Resident Pride Survey Results

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THE LARGEST CANADIAN-OWNED POLLING, MARKET RESEARCH AND ANALYTICS FIRM

TORONTO • WINNIPEG • EDMONTON • CALGARY MONTREAL • QUEBEC VANCOUVER • PHILADELPHIA
DATE Report PROJECT NUMBER Resident Pride
Manitoba 83209-003 2024-02-23
Travel

Methodology

An online survey.

1933 Canadians, 475 residents of Manitoba and 1458 across the nation.

Completed between February 16 and 18, 2024, using Leger’s online panel.

No margin of error can be associated with a non-probability sample (i.e. a web panel in this case).

For comparative purposes, though, a probability sample of 1933 respondents would have a margin of error of ±2.2%, 19 times out of 20.

Leger’s online panel

Leger’s online panel has more than 400,000 members nationally and has a retention rate of 90%.

Quality control

Stringent quality assurance measures allow Leger to achieve the high-quality standards set by the company. As a result, its methods of data collection and storage outperform the norms set by WAPOR (The World Association for Public Opinion Research). These measures are applied at every stage of the project: from data collection to processing, through to analysis. We aim to answer our clients’ needs with honesty, total confidentiality, and integrity.

Leger is the largest Canadian-owned market research and analytics company, with more than 600 employees in eight Canadian and US offices. Leger has been working with prestigious clients since 1986.

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Key Findings

 Manitobans are welcoming of visitors to their province and have agreement on tourism improving quality of life and creating jobs. However, there is less agreement than other provinces about safety in their province and the future improvement of Manitoba for visitors. Manitobans are also less likely to say they’re proud to be from their province than their counterparts, although they take pride in making visitors feel welcome.

 Atlantic Canada and Quebec have the highest agreement on their respective provinces being welcoming and safe. Alberta is the least welcoming province.

 Those from Atlantic Canada and Quebec are most likely to take pride in making visitors feel welcome. Atlantic Canada is also more likely to agree that their provinces are becoming a better place to visit than other provinces.

 British Columbians and those from Atlantic provinces are most likely to say they’re proud to be from their respective province.

 Overall, Canadians agree that boosting tourism is a good way to create jobs. Those from Atlantic provinces and Saskatchewan are more likely to agree that tourism improves their quality of life than other provinces.

 Overall, Canadians are welcoming to tourists. Atlantic Canadians are the most welcoming, followed by Albertans, Manitobans, and Quebecers.

 On average, agreement amongst Manitobans is lower versus other provinces when asking about resident pride, safety in their province, welcoming tourists, tourism improving quality of life and creating jobs, and becoming a better place for visitors. Overall, Alberta, Quebec, and Atlantic Canada have the highest agreement scores.

 Canadians living outside Manitoba are likely to believe that great outdoor activities, wildlife viewing opportunities, and great winter experience are Manitoba’s greatest tourism assets. Meanwhile, Manitobans put appealing festivals and events, compelling attractions, and great wildlife viewing opportunities at the top of their list.

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5
“MANITOBA IS A WELCOMING PROVINCE” 73% “MANITOBA IS SAFE” 46%
PROUD TO SAY I’M FROM MANITOBA” 64%
WELCOME TOURISTS IN MANITOBA” 80%
TAKE PRIDE IN
VISITORS FEEL WELCOME IN MANITOBA” 73%
IMPROVES QUALITY OF LIFE IN MANITOBA” 71%
IS BECOMING A BETTER PLACE TO VISIT” 54%
TOURISM IS A GOOD WAY TO CREATE JOBS IN MANITOBA” 77% 2023: 76% 2023: 52% 2023: 73% 2023: 81% 2023: 76% 2023: 76% 2023: 54% 2023: 78%
Key Findings
“I’M
“I’D
“I
MAKING
“TOURISM
“MANITOBA
“BOOSTING

DETAILED RESULTS

BY PROVINCE

About three-quarters (73%) of Manitobans agree their province is welcoming.

Those from Atlantic regions are most likely to agree their provinces are welcoming (82%), while Albertans are least likely (68%).

