ManitobaWinnipeg’s rebranded economic and tourism agency has launched what it calls a “bold course” toward building prosperity. But it’s also a rallying cry for a city too often invisible on the global stage.’We’re easy to ignore if you don’t have a reason to get to know us’: Economic Development & Tourism CEODarren Bernhardt · CBC News · Posted: Nov 04, 2025 2:53 PM EST | Last Updated: 11 hours agoListen to this articleEstimated 5 minutesElevating the city’s profile and boosting its competitiveness are keys to its prosperity, says a new strategy for growth from Winnipeg Economic Development & Tourism. (Darren Bernhardt/CBC)Winnipeg’s rebranded economic and tourism agency has launched what it calls a “bold course” toward building prosperity in the city.But it’s also a rallying cry for a city too often invisible on the global stage, says Ryan Kuffner, president and CEO Winnipeg Economic Development & Tourism.”In Canada, if we’re being honest, Winnipeg struggles with a poor reputation. And outside of Canada, many potential investors, visitors and event organizers simply don’t think of Winnipeg at all,” he told a news conference at The Leaf in Assiniboine Park Tuesday morning.In surveys of American CEOs and site selectors for events, “we barely register,” Kuffner added, saying the city suffers from a perception gap.”Those who do visit are surprised and impressed. Once they experience our city, they become some of our best ambassadors,” he added.”All it takes is for organizers to experience Winnipeg once and they fall in love. But we’re easy to ignore if you don’t have a reason to get to know us.”Ryan Kuffner, president and CEO of Winnipeg Economic Development & Tourism, says Winnipeg is competing for the same investments and visitors as other cities. ‘We need to move quicker, think bigger and be bolder in everything we do,’ he said at a Tuesday news conference. (Justin Fraser/CBC)Elevating the city’s profile and boosting its competitiveness to attract people, investment and opportunity is the goal of Winnipeg Forward 2025: Shaping Winnipeg’s Future, a five-year strategy unveiled by Kuffner’s agency at Tuesday’s event.The newly named organization unifies Tourism Winnipeg, Economic Development Winnipeg and Yes Winnipeg under a single brand. The Tuesday conference was its inaugural event. The strategy is a call to action for collaboration and belief in Winnipeg’s potential, Kuffner said.”We are at a crossroads. Winnipeg’s future, Manitoba’s future, will be defined not only by the actions we take today, but by how we take them.”Strategy aims for $3.4B impact to city GDPThe strategy focuses on bringing all levels of government, including Indigenous governments, as well as the private sector and community leaders together to strengthen Winnipeg’s competitiveness, attract investment and boost the city’s reputation and pride.That includes finding ways to attract major events and businesses, creating a destination development plan to strengthen tourism, helping businesses modernize and scale up, and giving the leisure marketing program “a bold new voice that positions Winnipeg as a must-visit destination.”It also calls for diversifying markets by looking beyond the U.S. — to Europe and parts of Indo-Pacific — to promote Winnipeg as a destination.”The global economic order is shifting and the world is becoming more competitive. Our prosperity isn’t guaranteed anymore. Complacency isn’t an option,” Kuffner said.”Other cities and provinces are moving fast to compete for the same talents, investment and visitors. We need to move quicker, think bigger and be bolder in everything we do.”Alberto Velasco-Acosta, vice-president international for Winnipeg Economic Development & Tourism, speaks at Tuesday’s event. (Justin Fraser/CBC)The strategy also underscores the importance of economic reconciliation as “central to how we move forward.”That means supporting urban reserve development to advance reconciliation, strengthen competitiveness and foster shared prosperity, the strategy states. “True growth comes from inclusion,” said Alberto Velasco-Acosta, vice-president international of Winnipeg Economic Development & Tourism.Economic reconciliation requires meaningful action that reflects respect, responsibility and reciprocity, he said.Dennis Meeches, chair of Winnipeg Economic Development & Tourism’s Indigenous Advisory Council, said development will help create other opportunities and supports for Indigenous people.”The economic horse pulls the social cart,” he said.One of the other keys to attracting businesses and talent to the city is ensuring it’s a place people can afford to live, said CEO Kuffner.For years, that gave Winnipeg an edge, but that’s starting to slip as housing prices climb sharply, he said.”We’re at risk of losing the quality of life that we enjoy in Winnipeg.”To turn things around, the strategy has set “ambitious targets,” Kuffner said. They include, by the end of the five-year plan:11,000 new jobs created. $1.25B capital invested.$530M contributed from events.$3.4B impact to city GDP.”These numbers show the scale of what’s possible when we aim high and think boldly,” Kuffner said.According to Winnipeg Economic Development & Tourism, since 2016, the agency has contributed to efforts that added an estimated $5.3 billion to the city’s economy, including supporting the establishment or expansion of companies, helping to attract and support more than 500 events, and drawing more than $1.5 billion in capital investment.”[Right now] too many opportunities slip away before we even have the chance to show what Winnipeg has to offer,” said Kuffner. “But we have the ability to change that, together.”ABOUT THE AUTHORDarren Bernhardt has been with CBC Manitoba since 2009 and specializes in offbeat and local history stories. He is the author of two bestselling books: The Lesser Known: A History of Oddities from the Heart of the Continent, and Prairie Oddities: Punkinhead, Peculiar Gravity and More Lesser Known Histories.
New strategy to boost Winnipeg’s economy, tourism says city’s reputation needs work
