Nature’s Edge Tourism Co. Nellie’s Homes - Nellie McClung Heritage Site Netley Creek Golf Course and RV Park New Iceland Heritage Museum Norwood Hotel Parks Canada Pinawa Community Development Corporation Pinawa Golf and Country Club Pineridge Hollow Polar Bears International Portage Regional Economic Development Portage Potato Festival Prairie Gateway Tourism Prairie View Municipality Pride Winnipeg Festival Quality Inn and Suites Winkler Rainbow Stage Red River Exhibition Red River North Tourism Reston Lake & Campground Riding Mountain House RM of St. Clements RM of Yellowhead Rocky Lake Birchworks Royal Aviation Museum of Western Canada Royal Canadian Mint Rubber Ducky Resort and Campground Rural Municipality of Lakeshore Sam Waller Museum

Signature Museums South Beach Casino and Resort Southport Aerospace Centre Inc. St. Andrews Heritage Centre St-Pierre-Jolys Sunrise Corner Super 8 by Wyndham Winnipeg East Super 8 by Wyndham Winnipeg West Tallpine Lodges The Fairmont Winnipeg The Forks North Portage Partnership The Fort Garry Hotel, Spa and Conference Centre, Ascend Collection The Great Outdoors Expo The Herdsman House The House That Love Built Bed and Breakfast The Lake House The Manitoba Museum The Pas Community Development Corporation The Royal Canadian Artillery Museum The Whiteshell Thermëa by Nordik Tourism Westman Tourisme Riel Town of Carman Town of Neepawa Town of Souris CDC Souris Glenwood Trail End Camp and Outfitters True North Sports & Entertainment Tundra Inn Turtle Mountain Adventure Huts Turtle Mountain Resort Type Eh Bikes Inc. University of Manitoba Victoria Inn Hotel and Convention Centre Voyageur Houseboats West End BIZ Winkler Harvest Festival Winnipeg Art Gallery Winnipeg Beach Art and Culture Wave Artist Tour Winnipeg Folk Festival

45

Board of Directors

TUL ABI FALLS CAMPGROUND

Stuart Murray (Chair)

Tara Elder-Young (Vice Chair)

Maureen Hrechkosy

Karen Chrest

Hijab Mitra

President & CEO, The City

VP of Business Development,

Owner and Operator,

Manitoba 150 Board

Founder, Mistecture

of Human Rights Education

Calm Air International LP

Trail End Camp and

of Directors

Architecture

Outfitters

& Interiors

Ginette Lavack

Simon Resch

Sara Stasiuk

Drew Fisher

Tim Daniels

Directrice générale,

General Manager,

President & CEO,

President & CEO,

Chief Development Officer,

Centre culturel

Emerson Duty Free Shop

The Forks North Portage

RBC Convention Centre

Treaty One Development

Partnership

franco-manitobain

Corporation

Our People PRESIDENT &

COMMUNICATIONS

CEO’S OFFICE

& STAKEHOLDER

Colin Ferguson President & CEO Brigitte Sandron Executive Vice-President & Chief Operating Officer Maria Shokpeka Executive Assistant DESTINATION MANAGEMENT Jackie Tenuta Vice-President, Destination Management Yan Cong Analyst, Research

ENGAGEMENT Linda Whitfield Vice-President, Communications & Stakeholder Engagement Lauren Reeves Analyst, Senior Policy and Program & Interim Manager, Visitor Experiences

Elise Wood Specialist, Destination Management Initiatives (Bilingual) Mike Goodyear

Jay Jung

Specialist, Digital

Vice-President, Finance,

Experience

Operations & Visitor

David Wolodarsky Manager, Marketing Jonah Nguyen Assistant, Marketing CONTENT MARKETING Jillian Recksiedler

Ally Sigurdson Specialist, Digital Marketing

Assistant, Finance & Operations

Development

Tricia Woikin

Michal Grajewski

HUNT FISH

Specialist, Partnership

Coordinator, Visual Content

CONTENT MARKETING

Kit Muir

Keevin Erickson

Specialist, Media Content

Specialist, Hunt Fish

(Bilingual)

