Sally Wang
Churchill, Manitoba, may be a small town of just 900 residents, but its impact on the provincial economy is enormous, with tourism contributing an estimated $99.8 million directly and indirectly to Manitoba’s GDP in 2023. The town’s polar bears, beluga whales, and dazzling northern lights have become global attractions, drawing 25,000 visitors last year and fueling a booming tourism industry that supports 1,395 direct and indirect jobs. In 2023, tourists directly spent $88 million in Manitoba, including $10 million on accommodations, $13.5 million in restaurants, and $24 million on guides and experiences.
The international appeal of Churchill’s unique offerings has made it a cornerstone of Manitoba’s long-term tourism strategy. Stressing the importance of Churchill to the development of tourism in Manitoba as a whole, Angela Cassie, COO of Travel Manitoba, says that many visitors explore Winnipeg before or after their northern adventure. International visitors from the US, UK, and Australia play a vital role, positioning Manitoba as a world-class travel destination.
Seasonality is central to Churchill’s tourism appeal, with 40% of visitors coming for polar bear season (October–December), 30% for beluga season (June–September), and 25% for northern lights (February–March). Increasingly, Churchill is becoming a year-round destination, thanks to expanded offerings like dog sledding, cultural storytelling with Indigenous guides, and ecological tours. Mayor Mike Spence emphasized the importance of continued investment: “[Churchill is] the gem in Manitoba, we are the gem in northern Canada. So let’s continue to put more funding into tourism.”
With tourism targeted to reach $2.5 billion annually in Manitoba by 2030, Churchill’s iconic wildlife and natural wonders are central to the province’s economic and cultural identity. Both provincial and federal authorities are looking at establishing a marine conservation area in western James Bay and southwestern Hudson Bay in response to the threats faced by the region’s wildlife and ecology, the driving forces of Manitoba’s tourism economy.
Tourism as a Contributor to GDP
Churchill has traditionally relied on a diverse economic base. Key sectors include healthcare and social assistance, public administration, retail trade, and transportation and warehousing. Notably, 18% of the workforce is employed in healthcare and social assistance, another 18% in public administration, 12% in retail trade, and 12% in transportation and warehousing.
The Port of Churchill also plays a vital role in the local economy. As Canada’s only Arctic deep-water seaport, it serves as a critical hub for the export of grain and other commodities, facilitating trade and providing employment opportunities in the region.
However, tourism has emerged as a significant contributor to Churchill’s economy, capitalizing on its unique Arctic wildlife and natural phenomena. In recent years, there has been a concerted effort to promote Churchill as a year-round destination. This strategy aims to mitigate the seasonal nature of tourism and create a more stable economic environment.
Protecting Churchill’s Polar Bears and Belugas
Polar bears and beluga whales face significant threats largely driven by global warming and human activities. Polar bears, classified as vulnerable, are losing their critical sea ice habitat due to warming temperatures, which impacts their ability to hunt and leads to malnutrition, lower reproduction rates, and increased human-wildlife conflicts as they spend more time on land. Meanwhile, beluga whales, listed as near threatened globally, face habitat alterations that disrupt prey availability, like Arctic cod and capelin.
Both polar bears and beluga whales are significantly affected by pollution, particularly persistent organic pollutants (POPs) and heavy metals. These pollutants, such as PCBs and mercury, accumulate in the Arctic ecosystem and are magnified up the food chain. For polar bears, which sit at the top of the food chain, this bioaccumulation can impair reproduction, weaken immune systems, and disrupt hormone regulation. Similarly, beluga whales, as long-lived marine mammals, absorb these pollutants through their diet of fish like Arctic cod and capelin. The contamination can lead to compromised immune responses, reduced reproductive success, and even increased susceptibility to diseases.
Additionally, noise pollution from increased shipping and industrial activity in Arctic waters disrupts beluga communication and navigation, further threatening their survival. A 2021 Arctic Council report revealed that underwater noise levels in certain areas of the Arctic Ocean have doubled within six years due to increased shipping traffic—a rate of increase that took other oceans 30 to 40 years to reach.
Research initiatives led by organizations such as Oceans North focus on studying beluga behaviour, health, and habitat use in the Churchill River estuary. These studies inform conservation strategies and support efforts to establish a National Marine Conservation Area in Western Hudson Bay, providing long-term protection for belugas and other marine species.
The proposed National Marine Conservation Area (NMCA) in western James Bay and southwestern Hudson Bay represents a significant initiative to protect a vast and ecologically rich marine environment spanning approximately 91,000 square kilometers.
In February 2024, the Mushkegowuk Council and the Government of Canada announced the successful completion of a feasibility assessment for establishing this NMCA, marking a major step toward its official designation.
Once established, the NMCA will prohibit activities such as undersea mining and oil and gas exploration that could damage aquatic habitats, while allowing sustainable activities like commercial and sport fishing as well as recreational pursuits under regulated guidelines.
These types of protective measures will ensure that Churchill’s unique wildlife and ecology will be preserved for future generations while supporting a balanced approach to conservation and economic activities like sustainable tourism.