CTM2r1 To what extent do you agree with the following statement? [INSERT PROVIINCE] is a welcoming province.

Base: All (n=1933). British Columbia (n=151) Alberta (n=129) Saskatchewan (n=60) Manitoba (n=475) Ontario (n=600) Quebec (n=416) Atlantic (n=102)

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43% 40% 29% 30% 28% 26% 38% 39% 38% 48% 45% 46% 45% 29% 11% 11% 13% 18% 17% 19% 17% 6% 6% 6% 6% 7% 7% 15% 5% 5% Atlantic Quebec British Columbia
WITH
2023 (n=1938) % AGREE *under 4% not labelled 82% 77% 78% 79% 77% 78% 75% 88% 73% 76% 71% 76% 68% 64% 18-34 35-54 55+ 65% 74% 82% 2024 % AGREE
Saskatchewan Manitoba Ontario Alberta Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree AGREEMENT
STATEMENT: “MY PROVINCE IS A WELCOMING PROVINCE”
Significantly higher Arrows indicate increase/decrease in ranking from the previous year

Safety remains a concern for Manitobans – less than half (46%) say Manitoba is safe. Meanwhile, about eight-in-ten Quebecers (81%) and residents of Atlantic regions (78%) agree their provinces are safe.

37% 33% 25% 17% 15% 17% 14% 44% 45% 47% 52% 52% 43% 32% 15% 12% 14% 25% 21% 21% 22% 10% 12% 4% 7% 16% 23% 5% 9%
Alberta Saskatchewan British Columbia
2023 (n=1938) 8
Quebec Atlantic
Ontario Manitoba Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree AGREEMENT WITH STATEMENT: “MY PROVINCE IS SAFE”
CTM2r2 To what extent do you agree with the following statement? [INSERT PROVIINCE] is safe. Base: All (n=1933). British Columbia (n=151) Alberta (n=129) Saskatchewan (n=60) Manitoba (n=475) Ontario (n=600) Quebec (n=416) Atlantic (n=102)
81% 86% 78% 74% 72% 69% 69% 83% 67% 67% 60% 68% 46% 52% *under 4% not labelled 18-34 35-54 55+ 47% 39% 50% % AGREE 2024 % AGREE
higher
Significantly
Arrows indicate increase/decrease in ranking from the previous year

Those from British Columbia (80%) and Atlantic provinces (75%) are the proudest, while Manitobans are the least proud, with less than two-thirds (64%) saying they are proud to be from Manitoba.

AGREEMENT WITH STATEMENT: “I’M PROUD TO SAY I’M FROM MY PROVINCE”

CTM2r3 To what extent do you agree with the following statement? I’m proud to say I’m from [INSERT PROVIINCE].

Base: All (n=1933). British Columbia (n=151) Alberta (n=129) Saskatchewan (n=60) Manitoba (n=475) Ontario (n=600) Quebec (n=416) Atlantic (n=102)

Arrows indicate increase/decrease in ranking from the previous year

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46% 50% 33% 42% 39% 32% 32% 34% 25% 40% 28% 28% 35% 32% 13% 17% 21% 15% 17% 21% 25% 7% 8% 14% 8% 7% 7% 5% 4%
British Columbia Atlantic Saskatchewan Quebec Alberta Ontario Manitoba Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree
80% 79% 75% 77% 74% 82% 70% 75% 67% 61% 67% 72% 64% 73% 18-34 35-54 55+ 50% 66% 75% % AGREE 2024 % AGREE
2023 (n=1938) *under 4% not labelled
Significantly higher

Overall, Canadians are welcoming to tourists – with Atlantic Canada (86%) being the most welcoming, followed by Albertans (80%), Manitobans (80%), and Quebecers (80%).

AGREEMENT WITH STATEMENT: “I WOULD WELCOME TOURISTS IN MY CITY”

CTM3r1 To what extent do you agree with the following statement? I would welcome tourists in my community.

