Tourism Saskatchewan will focus its advertising on the domestic market in response to Canadian's travel sentiments regarding the US. (Photo: Fishing at Twin Falls on the Churchill River System courtesy Tourism Saskatchewan/Paul Austring)

By Teena Monteleone

Tourism outlook

Tourism Sask: Canadian inclination to travel to US declined, American travel to Canada remains strong

May 1, 2025 | 5:41 PM

Tourism Saskatchewan doesn’t plan on making any major marketing shifts as the tourism season approaches, despite current Canada-US relations.

American anglers and hunters represent the strongest international tourism market for the province – generating over $120M annually, but Saskatchewan Tourism CEO Jonathan Potts believes visitor numbers won’t be significantly impacted by the trade war or other political tensions that exist.

“That market is still looking to be very strong this summer and fall. The opinions in the United States in terms of travel intentions to Canada have not shifted in the same way that Canadians travel intentions have shifted to the US,” Potts said.

Right now, the US comprises about nine per cent of visitor spending in Saskatchewan. It’s a significant portion, but Potts said it’s concentrated to rural and northern Saskatchewan where the outfitted hunting and fishing experiences take place.

Saskatchewan residents make up about 60 per cent of visitor spending in the province and other Canadians make up about 26 per cent.

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“That’s 86 per cent of spending on average most years that comes from Canadian residents. So, with an uptick in travel sentiment and people wanting to stay here, we anticipate that their overall spending is going to increase, hopefully quite significantly this year in the province.”

Potts pointed to recent data that indicates Canadians are showing a much greater interest in traveling to destinations within the country. In an effort to take advantage of that, Tourism Saskatchewan will increase their investments in the domestic market.

“We’re going to talk about the great things that Saskatchewan has to offer… some of our unique selling features, and so forth, and that will be an entirely positive campaign.”

In response to declines in tourism that a Governor in California blamed on President Trump’s policies, the state recently launched a campaign promoting the strong tourism partnership between California and Canada.

Governor Gavin Newsom’s ad said in part, “Sure, you-know-who is trying to stir things up back in D.C., but don’t let that ruin your beach plans. California is the ultimate playground — over 2,000 miles from Washington and a world away in mindset, from our iconic beaches and national parks to world-class wine, food, and outdoor adventure — there’s something here for everyone. Canada, come experience our California Love.”

Saskatchewan’s tourism market is diversified enough with strong resident travel and steady visitation from both domestic and international visitors, Potts said their marketing strategies don’t need to change that much.

“We’re following a long-term strategy and not cutting our advertising in the US,” said Potts.

“Whatever happens in the short term between Canada and the US, you know we’ll adjust our tactics a little bit, but primarily we’re focused on the long-term growth of the industry and the province and that means sticking to some of the fundamentals that we know will help the industry grow.”

Overall, he said all signs are pointing towards a good year for Saskatchewan tourism in general.

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teena.monteleone@pattisonmedia.com