North Dakota is launching a new marketing campaign aimed at drawing Manitobans back across the border this summer, as tourism officials seek to revive travel that plummeted during the COVID-19 pandemic.
Campaign details
The initiative, spearheaded by North Dakota Tourism, targets Manitoba residents with advertisements highlighting the state's outdoor attractions, shopping, and cultural events. According to tourism director Sara Otte Coleman, the campaign includes digital ads, billboards in Winnipeg, and partnerships with Manitoba-based travel influencers.
“We know Manitobans love coming here for hunting, fishing, and shopping, and we want to remind them that North Dakota is open and ready to welcome them back,” Coleman said.
Economic impact
Before the pandemic, Manitobans accounted for roughly 40% of North Dakota's international visitors, spending an estimated $100 million annually. In 2025, visitor numbers remained 30% below pre-pandemic levels, according to state data. The campaign hopes to close that gap by emphasizing safety and ease of travel.
“The border crossing at Pembina is less than an hour from Winnipeg, and we want to make it a seamless experience,” added Coleman.
Cross-border relations
The effort comes amid improving Canada-U.S. relations, with both countries easing travel restrictions. Manitoba Premier Wab Kinew has encouraged residents to explore local options but acknowledged the economic benefits of cross-border tourism. “We support Manitobans making their own choices, but we also want to keep tourism dollars in our province,” Kinew said in a statement.
North Dakota is also offering a “Manitoba Appreciation Week” in July with discounts at hotels, restaurants, and state parks. The campaign runs through August 2026.
