Holding a population of over one million, seven of the ten cities in Manitoba are located in this area, including Winnipeg, Brandon, Portage la Prairie, Selkirk, Morden, Winkler, and Steinbach.

Natural vegetation ranges from prairie grassland to aspen, and boreal forest in the Whiteshell Provincial Park in southeast Manitoba.

At Spruce Woods Provincial Park, near Carberry, Manitoba a remnant of a sandy delta of the Assiniboine River created a rare Canadian desert area with sand dunes and cacti.

Diversity provides long-term economic stability, and ensures that southern Manitoba firms have access to a variety of supplies and services.

Southern Manitoba's central location in North America makes it a key part of the Mid Continent Trade & Transportation Corridor, connecting to a market of 100 million people.