Tourism Industry Association of Manitoba

What Tourism Industry Association of Manitoba does

Tourism Industry Association of Manitoba (TIAM) is a non-profit, membership-based industry association that serves as the unified advocacy voice for Manitoba's tourism sector. Founded in 2022 and officially incorporated and launched in March 2023, TIAM is headquartered in Winnipeg, Manitoba, and is governed by a volunteer Board of Directors representing subsectors including accommodations, lodges and outfitters, attractions and events, food and beverage, Indigenous tourism, MICE, transportation, and regional tourism organizations. The organization acquired its first Board in April 2024 at an inaugural AGM that drew 125 participants at the RBC Convention Centre.

TIAM's product surface is built around a tiered annual membership program (dues ranging from $50 for students to $375 for suppliers, with operator tiers at $275 and $300) that bundles advocacy representation, government and community relations, regulatory support, industry research, training and certification, and business networking. Recurring membership fees constitute the primary revenue stream, supplemented by event registrations (annual Advocacy Forum, co-hosted Tourism Awards) and project-based grants, including an $87,809 award from Prairies Economic Development Canada in February 2025. The underlying technology is minimal: a WordPress website, Mailchimp newsletter, and standard social channels; no proprietary platform, app, or AI/ML capability is disclosed.

The association's go-to-market is community-led: it acquires members through industry events, the annual conference and AGM, the Advocacy Forum, and direct outreach, and it engages members via quarterly meetings with the Minister of Sport, Culture, Heritage and Tourism, newsletters, and co-signed advocacy letters alongside peers such as the Manitoba Hotel Association, RBC Convention Centre, Tourism Winnipeg, Indigenous Tourism Manitoba, the Tourism Industry Association of Canada, and Destination Canada. TIAM does not own subsidiaries, has no parent company, and operates exclusively within Manitoba, Canada.

Name

Tourism Industry Association of Manitoba

Legal name

Tourism Industry Association of Manitoba

Website

https://tiamanitoba.ca

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Tourism Industry Association of Manitoba (TIAM) is a Winnipeg-based non-profit industry association that provides advocacy, networking, training, and unified government representation for Manitoba's tourism operators and suppliers through a tiered membership program.

Ownership category

akta.pro rank

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: TIAM generates revenue through annual membership fees from tourism operators, suppliers, individuals, students, and members of member associations across Manitoba's tourism industry.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

The Tourism Industry Association of Manitoba (TIAM) is a non-profit membership-based industry association that provides advocacy, business networking, industry research, training and development, certification programs, government relations, and regulatory support to tourism operators across Manitoba. It serves as the unified voice of Manitoba's tourism industry to the provincial government, including quarterly meetings with the Minister of Sport, Culture, Heritage and Tourism. TIAM generates revenue primarily through annual membership dues from tourism operators, suppliers, individuals, and students.

Product overview

TIAM operates as a unified industry association providing advocacy representation, membership services, and industry events for Manitoba's tourism sector. The core offerings include the TIAM Membership Program with benefits spanning advocacy, networking, research, training and regulatory support; the annual TIAM Advocacy Forum for industry engagement; and co-hosted Tourism Awards recognizing industry excellence. Additional offerings include the 'Preparing Manitoba to Welcome the World' export readiness handbook for members and the TIAM Newsletter for ongoing communications.

Differentiator

Problem solved

Functional benefit

Products and services

• TIAM Membership Program Annual membership program for Manitoba tourism operators, suppliers, individuals, students, and members of member associations, providing advocacy representation, business networking, industry research and reports, training and development, certification programs, government and community relations, and regulatory support.
• TIAM Advocacy Forum Annual forum bringing together business and industry leaders, destination organizations, policymakers, and tourism professionals to explore emerging trends, strengthen advocacy efforts, and build meaningful connections across Manitoba's tourism sector.
• Fourth Annual Tourism Awards Annual tourism awards co-hosted with Travel Manitoba and Winnipeg Economic Development & Tourism, recognizing outstanding contributions to Manitoba's tourism industry including categories such as Large Business of the Year.
• Preparing Manitoba to Welcome the World Handbook Export readiness handbook equipping Manitoba tourism operators with strategies, practical steps, and industry insights to grow distribution channels through global partnerships and international markets.
• TIAM Newsletter Regular email newsletter providing TIAM news, industry updates, advocacy information, and member communications, delivered via Mailchimp.

Quantifiable outcome

• TIAM joined over 100 tourism leaders across Canada in signing letter for International Convention Attraction Fund continuation