Marketing

Desiree Rantala

Marcel Laferriere

Coordinator, Content

Specialist, Hunt Fish Content

Jess Hassard

Cindy Perrett

VISITOR SERVICES

Specialist, Market

Carla Walker

Development

Team Lead, Travel Counsellor (Bilingual)

Marketing

Specialist, Communications

HUMAN RESOURCES

Mark Remoquillo

Jennifer Mallare

Senior Graphic Designer

Human Resources

Myra Hutcheon

Sarwat Qureshi

Manager, Senior Market

Specialist, Editorial Content

Specialist, Communications

Glenda Sprowl

Melanie Swenarchuk

Manager, Partnership

Allison Zacharias

Services

Officer, Finance MARKET DEVELOPMENT

Breanne Sewards

Larry Jensen Counsellor, Travel (Emerson location) Armande Martine Counsellor, Travel (Bilingual) Ashley Hoeppner Counsellor, Travel & Administrator, Distribution (Bilingual)

Business Partner

Coordinator, Asset & Design

Consultant, Northern

Alysha Reutcky

Tourism

Coordinator, Asset & Design

46

Douglas Evans

Vice-President, Marketing

Lindsay Egan

& DESIGN

Management

Cody Chomiak

Marketing

Specialist, Database &

Specialist, Destination

FINANCE & OPERATIONS

Specialist, Senior Content

COMMUNICATIONS

Samantha Dawson

DIGITAL MARKETING

PARTNERSHIP

Ryan Schultz Information

MARKETING

CANADA'S HEART IS CALLING

2022–23 ANNUAL REPOR T

47

Financial Statements

WEKUSKO FALLS

For the year ended March 31, 2023

51 Management’s Responsibility for Financial Reporting 52

Independent Auditor’s Report

53

Financial Statements

53 Statement of Financial Position 54 Statement of Operations and Accumulated Surplus 54 Statement of Change in Net Financial Assets 55 Statement of Remeasurement Gains 55 Statement of Cash Flows 56 Notes to Financial Statements

↑ Journey to Churchill, Assiniboine Park Zoo PHOTO: JP MEDIA WORKS

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Management’s Responsibility for Financial Reporting

CLEARWATER L AKE PROVINCIAL PARK

The accompanying financial statements are the responsibility of the management of Travel Manitoba and have been prepared in accordance with Canadian public sector accounting standards. In management's opinion, the financial statements have been properly prepared within reasonable limits of materiality, incorporating management's best judgment regarding all necessary estimates and all other data available to the audit report date.

Management maintains internal controls to properly safeguard the assets and to provide reasonable assurance that the books and records from which the financial statements are derived accurately reflect all transactions and that established policies and procedures are followed.

The responsibility of the external audit is to express an independent opinion on whether the financial statements of Travel Manitoba are fairly represented in accordance with Canadian public sector accounting standards. The Independent Auditor's Report outlines the scope of the audit examination and provides the audit opinion.

On behalf of Management:

Executive Vice-President and COO

President and CEO

June 20, 2023 Date

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Tel: 204 956 7200 Fax: 833 888 1678 www.bdo.ca

BDO Canada LLP 201 Portage Avenue - 26th Floor Winnipeg MB R3B 3K6 Canada

Independent Auditor’s Report To the Members of TRAVEL MANITOBA

considered material if, individually or in the aggregate, they could reasonably be expected to influence the economic decisions of users taken on the basis

Opinion

of these financial statements.

We have audited the financial statements of Travel Manitoba (the "Organization"), which comprise the statement of financial position as at March 31, 2023, and the statements of operations and accumulated surplus, change in net financial assets, remeasurement gains and cash flows for the year then ended, and notes to the financial statements, including a summary of significant accounting policies.

As part of an audit in accordance with Canadian generally accepted auditing standards, we exercise professional judgment and maintain professional skepticism throughout the audit. We also:

In our opinion, the accompanying financial statements present fairly, in all material respects, the financial position of the Organization as at March 31, 2023, and its results of operations, change in net financial assets, and its cash flows for the year then ended in accordance with Canadian public sector accounting standards.

Basis for Opinion We conducted our audit in accordance with Canadian generally accepted auditing standards. Our responsibilities under those standards are further described in the Auditor's Responsibilities for the Audit of the Financial Statements section of our report. We are independent of the Organization in accordance with the ethical requirements that are relevant to our audit of the financial statements in Canada, and we have fulfilled our other ethical responsibilities in accordance with these requirements. We believe that the audit evidence we have obtained is sufficient and appropriate to provide a basis for our opinion.

