Posted on November 6, 2025
Manitoba achieved an extraordinary milestone in 2024, reaching new heights in tourism with 10.6 million visitors spending a staggering $1.89 billion across the province. This represents a significant increase from 2023, when 10.4 million visitors spent $1.82 billion. According to Travel Manitoba’s annual report, the growth of the tourism industry in 2024 highlights the province’s position as a desirable destination, driven by strategic marketing and its diverse offerings that continue to attract domestic and international travellers.
The record-breaking year underscores Manitoba’s unique appeal, combining scenic beauty, outdoor adventure and cultural richness. Thanks to its diverse array of attractions and experiences, the province continues to attract visitors from around the world, strengthening its position as one of Canada’s leading travel destinations.
Effective marketing campaigns fuel increased tourism
Central to the success of tourism in Manitoba is its targeted and influential marketing campaigns. Travel Manitoba has used a strategic approach to promote the province’s diverse attractions, from outdoor recreation to cultural festivals and heritage tourism. These campaigns achieved impressive results, including generating over $8.5 million in hotel and airline bookings, as well as over 182,000 leads for local tourism-related businesses.
A key part of these marketing efforts was the “The Heart of Canada is Calling” campaign, which resonated with travelers looking for authentic Canadian experiences. The brand embodies the essence of Manitoba’s rich landscapes, outdoor adventures and cultural attractions. Through this branding, the province has successfully positioned itself as a must-visit location for those seeking natural beauty and cultural immersion.
Wildfire season presents challenges for 2025
While 2024 has been a year of notable growth, the province recognizes the challenges posed by the devastating wildfire season that impacted parts of Manitoba over the summer. The fires, which have led to smoke and air quality problems in certain areas, could have a long-lasting impact on tourism in 2025, especially for outdoor-focused activities such as hiking, camping and fishing. Some popular natural sites in the province have been damaged, which may affect the attractiveness of these destinations in the short term.
However, the tourism industry remains confident that Manitoba will continue to thrive despite the challenges of the wildfires. The province’s tourism offerings are diverse, with a wide range of experiences that go beyond just outdoor recreation. As recovery efforts progress and conditions improve, Manitoba’s tourism sector is expected to recover and continue its upward trajectory.
Technological innovations and partnerships drive growth
In addition to traditional marketing strategies, Manitoba has made great strides through innovative technology and strategic partnerships. One notable initiative was the launch of… GuideGeekan AI travel assistant designed to assist visitors by answering questions and providing personalized recommendations. The service quickly became a favorite among tourists, with nearly 14,000 interactions in its first year. GuideGeek has made it easier for visitors to navigate the province, discover local attractions, and make informed decisions about where to stay and what to do.
Another significant development was a 34 per cent increase in non-resident hunting license sales, indicating growing interest in hunting opportunities in Manitoba. Known for its expansive lakes and rivers, the province continues to attract anglers seeking world-class fishing experiences. This increase also underscores Manitoba’s appeal as a prime destination for outdoor enthusiasts.
In addition, Manitoba has formed a new collaboration with Destination Canada and northern tourism agencies to promote the northern lights as a unique experience. The northern lights are one of the most stunning natural phenomena in the world, and Manitoba’s northern reaches offer some of the best viewing opportunities. This partnership aims to attract more international visitors eager to view the stunning Northern Lights, enhancing the province’s visibility in the global tourism market.
Maintaining the Momentum: The Way Forward for Tourism in Manitoba
Looking to the future, Manitoba’s tourism industry is focused on maintaining its growth and continuing to build its global profile. With a range of experiences that attract different types of travellers, from adventure seekers to culture lovers, Manitoba is well-positioned to continue attracting visitors year-round. The province’s tourism strategy will focus on preserving the environment while expanding infrastructure to accommodate growing demand.
In particular, technology will continue to play a pivotal role in the visitor experience. Initiatives such as GuideGeek It will be expanded to offer more personalized services, helping travelers plan their itineraries and discover hidden gems throughout the province. Furthermore, Manitoba’s ongoing efforts to promote sustainable tourism will ensure that the region’s natural beauty is preserved for future generations, even as the tourism industry grows.
As for its outdoor offerings, Manitoba will continue to market fishing, hiking and camping experiences, ensuring visitors know they can find a world-class adventure no matter the season. Along with outdoor activities, the province will also focus on expanding cultural tourism and Indigenous heritage experiences, allowing travelers to connect with Manitoba’s rich history and traditions.
A bright future for Manitoba’s tourism industry
Manitoba’s tourism industry is poised for continued success, with the province building on its record year in 2024. The combination of strategic marketing, technological innovations and strong partnerships with local and national organizations positions Manitoba as a leader in Canada’s tourism sector.
Whether it’s the opportunity to view the northern lights, enjoy outdoor recreation, or experience the cultural richness of the province, Manitoba offers an unforgettable experience for every type of traveler. With its diverse array of attractions and welcoming spirit, Manitoba is set to remain a top destination, driving economic growth and global recognition for years to come.
