2014-2016

Otter Lake

Tourismisoneoftheworldslargestandmostrapidly
growingsectors.itisapowerfuleconomicgenerator.
competitionforapieceoftheexpandingglobaltravel
marketisbecomingexceedinglyfierce.
insaskatchewan,tourismcontributessignificantlytothe
economyandisamajorsourceofemployment.The
provinces4,000tourism-relatedbusinessesprovidefull-and
part-timejobstomorethan57,000citizens,approximately
11percentoftheworkingpopulation.
atatimewhenanumberofglobalfactors,suchaseconomic
strife,securityconcernsandahighcanadiandollar,hada
negativeimpactontourisminsomeprovinces,
saskatchewanwithstoodthechallengesandrecordedsteady
tourismgrowthfrom2007onward.in2012,travel
expendituresreached$2.12billion.over12.5millionvisits
weremadetoandwithintheprovincethatyear.
saskatchewanismakingheadlinesforitsthrivingeconomy,
wealthofnaturalresourcesandopportunitiesfor
employment.itstourismresourcesaresubstantial,too,
rangingfrom100,000pristinelakestoanenviableparks
systemtonumerousfestivalsandattractionsthatshowcase
talentandcelebratehistoryandculture.
Thesectorsmostvaluableasset,however,isthepeoplewho
aretheheartandsouloftourismbusinessesand
organizationsdedicatedambassadorsfortheir
communitiesandfortheprovince.aspiritofinnovation,an
appreciationofthelandandnatureanddeepprideofplace
arecharacteristicscommontosaskatchewanandmakethis
provinceadestinationthatoersremarkablehospitalityand
experiencestolastalifetime.

Castle Butte

overview.................................................................................................2
messagefromthechair.....................................................................4
messagefromtheceo.......................................................................5
Tourismsaskatchewan ......................................................................6
Tourisminsaskatchewan..................................................................7
strategicPlanningProcess.............................................................11
operatingcontext ............................................................................15
strategicPlan ......................................................................................19
measures...............................................................................................23

Cover: Athabasca Sand Dunes

likesomanysaskatchewan
residents,myboardcolleagues
andienjoywelcomingguests
toourprovinceandweare
proudofthereputationthat
saskatchewanhasearnedforits
superbbrandofhospitalityand
itssuccessinhostingvisitors
andevents.
weareequallypleasedthat
tourismgrowthhaskepta
steadypacemeasuring$2.12
billionintravelexpenditures
andover12.5millionvisits
toandwithinsaskatchewan
in2012.Tourismiscertainlyamajorfactorinsaskatchewans
thrivingeconomyandiskeytoapositiveimageforthe
province.asectorthatemploysover57,000citizens,itsrole
inprovidingjobsandentrepreneurialopportunitiesand
contributingtoqualityoflifeissubstantial.
ithasbeenagratifyingexperiencetobeinvolvedinthis
strategicplanningexercise,motivatedbysaskatchewans
potentialfortourismexpansionandclearlyfocusedona
visionforthefuture.
TourismsaskatchewansboardofDirectorsispleasedto
endorsethenewvisionA vibrant entrepreneurial tourism
industry oering year-round compelling and memorable
Saskatchewan experiences;andnewmissionConnect people
with quality Saskatchewan experiences and advance the
development of successful tourism operations.
withgreatconfidence,welookforwardtobeingapartofthe
actionrequiredtofulfilstrategicprioritiesandachievethe
goalssetforth.

normbeug
chair,boardofDirectors

ithasbeenaprivilegeforme
andmycolleaguestobe
engagedintheprocessof
planningforthefutureof
saskatchewansdynamic
tourismsector.
Thesearemomentoustimesat
Tourismsaskatchewan.The
changetoaTreasuryboard
crowncorporationoperating
undertheministryofthe
economy,anewmandateand
fiscalyearandrenewed
organizationalstructureoer
bothinterestingchallengesand
excitingopportunities.giventherealitiesofafiercely
competitiveglobaltourismindustry,itiscriticalforustobe
informed,strategicandproactive.