Base: All (n=1933). British Columbia (n=151) Alberta (n=129) Saskatchewan (n=60) Manitoba (n=475) Ontario (n=600) Quebec (n=416) Atlantic (n=102)

Arrows indicate increase/decrease in ranking from the previous year

Significantly higher

10
58% 54% 45% 42% 47% 37% 27% 29% 25% 35% 38% 32% 38% 45% 9% 15% 18% 16% 19% 19% 20% 4% 4% 4% Atlantic Alberta Manitoba Quebec British Columbia Ontario Saskatchewan Strongly agree Somewhat agree
agree
disagree Somewhat disagree Strongly disagree
Neither
nor
2023 (n=1938)
4% not labelled 86% 87% 80% 76% 80% 81% 80% 81% 78% 84% 75% 82% 72% 87% 18-34 35-54 55+ 75% 77% 87% % AGREE 2024 % AGREE
*under

Almost three-quarters (73%) of Manitobans say they take pride in making visitors feel welcome. Quebecers take the most pride in welcoming visitors to their province (80%), while Saskatchewanians (60%) take the least pride.

AGREEMENT WITH STATEMENT: “I TAKE PRIDE IN MAKING VISITORS FEEL WELCOME ” 2023 (n=1938)

*under 4% not labelled

CTM3r2 To what extent do you agree with the following statement? I take pride in making visitors feel welcome.

Base: All (n=1933). British Columbia (n=151) Alberta (n=129) Saskatchewan (n=60) Manitoba (n=475) Ontario (n=600) Quebec (n=416) Atlantic (n=102)

Arrows indicate increase/decrease in ranking from the previous year

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43% 48% 37% 39% 42% 34% 25% 37% 30% 37% 34% 30% 37% 35% 18% 18% 24% 22% 20% 23% 34% 7% 4% 4% Quebec Atlantic British Columbia Manitoba Alberta Ontario
Somewhat disagree Strongly
Saskatchewan Strongly agree Somewhat agree Neither agree nor disagree
disagree
80% 86% 78% 83% 74% 70% 73% 76% 72% 69% 71% 75% 60% 73% 18-34 35-54 55+ 66% 70% 82% % AGREE 2024 % AGREE
Significantly higher

About seven-in-ten (71%) Manitobans agree that tourism improves their quality of life. Atlantic Canada is most likely to agree that tourism improves their quality of life (77%), with 42% strongly agreeing.

CTM4r1 To what extent do you agree with the following statement? Overall, tourism improves the quality of life.

Base: All (n=1933). British Columbia (n=151) Alberta (n=129) Saskatchewan (n=60) Manitoba (n=475) Ontario (n=600) Quebec (n=416) Atlantic (n=102)

Arrows indicate increase/decrease in ranking from the previous year

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42% 25% 32% 36% 34% 32% 26% 35% 49% 41% 35% 37% 39% 43% 16% 17% 19% 18% 24% 25% 23% 8% 5% 8% 5% 4% Atlantic Saskatchewan Alberta British Columbia Quebec Manitoba Ontario
Somewhat
2023 (n=1938)
labelled 77% 79% 74% 69% 73% 76% 71% 68% 71% 75% 71% 76% 69% 72% 18-34 35-54 55+ 68% 66% 77% % AGREE 2024 % AGREE
Strongly agree Somewhat agree Neither agree nor disagree
disagree Strongly disagree AGREEMENT WITH STATEMENT: “OVERALL, TOURISM IMPROVES THE QUALITY OF LIFE”
*under 4% not
Significantly higher

Atlantic Canada is the most positive about the outlook of their province – 74% agree about becoming a better place to visit. Ontarians show the least agreement, with less than half (47%) agreeing their province is improving for visitors.

AGREEMENT WITH STATEMENT: “MY PROVINCE IS BECOMING A BETTER PLACE TO VISIT”

Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree

CTM4r3 To what extent do you agree with the following statement? [INSERT PROVINCE} is becoming a better place to visit.