Responsibilities of Management and Those Charged with Governance for the Financial Statements Management is responsible for the preparation and fair presentation of the financial statements in accordance with Canadian public sector accounting standards, and for such internal control as management determines is necessary to enable the preparation of financial statements that are free from material misstatement, whether due to fraud or error.

In preparing the financial statements, management is responsible for assessing the Organization's ability to continue as a going concern, disclosing, as applicable, matters related to going concern and using the going concern basis of accounting unless management either intends to liquidate the Organization or to cease operations, or has no realistic alternative but to do so.

• Identify and assess the risks of material misstatement of the financial statements, whether due to fraud or error, design and perform audit procedures responsive to those risks, and obtain audit evidence that is sufficient and appropriate to provide a basis for our opinion. The risk of not detecting a material misstatement resulting from fraud is higher than for one resulting from error, as fraud may involve collusion, forgery, intentional omissions, misrepresentations, or the override of internal control.

• Obtain an understanding of internal control relevant to the audit in order to design audit procedures that are appropriate in the circumstances, but not for the purpose of expressing an opinion on the effectiveness of the Organization's internal control.

• Evaluate the appropriateness of accounting policies used and the reasonableness of accounting estimates and related disclosures made by management.

• Conclude on the appropriateness of management's use of the going concern basis of accounting and, based on the audit evidence obtained, whether a material uncertainty exists related to events or conditions that may cast significant doubt on the Organization's ability to continue as a going concern. If we conclude that a material uncertainty exists, we are required to draw attention in our auditor's report to the related disclosures in the financial statements or, if such disclosures are inadequate, to modify our opinion. Our conclusions are based on the audit evidence obtained up to the date of our auditor's report. However, future events or conditions may cause the Organization to cease to continue as a going concern.

• Evaluate the overall presentation, structure and content of the financial statements, including the disclosures, and whether the financial statements represent the underlying transactions and events in a manner that achieves fair presentation.

We communicate with those charged with governance regarding, among other matters, the planned scope and timing of the audit and significant audit findings, including any significant deficiencies in internal control that we identify during our audit.

TRAVEL MANITOBA

Statement of Financial Position

As at March 31 Financial Assets Cash and cash equivalents (Note 3) $ Trade accounts receivable Due from the Province of Manitoba (Note 4)

2023

2022

3,988,751 $ 2,701,865 1,018,526 140,521 16,901 16,901

5,024,178 2,859,287

Liabilities Accounts payable and accrued liabilities Employee future benefits (Note 6) Deferred revenue (Note 7)

3,132,391 1,116,624 615,353 698,025 368,720 380,611

4,116,464 2,195,260

Net Financial Assets

907,714 664,027

Non-Financial Assets Prepaid expenses Tangible capital assets (Note 5)

30,849 139,631 206,019 167,705

236,868 307,336

Contingencies and commitments (Note 9) Accumulated Surplus

$

1,144,582

$

971,363

Accumulated surplus is comprised of: Accumulated surplus (Page 54) $ Accumulated remeasurement gains (Page 55)

1,135,367 $ 963,732 9,215 7,631

1,144,582

$

$

971,363

Approved on behalf of the Board of Directors:

Those charged with governance are responsible for overseeing the Organization's financial reporting process.

Auditor’s Responsibilities for the Audit of the Financial Statements Our objectives are to obtain reasonable assurance about whether the financial statements as a whole are free from material misstatement, whether due to fraud or error, and to issue an auditor's report that includes our opinion. Reasonable assurance is a high level of assurance, but is not a guarantee that an audit conducted in accordance with Canadian generally accepted auditing standards will always detect a material misstatement when it exists. Misstatements can arise from fraud or error and are

Chartered Professional Accountants Winnipeg, Manitoba June 21, 2023

Director

Director BDO Canada LLP, a Canadian limited liability partnership, is a member of BDO International Limited, a UK company limited by guarantee, and forms part of the international BDO network of independent member firms.

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CANADA'S HEART IS CALLING

The accompanying notes are an integral part of these financial statements.