ThisisaplannotjustforTourismsaskatchewanbutfor
tourisminsaskatchewan.itwasguidedbyconsultations
withindustrythatmadeclearsomeofthebarriersto
overcomeandstrengthsonwhichtobuild.itsgoalswillbe
achievedthroughcollaborationwithindustry,with
governmentpartners,withorganizationscommittedto
advancingtheprovincestourismsector.
Tourismsaskatchewanlooksforwardtotheadventures
ahead.

Patfiacco
ceo

saskatchewanistrulyaspecialplacevastinsizeand
geographicallystunningwithadiverseandenviablearrayof
tourismresources.nearly100,000lakes,amassivestretchof
lushborealforestandover130parksoerlimitless
opportunitiesforoutdoorrecreation.complementingthelist
oftourismassetsarefascinatinghistoricsitesandattractions,
colourfulfestivals,avibrantculturalcharacter,dynamic
urbancentresandabrandofhospitalitythatissecond-tonone.ourprovinceisblessedwithfourdistinctandbeautiful
seasonsarealitythathasshapedthecharacterofpeople
wholivehereandprovidesahostofopportunitiesand
experiences.
Tourismsaskatchewansfocuswillbeonconnectinggreater
numbersoftravellerswithexceptionalsaskatchewan
experiences.Thefollowingpagesplotacourseofactionthat
weareconfidentwillleadtosuccess.

Tourismsaskatchewanisresponsibleforin-andout-ofprovincemarketingofsaskatchewanasatourism
destinationandforprogramsandservicesthatpromote
growthandadvancementofthetourismsector.itpartnersin
industry-governmentmarketingprograms,providesvisitor
services,undertakesmarketresearchandleadstourism
productdevelopment,includingprogramswithaparticular
focusonsupportingmajorsportingandculturalevents.
Theorganizationwasinitiallycreatedin1994thoughThe
Tourism Authority Act thatestablishedanindependentbody
committedtoadvancingtourismintheprovince.
in2012,thegovernmentannouncedthatTourism
saskatchewanwouldbecomeaTreasuryboardcrown
corporation.influencingthisdecisionwerepointsidentified
inareviewcommissionedbythegovernmentof
saskatchewanin2009.A Review of the Tourism System
in Saskatchewan anditsfindingsweremadepublicin
march2012.

onJuly1,2012The Tourism Saskatchewan Act was

proclaimedandanewskills-basedboardofDirectors
appointed.operatingundertheministryoftheeconomy,
workandactivitiesarealignedwithgovernmentsvision,
prioritiesandgoals.Thiscollaborationandalignmentaims
forgreaterecienciesinthedeliveryofservices,fosters
economicgrowthandcontributestoqualityoflifeand
opportunitiesforsaskatchewancitizens.additionally,this
eortestablishesconsistent,morewidespread,positive
messagingaboutsaskatchewanasagreatplacetolive,work,
investandvisit.
Tourismsaskatchewansceoisresponsibleforalloperational
activitiesandexecutiveoceservesasthemaininterface
betweenthecorporation,theboardofDirectorsand
government.Threedivisionsmanagetheworkundertaken
toachievethegoalssetforthinthestrategicplan.These
divisionsare1)marketingandcommunications,2)industry
andcommunityDevelopment,and3)corporateservices.

fourspecificitemswereidentifiedbygovernmentthat
wouldalignTourismsaskatchewansactivitiesandfocuswith
thegovernmentsagenda:
1.bettercoordinationoftheprovincialimage;
2.lead,withinputfromthetourismindustryand
stakeholders,along-termvisionfortourism
insaskatchewan;
3.Developaneventhostingstrategyforsaskatchewan;
4.conductafunctionalreviewoftheorganizationwithin
theguidelinesissuedtoallgovernmentministries.

neW ManDate
The Tourism Saskatchewan Act,proclaimedin2012,identifiesthecorporationsprescribedmandate.
Tourismsaskatchewansfunctionsare:

to market saskatchewanasatourismdestination

to provide visitorinformationservices;and

indomestic,nationalandinternationalmarkets;

to assist saskatchewanstourismindustry
operatorstomarkettheirproducts;

to develop and promote

thequalityof
tourismproductsandservicesinsaskatchewan;

to undertake

anyotheractivitiesor
functionsassignedbythelieutenantgovernorin
council.

