How content creators are boosting Saskatchewan tourism

Saskatchewan's tourism sector is embracing a modern marketing strategy, leveraging content creators and social media influencers to draw visitors to the province. Both Saskatoon and Regina are actively partnering with creators, both local and international, to highlight the unique attractions and experiences each city offers.

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We look to fill holes in our content already.

Discover Saskatoon works with creators to fill gaps in their existing content and reach diverse audiences. Darby Sutherland, earned media manager for Discover Saskatoon, explains they look for creators with varying audience sizes to best showcase the city's appeal. Similarly, Tourism Regina uses this approach to position the provincial capital as a desirable travel destination, aiming to expose its offerings to different niche markets.

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We can reach different cities, different niche audiences, and really expose the idea of economy and planning a wonderful trip to Regina and all the things it has to offer.

Marketing experts note that this form of content creation helps build a recognizable identity for destinations, akin to established brands like Paris or Amsterdam. However, Monica Sarghie, an associate professor of marketing, points out the challenge of converting online engagement into actual tourism revenue. Questions remain about how many viewers become customers, their spending habits, and whether the conversion is immediate or long-term.

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Think about places like Paris or Amsterdam. They have their own brand. So, if you would think, ‘I want to go there,’ what would you think about? Why would you go there? Well, you have to know certain things about it in order to go.

Discover Saskatoon recently tested this strategy by collaborating with Toronto-based creator Raymond Cua. Cua explored the local food scene, gathering recommendations from residents and sharing his culinary experiences online. With an audience exceeding 120,000, Discover Saskatoon hopes Cua's content will inspire more Canadians to consider Saskatchewan for their travel plans, emphasizing food as a key way to understand a destination through local perspectives.

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One of the best ways to learn about a destination is through food, because that’s also where you get to learn from the locals, which gives you a better understanding of the overall destination.