By Sabrina Carnevale
As Manitoba’s $600-million sport fishing industry gears up for the 2025 season, optimism is being tempered by concern over the ripple effects of newly imposed U.S. tariffs. For the province’s remote fishing lodges—many of which rely heavily on American clientele and cross-border supply chains—the economic impact remains uncertain.
“At this stage, we haven’t seen significant evidence that economic factors or tariff discussions have impacted American bookings directly. However, we’re continuing to monitor the situation closely,” says Colin Ferguson, president and CEO of Travel Manitoba. “While concerns over tariffs may create some uncertainty, the strong demand for outdoor experiences, including fishing, continues to be a major driver of U.S. visitation.”
In March, the Canadian government introduced 25 per cent tariffs on a range of U.S.-made goods including fishing rods, reels, tackle, line and nets. For Canadian anglers, that means higher prices on gear from the U.S.
The move was in direct response to U.S. President Trump’s decision to impose a 25 per cent tariff on imported aluminum and steel, which came into effect on March 12, 2025.
“The angling sector relies heavily on a U.S. audience as their customer base, particularly the fly-in fishing lodges and resorts,” says Ferguson. “The sector was one of the hardest hit areas of tourism over the COVID-19 pandemic. We only recently saw the recovery of non-resident fishing licenses to pre-pandemic levels. Angling remains a major draw for U.S. travelers.”
Manitoba is home to more than 30 species of game fish, including some of the most sought-after in North America. The province is world-renowned for producing trophy-sized northern pike, says Ferguson, and its deep, cold northern lakes offer trouphy lake trout too. The Red River has also earned a reputation for its massive channel catfish—some of the largest on the continent.
While economic factors such as tariffs and the shifting political dynamics are always considerations, Manitoba’s core message remains focused on the value and world-class quality of the province’s tourism experiences, says Ferguson.
“We’re mindful of the economic landscape and are working to ensure that our messaging aligns with the current needs and interests of U.S. travelers. We continue to highlight the ease of travel from key U.S. markets, offering direct flights and drive-in access.”
To strengthen its position as a premier angling destination, Travel Manitoba is doubling down on efforts to attract U.S. visitors through a multi-channel marketing strategy. The organization is also leaning into strategic partnerships, collaborating with popular influencers to generate third-party content. Among them is Jay Siemens, whose videos showcasing Manitoba fishing reach a large North American audience.
“For now, it’s still largely business as usual,” says Don Lamont, executive director of the Manitoba Lodges and Outfitters Association (MLOA), which represents roughly 65 lodges and outfitters across the province. “What we tell our operators is to talk directly with their U.S. guests and reinforce that Manitoba remains open for business and is eager to welcome them.”
So far, cancellations have been minimal, affecting fewer than 10 per cent of bookings, according to Lamont. He adds that many lodges have been planning ahead, anticipating the tariff rollout. Several operators ordered equipment and supplies in advance to beat the new fees.
“It’s still too early to say how the tariffs will impact their overhead costs, but if they remain in place into next year, we could start to see some price increases across the board,” he says.
This isn’t the first challenge tied to cross-border volatility. The COVID-19 pandemic was a major turning point. Lodges that depended primarily on U.S. anglers were forced to shut down for two seasons. That experience prompted a strategic shift, with more operators diversifying their clientele.
“You can’t rely solely on American clientele. It’s essential to expand your focus,” Lamont says. “Canadian travelers want to explore, and Manitoba offers bucket-list destinations right in our own backyard.”
Pit Turenne has been at the helm of Aikins Lake Wilderness Lodge since 2005, when he took over operations from his parents. The lodge has been in the family since 1988, when Pit was just 10 years old.
Located on a peninsula between Lost Lake and Aikens Lake in eastern Manitoba, the fly-in fishing lodge is reachable by floatplane from Silver Falls, about 90 minutes from Winnipeg.
The lodge typically sees 55 to 60 per cent of its guests come from the U.S., and saw record-breaking bookings earlier this year in both January and March.
“We’re tucked away in a remote part of the Canadian Shield. There’s simply no Aikens Lake experience in the U.S., so if they want it, they have to come here,” he says.
But momentum has slowed in recent weeks.
“Since the tariffs came into effect and everybody’s retirements went up in smoke, things have gone pretty quiet,” Turenne says. “We’ve only added one new group in the past three weeks, which isn’t ideal, especially considering this is usually the period when bookings pick up.”
Turenne adds that April sales tracked at just 30 per cent of what the lodge typically sees this time of year.
Before the tariffs came into play, American guests were still keen to visit, regardless of the “51st state” chatter and political buzz, says Turenne.
“We’ve had a number of guests reach out saying things like, ‘We’re sorry about everything that’s going on. We still love coming up—are we still welcome?’ That kind of sentiment.”
He doesn’t believe political tensions are driving travel decisions. It’s more about the financial landscape.
“What we’re seeing now is more a reflection of the stock market crash and people’s savings taking a hit,” he says. “When that happens, people tend to tighten their wallets, and luxury spending is often the first thing to get cut.”
He adds that if the tariff situation or market volatility doesn’t level out, the lodge could see sales stagnate.
Fortunately, Aikens benefits from a well-balanced guest base. When American bookings decline, Canadian interest tends to pick up. This year has brought strong Canadian sales overall, Turenne says, even if April numbers were softer than usual.
The lodge regularly hosts visitors from Alberta, the east coast and the American Midwest, but it also attracts guests from farther away, including Texas, Georgia, Arkansas and even Europe. Turenne says Manitobans often underestimate the natural beauty of their own province, taking for granted what others travel thousands of miles to experience.
“We’re self-deprecating by nature and sometimes wonder why anyone would want to travel here,” he says. “But when you’re at Aikens and see guests from around the world in awe of the place, it reminds you just how special it really is.”
For Turenne, it’s the broader political and economic tensions that are raising concerns, as they have the potential to impact cross-border travel decisions over the long term.
“The only thing that really worries me is if the retaliatory tariffs start to create more animosity,” Turenne says. “Right now, it’s still early—no one’s too upset yet. But I’d hate to see it reach a point where Canadians don’t want to see Americans and Americans don’t want to see Canadians. That would be really tough for our industry.”
He adds that beyond the economic implications, it’s the human side of the equation that concerns him. If people in the U.S. start feeling resentment toward Canada, it could influence their decision to travel here, no matter how affordable the trip is.
“You could sell it for a dollar and they still wouldn’t come,” he adds. “I don’t think we’ll see that kind of shift this summer, but looking ahead, I hope the relationship between our two countries stays strong.”