Tobin Lake

ThevalueofsaskaTchewans
TourismsecTor
Tourismcontributessignificantlytothesaskatchewan
economy,generatingover$2.12billion intravel
expendituresin2012.over12.5million visitswere
madetoandwithintheprovincethatyear.
Theconferenceboardofcanadaspreliminaryfindingsfor
2013(JanuaryJune)indicatesaskatchewanstourismsector
tobeamongthetopthreeperformersincanada.overall,
sectorgrowthforsaskatchewanisestimatedat5.3percent
overthesameperiodin2012(slightlybehind
newfoundland/labradors5.5percentgrowthrateand
aheadofalbertas4.9percent).averagetourismsector
growthforcanadaisanestimated3percent.

saskatchewanstourismsectoris95percentsmall-or
medium-sizedbusinesses,withalargesegmentofthose
locatedoutsideoftheprovincestwomajorcities.seventyninepercentoftourismbusinessesandeventsaresituated
incommunitiesotherthanreginaandsaskatoon,and51per
centoftourism-relatedemploymentisintheseareas.

saskatchewanhadthesecondlargesthoteloccupancyrate
(afternewfoundland/labrador),recordedat66.2percent.
Therewas4.1percentgrowthinroomsupply,a4.8percent
increaseinroomratesandrevPar(revenueperavailable
room)increasedby3.8percent.

astrong,healthytourismsectorbenefitssaskatchewan
citizensonmanylevels.itcontributestothequalityoflife
throughpublicinvestmentsininfrastructure,transportation,
provincialandregionalparks,culturalactivities,attractions,
events,recreationalfacilitiesandotherareas.

Directborderentriesforoneormorenightsfromtheunited
statestotheendofJunewereupslightly(1.6percent)
aheadoftheoverallcanadianaverage(0.5percent).Thisis
aftergrowthof6.9percentinunitedstatesdirectentries
foroneormorenightsin2012.

Tourismisavaluablesourceoftaxrevenueforalllevelsof
government.in2012,tourisminsaskatchewangenerated
$579million intotaltaxes.

enhancingcommuniTiesThrough
emPloymenTanDoPPorTuniTies
Tourismisasectoroffiveindustries:
accommodation;
foodandbeverage;
recreationandentertainment;
Transportation;and
Travelservices.
virtuallyallotherareasofbusinessorcommerceare
influencedbyactivitiesintourism.
avibranttourismsector,onecommittedtoproductand
serviceexcellence,reflectsapositiveimageforadestination
andcontributestothesuccessofotherbusinesses.

saskatchewanhasapproximately4,000tourism-related
businessesthatprovidefull-andpart-timeemploymentto
over57,000citizens,11percentoftheworkingpopulation.
Therearetwiceasmanypeopleemployedintourism-related
jobsthanintheminingandoilandgassectorscombined.

