A new study shows how important Churchill is to Manitoba’s tourism industry as visitors from around the globe flock to the northern town and spend tens of millions of dollars. According to the study, roughly 25,000 people visited Churchill in 2023, “many of them from international markets such as the US, UK, and Australia.
“Churchill is becoming more and more of a year-round destination,” Travel Manitoba President and CEO Colin Ferguson said in a media release announcing results of the new study, which looked at the “size and value” of Churchill’s tourism industry.
The study, according to Travel Manitoba, shows “just how heavily” Churchill’s economy relies on tourism and its impact on Manitoba’s economy, contributing an estimated $99 million to the provincial GDP and creating an estimated 1,395 direct and indirect jobs.
“It’s long been known as the Polar Bear Capital of the World, but the summer season of beluga whale watching has really taken off, and now the third season of northern lights viewing is attracting worldwide attention,” Ferguson said.
Visitors to Churchill spent an estimated $88 million in the province in 2023, including $10 million on accommodations, $13.5 million in local restaurants, and $24 million on guides and experiences, according to the study.
It also breaks down where visitors to Churchill are coming from, and shows that the town is one of the province’s biggest draws for international travellers.
Travel Manitoba says it understands the value of continuing to promote Churchill to international markets, and why it’s important to bring in tourists from around the world.
“Manitoba’s tourism strategy includes supporting the development of Churchill as a leading international destination,” Ferguson said. “Those visitors stay longer and spend more than domestic visitors. They’re looking for the bucket list experiences that are hard to get anywhere in the world other than Churchill.”
Dave Daley, the owner of Wapusk Adventures in Churchill, a tour company that offers dog sledding experiences, dog carting, snowshoeing and e-bike tours, said Churchill is becoming increasingly popular with international tourists because it offers experiences unique to northern Manitoba.
“Tourists flock to experience, not just the lights, but also a diverse array of activities that highlight Churchill’s local and Indigenous cultures,” he Daley, adding, “Dog sledding, storytelling with Cree, Dené, Métis, and Inuit guides, and tours focused on the area’s ecological and historical significance are on the rise, offering visitors more authentic and immersive experiences.”
The study, which involved research, operator interviews, community surveys and economic impact modeling, also looked to determine what barriers are in place to making Churchill a “must-see, year-round destination,” and found that continued development of northern lights experiences, along with more opportunities for fall excursions, and Indigenous experiences offer the most promise of reaching that goal.
But while visitors continue to come to Churchill, the study also shows that there are challenges when it comes to getting the amount of staff needed to keep tourism afloat in town, as it shows finding and keeping staff is an “ongoing issue” that needs to be addressed.
According to Travel Manitoba, in total, Manitoba welcomed 10.4 million visitors in 2023 who spent a record $1.82 billion throughout the province. Visitation exceeded 10 million for the first time since 2019, which the Crown Corporation said was “a positive sign the industry is moving beyond recovery to growth.”
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