Revving capital city’s competitive engines

A new economic and tourism growth strategy for Winnipeg aims to contribute to the creation of 11,000 jobs and add $3.4 billion to the city’s economy by the end of 2030.

Winnipeg Economic Development & Tourism launched its new five-year strategy at the Leaf horticultural attraction on Tuesday at an event titled: Winnipeg Forward 2025: Shaping Winnipeg’s Future.

“The world is increasingly competitive,” said Ryan Kuffner, president and CEO of the agency formerly known as Economic Development Winnipeg and Tourism Winnipeg. “Canada is changing, Manitoba is changing and Winnipeg has changed.”

The new strategy, he added, is the agency’s attempt at charting a path forward.

The first goal of the strategy, Kuffner said, is to boost competitiveness by developing Winnipeg into one of Canada’s most investment-ready and economically vibrant cities. Objectives include retaining and growing locally headquartered businesses to maximize long-term economic return and advance destination development to guide the growth and management of the local tourism economy.

Elevating Winnipeg’s global profile is the second goal, Kuffner said. The agency is seeking to build a global brand that attracts people, investment and opportunity to Winnipeg by doing things such as strengthening the city’s visibility among key business decision-makers as a compelling place to invest, meet and grow.

The third goal is to harness Winnipeg’s business and tourism community to drive citywide prosperity. Objectives related to the goal include aligning economic development strategies with governments and other key economic partners, and working with Indigenous partners to advance economic reconciliation and support inclusive growth.

In addition to creating more than 10,000 jobs and adding more than $3 billion to the city’s economy, Winnipeg Economic Development & Tourism’s targets include drawing $1.25 billion in capital investment and $530 million in direct economic impact from hosting events.

“By 2030, through the work we do today, we can picture the Winnipeg we’re building: thriving, inclusive and full of momentum,” Kuffner said. “Our goals are ambitious, but together they bring us closer to the future that we envision while meaningfully contributing to the provincial goal of Manitoba as a ‘have’ province by 2040.”

He went on to paint a picture of a Winnipeg where downtown is buzzing and weekends are filled with festivals, sporting events and visitors filling hotels, restaurants, cultural institutions and attractions. New businesses are opening doors, longstanding companies are growing and urban reserves and Indigenous investment are a driving force in the economy.

“The city feels connected, safe and inclusive, with opportunities reaching every corner of our community,” Kuffner said. “This is the Winnipeg that we’re striving for.”

Kuffner ended the event by appealing to the more than 220 people in attendance.

“We want to look back 10 years from now and be able to tell our kids that we did something with this moment,” he said. “But we can’t do it alone and the economy won’t grow because of an agency like us or a government, but because of you, the business leaders, the innovators and the builders who create jobs, take risks and shape the path forward.”

Mayor Scott Gillingham described the event as “a great opportunity” to discuss the city’s economic development, and noted the need for ongoing alignment between the city, province, federal government and Winnipeg’s business community.

He underscored the need to invest in infrastructure projects like upgrading the North End sewage treatment plant, as well as expanding Kenaston Boulevard and extending Chief Peguis Trail.

“Those are vital infrastructure projects for Winnipeg’s future trade,” Gillingham said.

Business, Mining, Trade and Job Creation Minister Jamie Moses noted the Manitoba government released its own economic development strategy in late September.

“We’re very happy to also be working alongside Winnipeg Economic Development & Tourism in their strategy as it aligns to ours for even further economic success for Winnipeg and all of Manitoba,” Moses said.

Michael Juce, president of the Manitoba Hotel Association, said he appreciates the targets outlined in the strategy — particularly the $530 million in direct economic impact from hosting events.

“That’s a pretty ambitious target and goal, which I like,” Juce said. “I am very excited to see those high targets and thresholds.”

Winnipeg Chamber of Commerce president and CEO Loren Remillard said he and his team were reviewing the strategy’s objectives and are interested to see how the strategy will unfold.

“We look forward to continuing to support that conversation and bring our members’ perspectives to it,” Remillard said.

Winnipeg Economic Development & Tourism plans to hold annual Winnipeg Forward events to bring leaders from the private and public sectors together, and provide updates on its new strategy, a spokesperson for the agency said.

The agency received funding from all three levels of government, and other investors, in 2024.

It’s added an estimated $5.3 billion to Winnipeg’s economy and helped create nearly 16,000 jobs since 2016, according to a news release.

aaron.epp@freepress.mb.ca