SASKATOON - Discover Saskatoon is a rebrand, and rebuild, of what was once known as Tourism Saskatoon, showcasing active and consistent efforts to help people discover all that Saskatoon has to offer.
Â鶹ÊÓƵ talked to Stephanie Clovechok, CEO of Discover Saskatoon, and her passion for her role in promoting Saskatoon was evident.
“Tourism week helps celebrate the economic impact of tourism and develop a narrative around the importance of those efforts,” says Clovechok. ‘It’s the perfect time to spotlight Saskatoon’s pivotal role in driving the province’s visitor economy. “
Nationally, in 2024, tourism spending injected $104.48 billion into the Canadian economy, which was a 3.6 per cent increase over 2023 numbers. Tourism fuels one in 10 jobs nationwide.
In Saskatoon alone, there are 1,737 tourism businesses which create 12,835 tourism jobs. That’s 9.8 per cent of the total employment in the city.
Discover Saskatoon provided these statistics: Visitor spending in Saskatoon reached $802.8 million, an increase of 9.3 per cent compared to the previous year. This is higher than pre-pandemic spending in 2019.
Saskatoon is the largest single contributor to Saskatchewan’s visitor economy at 20.33 per cent of visitor spend in 2024 (Regina, 14.87 per cent, rest of province, 64.8 per cent).
Statistics provided from Discover Saskatoon also show that, in 2024, 45.7 per cent of Saskatoon’s visitors were from Saskatchewan, while 28.1 per cent came from other provinces, primarily Alberta, at 13.8 per cent.
Visitors from the United States accounted for 15.9 per cent in 2024, while overseas visitors included a 10.2 per cent account in tourism numbers.
Discover Saskatoon also shared this statistic from the Canadian Tourism Data Collective: Peak Season – Visitors spent the most money in our community in August, the least in January.
Discover Saskatoon seeks to lead the way in tourism opportunities
The Discover Saskatoon CEO says their role is to be out in the world in international markets, identifying and acquiring event opportunities as, without relationship opportunity, Saskatoon options may not be possible.
This tourism organization says they seek to consistently lead the way on how their tourism opportunities can benefit the province.
“We don’t just work with the event or activity pitch, but we also work closely with members of the community, officials and others to pull financial and human resources to acquire these events held in our city,” affirms Clovechok.
Discover Saskatoon’s initiatives and work plays a role in economic growth, job creation and community visibility and vitality.
For instance, the Prairie Lily River boat cruise, a premier Saskatoon, and Saskatchewan tourist attraction, is looking for a new owner/operator.
“We are sharing with our networks, promoting the viable and successful business opportunity this summer attraction offers, often selling out tours. We are partnering in communication in helping others to see the opportunity to be part of this successful business,” says the Discover Saskatoon CEO
Promoting Saskatoon and all of the opportunities and attractions in the bridge city is made more visible through their social media channels and website.
Clovechok notes, “We activate summer teams at our summer festivals, events and activities. We also locate ourselves in partner hotels, in addition to the visitor centre at our office. Our visibility throughout Saskatoon is part of our goal in promoting destination marketing.”
Discover Saskatoon has a team of 20, which includes one person based in Ontario who is responsible for selling Saskatoon as a destination to national business, sporting and cultural events, ensuring Saskatoon is present outside of the province.
Clovechok said a recent meeting with national tourism partners showcased sentiments across the country that there is less interest towards travel to the USA.
“In Saskatchewan, this presents us with a whole new group of people to inspire to come Discover Saskatoon. We are deploying our resources so we can energize people’s appetite for travel in Saskatoon, and Saskatchewan,” adds Clovechok.
Discover Saskatoon works closely with Tourism Saskatchewan and their teams work and meet on a regular basis.
