From internationally attended conferences to highly anticipated sporting events, Winnipeg experienced a banner year for events with 82 taking place in 2025, resulting in an estimated total economic impact of more than $169 million.
Bringing prominent, high-profile events to Winnipeg such as Rendez-vous Canada (RVC), Canadian Elite Basketball League (CEBL) Championships, and the Grey Cup Festival was the result of dedicated behind-the-scenes work, strategic positioning and close collaboration with industry and government partners.
While residents and visitors see the excitement once an event arrives, the work often starts — sometimes years — before the first guest checks in or the first whistle blows. In this spotlight, we pull back the curtain on what it truly takes for Winnipeg Economic Development & Tourism to bring events to Winnipeg and why that work matters far beyond a single day.
Choosing the right events at the right time
According to Natalie Thiesen, Vice President of Tourism, Winnipeg Economic Development & Tourism, attracting major events starts with a clear understanding of where the city is in its growth and what kinds of opportunities make most strategic sense.
“It’s not just about bringing in the biggest event possible,” Thiesen said. “It’s about bringing in the right events that align with our values, our infrastructure and our strengths as a city. This sets us up for not just the immediate economic impact of an event but the ripple effect that supports long-term tourism growth.”
Rendez-vous Canada (RVC) was a prime example. Often described as the ‘Super Bowl of the tourism industry,’ RVC is Canada’s largest tourism conference, bringing together international buyers, tour operators and industry leaders from across Canada and around the world. Winnipeg last hosted the event in 2010 and a lot has changed since then.
“We actually started working on the bid back in 2016,” shared Frances Wellink, Director of Business Development - Tourism with Winnipeg Economic Development & Tourism. “The pandemic paused things, but when we re-visited the opportunity, we knew the city was ready to show how much it had evolved.”
Hosting RVC meant welcoming delegates from more than 22 countries, many of whom had never experienced Winnipeg before. Beyond the immediate total economic impact, which is estimated at $4.8 million, the long-term value came from putting the city back on the global tourism map.
“It elevated everything that the city now has to offer,” Thiesen added. “That kind of exposure has a long tail, given we can position our city for return visitation.”
Building momentum through opportunity
The Canadian Elite Basketball League (CEBL) Championships followed a different trajectory, demonstrating how agility can create opportunity.
Thiesen explained Winnipeg Economic Development & Tourism was approached by the Sea Bears organization to pursue hosting rights for the league’s 2025 Championship Weekend after the club had built strong attendance and a positive reputation locally.
“The Sea Bears were fairly new to the league, but we all wanted to quickly demonstrate our city’s capacity to host this type of event,” Thiesen said. “The turnaround time was much shorter than other bids, so it was really about saying: let’s go, let’s build momentum and let’s show what Winnipeg can offer.”
The economic impact of CEBL Championship Weekend in Winnipeg exceeded $5 million in total event impact into the local economy and supported more than 1,300 jobs. And while economic impact is a foundational component of hosting major events, the benefits go much deeper.
Kenny Boyce, Manager of Film and Special Events with the City of Winnipeg, is a strategic partner, working hand-in-hand with Winnipeg Economic Development & Tourism to help bring events to Winnipeg. He pointed out that many events also include charitable components, directing portions of proceeds, drop-off donations and awareness to local causes.
“Even for residents who may not attend events directly, the long-term benefits still resonate through things like volunteer opportunities, jobs, sense of pride and revitalization of the city’s core,” said Boyce.
That momentum mindset extended to the 2025 Grey Cup Festival. With only a limited number of Canadian cities able to host, securing the event required coordination at the city and provincial levels, as well as strong relationships with the host club and corporate partners.
“The Grey Cup is a true city-wide event,” Wellink said. “When we host, the economic impact is felt everywhere including hotels, restaurants, transportation and retail. But it’s also about the experience. We worked closely with partners to enhance what the event feels like when it comes to Winnipeg.”