2022–23 ANNUAL REPOR T

53

TRAVEL MANITOBA

TRAVEL MANITOBA

Statement of Operations and Accumulated Surplus

For the year ended March 31

2023

2022

Revenue Budget Total Total Province of Manitoba $ 13,885,000 $ 13,865,000 $ 13,865,000 Partnership and leveraged marketing 750,000 909,710 195,751 Other initiatives ‑ Federal and provincial funding 600,000 2,260,000 524,357 Other 60,000 199,138 65,419

Statement of Remeasurement Gains

For the year ended March 31

2023

Accumulated remeasurement gains, beginning of year

$

7,631

Unrealized gain (loss) attributable to foreign exchange

1,584

Accumulated remeasurement gains, end of year

9,215

$

15,295,000 17,233,848 14,650,527 Expenses (Note 11) Marketing and industry relations 12,830,000 15,304,079 12,832,524 Corporate services 1,820,000 1,038,067 1,061,470 Visitor services 600,000 680,719 532,647 Amortization 45,000 39,348 37,602

15,295,000 17,062,213 14,464,243

Annual surplus - 171,635 186,284 Accumulated surplus, beginning of the year 963,732 963,732 777,448 Accumulated surplus, end of the year

$

963,732

$

1,135,367

$

963,732

TRAVEL MANITOBA

Statement of Change in Net Financial Assets

For the year ended March 31

Annual surplus

2022

$

Total Total 171,635 $ 186,284

Acquisition of tangible capital assets Amortization of tangible capital assets Loss on sale of tangible capital assets Proceeds on sale of tangible capital assets Increase (decrease) in prepaid expenses Increase (decrease) in remeasurement gains

- 45,000 - - - -

(87,712) (102,426) 39,348 37,602 10,049 - 108,783 (9,384) 1,584 (5,455)

45,000 72,052 (79,663)

Change in net financial assets

$

$

Budget -

2023

45,000

243,687 106,621

Net financial assets, beginning of year

664,027 557,406

Net financial assets, end of year

907,714

$

$

$

13,086 (5,455)

$

7,631

TRAVEL MANITOBA

Statement of Cash Flows

For the year ended March 31

2023

2022

Cash Flows from Operating Activities Annual surplus $ Changes in non-cash items Amortization of capital assets Loss on disposal of capital assets Unrealized remeasurement loss Trade accounts receivable Prepaid expenses Accounts payable and accrued liabilities Deferred revenue Employee future benefits

39,348 37,602 10,049 1,584 (5,455) (878,005) (101,234) 108,783 (9,384) 2,015,767 (422,151) (11,891) 380,611 (82,672) 90,439

Cash provided by operating transactions

1,374,598

171,635

$

156,712

Cash Flows from Financing and Investing Activities Cash Flows from Capital Activities Acquisition of tangible capital assets

186,284

-

(87,712)

(102,426)

Net increase in cash and cash equivalents 1,286,886 Cash and cash equivalents, beginning of year 2,701,865

54,286 2,647,579

Cash and cash equivalents, end of year

$

3,988,751

$

2,701,865

664,027

The accompanying notes are an integral part of these financial statements.

54

2022

The accompanying notes are an integral part of these financial statements.

CANADA'S HEART IS CALLING

2022–23 ANNUAL REPOR T

55

TRAVEL MANITOBA

TRAVEL MANITOBA

Notes to Financial Statements

Notes to Financial Statements

For the year ended March 31, 2023

For the year ended March 31, 2023

1.

2.

Nature of the Organization Travel Manitoba was created as a Crown Corporation on April 1, 2005 under The Travel Manitoba Act as the culmination of extensive consultation and leadership from both the tourism industry and the provincial government. Travel Manitoba's mission is to increase tourism's contribution to the provincial economy by leading the marketing of Manitoba as a tourism destination by fostering a competitive and sustainable tourism industry. Travel Manitoba collaborates closely and in partnership with the tourism industry and governments to attract visitors to Manitoba, sustaining and creating jobs and businesses in the tourism sector in the province.

Travel Manitoba receives core funding from the Province of Manitoba to facilitate operations and to mobilize public and private resources to further foster the growth and professionalism of the tourism industry in Manitoba. Travel Manitoba is economically dependent on the Province of Manitoba because it derives a significant portion of its revenue from the Province of Manitoba.

