A new report shows just how big an impact polar bears, beluga whales and the northern lights have on Manitoba’s economy.
Travel Manitoba commissioned Probe Research to conduct a study measuring the size and value of Churchill’s tourism industry and its economic impact in the keystone province. The Crown corporation hosted a webinar Thursday highlighting key takeaways from the northern town’s residents and operators.
The study found in 2023, Churchill contributed an estimated $99.8 million to the provincial GDP and created an estimated 1,395 direct and indirect jobs. Visitors to Churchill spent an estimated $88 million in the province, including $10 million on accommodations, $13.5 million in restaurants and $24 million for guides and experiences.
Jonathan Hayward / THE CANADIAN PRESS files
A polar bear and two cubs walk along the shore of Hudson Bay near Churchill. The northern Manitoba town of some 900 welcomed roughly 25,000 visitors last year for its various attractions.
While the results of the study solely focus on 2023, the value of Probe’s findings will be felt for years to come, according to Angela Cassie, Travel Manitoba chief operating officer.
“The results will be used to inform decision making, support destination development and direct marketing efforts,” she said.
“We really want to be clear: the impact of tourism in Churchill extends beyond the North. Whether it’s the visitors heading to Churchill who spend time before and/or after their visit in Winnipeg or fall in love with Manitoba and come back for other tourism experiences, we all benefit as part of the tourism industry.”
Roughly 25,000 people visited Churchill in 2023, many of them from international markets like the United States, United Kingdom and Australia. Such international visitation is a significant factor in growing Manitoba’s tourism industry for the long term, Cassie said.
“It’s crucial that we understand the current environment in order to position ourselves for that growth for the future.”
Probe’s research involved reviewing previous studies, doing about two dozen interviews with operators and stakeholders, conducting a survey of operators that got a 40 per cent response rate and circulating a community survey completed by 112 people — about 15 per cent of Churchill’s adult population.
“That really helped us understand maybe what some of those pain points were for residents of Churchill and what they see as the best bets for growth, the best place to invest — that crossover between what visitors might really value and what residents really value and want to see in their community,” said Mary Agnes Welch, principal at Probe Research. “And there is a lot of crossover, which was really interesting.”
While there is some skepticism among Churchill residents about the pace and impact of tourism, the concerns are not as significant as suspected, Welch said.
Some are concerned tourism companies are not locally owned and development in the town is for tourists and not residents. At the same time, community members recognize tourism is vital to the economy.
Another key trend in the study was the progress Churchill has made toward being a year-round destination, extending the high to medium season to eight months each year.
Of the tourists who travelled to Churchill last year, 25 per cent came to see the northern lights (optimal viewing season is February and March); 30 per cent came for beluga season (June to September); 40 per cent visited during polar bear season (October, November and sometimes into the first week of December); and five per cent visited for other reasons.
Moving forward, continued development of northern lights experiences, along with more opportunities for fall excursions and Indigenous experiences, offer the most promise.
“Tourists flock to experience not just the lights but also a diverse array of activities that highlight Churchill’s local and Indigenous cultures,” Dave Daley, owner of Wapusk Adventures, said in a news release. “Dog sledding, storytelling with Cree, Dene, 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.”
Churchill Mayor Mike Spence told the Free Press he hopes the province continues to invest in promoting tourism.
“We can’t take this tourism opportunity lightly because other provinces are in the same situation, developing tourism aspects,” he said. “So we’ve got a lot of competition throughout Canada.
“(Churchill is) the gem in Manitoba, we are the gem in northern Canada,” he added. “So let’s continue to put more funding into tourism.”
Travel Manitoba says it is on target to reach $2.5 billion in spending from 12.8 million visitors annually by 2030 — a goal it outlined in September 2021 as part of its recovery strategy following the first year-and-a-half of the COVID-19 pandemic.
Aaron Epp
Reporter
Aaron Epp reports on business for the Free Press. After freelancing for the paper for a decade, he joined the staff full-time in 2024. He was previously the associate editor at Canadian Mennonite. Read more about Aaron.
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