TourismbenefiTsQualiTyoflife

federaltaxes ...................................................$280million
Provincialtaxes...............................................$264million
municipaltaxes ..............................................$34.5million
Total....................................................................$579million

Tourismisanimportantexportindustry.exportrevenuefor
2012totalled$576.6million.Thisisnewmoneycoming
intoourprovince,stayinginourprovince,andbenefitting
citiesandtowns,municipalities,communitiesandthepeople
wholiveandworkinsaskatchewan.

whaTareThebenefiTs
ofavibranTTourismsecTor?
increasedprofile
Positiveimage
employmentopportunities
increasedtaxrevenues
greaterresidentpride
increasedvolunteerism
greatercommitmenttoserviceexcellence
greaterdiversificationoftourisminfrastructure
greaterselectionofexperiences
improvedservicesandamenitiesshopping,recreational
facilities,accommodations,restaurants,culturalfacilities,
healthfacilities
improvedtransportationandcommunicationsservices
favourablelifestylechanges

whaTgooDsanDservices
DoTravellersPurchase?
accommodations
meals
Transportation
Tours
entertainment
recreation
attractionandeventtickets
shoppingandlocalproducts
additionalservices

howDoesTheinDusTryconTribuTe
ToThelocaleconomy?
Taxescollectedonservicesandproducts
wagesandsalaries
localbusinessessupported
utilities,servicesused
goodspurchased
capitalinvestments
Transportationofgoods
commissionstoagents
legalandprofessionalservices
marketingandadvertisingpurchased
investmentsininfrastructure
communityrevitalizationandimprovement

whobenefiTs?
hotels
bedandbreakfasts
Parks
campgrounds
restaurantsandclubs
localshopsandretailers
wineries
wineandspiritproviders
farmersmarkets
localfoodproducers
Theatres
galleries
artistsandentertainers
culturalinstitutionsandattractions
healthclubsandservices
recreationalfacilities
Taxidrivers
carrentals
Travelagents
airports
air,busandraillines
Truckingcompanies
gasstations,automotiveservices
Tradesconstructioncompaniesand
employees,electricians,plumbers
architectsandbuilders
manufacturers
media
advertisingandcommunicationsfirms
banksandcreditunions

saskaTchewansTourismmarkeTs

overnightorlongervisitstosaskatchewanbyorigin2012

saskatchewansprimarytravelmarketisitsownresidents,
whoaccountedfor86percentofvisitstotourismbusinesses,
attractionsandeventsin2012and71percentofovernight
orlongervisits.ofthe10.8millionresidentvisits,7.3million
weresame-daytrips,whilestaysforoneormorenights
numberedover3.5million.
Totaltravelexpendituresfortheresidentmarketwere$1.4
billionwithanaverageperpersonspendof$129.23.
residentspendingonovernightorlongervisitswas$712.9
millionwithanaveragespendof$200.60.
albertaisthesecond-largestmarket,withresidentsofthat
provincemaking811,000visitsherein2012for6percentof
totalsaskatchewanvisits.Theyaccountfor14percentof
overnightorlongervisitsand$206millionor10percentof
expenditures.ofthosevisits,104,000weresamedayand
707,000foroneormorenights.albertansspendanaverage
of$278.07onovernightorlongervisits.

overseas:58,800-1%
unitedstates:147,400-3%
othercanada:517,000-10%
alberta:707,000-14%

forbothmarketssaskatchewanresidentsandalbertans
theprimaryreasonforovernightorlongervisitsisvisiting
familyorfriends,followedbypleasureorvacationtrips.
Travellersfromtheunitedstates(overnightorlonger)
numbered147,000in2012,for3percentofovernightor
longervisits.Travelexpendituresfromthismarkettotalled
$86.1million,withanaverageperpersonspendof$573.98.

saskatchewan:3,554,000-71%

expendituresonovernightorlongervisitsbyorigin2012

huntingandfishingweretheprimaryattractionsfor57per
centofthesevisitors.Theremainderwerelargelypassthroughvisitors,crossingsaskatchewanontheirwayto
otherdestinationsinwesterncanadaortoalaska.
measuring58,800overnightorlongervisitsin2012,the
overseasmarketaccountedfor1.1percentoftravelto
saskatchewanand$80.2millioninexpenditures.europeans,
primarilyfromtheunitedkingdomorgermanytravellingfor
vacation/pleasureortovisitfriendsandfamily,arethelargest
segment.Thirty-sixpercentoftravelisfromasiaandthe
PacificregionthePhilippines,australiaandchina.
motivationtotraveltosaskatchewanincludesuniversity
study,visitingfamily,businesstravelorshort-termwork.The
averagespendbyinternationalvisitorsis$1,363.83.