2.

Summary of Significant Accounting Policies The financial statements are prepared in accordance with Canadian public sector accounting standards (“PSAS”) as recommended by the Public Sector Accounting Board, and reflect the following significant accounting policies: a.

Financial Assets

Cash and cash equivalents consist of cash and short‑term deposits with a duration of less than ninety days from the date of acquisition.

Accounts receivable and amounts due from the Province of Manitoba are recorded at the lower of cost and net realizable value. An allowance for doubtful accounts is recorded when there is uncertainty whether the amounts will be collected. b.

Liabilities

Liabilities are present obligations as a result of transactions and events occurring prior to the end of the fiscal year. The settlement of the liabilities will result in the future transfer or use of assets or other form of settlement. Liabilities are recorded at the estimated amount ultimately payable. c.

e.

Computer hardware

30%, declining balance

Computer software

30%, declining balance

Furniture and equipment

5%, declining balance

Leasehold improvements

5%, declining balance

VIC technology

5 years, straight line

Vehicles

5 years, straight line

f.

Partnership and marketing revenue are recognized when services are rendered if the amount to be received can be reasonably estimated and collection is reasonably assured.

The Organization recognizes revenue arising from non‑monetary transactions in the period when services have been rendered if the amount to be received can be reasonably estimated and collection is reasonably assured.

Employees of the Organization are provided pension benefits by the Civil Service Superannuation Fund (“the Fund”). Under paragraph 6 of the Civil Service Superannuation Act, the Organization is described as a “matching employer” and its contribution toward the pension benefits is limited to matching the employees’ contributions to the Fund.

In addition, an individual has entitlement to enhanced pension benefits. The plan is based on final pay and is indexed. The cost of the benefits earned by the employee is charged to expenses as services are rendered. The cost is actuarially determined using the projected benefit method and reflects management’s best estimate of salary increases and the age at which the employee will retire.

Sick leave benefits that accumulate but do not vest, are determined using present value techniques and reflect management‘s best estimate of future cost trends associated with such benefits and interest rates. Adjustment to these costs arising from changes in estimates and experience gains and losses are amortized to income over the estimated average remaining service life of the employee groups on a straight line basis.

Revenue Recognition

Government transfers without eligibility criteria or stipulations are recognized as revenue when the transfer is authorized.

Government transfers with eligibility criteria but without stipulations are recognized as revenue when the transfer is authorized and all eligibility criteria have been met. Government transfers with or without eligibility criteria but with stipulations are recognized as revenue in the period the transfer is authorized and all eligibility criteria have been met, except to the extent that the transfer gives rise to a liability.

g.

The Organization provides retirement allowance and pension benefits to its employees.

Tangible Capital Assets

Tangible capital assets are recorded at cost less accumulated amortization and are amortized over the estimated useful lives of the assets at the following rates:

Employee Future Benefits

Retirement allowances are provided to certain qualifying employees. The benefits are provided under a final pay plan. The costs of benefits earned by employees are charged to expenses as services are rendered. The costs are actuarially determined using the projected benefit method and reflect management’s best estimates of the length of service, salary increases and ages at which employees will retire. Actuarial gains and losses are recognized in income immediately.

d.

Summary of Significant Accounting Policies (continued)

h.

Expenses All expenses incurred for goods and services are recorded on an accrual basis.

Contributed Materials and Services

Contributed materials and services which are used in the normal course of the Organization’s operations and would otherwise have been purchased are recorded at their fair value at the date of contribution if fair value can be reasonably estimated. i.

Measurement Uncertainty

The preparation of financial statements in accordance with Canadian public sector accounting standards for government not‑for‑profit organizations requires management to make estimates and assumptions that affect the reported amounts of assets and liabilities at the date of the financial statements, and the reported amounts of revenue and expenses during the reporting period. Actual results could differ from management’s best estimates as additional information becomes available in the future.

3.

Cash and Cash Equivalents

The Organization invests all surplus cash into short-term deposits with the Province's Treasury Division. These deposits are made up of 30, 60 and 90 day callable term deposits.