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• Travel ManitobacoreStrategic or Co-development Partner · 1 January 2026Travel Manitoba is Manitoba's destination marketing organization. TIAM advocates for sustainable funding for Travel Manitoba and works collaboratively on tourism industry priorities. TIAM representatives meet quarterly with the Minister to discuss Travel Manitoba funding.
• Manitoba Government - Premier's Business and Jobs CouncilcoreStrategic or Co-development Partner · 1 January 2026TIAM Board Members including John Gunter, Doug Stephen, and Pit Turenne serve on the new Tourism subcommittee of the Premier's Business and Jobs Council, ensuring tourism is included in Manitoba's economic development strategy.
• Tourism Industry Association of Canada (TIAC)coreStrategic or Co-development Partner · 1 January 2025TIAM works with the national tourism industry association for Canadian-wide advocacy, policy coordination, and participation in national programs including Tourism Congress, Canadian Tourism Awards, and READI program. TIAM Chair represents Manitoba on national tourism issues.
• Destination CanadamajorGTM or Marketing Partner · 1 January 2025Destination Canada works with provincial associations including TIAM on national tourism marketing strategies, visitor attraction campaigns, and the Canadian Tourism Outlook reports. TIAM shares Destination Canada resources and strategies with Manitoba operators.
• Economic Development WinnipegmajorStrategic or Co-development Partner · 1 January 2025Economic Development Winnipeg partners with TIAM on tourism initiatives including hosting Rendez-vous Canada 2025 and the Fourth Annual Tourism Awards. Collaboration on major event attraction and Winnipeg tourism promotion.
• Indigenous Tourism Manitoba (ITM)coreStrategic or Co-development Partner · 1 January 2024TIAM and Indigenous Tourism Manitoba collaborate on advocacy efforts, including calls on governments to support visitors and businesses affected by Parks Canada decisions in Riding Mountain National Park. Both organizations work together to address tourism industry challenges and represent diverse tourism sectors in Manitoba.
• Manitoba Chambers of CommercemajorStrategic or Co-development Partner · 1 January 2024Manitoba Chambers of Commerce collaborated with TIAM on advocacy for tourism operators, including support for businesses affected by Parks Canada restrictions in Riding Mountain National Park. Chambers President Chuck Davidson participated in press conferences supporting tourism industry.
• Manitoba Hotel AssociationminorGTM or Marketing PartnerManitoba Hotel Association co-signed letter with TIAM regarding the International Convention Attraction Fund, demonstrating shared advocacy priorities for Manitoba's tourism industry.
• RBC Convention CentreminorGTM or Marketing PartnerRBC Convention Centre co-signed letter with TIAM regarding the International Convention Attraction Fund, supporting major events attraction for Manitoba.
• Tourism WinnipegmajorStrategic or Co-development PartnerTourism Winnipeg co-hosted the Fourth Annual Tourism Awards with Travel Manitoba and collaborates with TIAM on destination marketing and major event attraction for Winnipeg.
• Manitoba Lodges & Outfitters Association (MLOA)majorStrategic or Co-development PartnerMLOA works with TIAM on shared advocacy issues including the Seal River Watershed Proposal and hunting/fishing license fee transparency. Both organizations advocate for sustainable funding and industry support.
• Tourism HR CanadamajorGTM or Marketing PartnerTourism HR Canada provides workforce resources and hosts the National Tourism Workforce Summit. TIAM shares these resources with members to address labour shortages and workforce development in Manitoba tourism.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Tourism Industry Association of Canada (TIAC): National umbrella tourism industry association of which TIAM is a provincial affiliate. TIAC runs Tourism Congress, Canadian Tourism Awards, and READI program — directly comparable as a membership-based industry advocacy body, but operating at the national rather than provincial level.
• Restaurants Canada: National trade association for Canada's restaurant and foodservice industry, represented within TIAM via the Manitoba Restaurant & Foodservices Association. Comparable as a national membership-based industry advocacy body with provincial chapter relationships.

Others

• Tourism HR Canada: National tourism workforce organization running the National Tourism Workforce Summit and labor resources that TIAM distributes to Manitoba operators. Comparable as a tourism industry support organization focused on a single vertical (workforce).

Regional players

• Manitoba Hotel Association: Provincial association representing Manitoba hotels. Co-signed the International Convention Attraction Fund letter with TIAM and shares overlapping accommodation-sector members; structurally comparable as a vertical trade association.
• Manitoba Lodges & Outfitters Association (MLOA): Manitoba-based trade association specifically representing hunting, fishing, and wilderness lodges — a key sub-sector within TIAM's broader membership base. Comparable as a Manitoba membership association with shared advocacy priorities (license fees, regulatory support).

Direct peers

• Tourism Industry Association of Ontario: Ontario's provincial tourism industry association offering advocacy, training, and networking for tourism operators. Comparable as a sister provincial TIA with a longer operating history and similar mandate.
• BC Tourism Industry Conference Association: British Columbia's provincial tourism industry conference association running annual conferences and advocacy events. Directly comparable to TIAM's Advocacy Forum and Tourism Awards programming.
• Tourism Industry Association of Alberta: Provincial tourism industry association in Alberta providing advocacy, networking, training, and government relations for tourism operators. Closest structural peer as a sister provincial TIA running the same membership, advocacy, and conference model.
• Indigenous Tourism Manitoba (ITM): Provincial Indigenous tourism association collaborating closely with TIAM on advocacy, including joint calls on Parks Canada decisions. Directly comparable as a Manitoba-based tourism membership association with advocacy and Indigenous tourism focus.

Emerging players

• Travel Manitoba: Manitoba's destination marketing organization (DMO), which TIAM advocates to fund. While structurally a Crown agency rather than membership association, Travel Manitoba is the most visible tourism organization in the province and a key strategic counterpart/partner.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TIAManitoba
• LinkedInlinkedin.com/company/tourism-industry-association-of-manitoba
• Instagraminstagram.com/tia_manitoba

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds1 record

Investors1 record

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 Tourism Industry Association of Manitoba