What Travel Manitoba does

Travel Manitoba is a Crown corporation and the official destination marketing organization for the Province of Manitoba, Canada, headquartered in Winnipeg and operating since 2005. The organization leads and stimulates sustainable growth in Manitoba's $1.1 billion tourism industry by promoting the province as a travel destination to leisure travelers, meeting planners, travel trade professionals, and tourism media. Its core product is a digital tourism platform centered on the travelmanitoba.com website, which aggregates destination content, accommodation directories (campgrounds, RV parks, hotels, cabins, B&Bs, unique stays), attraction listings, event calendars, themed discount passes (Manitoba Brew Pass, Manitoba Perogy Trail, Kid's Choice Pass, Explore Flin Flon Trail), and a travel deals aggregator connecting visitors with third-party operators. The platform is extended through the Manitoba Explorer App (a gamified mobile app for iOS and Android), the ShopMB e-commerce storefront for Manitoba-themed merchandise, a podcast series, visitor guides, and a dedicated B2B industry portal at industry.travelmanitoba.com.

Travel Manitoba's business model is primarily government-funded: as a provincial agency, it receives annual allocations from the Province of Manitoba to execute destination marketing activities. Secondary, smaller revenue streams include the ShopMB e-commerce platform and possible co-marketing arrangements with featured partners. The organization employs 11-50 staff and reaches consumers through a multi-channel marketing presence spanning Facebook, Instagram, X, YouTube, Pinterest, TikTok, WhatsApp, email newsletters, the #ExploreMB blog, and a travel trade network of agents and tour operators outside Manitoba. Strategic partnerships with Calm Air, Perimeter Aviation, Manitoba Liquor and Lotteries Corporation (Casinos of Winnipeg), MACAP, and the Indigenous Tourism Association of Canada anchor the operator ecosystem that the platform aggregates. The organization markets Manitoba's key natural assets — over 100,000 lakes, diverse ecosystems spanning boreal forest, prairie, taiga, and Canadian Shield, and signature wildlife experiences including polar bears, beluga whales, and the northern lights — under the "Canada's Heart" destination brand.

Name

Travel Manitoba

Legal name

Travel Manitoba

Website

https://travelmanitoba.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Travel Manitoba is a provincial Crown corporation and destination marketing organization that promotes Manitoba, Canada to leisure travelers, meeting planners, and travel trade via a digital platform including its website, mobile app, and e-commerce storefront.

Ownership category

akta.pro rank

Product category

Tourism Marketing Services

NAICS

Travel Agencies (561510)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industry

Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH)

Keywords

• Destination marketing services
• Provincial tourism promotion
• Travel planning resources
• Tourism industry support
• Visitor information services

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Government Tourism Funding: Travel Manitoba operates as a Crown corporation/agency of the Province of Manitoba, funded through provincial government allocations to promote tourism to and within Manitoba.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Travel Manitoba is the official provincial destination marketing organization (DMO) and Crown corporation of the Province of Manitoba, Canada. It markets Manitoba as a travel destination through digital channels, providing trip planning resources, event calendars, accommodation directories, attraction listings, and travel deals to leisure travelers. The organization also supports the tourism industry through B2B portals for operators, meeting planners, and travel trade professionals, while operating a merchandise e-commerce store and travel passes (Brew Pass, Perogy Trail, Kid's Choice Pass, Explore Flin Flon Trail).

Product overview

Travel Manitoba is the official tourism marketing organization for Manitoba, Canada, operating a comprehensive digital platform centered on its main website (travelmanitoba.com). The product portfolio includes the primary website serving as a hub for travel planning with destination information, event listings, and accommodation directories; the Manitoba Explorer App providing mobile-based exploration tools; ShopMB for merchandise; Travel Deals Platform aggregating savings offers; Manitoba Passes offering discount entry to attractions; Visitor Guides as downloadable planning resources; and a Podcast series. The platform connects travelers with diverse experiences across Manitoba including arts, culture, outdoor adventures, wildlife viewing, and cultural tourism, while also serving the tourism industry through dedicated B2B portals for industry professionals, travel media, and meeting/convention planners.