A dedicated account has been established to safeguard the Organization’s retirement allowance obligation and enhanced pension benefit costs. Interest earned will be retained in the account. The balance at March 31, 2023 is $132,250 ($128,238 at March 31, 2022).

Non-Financial Assets

The Organization has a credit facility to a maximum of $500,000 with interest at prime plus 1% (effective rate of 7.7% as at March 31, 2023) which is secured by a general security agreement. As at March 31, 2023, the facility remains unused.

Non‑financial assets are used to provide the Organization’s services in future periods. These assets do not normally provide resources to discharge the liabilities of the organization unless they are sold. The Organization’s non‑financial assets include prepaid expenses and tangible capital assets.

4.

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CANADA'S HEART IS CALLING

Due from the Province of Manitoba

Upon inception on April 1, 2005, the Organization recorded accumulated severance pay benefits receivable and payable of $368,937 transferred from the Province of Manitoba for its employees. This receivable, or portion thereof, for the Organization, will be collected by the Organization as severance benefits are paid to employees on record as at April 1, 2005. The receivable from the Province of Manitoba at March 31, 2023 is $16,901 ($16,901 at March 31, 2022).

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TRAVEL MANITOBA

Notes to Financial Statements

Notes to Financial Statements

For the year ended March 31, 2023

For the year ended March 31, 2023

5.

5.

Tangible Capital Assets

2023

Opening Balance

Additions

Disposals

Closing Balance

Tangible Capital Assets (continued)

2022

Opening Balance

Additions

Disposals

Closing Balance

Cost Vehicles $ Computer hardware

Computer software

Furniture and equipment

Leasehold improvements

VIC Technology

25,785 $ 98,687 107,020 67,731 46,691 439,650

- $ 9,815 7,327 33,662 36,908 -

- $ 2,531 14,761 -

25,785 105,971 114,347 86,632 83,599 439,650

Cost Vehicles $ Computer hardware Computer software Furniture and equipment Leasehold improvements VIC Technology

25,785 $ 79,895 61,213 38,583 46,691 439,650

- $ 18,792 54,486 29,148 - -

- $ 8,679 -

25,785 98,687 107,020 67,731 46,691 439,650

785,564

87,712

17,292

855,984

691,817

102,426

8,679

785,564

Accumulated Amortization Vehicles Computer hardware Computer software Furniture and equipment Leasehold improvements VIC Technology

23,207 66,212 57,401 10,942 21,788 438,309

2,578 13,049 14,885 4,523 3,090 1,223

2,532 4,710 -

25,785 76,729 72,286 10,755 24,878 439,532

Accumulated Amortization Vehicles Computer hardware Computer software Furniture and equipment Leasehold improvements VIC Technology

18,050 52,382 56,490 7,953 20,477 433,584

5,157 13,830 9,590 2,989 1,311 4,725

8,679 -

23,207 66,212 57,401 10,942 21,788 438,309

617,859

39,348

7,242

649,965

588,936

37,602

8,679

617,859

167,705 $

48,364 $

10,050 $

206,019

Net book value

102,881 $

64,824 $

Net book value

$

6.

$

- $

167,705

Employee Future Benefits Retirement Allowances The Organization measures its accrued benefit obligation for each of the retirement allowance and enhanced pension benefits as at March 31 of each year. The most recent actuarial valuation report for the retirement allowance was at April 1, 2023 and the most recent finalized and approved actuarial valuation report for the enhanced pension benefits was at December 31, 2021.

The significant actuarial assumptions adopted in measuring the Organization’s retirement allowance obligation and costs are as follows:

2023 Benefit costs for the year ended March 31 Discount rate Rate of compensation increase Employer contributions

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$

2022

5.75% 5.75% 3.50% 3.50% 156,461 $ 313,605

59

TRAVEL MANITOBA

TRAVEL MANITOBA

Notes to Financial Statements

Notes to Financial Statements

For the year ended March 31, 2023

For the year ended March 31, 2023

6.

8.

Employee Future Benefits (continued)

Financial Instrument Risk (continued)

The significant actuarial assumptions adopted in measuring the Organization’s enhanced pension benefit and costs are as follows:

Trade Accounts Receivables ‑ The Organization is not exposed to significant credit risk as the accounts receivable are spread among a broad client base and payment in full is typically collected when it is due. The Organization establishes an allowance for doubtful accounts that represents its estimate of potential credit losses. The allowance for doubtful accounts is based on management’s estimates and

2023 2022 assumptions regarding current market conditions, customer analysis and historical payment trends. These factors are considered when determining whether past due accounts are allowed for or written off.

