Manitoba Francophone Tourism Strategy Progress Report 2024–25
Manitoba encompasses Treaty 1, 2, 3, 4 and 5 Territories and communities who are signatories to Treaties 6 and 10. Manitoba is located on the ancestral land of the Anishinaabeg, Anishininewuk, Dakota Oyate, Denesuline and Nehethowuk Nations and is the Homeland of the Red River Métis. Northern Manitoba includes lands that were and are the ancestral lands of the Inuit.
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.
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Background
The Manitoba Francophone Tourism Strategy was developed to enhance and promote the unique cultural and linguistic heritage of Manitoba’s Francophone communities. This strategy is a comprehensive plan aimed at leveraging the rich history, vibrant culture and dynamic communities to attract visitors and stimulate economic growth in the region. Originally launched in 2021, this strategy brings together diverse stakeholders, including government agencies, local businesses, cultural organizations and community groups to collaboratively work towards a common vision for Francophone tourism in Manitoba. The Strategy’s implementation is supported by the Francophone Tourism Strategy Advisory Committee.
Major Accomplishments
STRATEGIC GOAL: FOSTER COLLABORATION AND BUILD SUPPORT FOR TOURISM
Key Initiatives:
Collaborate with the Francophone Tourism Strategy Advisory Committee to implement the strategy and coordinate initiatives.
ACCOMPLISHMENT LEAD
Coordinated and oversaw the delivery of three Advisory Committee meetings in 2024–25.
Conducted two surveys with the Advisory Committee to assess the relevance of meetings and select actions to be taken.
Establish a Francophone engagement plan.
Travel Manitoba
ACCOMPLISHMENT LEAD
Economic Development Council for Manitoba Bilingual Municipalities (CDEM) continued to engage event partners following the strategic planning session conducted by Touriscope in 2023-2024, as part of preparations for and evaluation of Jeudis Franco Thursdays (JFT).
In 2024-25, partners who were engaged for JFT included:
• Cinémental
• Alliance Française du Manitoba
• Freeze Frame
• Kilter Brewing Co.
• La Maison des artistes visuels francophones
• La Maison Gabrielle-Roy
• Le Musée de Saint-Boniface Museum
• Le Patio 340 (CCFM – Centre Culturel FrancoManitobain)
• Sports en français
With funding support through PrairiesCan's Tourism Growth Program, CDEM also engaged with key partners for 2024-25 projects:
• Tourisme Riel (Entreprises Riel)
• Voyageur Houseboats
• Le Musée St-Pierre-Jolys Museum/WOW! Catering
• Le Musée de Saint-Boniface Museum
Francophone Tourism Strategy Advisory Committee
ACCOMPLISHMENT LEAD
In total, CDEM held over 50 project planning and project implementation meetings with Francophone tourism project partners. The purpose of the meetings included administration, project planning, project implementation activities and coordinating activities as needed to ensure the success of the projects. During these meetings CDEM accomplished, among other things, project updates, information sharing, brainstorming and identifying next steps towards project completion.
Francophone Tourism Strategy Advisory Committee
Build public and private sector support for Francophone tourism.
ACCOMPLISHMENT LEAD
Engaged with the Francophone sector in a number of ways, such as:
• Completed seven site familiarization visits within Francophone communities.
• Participated in more than 15 community activities and gatherings convened by various Francophone organizations to strengthen relationships.
Organized a community consultation and strategic planning session for JFT, which brought together 52 community members representing 33 businesses and organizations.
Featured Tourisme Riel members in a Norwood Grove BIZ brochure with coupons. The brochure was very well received by the community and its success should lead to the launch of a similar initiative as part of JFT in 2025.
Supported the development of a tourism strategic plan for the Rural Municipality of Taché, providing them with a roadmap for future tourism development.
Through financial support from the PrairiesCan Tourism Growth Program, CDEM also supported Ô Tours, Voyageur Houseboats, the Musée St-Pierre-Jolys Museum and the St. Boniface Museum on projects to expand their tourism offer. To date, this has created or supported 11 jobs and has achieved a leverage effect of $350,000.
Tourisme Riel and CDEM
Riel
Travel Manitoba
Tourisme
CDEM
ACCOMPLISHMENT LEAD
Led three Francophone Tourism Advisory Committee meetings in 2024. This included a workshop to discuss committee structure, governance and composition to improve its expertise, diversity and effectiveness.
As a result, a new structure was planned for implementation in April 2025.
Tracked JFT 2024 results:
• 33 partners
• 33 guided tours in St. Boniface
• 11 film projections
• 26 shows and 75 events
• 20,000+ visitors
• $160,000 estimated economic impact
In 2024, CDEM continued to host Cinéma sous les étoiles and the St. Boniface Summer Market as part of JFT. Partnership nearly doubled from 18 in 2023 to 33 partners in 2024. This increase includes the addition of 11 new restaurant/café partners for JFT's inaugural Saveurs estivales - Summer Drink Week in 2024.
