Manitoba Indigenous Tourism Strategy Progress Report 2023–24
MOON GATE GUEST HOUSE
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.
CRANBERRY PORTAGE
Background
In 2017, Travel Manitoba and the Indigenous Tourism Association of Canada (ITAC) established a Memorandum of Understanding (MOU) to foster Indigenous tourism development in the province. With Indigenous industry input through regional engagement sessions as well as direction from the Manitoba Indigenous Tourism Advisory Committee, the Manitoba Indigenous Tourism Strategy was launched in 2019.
In 2021, Indigenous Tourism Manitoba (ITM), an association led by and for the Indigenous tourism sector was established. A renewed Manitoba Indigenous Tourism Strategy was also released in 2021 to reflect progress made, the need for pandemic recovery and the need to establish ITM. Since 2021, ITM has worked to develop the association and has played a progressively larger role in implementation of the Manitoba Indigenous Tourism Strategy with continued support from ITAC and Travel Manitoba.
The purpose of this annual progress report is to provide an update on progress made towards the strategic initiatives outlined in the Manitoba Indigenous Tourism Strategy. This report highlights the major accomplishments and key performance indicators for the 2023-24 fiscal year. By documenting these achievements and identifying areas for improvement, this report aims to ensure continued progress and alignment with the overarching objectives of the strategy.
Major Accomplishments
STRATEGIC GOAL 1: LEADERSHIP AND COLLABORATION –LEAD THE GROWTH OF THE INDIGENOUS TOURISM ECONOMY IN MANITOBA
Key Initiatives:
Establish Indigenous Tourism Manitoba (ITM) as the lead advocacy and development organization for Indigenous tourism in the province.
MAJOR ACCOMPLISHMENTS
Enhanced ITM’s organizational procedures and tools including addition of a CRM to manage contact and website listings.
Completed ITM website including map of Indigenous tourism experiences.
Hosted the first AGM, Conference and Gala with 332 total registrants.
Launched a successful inaugural ITM membership drive with 78 Indigenous members and 23 industry partners.
STAKEHOLDERS INVOLVED
Establish a detailed work plan between Travel Manitoba, ITAC and ITM to ensure a collaborative approach to industry development.
MAJOR ACCOMPLISHMENTS
Established a joint work plan. Ongoing meetings took place to ensure alignment and coordination of initiatives.
STAKEHOLDERS INVOLVED
Indigenous Tourism Association of Canada (ITAC), ITM and Travel Manitoba
Develop an engagement strategy with key stakeholder groups to ensure a coordinated approach to stabilizing and building the Indigenous tourism sector.
MAJOR ACCOMPLISHMENTS
Developed an engagement strategy in 2022-23 and contracted Indigpro In 2023-24 to implement a social media engagement strategy and public awareness campaign to promote ITM and ITM member businesses.
STAKEHOLDERS INVOLVED
Develop leadership capabilities within the Indigenous tourism industry in Manitoba.
MAJOR ACCOMPLISHMENTS
ITM held its first AGM (30 attendees), Conference (164 attendees) and Gala (143 attendees) in September 2023. The Conference offered training opportunities for Indigenousowned tourism operators on topics such as navigating the travel trade, partnerships and addressing barriers to Indigenous tourism development.
Two new board members were added to the ITM board providing expertise in communications, reconciliation and Indigenous leadership.
Cultivate the development of ITM Board members.
MAJOR ACCOMPLISHMENTS
ITM board members participated in governance training in 2023-24.
STAKEHOLDERS INVOLVED
STAKEHOLDERS INVOLVED
Advocate on behalf of the Indigenous tourism industry in Manitoba to build awareness and support.
MAJOR ACCOMPLISHMENTS
In February 2024, ITM met with the Honourable Glen Simard, Minister of Manitoba Sport, Culture, Heritage and Tourism and the Honourable Ian Bushie, Minister of Manitoba Indigenous Economic Development. The meeting focused on the growth potential for Indigenous tourism development in Manitoba as well as long-term organizational sustainability for ITM.
STAKEHOLDERS INVOLVED
Encourage Indigenous representation in key Manitoba tourism related steering committees, boards and organizations.
MAJOR ACCOMPLISHMENTS
Travel Manitoba’s Board included two Indigenous members in 2023-24.
ITM continued its participation in the Manitoba Tourism Strategy Steering Committee and the Northern Tourism Advisory Committee
STAKEHOLDERS INVOLVED
ITM and Travel Manitoba
STRATEGIC GOAL 2:
EXPERIENCE DEVELOPMENT –DEVELOP THE TOURISM READINESS OF AUTHENTIC INDIGENOUS TOURISM EXPERIENCES
Key Initiatives:
Identify and develop training programs through partnerships to address product knowledge, customer service, business operations, management, human resources, financial knowledge and marketing skills.
