2015 Tourism research Plan 2
INTRODUCTION
Tourism Winnipeg is Winnipeg's official destination marketing organization. its mandate is to
facilitate a healthy, prosperous, responsible and fully-integrated tourism industry which enhances
the city of Winnipeg's economic growth, increases visitation and delivers the best possible visitor
experience.
Tourism Winnipeg leads Winnipeg's destination sales and marketing efforts in the meetings and
conventions, group and travel trade, sports and special events and leisure markets with quantifiable
activities that lead to fully measurable results in order to increase visitation. in addition, Tourism
Winnipeg conducts tourism research, functions as the industry's advocate and liaison, creates
partnership opportunities, collaborates with industry, leverages travel media, leads city bids and
proposals and provides visitor information.
Tourism is a valuable economic driver for Winnipeg generating an estimated $635 million in direct
visitor expenditures through 3.5 million visitors annually. Tourism spending supports over 11,000
tourism-related jobs and the tourism sector employs approximately 39,000 people in Winnipeg.
The activities documented in this research plan are intended to support the objectives of the local
tourism sector, contribute to the effective implementation of Tourism Winnipeg's Master
Tourism Plan as well as to provide intelligence to increase meetings, conventions, sports and
special events, group travel and leisure visitation.