Benefit costs for the year ended March 31 Discount rate Rate of compensation increase Employer contributions $

5.75% 5.75% 3.50% 3.50% 17,727 $ 17,466

Due from the Province of Manitoba ‑ The Organization is not exposed to significant credit risk related to these balances as there are underlying agreements to support their collection.

Liquidity Risk

Sick Leave

Liquidity risk is the risk that the Organization will not be able to meet its financial obligations as they fall due. The Organization has a planning and budgeting process in place to help determine the funds required to support the Organization’s normal operating requirements on an ongoing basis. The Organization ensures that there are sufficient funds to meet its short‑term requirements, taking into account its anticipated cash flows from operations and its holdings of cash and cash equivalents. To achieve this aim, it seeks to maintain cash balances to meet, at a minimum, expected requirements for a period of at least 90 days. The following table sets out the contractual maturities representing undiscounted contractual cash‑flows of financial liabilities:

Sick leave benefits that accumulate but do not vest, are determined using present value techniques and are estimated to be a liability as at March 31, 2023 of $50,000 ($51,000 in 2022). The amount is not considered to be significant by management, and as such has not been recorded as a liability in the financial statements of the Organization.

7.

Deferred Revenue Deferred revenue represents payments received for partnership initiatives that pertain to a future period and will be recognized in the period in which the service is performed.

0–30 Days

Trade accounts payable

2023 2022 Balance, beginning of year $ Add amount received during the year Less amount recognized as revenue during the year Balance, end of year

8.

$

380,611 $ 368,720 368,720 (380,611) 368,720

$

380,611

Financial Instrument Risk

9.

$

2,948,153

31–60 Days $

174,797

Over 60 Days $

9,466

Contingencies and Commitments The Organization has entered into lease agreements for rental of facilities at various locations expiring in June 2035 with total annual payments of $505,696. In addition, the Organization has entered into lease agreements for computer equipment expiring in December 2026, for total annual payments of $20,203.

10. Non-Monetary Transactions

The Organization is exposed to different types of risk in the normal course of operations, including credit risk and liquidity risk. The Organization’s objective in risk management is to optimize the risk return trade‑off, within set limits, by applying integrated risk management and control strategies, policies and procedures throughout the Organization’s activities.

During the current year, the Organization entered into contracts with exchanges of non‑monetary services for other non‑monetary services with little or no monetary consideration involved. These transactions are within normal business activities and were done in order to carry out the mandate of the Organization.

The aggregate amount of all non-monetary transactions in the current year total $48,614 ($5,000 in 2022).

Credit Risk

The Organization has not incurred any gains or losses in the current year with respect to these non‑monetary transactions.

Credit risk is the risk that one party to a financial instrument fails to discharge an obligation and causes financial loss to another party.

Financial instruments which potentially subject the Organization to credit risk consist principally of trade accounts receivable, due from the Province of Manitoba, and short‑term deposits.

The Organization’s maximum exposure to credit risk is as follows: 0–30 Days Trade accounts receivables (net of allowance of $15,000)

60

$

685,477

31–60 Days $

221,436

Over 60 Days $

126,613

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TRAVEL MANITOBA

Notes to Financial Statements

DEVIL'S PUNCH BOWL

For the year ended March 31, 2023 11. Expenses by Function

Communication $ Personnel services Grants/Transfer Payments Supplies and services Other operating Transportation Minor capital Amortization

62

$

Budget

2023

2022

9,140,000 $ 9,140,596 3,500,000 3,895,866 - 1,820,000 3,170,394 615,000 727,692 150,000 46,800 25,000 42,517 45,000 39,348

$

7,444,945 3,271,813 2,149,849 1,027,542 468,247 27,059 37,186 37,602

15,295,000

$

14,464,243

$

17,063,213

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Travel Manitoba 21 Forks Market Road Winnipeg, Manitoba R3C 4T7 1-800-665-0040 www.travelmanitoba.com

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