MAJOR ACCOMPLISHMENTS
ITM held operator training workshops in Opaskwayak Cree Nation, Churchill and Winnipeg with a total participation of around 30 Indigenous operators for all three events combined. Training topics included: market readiness standards, working with the travel trade, pricing and effective storytelling. Several collaborations have resulted from these sessions.
Held inaugural ITM Conference in September 2023 which provided training and networking opportunities for Indigenous-owned tourism operators.
STAKEHOLDERS INVOLVED
Stabilize existing businesses impacted by the pandemic.
MAJOR ACCOMPLISHMENTS
ITM regularly updated its business directory and evaluated the tourism readiness of Indigenous-owned tourism businesses. ITAC and Travel Manitoba supported ITM to implement a CRM to track businesses and support business listings on their website.
ITAC provided $499,000 in funding to 20 Indigenous-owned tourism businesses in Manitoba to support projects that improve tourism readiness. ITM provided significant inkind support to the process by working with businesses to complete submissions.
ITM worked with 14 businesses to complete Original Original certification. This is a national system of authentication of Indigenous tourism experiences developed by ITAC.
STAKEHOLDERS INVOLVED
ITM, ITAC and Travel Manitoba
ITM and ITAC
MAJOR ACCOMPLISHMENTS
ITM engaged directly with approximately 50 operators in 2023-24 to support development.
In coordination with ITM, Travel Manitoba provided pathfinding assistance to several operators to support Indigenous tourism development.
Efforts to date have resulted in a 174% increase in marketand export-ready Indigenous tourism businesses from 27 to 74 over the last 5 years. The total number of Indigenous tourism businesses has increased from 81 to 182 over this time frame.
Conduct economic impact assessment.
MAJOR ACCOMPLISHMENTS
STAKEHOLDERS INVOLVED
ITM, ITAC and Travel Manitoba
STAKEHOLDERS INVOLVED
An economic impact study was initiated in 2023-24 and will be released in 2024-25. ITM
STRATEGIC GOAL 3: MARKETING – SHARE OUR STORIES
Key Initiatives:
Conduct market research to better understand the potential of Manitoba Indigenous tourism products in domestic and international markets including better defining target customer segments and understanding perceptions and barriers.
MAJOR ACCOMPLISHMENTS
A survey of Manitobans was completed in 2021. Since, the results have been used in numerous presentations and meetings to communicate the market potential for Indigenous tourism.
STAKEHOLDERS INVOLVED
Travel Manitoba and ITM
Align messaging and marketing initiatives under the Adventure to Understanding brand through the development of a joint marketing plan between ITAC, ITM and Travel Manitoba.
MAJOR ACCOMPLISHMENTS
STAKEHOLDERS INVOLVED
ITM contracted Indigpro in 2023-24 to implement a social media engagement strategy and public awareness campaign to promote ITM and ITM member businesses. ITM increased its social media following and engagement, nearly doubling followers on Facebook, Instagram and LinkedIn platforms. ITM
Travel Manitoba successfully executed a dedicated marketing plan for the Indigenous tourism sector during the 202324 fiscal year. This plan, developed in collaboration with Indigenous Tourism Manitoba, included key initiatives such as featuring Indigenous experiences in the annual inspiration guide, comprehensive digital marketing efforts, targeted content marketing strategies, robust advertising campaigns and active participation in travel trade and media relations.
Travel Manitoba executed two major seasonal campaigns in the 2023-24 fiscal year, focusing on Spring Summer and Fall Winter. Each campaign featured a specific pillar dedicated to Indigenous experiences. These campaigns involved a comprehensive range of marketing activities, including digital marketing, social media promotions and content creation. These efforts were further supported by strategic partnerships, targeted advertising, media hosting and influencer collaborations to ensure a broad and impactful reach to promote Indigenous culture and attractions.
At the Student Youth Travel Association (SYTA) conference, Travel Manitoba hosted an event at Assiniboine Park Zoo and The Leaf, featuring Indigenous-inspired food and entertainment. Performances included Brian Clyne (hoop dancer and drummer), Ray Coco Stevenson, Rhonda James, Inuit youth throat singers, Clifford Spence, Jingle dancers and the Ivan Flett Memorial Dancers. A SYTA Fam tour to Churchill included visits to Wapusk Adventures, Dene Routes and Heather Botelho of Nanuk Operations.