Differentiator

Problem solved

Functional benefit

Products and services

• Travel Manitoba Website The official tourism website for Manitoba, Canada, providing comprehensive travel planning resources including destination information, event listings, accommodation directories, attraction discovery, and itinerary planning tools for leisure travelers planning trips to and within Manitoba.
• Manitoba Explorer App A mobile application for iOS and Android that provides gamified exploration of Manitoba attractions and experiences, with How to Play guides and FAQs to help visitors discover the province.
• ShopMB An online e-commerce storefront (shoptravelmb.ca) for purchasing Manitoba-themed merchandise and travel-related products.
• Travel Deals Platform An online platform that aggregates and showcases travel deals, hotel packages, and seasonal offers from tourism operators across Manitoba to help travelers plan economical trips.
• Manitoba Passes A suite of discount travel passes including the Manitoba Brew Pass, Manitoba Perogy Trail, Manitoba Kid's Choice Pass, and Explore Flin Flon Trail, offering savings on Manitoba attractions and experiences.

Quantifiable outcome

• Access to 100,000+ lakes and diverse ecosystems for outdoor recreation tourism
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Manitoba Liquor and Lotteries Corporation (Casinos of Winnipeg)coreGTM or Marketing PartnerFeatured partner promoting Stay & Play vacation packages combining casino gaming, dining, entertainment and hotel accommodations at Manitoba's casinos.
• Manitoba Association of Campgrounds and Parks (MACAP)coreStrategic or Co-development PartnerTrade association representing Manitoba's private campground and RV park operators, featured prominently in camping accommodation listings.
• Calm AircoreGTM or Marketing PartnerOfficial air carrier partner providing flights to Manitoba's North including Churchill, featured as the gateway to northern wildlife experiences like polar bears and beluga whales.
• Perimeter AviationminorGTM or Marketing PartnerRegional airline partner offering flights to Thompson and northern Manitoba destinations, featuring northern adventure experiences.
• Indigenous Tourism Association of CanadacoreStrategic or Co-development PartnerNational Indigenous tourism organization featured to promote Indigenous tourism experiences in Manitoba, aligning with Truth and Reconciliation commitments.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Destination British Columbia: Provincial DMO for British Columbia with a similar mandate to market the destination, support operators, and run consumer-facing digital platforms. Directly comparable in role, funding model (provincial), and product mix (wildlife, outdoor, cultural).
• Travel Alberta: Alberta's provincial tourism marketing organization operating a multi-channel digital platform to drive visitation. Closely comparable in structure (Crown/agency), operator support, and tourism scope, while competing with Manitoba for Canadian leisure share.
• Destination Ontario: Ontario's provincial DMO with a comparable mandate to stimulate sustainable tourism growth. Operates consumer travel planning resources, trade and industry portals, and content marketing similar to Travel Manitoba's platform.
• Tourism Saskatchewan: Provincial DMO for neighboring Saskatchewan, a near-twin of Travel Manitoba in mandate, funding model, and rural/wildlife/outdoor product mix, competing directly for prairie and Indigenous tourism demand.
• Tourism New Brunswick: Provincial tourism organization for New Brunswick, with a directly comparable mandate, operator-support model, and emphasis on outdoor/cultural experiences — useful for benchmarking small-population provincial DMO performance.

Broad incumbents

• Destination Canada: National Canadian DMO that Travel Manitoba effectively operates under at the provincial tier. Sets national brand strategy, runs international marketing, and shares consumer platform paradigms that Travel Manitoba extends regionally.
• Visit Iceland: National DMO for Iceland with a similar model of driving visitation through destination branding, content, and partner aggregation. Useful peer for benchmarking how smaller-population destinations scale aurora, nature, and shoulder-season demand.
• Tourism New Zealand: New Zealand's national DMO, widely regarded as a global benchmark for destination branding and content marketing. Comparable in mandate to drive visitation through storytelling, digital platforms, and trade engagement.

Regional players

• Visit Orlando: Regional DMO (CVB) with a strong digital platform, deal/passes engine, and trade/industry partner structure analogous to Travel Manitoba's consumer and B2B portals — though skewed to a different geography and product mix.

Others

• Indigenous Tourism Association of Canada: National Indigenous tourism body partnered with Travel Manitoba. Adjacent ecosystem participant that helps curate and promote Indigenous experiences on the Manitoba platform; comparable as a content/promotional partner rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/travelmanitoba
• YouTubeyoutube.com/TravelManitoba
• Facebookfacebook.com/TravelManitoba
• Instagraminstagram.com/TravelManitoba
• TikToktiktok.com/@travelmanitoba
• Pinterestpinterest.com/TravelManitoba

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Travel Manitoba