Base: All (n=1933). British Columbia (n=151) Alberta (n=129) Saskatchewan (n=60) Manitoba (n=475) Ontario (n=600) Quebec (n=416) Atlantic (n=102)

Arrows indicate increase/decrease in ranking from the previous year

13
42% 28% 22% 26% 21% 22% 14% 32% 32% 39% 33% 33% 29% 33% 15% 26% 29% 26% 28% 36% 32% 6% 6% 7% 10% 11% 9% 14% 5% 7% 5% 7% 5% 6%
Atlantic Quebec Saskatchewan Alberta Manitoba British Columbia Ontario
2023
74% 65% 61% 73% 61% 63% 59% 53% 54% 54% 51% 58% 47% 55% 18-34 35-54 55+ 58% 44% 58% % AGREE 2024 % AGREE
(n=1938) *under 4% not labelled
Significantly higher

Overall, a majority of Canadians agree boosting tourism is a good way to create jobs. More than three-quarters (77%) of Manitobans agree with this statement. The strongest agreement is amongst Albertans (84%).

AGREEMENT WITH STATEMENT: “BOOSTING TOURISM IS A GOOD WAY TO CREATE JOBS”

CTM4r4 To what extent do you agree with the following statement? Boosting tourism is a good way to create jobs.

*under 4% not labelled

Base: All (n=1933). British Columbia (n=151) Alberta (n=129) Saskatchewan (n=60) Manitoba (n=475) Ontario (n=600) Quebec (n=416) Atlantic (n=102)

(n=1938)

Arrows indicate increase/decrease in ranking from the previous year

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42% 37% 41% 45% 37% 32% 28% 42% 45% 40% 33% 40% 44% 48% 12% 13% 15% 18% 18% 17% 12% 4% 5% 4% 4% 10% Alberta British Columbia Quebec Atlantic Manitoba Ontario
Saskatchewan
Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree
2023
84% 87% 82% 82% 81% 87% 78% 81% 77% 78% 76% 80% 76% 81% 18-34 35-54 55+ 72% 75% 84% % AGREE 2024 % AGREE
Significantly higher

Agreement amongst Manitobans is lower versus other provinces when asking about safety, improvements, and tourism’s creation of jobs. Overall, Alberta, Quebec, and Atlantic Canada have the strongest agreement scores.

CTM To what extent do you agree with the following statements?

Base: All (n=1933). British Columbia (n=151) Alberta (n=129) Saskatchewan (n=60) Manitoba (n=475) Ontario (n=600) Quebec (n=416) Atlantic (n=102)

GREEN indicates highest ranking by province

RED indicates lowest ranking by province

*does not indicate increase/decrease from previous year

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TOTAL (Canada) ONTARIO MANITOBA BRITISH COLUMBIA SASKATCHEWAN QUEBEC ALBERTA ATLANTIC Boosting tourism is a good way to create jobs 79% 76% 77% 82% 76% 81% 84% 78% I’d welcome tourists in my community 78% 75% 80% 78% 72% 80% 80% 86% I take pride in making visitors feel welcome 74% 71% 73% 74% 60% 80% 72% 78% My province is welcoming 74% 71% 73% 77% 75% 78% 68% 82% Overall, tourism improves the quality of life 71% 69% 71% 71% 74% 71% 73% 77% I'm proud to say I'm from my province 70% 67% 64% 80% 74% 70% 67% 75% My province is safe 68% 60% 46% 67% 69% 81% 72% 78% My province is becoming a better place to visit 55% 47% 54% 51% 61% 61% 59% 74% Average 71% 68% 69% 72% 73% 77% 79% 79% 2023 (n=1938) 75% 73% 71% 73% 78% 80% 69% 78%
% AGREE (SOMEWHAT AGREE
STRONGLY AGREE)
LEVEL OF AGREEMENT WITH STATEMENT | BY PROVINCE
+

Great outdoor activities, great wildlife viewing opportunities, and great winter experiences are Manitoba’s greatest tourism assets.