The Educational Travel Consortium (ETC) conference featured learning sessions facilitated by Niigaan Sinclair at the Treaty Centre, a Spence Custom Carving workshop and a keynote address by Allen Sutherland. A dedicated Indigenous preFam tour included a presentation at Qaumajuq by by WAG director Dr. Stephen Borys, a focus on Indigenous peoples at CMHR, a visit to Anne Mulaire Studio and lunch at Feast Café Bistro. The post-Fam tour to Churchill included presentations by Florence Hamilton, Katie De Meulles, Leroy Whitmore and Knowledge Keepers at Churchill Northern Studies Centre (CNSC), as well as workshops on caribou tufting and moccasin making at Arctic Trading Company.
ITM and Travel Manitoba
MAJOR ACCOMPLISHMENTS
Throughout the 2023-24 fiscal year, Travel Manitoba actively included a range of Indigenous trade partners and products in travel trade familiarization (Fam) tours. These efforts were aimed at promoting Indigenous tourism and experiences, highlighting the rich cultural heritage and unique offerings of Manitoba. Key partners and products featured in our Fam tours included:
• Wapusk Adventures
• Dene Routes
• Spence Custom Carving
• Feast Café Bistro
• Heather Botelho - 7 Generations
• Qaumajuq (Winnipeg Art Gallery)
• Canadian Museum for Human Rights (CMHR)
• Borealis Beading
• Turtle Village
• National Indigenous Residential School Museum
• Cultural presentation by Katie de Meulles at Nanuk Operations
• La Brasserie Nonsuch Brewing Co.
STAKEHOLDERS INVOLVED
ITM and Travel Manitoba
Identify and integrate with other existing tourism marketing initiatives, including Destination Indigenous and Destination Canada.
MAJOR ACCOMPLISHMENTS
Travel Manitoba continued its annual sponsorship of Rendezvous Canada, Canada’s largest travel trade event with over 1,500 buyers from around the globe. Travel Manitoba collaborated with local Indigenous artist, Jordan Stranger, to create inspirationally themed artwork for the event, which will also be used when Winnipeg hosts Rendezvous Canada in 2025. During the event, Indigenous Tourism Manitoba shared the stage with Travel Manitoba and Tourism Winnipeg, promoting Manitoba and welcoming delegates to the upcoming 2025 event.
ITM participated in Rendez-vous Canada in May 2023, along with three other Indigenous operators from Manitoba. ITM promoted Manitoba’s Indigenous tourism operators to travel trade from around the world and participated in over 40 appointments with travel trade buyers.
STAKEHOLDERS INVOLVED
Manitoba
ITM and ITAC
Travel
MAJOR ACCOMPLISHMENTS
21 Indigenous tourism operators based in Manitoba are listed on the Destination Indigenous website.
ITM participated in Destination Canada’s Showcase Canada Europe in Germany in November 2023. ITM participated in 39 appointments with mainly German buyers interested in Indigenous tourism experiences in Canada.
STAKEHOLDERS INVOLVED
ITM and ITAC
ITM and Travel Manitoba
Continue to develop Manitoba Indigenous content assets for media and marketing use.
MAJOR ACCOMPLISHMENTS
Travel Manitoba launched a new “Adventure to Understanding” video featuring Turtle Village. Additionally, four existing Indigenous tourism videos (Borealis Beading, Qaumajuq, Bannock Point Petroforms and Churchill) were updated with the new Adventure to Understanding branding.
Travel Manitoba also promoted the Manitoba Explorer app throughout campaigns and on social media. The app includes Indigenous experiences and businesses on various trails.
Travel Manitoba created numerous blogs throughout the year to highlight Indigenous businesses and tourism. These efforts were further supported by strategic partnerships, targeted advertising, media hosting and influencer collaborations to ensure a broad and impactful reach to promote Indigenous culture and attractions.
Travel Manitoba actively includes a wide range of Indigenous partners and products in travel media and influencer visits each year. Featured Indigenous operators include: Wapusk Adventures, Dene Routes, Feast Café Bistro, Borealis Beading, National Indigenous Residential School Museum, La Brasserie Nonsuch Brewing Co., Promenade Brasserie, Bistro on Notre Dame, Agowiidiwinan (Treaty Knowledge Centre), Ode Aking Wyndam Garden Winnipeg Airport Hotel, Enn Taant and Turtle Village.
