Brandon to be part of new agritourism corridor

Destination Canada has announced the launch of Field to Fork: Saskatchewan Manitoba Agritourism for 2024, building on the success of last year’s pilot Tourism Corridor Strategy Program.

The Tourism Corridor Strategy Program aims to contribute to a more resilient tourism industry through accelerated destination development of multiple corridors across Canada. This program is a key initiative of Destination Canada’s 2030 Tourism Strategy with its bold goal to propel Canada back into the Top 7 global tourism destinations.

The corridor program will invigorate Saskatchewan and Manitoba’s tourism landscape, enticing visitors to discover the area’s diverse regions and contributing to a more dynamic and competitive tourism industry.

As one of the largest and most productive agriculture regions in the world, Manitoba and Saskatchewan are primed to become global agritourism leaders:

● Manitoba:
○ The agriculture and agri-food sector directly contributes 7.2 per cent of provincial
gross domestic product (GDP) and 5.1 per cent of provincial jobs or 37,015 direct
jobs in 2023. (Manitoba.ca)
○ In 2022, Manitoba’s Agriculture and Agrifood sector contributed $4.92B to the
economy.

● Saskatchewan:
○ In 2023, Saskatchewan agriculture exports were the largest on record, with total
international sales of $20.2 billion. (Saskatchewan.ca)
○ Agricultural exports have increased 74 per cent since 2013, accounting for 40 per
cent of total provincial exports in 2023.

As the first-ever corridor that includes a culinary focus, Field to Fork will be developed with support from the Culinary Tourism Alliance with gateway cities including: Winnipeg, Brandon, Saskatoon and Regina.

Destination Canada's research underscores that trying local food and drink is the most frequently desired travel activity among global travellers (Global Traveller Research Program 2023).

Visitors can gain a greater understanding and awareness of where our food comes from in Canada through farm-to-table culinary experiences, educational workshops, Indigenous agritourism and festivals.

Agritourism also provides an opportunity for those attending business related meetings or conventions to learn about industrial processes, their impact on society and the environment, and their role in shaping the economy.

Travel Manitoba
“Travel Manitoba is looking forward to partnering with Tourism Saskatchewan on the Field to Fork Agritourism Corridor which provides both our provinces with an incredible opportunity to build engaging and unique visitor experiences while celebrating our provinces’ thriving agriculture sectors. We’re grateful to Destination Canada for its support in developing agritourism as a sustainable contributor to local economies throughout Canada.” - Colin Ferguson, President & CEO, Travel Manitoba

Brandon Tourism
“Whether it’s annual events such as Manitoba Ag Days, which draw significant attendance numbers from outside the province, or culinary expertise with several local establishments showcasing local ingredients which are grown right in our own backyard, our city will greatly benefit from this corridor. This Field to Fork concept will generate a new, sustainable level of tourism that, in my opinion, could rival any agritourism sector around the world.” - Lanny Stewart, Director of Marketing & Communications, Brandon Tourism

Indigenous Tourism Manitoba
“The Field to Fork Agritourism venture is an effective avenue for showcasing Indigenous history and traditional ways of life. The inclusion of Indigenous communities and entrepreneurs presents opportunities for active engagement within the broader tourism industry, fostering partnerships and capacity building and contributing to economic development and the process of reconciliation.” - Holly Courchene, CEO, Indigenous Tourism Manitoba