In addition, JFT hosted 75 events in 2024, an increase from 16 events in 2023. This was not only attributed to the addition of new partners, including Bike Historic Winnipeg (bike tours), Café Conversation (French conversation groups), Maison des artistes visuels francophones and Sports en français, but also because partners from 2023 had increased their programming frequency to every Thursday in 2024.
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Entreprises Riel, CDEM
STRATEGIC GOAL: LEAD BRAND AND MARKET POSITIONING
Key Initiatives:
Ensure Francophone tourism brands are aligned with the Canada’s Heart is Calling brand by developing an annual integrated marketing plan targeting consumers, travel trade and media using St. Boniface as the boulder to draw focus to rocks and pebbles in rural communities (i.e. by promoting one-, two- and three-day itineraries).
ACCOMPLISHMENT LEAD
Participated in several travel trade activities to grow Francophone tourism in Manitoba.
• Familiarization trip to Winnipeg with nine participants (January 2025) which included seven tour operators from France, someone from travel media and a representative from VIA Rail Europe and Destination Canada. The FAM tour showcased Winnipeg Francophone tourism products and tours, including St. Boniface, an evening at Festival du Voyageur, the Canadian Museum for Human Rights and Théâtre Cercle Molière
• Showcase Canada in France (November 2024), which included a presentation to 50 French-speaking travel agents to create awareness of Manitoba products with particular focus on Churchill and Winnipeg and 20 appointments with French tour operators.
Travel Manitoba continued to grow French content through marketing and communication channels.
French consumer website:
• 9.8 million impressions
• 6,124 clicks
• 0.09% click-through rate
French hyper-targeted video:
• 3.5 million impressions
• 1,423 clicks
• 0.04% click-through rate
Video content produced internally:
• 18 YouTube videos
• 717,000 total views
• 175,000 total minutes viewed
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Ensured all printed materials are translated and made available on request.
• Inspiration Guide 2025: 1,000 printed in French, with an online in digital flipbook format.
• Northern Lures translated and available in an online digital flipbook format.
Developed new seasonal campaigns targeting Québec audiences, Francophones and Manitobans interested in Francophone and Métis culture.
Ensured apps and websites are fully translated.
• Hunt Fish Manitoba is now fully translated.
• Translation is in progress for the Master Angler website (slated for early 2026).
• New Hunt Fish French YouTube channel.
• Shoptravelmb.ca is now fully translated.
• Manitoba Explorer App is fully translated with over 8,500 subscribers and 13,000 check-ins.
Launched the GuideGeek AI Travel Assistant on the Travel Manitoba consumer website that can answer questions in French.
Produced blogs and social media posts in French to promote Francophone tourism.
• 93 blogs including updates
• 82 Francophone social media posts
Once a month, a post is boosted on Facebook targeting French speakers.
Showcased Francophone experiences through its Bonjour MB brand and promotional efforts including social media content, website blog posts and monthly e-newsletter.
Travel Manitoba
CDEM
Continue to develop Francophone content assets including photography, videos and articles that showcase Francophone experiences or that are written in French to appeal to Francophone audiences.
ACCOMPLISHMENT LEAD
Continued to develop/update its Francophone visual content assets in support of showcasing Francophone experiences, including:
• Developing/updating photos for Cinéma sous les étoiles, the St. Boniface Summer Market, and partners of JFT.
• Updating tourism asset photos in the Rural Municipality of Lorne.
• With funding support through PrairiesCan's Tourism Growth Program, developing photo and video assets of Voyageur Houseboats and a Taste of Maple, a maple syrup culinary experience hosted by le Musée St-Pierre-Jolys Museum in collaboration with WOW! Catering in March 2025.
Expanded its library of Francophone content, including:
• New photo assets featuring local attractions, cultural events and Francophone-owned businesses.
• A series of articles, highlighting authentic Francophone experiences was also published on their platforms, and made an appearance on CTV Morning Live to discuss JFT.
Additionally, actively manages the Passion & Histoire website and social media.
Tourisme Riel
Establish directional signage strategy coordinated with Manitoba’s Tourism Strategy.
ACCOMPLISHMENT
Carried out a road signage project by CDEM in partnership with seven bilingual municipalities to promote and direct visitors to specific attractions and tourist sites, with the installation of signs spread over two years due to regulatory and other issues.
LEAD
CDEM, Association of Manitoba Bilingual Municipalities (AMBM)
CDEM
Implement meetings and conventions strategy coordinated with Tourism Winnipeg.
ACCOMPLISHMENT LEAD
Successfully bid with Winnipeg Economic Development & Tourism to host Rendez-vous Canada 2025 in Winnipeg. Planning occurred throughout 2024-25 to successfully host the event which would include 15 Francophone buyers and showcase Manitoba’s Francophone tourism experiences.
Travel Manitoba, Winnipeg Economic Development & Tourism
STRATEGIC GOAL: ADVANCE DESTINATION MANAGEMENT
Key Initiatives:
Assess Francophone tourism products for tourism readiness and maintain a product inventory.