The result was an estimated $90 million in total economic impact and a festival that showcased the city’s ability to deliver at scale.
Smoothing the way with collaborative partnerships
While Winnipeg Economic Development & Tourism takes the lead on attracting and bidding on events, the City of Winnipeg plays a critical role in execution, highlighting the value of its long-standing collaborative relationship.
“Our role is to help smooth the way for events,” Boyce said. “We serve the citizens of Winnipeg, who tell us they want to work hard and play hard. We also work closely with Winnipeg Economic Development & Tourism to make sure organizers feel supported.”
That support includes everything from permits and street closures to transportation planning, safety, and city services.
“We want to be an event-friendly city,” Boyce explained. “When organizers come here, we can say: here’s your venue and your hotel options, here are the bus routes, here’s how we’ll make this work. That brings real relief to an event organizer.”
The city’s ability to pivot quickly has become a major strength.
“In the event business, we encounter unexpected logistical and weather challenges,” Boyce said.
“Our team shines when things change. We can move very quickly, and Winnipeg Economic Development & Tourism is great to work with because they know the landscape and the partners that allow us to adapt extremely fast.”
Standing out with a unique experience
In an increasingly competitive global events market, size alone isn’t enough to win bids. What often sets Winnipeg apart is how the city shows up.
“Our stakeholders are incredibly collaborative,” Wellink said. “The airport, hotels, RBC Convention Centre Winnipeg, Princess Auto Field, True North Sports and Entertainment, our world-class attractions and off-site venues, the City of Winnipeg and the Province of Manitoba — when we work well together, it’s genuine, not forced.”
That collaboration is paired with a sense of warmth and authenticity that organizers consistently notice.
“It sounds cliché, but it really is about the people,” Wellink added. “The welcome that event organizers receive really stands out for being approachable, enthusiastic and accommodating.”
That welcoming spirit is then paired with high-quality, distinctive venues and experiences. From cultural institutions to downtown spaces, the city offers variety and authenticity that can’t be replicated elsewhere.
Looking forward: A provincial events strategy
Reflecting on a successful year, leaders agree that shifting to a more proactive approach to secure a major events pipeline is the most sustainable long-term vision.
Winnipeg Economic Development & Tourism is now working with Travel Manitoba and the Province of Manitoba’s Sport, Culture, Heritage and Tourism department to advance a broader provincial events strategy — one that aligns funding, capacity, expertise and infrastructure planning.
“We know we’re not winning our fair share of events,” Thiesen said. “And we’re not just competing with other Canadian cities; we’re competing globally.”
A strategy has been developed and is now focused on buy-in and execution. A key focus is ensuring clear accountability, involving the right stakeholders and rights holders, and staying agile enough to respond quickly to opportunities.
“Event acquisition has evolved over the years,” Thiesen added. “We need a long-term view to ensure we are positioning our city and province for success.”
Most of the work that brings events to Winnipeg happens behind the scenes. For example, the team is currently preparing a bid for the 2027 Juno Awards* and prospecting the Canadian Country Music Awards, leveraging key learnings and successful outcomes from major events held in 2025. But without a sustained and coordinated effort — the prospecting, bidding and relationship-building — the city wouldn’t see the economic, cultural and community benefits that follow.
“Most bids are months in the making,” Wellink said. “They’re highly customized, with technical requirements, site visits and detailed planning. Often, while one event is being hosted, teams are already working on the next opportunity.”
“This journey from prospect to confirmed host is a full sales cycle,” Thiesen said, emphasizing that while much of that work remains invisible to the public, it’s essential. “If we want to continue driving our tourism industry forward, it has to be resourced and supported.”
This banner year wasn’t just a moment. It was a signal of what’s possible when strategy, collaboration and execution align. And for Winnipeg, it’s only the beginning.
*Since published, Winnipeg Economic Development & Tourism secured Winnipeg as the host city for the 2027 JUNO Awards, a successful bid led by our team in partnership with industry and government stakeholders.