overseas:$80,193,000-6%
unitedstates:$84,604,000-7%
othercanada:$213,674,000-17%
alberta:$196,596,000-15%
saskatchewan:$712,937,000-55%

10

SaskTel Saskatchewan Jazz Festival

withthepassingofThe Tourism Saskatchewan Act on

July1,2012,Tourismsaskatchewansnewlyappointedboard
ofDirectorswasestablished.bymid-november,anewchief
executiveocerwasnamed.
aneworganizationalstructurewasputinplace.Three
divisionsreporttotheceo:1)marketingand
communications,2)industryandcommunityDevelopment
and3)corporateservices.executiveoce,alongwiththe
executiveDirectorsofeachdivisionformtheexecutive
leadershipTeam(elT).
achangetoTourismsaskatchewansfiscalyear,fromoctober
1-september30toapril1-march31,furthercomplemented
thealignmentwithgovernment.

12

strategicplanningwasatoppriorityfortheboardof
DirectorsandtheelT.arequestforProposalswasissuedand
theTourismPlanninggroupwascontractedtoleadthe
process.Theworkwouldentailestablishingadirectionand
strategicprioritieswithavisionto2020asmotivationa
visionnotjustfortheorganizationbutfortourismin
saskatchewan.
outofthishigh-levelplanningprocesswouldemergea
frameworkfordevelopingarollingbusinessplan.
focusingonservingthebestinterestsofthetourismsector,
theprocesswasdesignedto:
gainaclearerunderstandingofthebiggerpicture;
Developacorporatestrategyresponsivetotodays
challengesandopportunities;
engagestakeholdersandconsultwithindustry;and
repositiontourismasacriticalcomponentofthe
economy.

La Reata Ranch

fromtheonset,consultationwithindustrywasapriority.in
february,asurveywasemailedto2,543Tourism
saskatchewancontacts.Thesurveyreceivedastrong
response,14to19percentdependingonthequestion.
itspurposewastogatherinformationonmarketing
activities,plansforcapitalinvestment,currentchallenges,
awarenessofTourismsaskatchewansresponsibilitiesand
servicesandothertimelyissues.
Theinformationcollectedwascriticaltothefirststrategic
planningmeeting.TheboardofDirectors,elTandconsultant
gatheredinfebruaryforatwo-dayretreat.Theagenda
involveddraftingapreliminaryvisionstatement,discussing
missionandcorporatevaluesinrelationtothisvisionand
identifyingstrategicprioritiesandacourseofactionfor
achievingtheaspiredgoals.

industryconsultationstookplacethroughoutthespring.
Telephoneinterviewswereconductedbytheconsultantwith
41individualsrepresentingarangeoftourismbusinesses
andassociations,andanumberofsaskatchewan
communities.Theywereprovided,inadvance,withan
overviewofthedraftstrategicframework,vision/mission
statementsandcorporatevalues.Thesessionsyielded
valuableinformationandgavestakeholdersachanceto
sharetheirviewsonwhereeortsshouldfocusinorderto
strengthenandgrowtheindustryandachievethedraft
vision.
inmay,twoworkshopsfacilitatedbytheconsultantwere
heldinsaskatoon.bothinvolvedparticipationbytheelT.
representativesofdestinationmarketingorganizationsin
reginaandsaskatoonandkeyindustryassociationswere
invitedtothefirstworkshop.Theywereprovidedwitha

