While you may not see their names in the bylines, Tourism Winnipeg’s travel media team is behind some of the most compelling stories about visiting Winnipeg in publications such as Conde Nast Traveller, National Geographic Traveller, Globe & Mail, vogue.com and many others.
At its core, the travel media program aims to inspire people to visit Winnipeg by sharing stories that highlight the city’s unique experiences. Just as a vacation journey starts well before a booking is made, getting a story published by renowned travel journalists and influencers begins long before it lands in print or online.
Winnipeg has a story to tell
Winnipeg offers a special blend of experiences that make it a compelling travel destination. As vacationers discover new places in new ways, the travel media program helps them seriously consider visiting Winnipeg.
“The way people search for travel has changed materially over the last five to 10 years,” explains Kathy Tarrant, Vice President of Marketing, Communications and Corporate Partnerships at Economic Development Winnipeg (EDW). "Travel decisions are shaped long before a booking is made — and planning is part of the fun. Our media program taps into that joy, offering inspiring, informative content that helps travelers explore possibilities and imagine themselves in often-overlooked locations like Winnipeg.”
By showcasing Winnipeg through traditional media and influencer partnerships, the city expands its reach beyond its owned channels in a meaningful, authentic way.
“We focus on what we know we do well,” Tarrant added. “In Winnipeg, visitors can explore human rights, dive into our sports and entertainment scene, enjoy winter activities, experience incredible food, and connect with Indigenous culture — all in ways you won’t find anywhere else. Those are the stories that inspire people to visit.”
"There’s also a ripple effect." Taylor Fenn, Manager of Media Relations and Partner Communications at EDW describes how tourism stories can also impact how people feel about living and doing business in Winnipeg.
“While we’re driving visitation, we’re also managing perception,” Fenn said. “Telling the story of Winnipeg as a vacation destination also sparks interest about what it’s like to live or do business here.”
Stronger together: Amplifying reach through collaboration
Winnipeg is often the first stop in a Manitoba vacation, which makes the partnership between Tourism Winnipeg and Travel Manitoba even more valuable.
Kit Muir, Specialist, Marketing – Travel Media and Influencer Relations at Travel Manitoba notes that the teams align on priorities and often pool resources to maximize reach and have a bigger impact.
“Winnipeg is often the first place that visitors come, even if they’re planning to explore other areas of Manitoba such as Churchill or Riding Mountain National Park,” said Muir. “In those cases, we work closely with Tourism Winnipeg to coordinate itineraries, logistics and sometimes even share costs to create a fully integrated experience.”
Turning media moments into visitor momentum
From the Winnipeg Jets playoff run to landmark attractions like the Canadian Museum for Human Rights and The Leaf, the travel media team curate experiences that reflect the city’s unique spirit of community and belonging.
“We want stories about our city to feel authentic,” said Fenn. “Whether it’s through writing or video and photography, we help writers and creators immerse themselves in Winnipeg so they can capture that special feeling.”
One recent success came in February 2025, when Tourism Winnipeg and Travel Manitoba hosted a group of influencers — two from New York, two from Toronto — to embrace a Manitoba winter. Despite -40°C temperatures, the influencers dove into the experience with childlike wonder: ice biking the river trail, navigating the world’s largest snow maze and joining in Festival du Voyageur.
The influencers’ content captured authentic excitement, leading to exceptional audience engagement through positive comments, likes, shares and reposts. Their reach extended across local, national and international media outlets.
“It was great to see how well it was received,” Fenn said. “They were game for anything, even in a deep freeze, and the response was outstanding.”
Behind the headlines
The rich story of Winnipeg doesn’t tell itself. It takes hard work, a strategic approach and collaborative partnerships.
“Some earned media pieces take years to materialize,” said Fenn. “We might host someone this year and not see an article until the following year. It’s about building relationships and creating the best possible experience, while staying ready to pivot when opportunities arise.”
Abby Matheson, Digital Engagement Specialist, recently joined the travel media team after managing Tourism Winnipeg’s social channels for three years. She offers insight into the process behind each media visit.
“It starts with in-depth research — finding creators who are credible, aligned with our goals and whose audience match our target visitor,” Matheson explained. “Then we connect with them, negotiate the scope, book accommodations, and work with local partners to plan itineraries.”
When hosting journalists or content creators in town, it’s all hands-on deck approach — welcoming guests, creating media kits and hosting them around the city. Afterward, Matheson and Fenn track coverage and evaluate impact to demonstrate return on investment.
What’s next for travel media in Winnipeg
As EDW updates its leisure strategy, the travel media team is working to fully integrate its efforts with the new direction and refine priority markets and segments to be even more strategic and proactive.
With the tourism and leisure landscape continuing to evolve, Winnipeg is ready to meet the moment — with stories worth sharing, near and far.
"Our travel media program shows what’s possible when we’re strategic, consistent and aligned,” said Fenn. “There's a real opportunity to take what we’ve built for travel and apply it across other areas of EDW, whether that’s promoting Winnipeg as the best place to live, work or invest. It’s about thinking even bigger about how we tell Winnipeg’s story."