ACCOMPLISHMENT
268 Francophone tourism operators: Doors Open: 57 (+1 from 2023-24)
Visitor Ready: 124
Market-Ready: 66
Export-Ready: 21
Thirty-two percent of Francophone tourism operators are market- or export-ready.
LEAD
Travel Manitoba, Francophone Tourism Strategy Advisory Committee
Support existing businesses’ pandemic recovery efforts through industry education opportunities and partnership support. Recover, retain, improve and develop new experiences during market recovery with an aim to advance tourism readiness.
ACCOMPLISHMENT LEAD
Supported several businesses, including:
• Awa Bissap Inc.– Her participation in the Summer Market allowed her to test her products and win the Fosse aux Lions 2024 Contest, increasing visibility and sales.
• A Taste of France Bakery – The kiosk on Esplanade Riel allowed the bakery a trial run in St. Boniface.
Collaborated with HTFC Planning and Design to reimagine the development and beautification of Pembina Highway in St. Norbert (completion scheduled by fall 2025). This includes enhancing walkability, trails, developing leisure spaces, establishing bike paths and overall beautifying the downtown area and supporting community initiatives.
Foster a supportive business environment such as the 2024 completion of new bike lanes on Goulet Street as part of a broader cycling infrastructure enhancement.
Hired Tansi Tourism Solutions to conduct a market analysis for Ô Tours. The analysis included identifying tourism trends, consumer behaviours, traveller profiles, competitive strategies, conducting a market gap analysis and a SWOT analysis to help improve Ô Tours' capacity for development and delivery of in-demand tourism products and experiences. In addition, CDEM supported the expansion of tourism offerings for businesses to increase market readiness/ competitiveness, which included completing infrastructure enhancements for Voyageur Houseboats and developing a maple syrup culinary experience at le Musée St-PierreJolys Museum, in collaboration with WOW! Catering, which launched in March 2025.
Collaborated with Business Improvement Zones (BIZ) to foster a supportive business environment.
Several new retail developments in progress on Provencher Boulevard which are part of broader real estate projects, are supported by Entreprises Riel. Residential suites built on Provencher Boulevard (174, 266, 157 and 165) will host several commercial spaces on their ground floors.
Tall Grass Prairie Bread Company’s sur la Seine location opened at 390 Provencher Blvd in early 2025, with a 3,000 square feet of space that houses a kitchen and bakery serving its St. Boniface customers and wholesale clients.
Entreprises Riel and CDEM
Entreprises Riel, St. Norbert BIZ
Entreprises Riel, Business Improvement Zones (BIZ)
CDEM
Entreprises Riel
Define Francophone tourism labour needs and address them through recruitment and training programs.
ACCOMPLISHMENT LEAD
A targeted This is Tourism recruitment campaign ran from February to March 2025. Its aim was to raise awareness of available summer jobs and the pathway to employment, with particular focus on employment within the angling industry among high school and post-secondary students and young adults. The French ads garnered an impressive click-through rate. The campaign featured dedicated French creative and targeted Francophone audiences across YouTube, Meta, TikTok and digital placements, ensuring tailored messaging and strong visibility in French-speaking communities.
Campaign Results:
Display Ads:
• 1,594,002 impressions
• 8,862 clicks
• 0.56% click-through rate
Search ads:
• 2,716 impressions
• 195 clicks
• 7.18% click-through rate
TikTok:
• 157,362 impressions:
• 14,117 clicks
• 8.97% click-through rate
Implement two complementary initiatives for university students: A training initiative engaging students in presentations and discussion forums as well as an initiative to support emerging entrepreneurs learn about sales and tourism.
Worked on a collaborative project to strengthen the rural labour market. This project aims to meet the labour needs of employers, promote the growth of businesses in Manitoba’s rural bilingual municipalities and develop Francophone markets in Canada and abroad by hiring a qualified bilingual workforce.
Ultimately, this project will boost entrepreneurship and counter the shortage of qualified bilingual workers in Manitoba.
Entreprises Riel, Université de Saint-Boniface
CDEM, The Association of Manitoba Bilingual Municipalities (AMBM)
Travel Manitoba
Conclusion and Next Steps
Travel Manitoba will continue to support the Francophone tourism industry along with the Francophone Tourism Strategy Advisory Committee and Working Groups as the group plans the upcoming tourism strategy update.
Two working groups are now dedicated to specific issues:
• Data gathering and analysis to support workforce and visibility issues.
• Improving the sharing of information, enhancing existing tourismrelated strategies and combining efforts to attract events, collaborating with the city on accommodation infrastructure and urban planning.
Travel Manitoba is committed to:
• Strengthening links with operators and organizations,
• improving the visibility of operators and events through Travel Manitoba’s online event listings with bilingual descriptions,
• Better coordination between tourism organizations, operators and the media, and
• Targeting new key markets with new projects, like RV travellers from Quebec and newcomers.