13

backgroundpaperinadvance.Topicsfordiscussionincluded
thecurrentoperatingcontextandindustrychallenges,the
draftstrategicframeworkandstepsnecessarytomove
tourismintheprovincetothenextlevel.
Thesecondmeetingbroughttogetherrepresentativesofa
numberofdestinationmarketingorganizationsand
destinationareas.inadditiontoreviewingthedraft
documentsanddiscussingcurrentchallenges,thisgroup
sharedinsightsonsaskatchewansuniqueattributesand
sellingtheseexperiencestotravellers.Theworkshopwas
alsoanopportunitytodiscussTourismsaskatchewansrolein
facilitatingthegrowthofcommunityanddestinationarea
tourism.
TourismsaskatchewanselTandseniormanagement
participatedinatwo-dayfacilitatedsessiontoreviewthe
informationgatheredduringpreviousworkshopsanddraft
keyactionsforthenextthreeyears.
inJune,theTourismPlanninggroupsubmitteditsdraft
report.furtherdiscussionofthedraftstatementsfollowed
and,inJuly,theboardofDirectorsgavefinalapprovaltoa
newvisionandmissionandtocorporatevaluesandguiding
PrinciplesthatchartacourseforTourismsaskatchewan
onethatwillleadtotourismgrowthandgreaterawareness
ofsaskatchewanasadestination.

14

conTexT
PawsnPaddles Wilderness Tours

globalfacTors
Thereareanumberoffactors,onaglobalscale,thathaveanimpactonsaskatchewanstourismsector.

economic uncertainty recoveryfromtheglobal

Demographics awarenessandunderstandingof

recessionisuneven.Thisfact,coupledwith

currentsocialandculturaltrendsarecriticalto

fluctuationsinexchangeratesincreaseschallengesin

developingtourismproductsandexperiencesand

buildinginternationaldemand.astrongprovincial

beingcompetitive.Thetravelpatternsofretiringbaby-

economyisplayingakeyroleinmaintainingthe

boomers,theshiftinlifestylevaluestowardagreater

domesticvisitornumbers.atthesametime,greater

consumerfocusonsustainability,immigrationtrends

wealthintheprovinceseesresidentslookingbeyond

andthegrowingnumberofnewcanadians,along

ourbordersandcontributestogrowthinoutbound

withtherelativeyouthfulnessoftheprovinces

travel.

populationareallfactorsthatneedtobegiven
consideration.

global competition Thechoiceofcompelling

destinationstovisitisexpanding.increasedmarketing

technology newtechnologiesandrapidlychanging

investmentsbyothercountriesandheightened

trendsdemandaproactiveapproach.astheconsumer

emphasisonestablishingstrongandemotive

continuestoinfluencethemessage,itisbecoming

destinationbrandsisreducinginboundtravelto

criticaltofocusonallexistingandpotential

saskatchewanandincreasingoutboundtravelfrom

technologicaltouch-pointswiththevisitorduringthe

theprovince.

pathtopurchase.

traveller expectations Thereisagrowingdemand

forengagingexperiences,authenticityandquality.
visitorsareseekingexperiencesthatarememorable
andenablethemtoconnectemotionallywitha
destination.giventhisreality,destinationsthatdeliver
theseexperiencesandareinvestinginproductand
servicestomatchexpectationsarecapturinga
considerableshareofthetravelmarket.

16

challengesTogrowTh
inadditiontoglobalissues,therearerecognizablechallengesthatcompromisesaskatchewans
abilitytocompeteandcaptureafairshareofthelucrativeglobaltravelmarket.
consultations with industry identified a number
of barriers:
agingproductandinfrastructure(roadconditions,
tourismsignage,publicreststops/washrooms)
limitedmarketingbudgetsforsmalloperators/businesses
limitedbudgetformarketingtheprovinceand
competitionfromneighbouringprovinces(alberta,
britishcolumbia)
misunderstandingoftourismsomebusinesses/
communitiesfailtoseethemselvesaspartofthesector
Deficitofoperatorswhoaremarket/exportready
undevelopedexperientialtourismopportunities,lack
ofdiversityinexperientialoerings
shortageofskilledandunskilledlabour
lackofsaskatchewaninboundtouroperators
limitedcapacitytoaccommodatehighernumbers
ofvisitors
inconsistentstandardsandqualityofservice
lackofsuccessionplanning
airaccessandtransportationissues
Declineinamericanhuntandfishmarkets
ongoinggrowthinresidentoutboundtravel
federalpoliciesaectingnationalParks

