Travel Manitoba Launches Campaign to Revitalize Tourism Post-Wildfires

Travel Manitoba has unveiled a new tourism campaign titled “Travel with your heart in the right place,” aimed at revitalizing interest in regions impacted by recent wildfires. The initiative comes after significant delays caused by a state of emergency in the province, which saw thousands of residents evacuated during the summer months.

The focus of the campaign includes popular destinations such as Whiteshell Provincial Park and northern Manitoba, which were directly affected by the wildfires. Colin Ferguson, president of Travel Manitoba, commented on the timing of the campaign, stating, “We felt it wasn’t appropriate for us to be marketing to try to move people in and around those areas while the province was dealing with evacuations. Now, we’re seeing things starting to progress and ease off.”

As of August 22, 2023, the state of emergency was lifted, but many residents have yet to return home. The campaign is designed to restore confidence in the province’s tourism sector, which generates approximately $1.82 billion annually in visitor spending.

Investment in Recovery Efforts

Travel Manitoba is investing about $350,000 in a comprehensive advertising rollout that includes digital, print, radio, and cinema promotions. The campaign targets not just Manitobans but also potential visitors from across Canada and international locales. “Any traffic is gonna help in the recovery,” said Pit Turenne, owner of Aikens Lake Wilderness Lodge, which was closed for over a month due to the wildfires. His lodge, located 295 kilometres northeast of Winnipeg, lost around 245 bookings but has since received more than 550 reservations for the following year.

The campaign aims to alleviate concerns from potential visitors worried about the post-wildfire environment. Turenne noted that much of the lodge’s surroundings remain green, thanks to preventive measures like sprinkler systems and prompt firefighting responses. Although some infrastructure was lost, the natural beauty of the area remains intact.

Resilience of the Tourism Sector

The impact of the wildfires has been widespread, affecting approximately three-quarters of the Manitoba Lodge and Outfitters Association board members. Many operators closed for at least a month, leading to significant financial losses. Executive director Don Lamont highlighted that some members faced losses exceeding $1 million.

Travel Manitoba’s campaign also emphasizes the resilience of local businesses. Caleigh Christie, co-owner of Falcon Trails Resort, expressed optimism for the upcoming season, stating that locals are ready to welcome back visitors. She mentioned that the resort was temporarily closed due to mandatory evacuations but has since implemented measures to enhance safety in the face of future fire risks.

In addition to traditional advertising, the campaign will feature a podcast titled “Been There, Never Done That,” hosted by Virgin Radio personality Chrissy Troy. The six-episode series, launching on September 17, 2023, will include interviews with various Manitoba tourism operators.

As Travel Manitoba embarks on this revitalization effort, the hope is to not only restore the province’s tourism appeal but also to support the local economy as it recuperates from a challenging summer.