For more than 15 years, Winnipeg’s business community has known us as Tourism Winnipeg, Economic Development Winnipeg and YES! Winnipeg. Together, we’ve helped to grow the city’s economy by attracting talent, investment, events and visitors. 

And now our name ties all our work together — Winnipeg Economic Development & Tourism. 

This change makes official what has always been true — we’ve been one team all along. Our new name and look show that tourism, investment and talent attraction are all connected and mutually reinforcing, and that Winnipeg is stronger when we bring them together. 

President & CEO Ryan Kuffner and Vice-President Kathy Tarrant sat down to talk about why the timing is right, how this change strengthens Winnipeg’s competitive position, and what’s ahead for the organization.

What’s one thing you wish more people knew about Winnipeg Economic Development and Tourism? 

Here’s what both leaders will tell you — much of the agency’s impact happens behind the scenes or in markets outside of Winnipeg. Whether it’s helping land major events and conventions, supporting local businesses, or promoting Winnipeg nationally and internationally, the team’s role is to work with partners to position the city as an attractive place to invest, live, meet and visit—and ultimately grow Winnipeg’s economy. 

“We’re not always front and centre when an event takes place in Winnipeg, but we’re often a key part of the team that made it happen,” said Kuffner. He pointed to the Great Outdoors Comedy Festival coming to Winnipeg as an example. “It took deliberate effort to bring that event here, and now it’s become a great addition to the city’s calendar of events.” 

Tarrant said the same is true for travel media and national business sector coverage of Winnipeg. “Our city competes for events and media exposure more than people realize," she said. “These don’t happen by accident — they come from thoughtful, strategic work that positions Winnipeg to succeed against other cities.”

Why has the organization decided to launch a new name, and why now? 

Kuffner explained that the evolved corporate name is about staying competitive in a tougher global landscape. “We can’t take prosperity for granted. Every investment, major event or other economic opportunity has to be pursued strategically. This is the right time to sharpen our agency’s competitiveness and ensure our partners, stakeholders and the community clearly understand what we do and why it matters. When our role is clear, it’s easier for others to join us — to align with and invest in Winnipeg’s growth. 

Tarrant added that the change now reflects how the agency already works.

“We represent Winnipeg in investment attraction, tourism and talent recruitment. The new name makes that clear and consistent, without having to explain the connections every time.” 

What is the benefit of a one-agency approach, and how will it help increase Winnipeg’s competitiveness? 

The new structure positions the organization to operate like the private sector businesses we serve, Kuffner said. “Anyone wanting to compete effectively knows vertical integration matters. We’ve brought together tourism, investment, talent and livability under one roof so we can leverage them together.” 

Traditionally, destination marketing organizations focus on assisting visitors and attracting major events and meetings, while economic development agencies focus on business investment. 

 “They’re connected — tourism is economic development,” said Tarrant. “When we attract a new hotel, we’re welcoming a business that connects to meetings, conventions and visitor experiences. It’s all part of one integrated economy. Our one-agency model shows Winnipeg as a destination where those pieces work together.” 

Kuffner added, “This is where the puck is going. Other jurisdictions are realizing this integrated approach to economic development and tourism is needed. We’re already ahead of the curve, and leaning into this model helps us maintain our competitive advantage.” 

How exciting is it to see this new name and logo become a reality, given your history with the organization? 

For both leaders, evolving the corporate name in line with the operating model and making it easier for the Winnipeg business community and partners to understand the work of the agency was a top priority when they stepped into their executive roles in 2023. 

“I became CEO that August and quickly saw our fragmented corporate brand was creating confusion among our clients, stakeholders and the general public,” Kuffner said. “This change is an exciting step that is foundational to our client-focused mentality, helping our agency move into a new chapter.” 

Tarrant recalled her very first conversation with Kuffner centered around the brand challenge. “The old portfolio of brands was a barrier to communicating all the ways we work to grow Winnipeg’s economy. Now, we can spend less time explaining ourselves and more time on the work we’re here to do – promoting Winnipeg as a great place to live, work, invest and visit.” 

What changes can we expect to see over the coming months?  

The rollout of our new name and logo is already underway. “Our website has been updated to reflect our new name and better aligns with the Winnipeg place brand identity. The ‘About Us’ page is a great place to start if anyone wants to learn a bit more of how we support Winnipeg businesses,” said Tarrant. “In the coming months, we’ll be adding more content about what’s next – including our strategy to grow Winnipeg’s economy, which launches November 4.” 

What can we look forward to when the new strategy launches to grow Winnipeg’s economy? 

Working together has always been Winnipeg’s strength — and we need it now more than ever. No one hands our city success; we roll up our sleeves and make it happen, side by side. This strategy to grow Winnipeg’s economy sets the course for the next five years, building on that foundation.  

“It builds on the collaboration that has always driven Winnipeg forward, where business, government and community work together to create opportunities, attract investment, grow jobs and showcase our city to the world,” said Kuffner. “Winnipeg’s businesses have always been at the heart of that growth. Their investments in head offices, new facilities and innovation help our economy thrive. And when paired with the dedication of our community and the support of government, the result is something bigger than any of us could achieve alone. That’s the spirit behind this strategy: to keep building momentum together, ensuring Winnipeg is a great place to invest, grow, meet and visit — today and for the future.”  

What does this mean for the future of the organization? 

For Kuffner, it marks a clear shift. “This is the start of a new chapter. The world is changing, Winnipeg is changing, and our city needs all of us to work together. This new name represents the people behind championing Winnipeg, the agency dedicated to telling our city’s story to the world.” 

Tarrant agreed. “We’re coming together in new, collaborative ways. This name change reflects that opportunity and commitment. If we want a strong future, we have to build it together. We’re excited to get to work.”

Visit Winnipeg Economic Development and Tourism’s website to learn more about how we drive economic growth for Winnipeg.