17

Bualo Pound Lake

Selwyn Lake Lodge

Craven Country Jamboree

oPPorTuniTies
Thereisnodenyingthatsaskatchewanisaspecialplaceonethathasmanyoftheattributesthattravellers
seekinadestination.giventheprovinceslistoftourismassetsandopportunities,thereisgreatpotential
forbuildingonthesectorsstrongfoundationanddevelopingtourismproductsandnewmarkets.
Unique selling propositions:
four-seasondestinationwithpotentialtodevelop
winterproduct,expandhuntingandfishing
opportunities
geographicdiversity,impressivelandscapes,wondrous
naturalfeatures
vastopenspaces,magnificentlivingskies
Pristineenvironmentcleanair,abundanceoffresh
water,senseoftranquility
firstnationsandmtisculture/history
settlementhistorycolourfultapestryofcultures
andtraditions
agriculturalstorymajorworldfoodprovider
locallygrownproducts,culinaryexperiences
scienceandinnovation,resource-richprovince
exceptionalreputationforhospitalityandsuccessin
hostingeventsoutstandingvolunteercore
bestofbothworldsimpressiveurbancentresagainst
abackdropofnature
uniquefestivalsandeventsyear-roundactivities
enviablequalityoflife

18

Cypress Hills Eco-Adventures

sTraTegicPrioriTies

vision:

guidedbyitsnewvision,missionandvalues,alongwith

avibrantentrepreneurialtourismindustryoering
year-roundcompellingandmemorable
saskatchewanexperiences

currentresearchandtheknowledgegatheredfromindustry,
TourismsaskatchewanhasidentifiedthreestrategicPriorities.
successandgrowthofthesectorwillbeachievedby
dedicatingresourcesandeortstothefollowing:

mission:
connectpeoplewithqualitysaskatchewan
experiencesandadvancethedevelopmentof
successfultourismoperations

markeTingsaskaTchewanexPeriences
Key actions:
createandimplementastrongtourismidentity
forsaskatchewanthatinstilsprideinresidents
andresonateswithvisitors
generateexcitementaboutsaskatchewanstourism
experiencesinkeymarketstoincreaseawareness,
visitationandexpendituresthroughthefollowing

guiDingPrinciPles:
alignmentalignouractivities,internallyand
withstakeholders
collaborationcollaborateforthemutual
benefitoftheorganizationandourstakeholders
market-drivenensureinitiativesare
market-driven
accountabletoindustry,publictaxpayers
andgovernment

tactics:
-reviewgeographicandproduct/experience
marketstoidentifyandprioritizekeymarkets
-Developamarketreadinessprogram
-Developacomprehensivemarketplanthatisin
fullalignmentwiththetourismidentity
leadandengagetourismstakeholderstopromote
alignmentinmarketingstrategies

20

corPoraTevalues:
nurtureavibrantandcreativeorganization
dedicatedtoservingtheindustryandthevisitor
empowereachotherandourstakeholderstobe
innovativeandtotakerisks
workcollaborativelytobuildeective,respectful
relationshipsandaninclusiveapproachforthe
purposeofdeliveringexcellentresults

saskaTchewanevenThosTingsTraTegy

DeveloPingsaskaTchewanexPeriences
Key actions:
championindustryexcellencetobuilduniqueand
memorablesaskatchewanexperiencesthrough
developingandimplementingthefollowing:
-Qualityexperiencestrategy
-Tourismhumanresourcestrategy
-majoreventhostingstrategy
buildasupportiveenvironmentthroughpartnershipsthat

