REGINA - There is finally some good news for Tourism Regina: a strong increase in overall visitor spending.
Tourism Regina issued a news release Thursday in which they point to a 24 per cent increase in visitor spending from January to October 2024, compared to the same period in 2023.
Visitor spending is also forecast to surpass $625 million in 2024, according to the news release, which the organization says is the first time since the COVID-19 pandemic that Regina’s visitor spend has exceeded pre-pandemic levels.
The city’s is also pointing to an increase in the hotel occupancy rate in 2024 to 56 per cent, up from 54 per cent in 2023 and almost reaching the pre-pandemic highs of 57 per cent. There was also a 16 per cent increase in airport passenger traffic with 681,998 passengers in 2024.
The numbers are welcome news for an organization that went through both the Experience Regina rebranding fiasco as well as the COVID-19 restrictions that decimated the entire tourism sector earlier in the decade. The numbers point to the local tourism sector having fully recovered from those days.
"We are thrilled to see such positive growth in Regina's tourism sector," said Jennifer Johnson, Deputy City Manager for Communications, Service Regina and Tourism, in a statement.
"This success is a direct reflection of the dedication of our community, the commitment of our partners, and the increasing demand of Regina as a travel destination.”
The organization is pointing to several major events in the city as the reason for the increases, including the 2024 Montana’s Brier, the Queen City Marathon, and Canadian Western Agribition.
There is also optimism for 2025 as well, with the organization noting that Regina set to host the 2025 Skills Canada Competition and the 2025 Vanier Cup.
"The increase in visitor spending and hotel occupancy reflects Regina’s strong market resurgence and growing reputation as a premier event destination,” said Sandra Jackle, President and CEO, Regina Hotel Association, in a statement.
“The Regina Hotel Association remains committed to driving revenue growth by strategically attracting high-impact sports and business events that deliver lasting economic benefits. Our hotel partners are essential in ensuring visitors have exceptional experiences that contribute to the city's ongoing success.”
