Winnipeg Economic Development & Tourism Rebrands for Clarity and Impact

A significant rebranding effort has unfolded in Winnipeg, with the city’s economic development agency now known as Winnipeg Economic Development & Tourism. This transition, effective immediately, aims to enhance clarity and competitiveness in attracting business and tourism, according to Ryan Kuffner, the organization’s president.

Previously named Economic Development Winnipeg, the agency has faced challenges stemming from its multiple identities over the past 15 years. Kuffner noted that many local businesses and stakeholders were confused about the agency’s dual role in both economic development and tourism. “In an increasingly competitive world, we need to cut through the noise and be as clear and as focused as we can be,” Kuffner stated at a press conference held at the agency’s headquarters in One Lombard Place.

Strategic Changes Reflect Growing Industry Dynamics

The newly branded agency has been pivotal in attracting major events to Winnipeg, including the 2023 World Police and Fire Games and the upcoming 2025 Grey Cup. Over the past nine years, it has facilitated over $1.5 billion in capital investment and supported the establishment or expansion of at least 60 companies and 500 events within the city.

Kuffner emphasized that the name change is more than cosmetic; it reflects a strategic shift in recognizing tourism as a vital component of economic development. “Tourism is being recognized increasingly as a really powerful lever for economic development,” he said. The agency plans to expand its focus beyond merely attracting visitors to enhancing Winnipeg’s appeal as a destination through improved infrastructure and proper staffing.

The competitive landscape for booking business events has intensified, particularly in the wake of the COVID-19 pandemic. Michael Juce, president of the Manitoba Hotel Association, highlighted Calgary’s recent unveiling of its expanded convention center, now the largest in Western Canada, as a notable example of the competition Winnipeg faces. Juce noted the importance of staying informed about developments in other jurisdictions to maintain competitiveness.

Future Plans and Economic Contributions

The rebranding effort comes with a commitment to transparency and stakeholder engagement. Kuffner assured that none of the agency’s 56 full-time equivalent staff members will be laid off due to the rebranding. The initiative has incurred approximately $25,000 in costs, according to Kathy Tarrant, the vice-president of marketing, communications, and corporate partnerships.

The agency plans to unveil a multi-year strategy on November 4, 2024, marking the first comprehensive approach in over a decade. While Kuffner refrained from disclosing specific details about the strategy, he mentioned it would prioritize how people “live, work, invest and visit” in Winnipeg.

Since 2016, the agency has contributed an estimated $5.3 billion to Winnipeg’s economy and has assisted in creating nearly 16,000 jobs. This substantial impact underscores the critical role that economic development and tourism will continue to play in shaping Winnipeg’s future.

As the agency embarks on this new chapter under its updated name, stakeholders and leisure travelers alike can expect a more cohesive and focused approach to enhancing Winnipeg’s economic landscape.