STAKEHOLDERS INVOLVED
Travel Manitoba
Examples of earned media coverage for Indigenous tourism experiences in Manitoba include:
• For A Richer Northern Lights Experience, Go With an Indigenous Guide - Megan Spurrell, Conde Nast Traveller
• Churchill, Canada is Practically a Year-Round Winter Wonderland - Danielle Hallock, Thrillist
• 8 Incredible Trips Across Canada Run by Indigenous Tour Operators - Diane Selkirk, Travel + Leisure
• Opoyastin: Wolves of the Big Wind - Alicia Rae Light, Canadian Geographic
• There's a New Year-Round Camping Experience in Manitoba's Riding Mountain National Park - Shel Zolkewich, Explore Magazine
• Tales From A Seventh Generation Churchillian In Northern Manitoba - Jennifer Bain, National Parks Traveler
• Travel Manitoba partnered with superstar Indigenous Influencer Michelle Chubb @indigenous_baddie on a two-part social media partnership to promote WAGQaumajuq’s annual CRAFTED fashion and art sale on Instagram and a family getaway stay at Ode AkiingWyndham Garden Winnipeg Airport on Tik Tok.
Indigenous products were prominently featured in trade newsletters, including:
• Wild Loon Adventures
• La Brasserie Nonsuch Brewing Co. – Beer and Bannock experience
• Promenade Bistro
• Whiteshell Petroforms
• Moongate Guesthouse
• Ode Akiing Wyndham Garden Winnipeg Airport on Long Plain Madison Reserve
Travel Manitoba
Develop new Indigenous-focused tourism itineraries, packages and partnerships.
MAJOR ACCOMPLISHMENTS
Travel Manitoba emphasized Indigenous products and itineraries at all marketplaces, including Virtuoso, Signature Travel Network, United States Tour Operators Association (USTOA), Rendez-vous Canada, Showcase Europe, and various sales missions. These comprehensive efforts ensured the promotion and integration of Indigenous experiences in our marketing strategies, fostering greater awareness and appreciation of Manitoba’s Indigenous culture.
STAKEHOLDERS INVOLVED
Communicate the value of Indigenous tourism to Indigenous communities, business leaders and the general public.
MAJOR ACCOMPLISHMENTS
ITM increased awareness of Manitoba’s Indigenous tourism industry among the broader tourism industry and business community by presenting at several industry conferences, including: Manitoba Chambers of Commerce Breakfast (October 2023 – Winnipeg), Student Youth Travel Association Conference (August 2023 – Winnipeg), Discover Saskatoon Tourism Town Hall (October 2023 – Saskatoon, SK ) Impact Conference (January 2023 – Victoria, BC), International Indigenous Tourism Conference (February 2023 – Ottawa, ON), Sport Events Congress (March 2023 – Winnipeg).
ITM increased awareness of the industry through earned media: Indigenous Tourism in Manitoba, RoseAnna Schick, Winnipeg Free Press
ITM had several speaking engagements with First Nation communities or organizations: Presented to the Coalition of Seven First Nations with an Interest in Riding Mountain National Park (July 2023, RMNP) and Norway House Economic Development Youth Conference (Norway House Cree Nation – August 2023).
STAKEHOLDERS INVOLVED
Travel Manitoba
Conclusion and Next Steps
Indigenous Tourism Manitoba has been hard at work leading the growth of the Indigenous tourism economy. Hosting the first AGM, Conference and Gala to great success has helped develop leadership abilities within the Indigenous tourism industry and established ITM as the lead advocacy and development organization for Indigenous tourism in the province. Work on major key initiatives has begun including establishing a detailed joint work plan as well as an engagement strategy for key groups and will continue into the future.
Efforts to develop tourism readiness and help stabilize Indigenous tourism experiences were a focal point in 2023-24, including creating training opportunities, providing funding, implementing a CRM to create a robust business directory and engaging with Indigenous tourism operators to support growth. This work has resulted in 174 per cent increase in market- and export-ready Indigenous tourism businesses and another 14 completing Original Original certification through the ITAC accreditation system over the past five years.
ITM and Travel Manitoba have shared these stories of success through dedicated marketing and a social media presence as well as through familiarization (FAM) tours showcasing Indigenous tourism products and operators. The FAM tour efforts resulted in international earned media attention. Participation in major trade show events like Destination Canada’s Showcase Canada Europe and Rendez-vous Canada have promoted authentic Indigenous Tourism experiences to travel trade from across the world.
In the next year, an updated Manitoba Indigenous Tourism Strategy led by ITM with input from Travel Manitoba and ITAC will be the guide to continue building on the success of Manitoba’s Indigenous tourism sector and set the stage for future growth.
