Behind every major business event success story is a community of dedicated people working together. That’s exactly what made Winnipeg’s bid to host the 2026 World Indigenous Business Forum (WIBF) a reality.
With more than 1,000 delegates from 20 countries expected to gather here, the forum isn’t just about the $3.1-plus million in economic impact—it’s about showcasing Winnipeg as a global hub for Indigenous business events, reconciliation and collaboration.
This landmark achievement didn’t happen overnight. It was the result of years of relationship-building, planning, and a shared vision among local leaders, Indigenous organizations and government officials. Tourism Winnipeg, a division of Economic Development Winnipeg (EDW), played a key role in securing the event, but as Tourism Winnipeg’s Director of Business Development Frances Wellink explains, it’s about much more than the numbers.
“It all starts with building relationships to open doors,” says Wellink. “When securing an event of this magnitude, it’s a big ask for a city. I commend my colleague Lynnea Adrian for rallying support from the community at multiple levels when submitting this bid.”
Winnipeg’s strengths as a host city were a major selling point. The city’s diverse Indigenous community and hundreds of Indigenous-owned businesses positioned it as an ideal destination for the forum, but success didn’t just rest on demographics. It was the collaborative spirit—between the city, Indigenous leaders, and business partners—that made Winnipeg stand out.
“We engaged leaders across the community to generate excitement and support,” says Lynnea Adrian, Business Development Manager for Tourism Winnipeg. “And now those partners are asking how they can be involved in making the WIBF a success.”
Years of preparation, a moment of success
While the WIBF had long been on Tourism Winnipeg’s radar, the process gained momentum when SFA-connect, a London-based lead generator, flagged the opportunity in March 2023.
“From the moment we received the lead, everything began to click,” Adrian says. “We spoke to Rosa Walker, the local representative, and the president of the Indigenous Leadership Development Institute Inc. (ILDII), and the community really rallied around us.”
For Walker, whose organization founded the WIBF in New York in 2010, bringing the forum home to Winnipeg is a dream come true. “We’re a Winnipeg-based organization, so to finally have the forum here in Winnipeg is amazing,” Walker said. ‘We’re the only Indigenous forum in the world focused exclusively on business. The values that the Board aspire to is that we will have more Indigenous people participate in the economy – locally, nationally and internationally and learn from each other.’”
The process of securing the WIBF also involved strategic coordination with local and national government entities, Indigenous organizations, and various stakeholders. From the Mayor of Winnipeg to Indigenous Tourism Canada, the letters of support made a significant difference.
“It’s a testament to Winnipeg’s uniqueness,” Walker adds. “So many different groups coming together to make this happen—that’s what sets us apart.”
Overcoming challenges with creativity and innovation
While collaboration fueled much of the success, securing funding presented a challenge. The City of Winnipeg through The Special Events Marketing Fund (SEMF) and managed by Tourism Winnipeg was unfortunately not enough to cover the hosting fee. But a new and complementary solution emerged.
“Destination Canada’s International Convention Attraction Fund (ICAF) was brand new,” Adrian says. “The new funding source ensured we had a seat at the table to compete alongside large, top-tier cities and bring this event to Winnipeg.”
“Congratulations to Tourism Winnipeg for bringing the World Indigenous Business Forum home to Winnipeg. It is a perfect example of how programs like the International Convention Attraction Fund support our partners, as well as a testament to the power of collaboration and relationship building,” said Virginie De Visscher, Executive Director, Business Events, Destination Canada. “By showcasing the city’s diverse Indigenous community, its focus on sustainable best practices and engaging leaders across the region, Tourism Winnipeg created a winning proposal and should be very proud of this achievement.”
Thanks to the ICAF, SEMF and the overwhelming community support, the WIBF is projected to generate significant economic benefits for Winnipeg—directly through hotel bookings, dining and tourism, and indirectly through heightened awareness of the city’s Indigenous business community.
A legacy beyond economics: promoting Indigenous culture and collaboration
The economic impact, while substantial, is only part of the story. The WIBF will help foster deeper relationships and understanding around Indigenous culture and business, creating a legacy in the city and beyond.
“This forum is about more than just business,” says Walker. “It’s about truth and reconciliation, and about showing the world how Indigenous communities can thrive.”
Winnipeg’s rich Indigenous history and its journey toward reconciliation are expected to resonate deeply with the international delegates. “We share the experience of colonization with Indigenous people around the world,” Walker notes. “But Winnipeg is at the forefront of reconciliation efforts in Canada. That will have a profound impact on our international guests.”
Looking ahead: Winnipeg’s future as a global hub for Indigenous business events
Hosting the WIBF is just the beginning.
For Tourism Winnipeg and EDW, it’s a stepping stone toward making the city a preeminent destination for Indigenous business events.
“We’re helping Indigenous leaders and communities receive the recognition they deserve,” Adrian says. “And we’ll continue to focus on attracting more Indigenous events to Winnipeg. This is about creating long-term growth and collaboration.”
Wellink echoes this optimism, stressing the importance of relationship-building in their approach.
“By being authentic and listening, we’ll continue to secure more Indigenous events in our city,” says Wellink.
“A common expression I’ve heard at events we’ve secured is ‘you start as a client and end as a friend’ and I think the warmth of the people of Winnipeg will continue to attract more interest.”
The announcement that Winnipeg will host the 2026 WIBF was made at this year’s forum in Albuquerque, New Mexico in October. Tourism Winnipeg representatives along with representatives from the Manitoba Métis Federation, Long Plain First Nations and Brokenhead Ojibway Nation were there, to generate excitement and bring the experience home to Winnipeg.