A

CTM5

Based on what you have read, heard or seen about Manitoba, what do you believe are Manitoba’s greatest tourism assets? (ranking top 5)

Base: All (n=1933). British Columbia (n=151) Alberta (n=129) Saskatchewan (n=60) Manitoba (n=475) Ontario (n=600) Quebec (n=416) Atlantic (n=102)

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(TOTAL CANADA) 39% 36% 32% 29% 26% 25% 24% 24% 22% 21% 17% 17% 14% 8% 28%
Great
MANITOBA’S GREATEST TOURISM ASSETS ARE… (top 5 ranking)
Great outdoor activities experienced in beautiful outdoor landscapes
wildlife viewing opportunities Offers great winter experiences
A great place to view the northern lights
A great place for hunting and fishing Friendly and welcoming people
A great place to experience Indigenous tourism offerings and… Rich historical and cultural experiences Compelling attractions Appealing festivals and events
place to spend quality time with family or friends
Great
don't
TOTAL (excl mb) MB BC AB SK ON QC Atlantic 39% 42% 38% 50% 36% 39% 35% 31% 36% 43% 35% 42% 46% 39% 28% 36% 32% 38% 35% 36% 28% 34% 24% 28% 29% 29% 27% 34% 24% 31% 25% 27% 26% 36% 28% 38% 19% 24% 22% 20% 25% 30% 29% 29% 31% 23% 21% 25% 24% 17% 20% 23% 17% 26% 25% 21% 24% 30% 23% 28% 20% 24% 22% 19% 22% 47% 24% 24% 21% 22% 15% 24% 21% 50% 22% 27% 24% 20% 15% 16% 17% 22% 19% 11% 17% 15% 20% 16% 17% 31% 18% 15% 17% 17% 14% 19% 14% 20% 16% 14% 9% 14% 11% 17% 8% 6% 10% 6% 15% 8% 7% 10% 28% 6% 27% 19% 28% 28% 37% 34% Significantly higher
Diverse offering of dining and food experiences Vibrant arts scene
shopping opportunities I
know

DETAILED RESULTS

MANITOBA | DEMOGRAPHICS

LEVEL OF AGREEMENT WITH STATEMENT | BY DEMOGRAPHICS

“MANITOBA IS A WELCOMING PROVINCE”

CTM2r1 To what extent do you agree with the following statement? Manitoba is a welcoming province.

Base: Manitoba (n=475). Older Manitobans (55+) are more likely to agree that Manitoba is a welcoming province (82%, vs. 69% of those <55).

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GENDER AGE AREA Total 2023 (n=467) Male Female 18-34 35-54 55+ Urban Suburban Rural (NET) AGREE 73% 76% 71% 76% 65% 74% 82% 71% 78% 72% Strongly agree 28% 35% 28% 27% 22% 21% 38% 22% 32% 33% Somewhat agree 37% 41% 38% 37% 25% 41% 44% 49% 46% 38% Neither agree/disagree 17% 13% 19% 14% 18% 18% 14% 14% 16% 24% Somewhat disagree 7% 7% 7% 8% 12% 6% 4% 11% 3% 4% Strongly disagree 3% 5% 3% 2% 5% 2% 1% 4% 2% 0%

Manitoba men (51%, vs. 40% of women) are more likely to agree that Manitoba is safe.

LEVEL OF AGREEMENT WITH STATEMENT | BY DEMOGRAPHICS

“MANITOBA IS SAFE”

CTM2r1

To what extent do you agree with the following statement? Manitoba is a safe.

Base: Manitoba (n=475).

19
GENDER AGE AREA Total 2023 (n=467) Male Female 18-34 35-54 55+ Urban Suburban Rural (NET) AGREE 46% 52% 51% 40% 47% 39% 50% 42% 52% 45% Strongly agree 14% 15% 20% 8% 18% 7% 16% 13% 17% 13% Somewhat agree 32% 37% 32% 32% 30% 32% 33% 29% 35% 32% Neither agree/disagree 22% 19% 21% 23% 18% 28% 20% 19% 22% 28% Somewhat disagree 23% 20% 20% 26% 24% 23% 23% 26% 20% 21% Strongly disagree 9% 10% 8% 11% 11% 10% 7% 12% 7% 6%

In Manitoba, there is a similar level of agreement across gender and area of residence among Manitobans who say they are proud to be from Manitoba. However, there is stronger agreement amongst older Manitobans (75%, vs. 57% of those <55).