Vision: saskatchewanwillbeanenticingdestinationthat
attractsandsuccessfullyhostsnationalandinternational
events.TheeventhostingProgramwillsupporteventsthat
contributetotheprovincialeconomyandenhancequality
oflifeforresidents
Mission: Toassiststakeholdersinattractingandhosting
eventsthroughpromotion,collaboration,adviceand
financialsupport
Tourismsaskatchewansrole:
awareness
collaborationandcommunication
accountability

enablethesectortofullyrealizeitspotentialthrough:
-identifyingopportunitiestoalignactivitieswithnontraditionalpartners
-strengtheningtourismopportunitiesinstrategic
destinationareasandproductclusters

100QualiTyexPeriences
forsaskatchewantobecompetitiveasatraveldestination,
commitmentandinvestmentarerequiredtoexpandthe
inventoryofuniqueandmemorableexperiences.agoal
of100QualityTourismexperiencesispartofthevisionfor
tourismintheprovinceby2020.

21

Standing Bualo Powwow

fosTeringoPeraTionalexcellence
Key actions:
Developandutilizesystemsandprocessestosupport

Programreview

eectivecommunicationandknowledgesharing
identifyandintegrateinnovativeandcreativesolutionsto
achievecontinuousimprovement
supportaninternalculturethatencouragescontinuous
employeedevelopmenttoensureacommittedand
engagedworkforce

22

Toensureprogramsandservicesarerelevant,
eectiveandappropriatetotheneedsofindustry
andstakeholders,aswellasalignedwithgovernment
priorities,Tourismsaskatchewanwillengagein
Programreview.eightprogramstreamswillbe
examinedoverarevolvingthree-yearschedule.

Flip Eatery & Drink, Regina

Deliverable

Performance Measure

Unit

Benchmark (2011-12)

1.marketingresults

Totalimpressionsgenerated

732million

2.marketingresults

Directeconomicimpact

41.84million

3.marketingresults

roiforevery$1spentonadvertising

40

4.marketingresults

Totalconsumercontactsmadetoand
withTourismsaskatchewan

2.4million

5.marketingresults

Totalindustrypartnersinvolvedin
marketingactivities

1,329

6.marketingresults

Totalexpenditureofindustrypartners
involvedinmarketingactivities

904,752

7.events

Totaleventssupportedby
Tourismsaskatchewan

16

8.events

Totalexpenditureofeventssupported
byTourismsaskatchewan

1.2million

10.TrainingDelivery

Participantsintrainingprograms

3,329

11.QualityassuranceProgram* accreditedtourismoperators

na

12.ProductDevelopment*

QualityTourismexperiences

na

industry Outcomes**

Performance Measure

Unit

2011-12

a.Tourismrevenues

Totalexpendituresbytravellers
insaskatchewan

2billion

b.visits

visitsbothsamedayandovernight
insaskatchewan

11.9million

c.events

economicimpactgeneratedbymajor
eventssupportedbyTourismsaskatchewan

na

D.employment

numberofindividualsemployedina
tourism-relatedprofession

57,300

*newprogramstobeginimplementationin2014-15
**Tourismsaskatchewancontributestotheachievementofbroadertourismindustryoutcomessuchasincreasesin
tourismrevenueandvisits.Theeortsofotherdestinationmarketingorganizations,aswellassmall-andmedium-sized
enterprisesalsohaveanimpactontheperformanceofthesector.giventhatitisdiculttolinktheresultsinthetourism
sectordirectlytotheeortsofTourismsaskatchewan,targetsforindustryperformanceindicatorshavenotbeenset.

24

Lake Diefenbaker

Photography by Paul Austring, Greg Huszar Photography, Jim Kroshus, Eric Lindberg, Cliff Nievelt Photography, Douglas E. Walker

26

189 - 1621 Albert Street

Regina, SK S4P 2S5
Phone: 306-787-9600
Fax: 306-787-6293

102, 202 - 4th Avenue N

Saskatoon, SK S7K 0K1
Phone: 306-933-5900
Fax: 306-933-6250