The Tourism Industry Association of Manitoba (TIAM) is the leading voice for tourism operators in strategic industry advocacy in Manitoba. The TIAM board has been hard at work advancing key advocacy goals in alignment with the priorities of Manitoba’s tourism and travel industries. TIAM remains committed to ensuring that the voice of Manitoba operators across the sector are reflected and heard at the decision-making tables at both the provincial and national levels.
In 2023, TIAM’s acting board undertook a planning session and member engagement to explore TIAM’s provincial priorities and identify key advocacy areas. The Value of Tourism (the need for a dedicated Tourism Minister), 95/5 (restoring the funding model to Travel Manitoba), and Labour Force (the need for solutions to recruitment and retention of workers) became the key advocacy focus over the past couple of years.
Since that time, TIAM has built strong relationships across the Government of Manitoba, Travel Manitoba, Tourism Winnipeg, and other key provincial and national partners. Our ongoing strategy, advocacy, and close work with partner organizations helped to build a strong understanding among government decision makers on tourism’s role as an economic driver for Manitoba. We were successful in ensuring that tourism is a clear and distinct part of the responsible minister’s title and mandate, and the recent 2025 provincial budget included a 30% tourism funding increase.
Building from this strong foundation, it is time to explore where TIAM's advocacy focus should be going forward to ensure the work of the Board of Directors is fully aligned with the current needs and priorities of TIAM members.
As a tourism stakeholder and an important TIAM member, this survey is for you to share with us what you feel are the most important areas where TIAM should focus its advocacy efforts over the next year. Individual survey responses will be kept confidential and only aggregated data will be shared.
Please note that in addition to the overarching priorities identified through this exercise, TIAM will also continue to represent industry interests on urgent and emerging issues as they arise. This includes ongoing engagement with government and key partners on wildfires and the impacts on tourism operators both within affected areas and more broadly.