LEVEL OF AGREEMENT WITH STATEMENT | BY DEMOGRAPHICS

To what extent do you agree with the following statement? I’m proud to say I’m from Manitoba.

Base: Manitoba (n=475).

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CTM2r1
“I’M PROUD TO SAY I’M FROM MANITOBA” GENDER AGE AREA Total 2023 (n=467) Male Female 18-34 35-54 55+ Urban Suburban Rural (NET) AGREE 64% 73% 64% 64% 50% 66% 75% 62% 65% 66% Strongly agree 32% 39% 32% 32% 23% 27% 44% 29% 36% 35% Somewhat agree 32% 34% 32% 32% 27% 39% 31% 33% 29% 31% Neither agree/disagree 25% 17% 27% 23% 34% 22% 19% 25% 27% 21% Somewhat disagree 7% 5% 5% 9% 12% 7% 3% 9% 3% 10% Strongly disagree 4% 5% 4% 4% 5% 5% 3% 4% 4% 3%

CTM2r1

LEVEL OF AGREEMENT WITH STATEMENT | BY DEMOGRAPHICS

“I WOULD WELCOME TOURISTS IN MY COMMUNITY”

Base: Manitoba (n=475). Older Manitobans (55+) are more likely to welcome tourists (87%, vs. 76% of those <55).

To what extent do you agree with the following statement? I would welcome tourists in my community.

21
GENDER AGE AREA Total 2023 (n=467) Male Female 18-34 35-54 55+ Urban Suburban Rural (NET) AGREE 80% 81% 81% 79% 75% 77% 87% 82% 80% 75% Strongly agree 45% 47% 46% 43% 43% 35% 53% 47% 42% 41% Somewhat agree 35% 34% 35% 36% 32% 42% 34% 35% 37% 35% Neither agree/disagree 18% 14% 17% 19% 22% 22% 12% 16% 188% 22% Somewhat disagree 2% 3% 3% 1% 3% 1% 1% 2% 2% 2% Strongly disagree 0% 1% 0% 0% 0% 0% 0% 0% 0% 0%

CTM2r1

LEVEL OF AGREEMENT WITH STATEMENT | BY DEMOGRAPHICS

“I TAKE PRIDE IN MAKING VISITORS FEEL WELCOME”

Base: Manitoba (n=475). Older Manitobans (55+) are more likely to take pride in making visitors feel welcome (82%, vs. 68% of those <55).

To what extent do you agree with the following statement? I take pride in making visitors feel welcome.

22
GENDER AGE AREA Total 2023 (n=467) Male Female 18-34 35-54 55+ Urban Suburban Rural (NET) AGREE 73% 76% 71% 76% 66% 70% 82% 73% 69% 77% Strongly agree 39% 43% 36% 43% 38% 31% 47% 36% 42% 43% Somewhat agree 34% 33% 35% 32% 28% 39% 35% 38% 27% 34% Neither agree/disagree 22% 20% 23% 21% 25% 26% 16% 20% 25% 22% Somewhat disagree 3% 3% 5% 2% 6% 3% 1% 3% 5% 1% Strongly disagree 2% 1% 2% 1% 9% 1% 1% 3% 0% 10%

LEVEL OF AGREEMENT WITH STATEMENT | BY DEMOGRAPHICS

“OVERALL, TOURISM IMPROVES THE QUALITY OF LIFE IN MANITOBA”

Base: Manitoba (n=475). Older Manitobans (55+) are more likely to agree that tourism improves the quality of life (77%, vs. 67% of those <55).

To what extent do you agree with the following statement? Overall, tourism improves the quality of life.

