Vice President, Marketing
Travel Manitoba

Travel Manitoba is the only public/private non-profit tourism marketing organization that provides a province-wide platform to promote Manitoba as a premier travel destination. Travel Manitoba is a Crown corporation whose role is to provide leadership by collaborating with tourism businesses, communities, destination marketing organizations and governments to realize the full potential for tourism in Manitoba.

Vision

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

Mission

Travel Manitoba will increase tourism’s contribution to the provincial economy by leading the marketing of Manitoba as a tourism destination and by fostering a competitive and sustainable tourism industry.

Objectives

Increase brand engagement and traveller advocacy in Manitoba, within Canada and internationally. Recover visitor spending to $1.6 billion by 2024. Recover visitation levels to 10.6 million visitors by 2024. Recover investment in the tourism sector by partnering with business and governments. Optimize organization spending to deliver increased results in the most cost-effective way. Lead the implementation of the Manitoba Tourism Strategy to ensure the objectives are achieved.

Travel Manitoba will support the recovery of tourism’s contribution to the provincial economy by leading the marketing of Manitoba as a tourism destination and by fostering a competitive and sustainable tourism industry. Our guiding principles are Leadership, Innovation, Collaboration, Visitor Centric, Research-based, Continuous Learning, Accountability and Sustainability.

2019 Provincial Tourism Strategy for Manitoba: https://www.travelmanitoba.com/tourism-industry/industry-resources/provincial-tourism-strategy/

Please be advised that this year’s new Provincial Tourism Strategy for Manitoba is forthcoming. We will update this executive brief once the revised strategy has been made available to the public.