New tourism strategy aims to bring 2 million more visitors to Manitoba annually by 2022

The province has launcheda new tourism plandesigned to boost the number of visitorsand the tourist dollars flowing into Manitoba.

The provincial government, along with Travel Manitoba and the Manitoba Chambers of Commerce, unveiled the plan Thursday. The goal is to increase tourism visitation expenditures in the province to $2.2 billion by 2022a jump of $600 million from the $1.6 billion recorded in 2016.

The strategy also aims to increase the number of visitors to the province, setting agoal of 12.6 million a jump of two million visitors from the 10.6 million who came in 2016.

The new strategy will maintainthe 96/4 funding plan for Travel Manitoba implemented in 2016. Under that plan, 96 per cent of tax-based revenue generated by local tourism industries goes to the province. The remaining four per cent goes to Travel Manitoba and is earmarked specifically for marketing local tourism.

"The strategy provides us with a roadmap to capitalize on these opportunities by setting clear goals and working together to position Manitoba as a unique and vibrant four-season destination," said Growth, Enterprise and Trade Minister Blaine Pedersen in a written release Thursday.

Manitoba's tourism sector contributesmore than three per cent to the province's GDP every year, the release said.

The new plan's five goals are:

• Lead brand andmarket positioning, includingmaintaining the "Canada's Heart Beats" brand already in place and expanding it to include Indigenous and francophone events.
• Invest in destination and experiencedevelopment, including leveraging the Year 2020 Manitoba's 150th anniversary and the Hudson's Bay Company's 350th anniversary.
• Improve transportation and connectivity, includingensuring reliable cell service and Wi-Fiin communities and parks, and improving transportation between rural and remote communities.
• Foster collaborationincluding between Indigenous, francophone and other communities on tourism marketing.
• Build public support for tourism, including engaging the province's new immigrants.

Colin Ferguson, president of Travel Manitoba, said his organization is proud of the province's work on tourism to date.

"Our strategy will fuel that growth by ensuring all key stakeholders have a clear vision for the future."