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CTM2r1
GENDER AGE AREA Total 2023 (n=467) Male Female 18-34 35-54 55+ Urban Suburban Rural (NET) AGREE 71% 76% 72% 69% 68% 66% 77% 72% 67% 75% Strongly agree 32% 40% 34% 30% 24% 29% 41% 33% 31% 30% Somewhat agree 39% 36% 38% 40% 43% 37% 37% 39% 36% 45% Neither agree/disagree 25% 18% 26% 25% 26% 30% 21% 24% 27% 24% Somewhat disagree 3% 4% 1% 5% 5% 4% 1% 2% 6% 1% Strongly disagree 1% 1% 1% 1% 2% 0% 0% 1% 1% 0%

There is a similar level of agreement across gender, age, and area of residence among Manitobans who agree that Manitoba is becoming a better place to visit.

LEVEL OF AGREEMENT WITH STATEMENT | BY DEMOGRAPHICS

“MANITOBA IS BECOMING A BETTER PLACE TO VISIT”

CTM2r1 To what extent do you agree with the following statement? Manitoba is becoming a better place to visit.

Base: Manitoba (n=475).

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GENDER AGE AREA Total 2023 (n=467) Male Female 18-34 35-54 55+ Urban Suburban Rural (NET) AGREE 54% 54% 57% 50% 58% 44% 58% 55% 51% 54% Strongly agree 21% 19% 20% 22% 17% 15% 29% 19% 20% 24% Somewhat agree 33% 34% 37% 28% 40% 28% 29% 36% 31% 30% Neither agree/disagree 28% 27% 29% 28% 25% 33% 28% 25% 30% 33% Somewhat disagree 11% 13% 7% 15% 9% 15% 10% 12% 12% 9% Strongly disagree 7% 7% l7% 7% 9% 8% 4% 8% 7% 4%

Older Manitobans (55+) are more likely to agree that boosting tourism is a good way to create jobs (84%, vs. 73% of those <55).

LEVEL OF AGREEMENT WITH STATEMENT | BY DEMOGRAPHICS

“BOOSTING TOURISM IS A GOOD WAY TO CREATE JOBS IN MANITOBA”

CTM2r1 To what extent do you agree with the following statement? Boosting tourism is a good way to create jobs.

Base: Manitoba (n=475).

25
GENDER AGE AREA Total 2023 (n=467) Male Female 18-34 35-54 55+ Urban Suburban Rural (NET) AGREE 77% 78% 76% 78% 72% 75% 84% 75% 76% 83% Strongly agree 37% 40% 41% 34% 33% 29% 47% 37% 39% 34% Somewhat agree 40% 38% 36% 45% 39% 46% 37% 38% 37% 49% Neither agree/disagree 18% 14% 20% 16% 22% 20% 14% 20% 18% 15% Somewhat disagree 4% 5% 3% 5% 5% 4% 3% 4% 5% 2% Strongly disagree 1% 2% 1% 1% 1% 1% 0% 1% 1% 0%

RESPONDENT PROFILE

Respondent profile

Base: All (n=1933)

27
AGE GENDER REGION 51% 49% 9% 17% 16% 16% 18% 24% 18-24 25-34 35-44 45-54 55-64 65+ QUE 23% ON 39% AB 11% BC 13% SK 3% ATL 07% Urban 39% Suburban 39% Rural 20% Refusal 2% MB 4%

Respondent profile

Base: All (n=1933)

28 EMPLOYMENT EDUCATION HH INCOME 30% 39% 31% University College High school or less 43% 8% 5% 28% 6% 4% 6% Full-time Part-time Self-employed/freelance Retired Student Homemaker Unemployed 20% 28% 42% 9% <$40K $40K - <$80K $80K+ Refusal
CHILDREN <18 AT HOME? Yes 27% No 72% 1%
TEAM
Aatika Zulfiqar Research Analyst Communications and Public Affairs azulfiqar@leger360.com The Central Canada Communications and Public Affairs Team: Lisa Covens Senior Vice-President Communications and Public Affairs lcovens@leger360.com Ashley Simac Associate Vice-President Communications and Public Affairs asimac@leger360.com
WeknowCanadians

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