Q&A: Economic Development Winnipeg’s Christine Perrin shares insights on the transformative impact of foreign direct investment
For Christine Perrin, what began as a childhood passion for travel and cultural exploration has blossomed into a career dedicated to fostering global connections and economic development.
After earning a Bachelor of Business Administration with a double major in international business and marketing from the University of Winnipeg, Perrin began working at Manitoba Hydro International. Over five years, she contributed to business development and project management in various regions around the world, including Sub-Saharan Africa.
Now, as Director of Foreign Direct Investment (FDI) at Economic Development Winnipeg (EDW), Christine reflects on her role in positioning her hometown, Winnipeg—Manitoba’s capital and Canada’s geographic centre—as a partner of choice for international businesses and the pride it brings her.
Can you share a bit about your background and how you got started in economic development?
From a young age, I was always curious about countries beyond Canada. Traveling with my family and growing up bilingual only added to this curiosity and opened my eyes to international opportunities early on.
After completing my degree, I joined Manitoba Hydro International and started my career. My work there exposed me to international business operations and project management in diverse regions, which prepared me for my current role. Now at EDW, I lead efforts to showcase what I like to call “the Winnipeg advantage” making Winnipeg a place where global and local perspectives converge.
What drew you to the field of FDI, and why does it resonate with you?
FDI resonates with me because it’s about more than business—it’s about shaping a community’s future and in this case my hometown. It allows me to help create tangible, positive change for Winnipeg, from job creation to boosting our local economy. The relationships we build through FDI initiatives are incredibly rewarding. These connections have the power to transform not just businesses but entire communities.
How would you explain FDI and its role in shaping a city or region’s economy?
At its core, FDI involves companies committing resources to establish or expand operations in another country. It’s a catalyst for growth, bringing in new expertise, capital, and opportunities. When businesses invest in a city, they don’t just create jobs—they stimulate the entire ecosystem, from local supply chains to infrastructure development. The effects ripple across industries, driving progress and benefiting residents and the broader economy alike.
How do you define success when working on FDI initiatives?
Success is about creating lasting benefits, not just short-term wins. For us, that means attracting businesses that align with Winnipeg’s values and goals, and contributing to a more diverse, vibrant economy. Our work goes beyond numbers—we prioritize creating sustainable jobs, building knowledge-sharing opportunities and channeling investment into areas that strengthen Winnipeg for the long term. Of course, none of this is possible without collaboration, so we work closely with our partners to leverage opportunities and make strategic decisions.
What excites you most about working in FDI?
I see FDI as a puzzle where the pieces represent opportunities, strengths, and potential partnerships. Each project is like finding the right pieces and fitting them together to connect Winnipeg’s unique capabilities with companies poised to thrive here.
What excites me most is seeing the completed picture come to life—when our efforts result in tangible outcomes that drive growth and innovation. Collaborating with a passionate team and partners across all levels of government and the private sector makes the process even more rewarding.
In your opinion, what makes Winnipeg a unique or intriguing destination for FDI?
I believe Winnipeg is a city that truly punches above its weight. Geographically, Winnipeg’s central location in North America offers strong market access. Over 99 percent of our energy comes from renewable sources and we’re proud of our strong, skilled, and affordable labour force.
We also offer low business costs, supported by a range of attractive incentives. We work in collaboration with government and foreign clients to ensure they maximize these benefits for their business.
How would you describe Winnipeg to someone who’s never been here before?
Winnipeg has a quiet strength that surprises first-time visitors. It’s a city that balances its rich cultural heritage with an eye toward the future.
Known as Canada’s cultural cradle, our city offers a thriving arts scene and a culinary culture that reflects its diversity. It’s a place where you can enjoy festivals that celebrate everything from innovation to indigenous heritage.
Winnipeg’s business environment is equally strong, offering affordable commercial space, low operational costs, and a highly skilled workforce. It's an ideal place to invest and live, with excellent access to both Canadian and U.S. markets, making it a prime location for investment.
In fact, in 2021 Time Magazine named Winnipeg as one of the greatest places to live, and in 2023, the Globe and Mail ranked Winnipeg as the number one city in Canada to raise kids and the third most liveable city.
What trends or opportunities in FDI are you most excited about right now?
It’s interesting to note that while global greenfield capital expenditure FDI declined in 2023 in key markets globally, Canada has seen a notable growth of 57.3 percent. This shows a strong trend of investors choosing Canada as their destination of choice.
The rise of sustainable and green investment amid a global focus on climate change is also particularly exciting, especially for a city like Winnipeg. We’re also seeing an increase in mega projects—those valued at $1 billion USD or more—with Canada ranking 8th globally in this space. Sectors such as critical minerals, battery supply chain and electric vehicles are all areas of opportunity for our city and province.
What’s next for you and your work in this space?
My team and I are focused on building momentum with exciting opportunities already in our pipeline, while fostering new partnerships and staying ahead of emerging trends. Geopolitical shifts are creating an ever-evolving landscape, requiring cities like Winnipeg to remain agile and responsive. Success in this work relies on meaningful conversations and fostering relationships, which remain at the heart of everything we do.
Winnipeg’s bright future in FDI
Christine’s insights highlight the dynamic role FDI plays in shaping Winnipeg’s economy and the city's potential to thrive on the global stage. Her passion for wanting to see Winnipeg succeed fuels her drive in promoting it as a prime destination for investment.
With its cultural vibrancy, renewable energy leadership, market access and skilled workforce, this city is uniquely positioned to thrive in today’s evolving FDI landscape. From mega projects to sustainable investments, the city continues to attract global attention while staying true to its values of diversity and inclusive prosperity.
