Tourism Winnipeg

2017 Marketing Plan & Partnership Opportunities

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2017 Destination Marketing Plan & Partnership Opportunities | Tourism Winnipeg 7 R E S E A R C H A N D D ATA M A N A G E M E N T Visitors by Place of Origin, 2014 Region Same Day Overnight Total Total % Manitoba 2,439,000 580,000 3,019,000 79% Other Canada 65,000 517,000 582,000 15% United States 25,000 124,000 149,000 4% Overseas 1,000 66,000 67,000 2% Total 2,530,000 1,287,000 3,817,000 100% Source: Statistics Canada, Research Resolutions & Consulting Ltd. (Cities 2014) Total Spending by Place of Origin, 2014 Region Same Day Overnight Total Total % Manitoba $242,258,000 $119,280,000 $361,538,000 54% Other Canada $6,590,000 $159,977,000 $166,567,000 25% United States $541,000 $75,201,000 $75,742,000 11% Overseas $34,000 $68,992,000 $69,026,000 10% Total $249,423,000 $423,450,000 $672,873,000 100% Source: Statistics Canada, Research Resolutions & Consulting Ltd. (Cities 2014) Forecast The leisure market in Winnipeg represents 76% of all travel to Winnipeg. Within the market, visiting family and friends accounts for 43% (1.7 million) of all travel to Winnipeg and $245 million in tourism spending. All other leisure travel accounts for 33% (1.2 million) of visits and $218 million in tourism spending. The Conference Board of Canada in their Spring/Summer 2016 Travel forecast estimated that overnight domestic leisure travel would increase in Winnipeg by 2.6% in 2016 and 3.2% in 2017. The Conference Board of Canada forecasts Winnipeg's overnight leisure visits in 2016 and 2017 to be on par with Canada's national average forecast (2.3% in 2016 and 3.1% in 2017). New developments and attractions like the Canadian Museum for Human Rights, Investors Group Field, improvements to the Assiniboine Park Zoo and the Journey to Churchill exhibit, along with hosting large upcoming events including the 2016 NHL Heritage Classic and 2017 Canada Summer Games are expected to provide a considerable boost to leisure travel over the medium term. VISITOR PROFILE On average 3.8 million individuals visit Winnipeg (includes overnight and day trips) for leisure, business, visiting friends and relatives and other personal reasons, generating $673 million in direct expenditures. The tourism sector in Winnipeg employs approximately 42,000 people and tourism spending supports more than 11,000 tourism related jobs. 2014 Total Person Visits: 3.8 million Visitors originated from: 79% of total person visits came from Manitoba: 3,019,000 15% of total person visits came from Canada: 582,000 4% of total person visits came from the United States: 149,000 2% of total person visits came from overseas: 67,000 Visitors came to Winnipeg for: 76% came for pleasure: 2,908,000 12% came for business: 474,000 11% came for other reasons: 435,000 Total visits by trip purpose, 2014 2014 Total Person Overnight Visits: 1.3 million Overnight visitors originated from: 45% of overnight visits came from Manitoba: 580,000 40% of overnight visits came from Canada: 517,000 10% of overnight visits came from the United States: 124,000 5% of overnight visits came from overseas: 66,000 2014 Same Day and Overnight Visitors Spent: $673 million Direct expenditures by visitors were: 54% of total expenditures by Manitoba: $361 million 25% of total expenditures by Canada: $167 million 11% of total expenditures by the United States: $76 million 10% of total expenditures by overseas: $69 million Source: Statistics Canada, Research Resolutions & Consulting Ltd. (Cities 2014) To visit friends or family 1,655,000 | 43% Leisure 1,253,000 | 33% Other reasons 435,000 | 11% Convention 156,000 | 4% Other business 318,000 | 8% 2014

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