Spotlight on Toni Morberg: Committed to quality

The future success of Manitoba’s tourism industry relies on its commitment to quality, according to Toni Morberg, owner of Webbers Lodges, a luxury hunting and fishing company located in northern Manitoba and Chair of Travel Manitoba’s Industry Advisory Committee for Outdoors.

“Developing industry standards are a necessity,” adds Toni. “Travellers are demanding quality and to stay competitive, that’s what the industry is going to have to provide.”

 As Chair, Toni leads a group of tourism industry members as they discuss current and future marketing and development opportunities for the province and make recommendations on outdoor products to Travel Manitoba staff. 

Developing quality and service standards for outdoor products is only one of many issues the committee has reviewed over the past year, which has also recommended enhancements to the Manitoba Master Angler Program, looked at growth strategies for hunting, discussed developing Aboriginal tourism products and looked at how to develop fly-fishing, ice-fishing and wildlife products.

 “Being on the committee is a great opportunity,” adds Toni. “Not only do I get to trade ideas with other business owners, but as a group, we get to provide Travel Manitoba with the industry’s perspectives.”

Toni says she’s noticed a real change since the organization became a Crown corporation in 2005.

“It’s much more responsive to industry and through the advisory committees, the industry gets a chance to really participate in the development of tourism in Manitoba.”