Saskatchewan, Canada, experience surge in tourism following the release of Chappell Roan's breakup anthem
Saskatchewan, Canada's sunniest province and the fourth-largest in the country, is capitalising on the unexpected viral buzz generated by Grammy winner Chappell Roan's latest single, "The Subway." The song, which highlights the province's sunny landscapes, lakes, and welcoming atmosphere, has sparked a notable tourism surge.
Jonathan Potts, CEO of Tourism Saskatchewan, expressed his delight, stating that the increased attention is "great news for our province." He emphasised Saskatchewan's welcoming nature towards everyone, including those from the LGBTQ+ community.
The province, which is almost the size of Texas and borders Alberta, Manitoba, the Northwest Territories, Montana, and North Dakota, is home to just over 1.1 million residents. It features a diverse range of attractions, from sparkling lakes and expansive prairies perfect for outdoor recreation, to opportunities for trail hiking, angling, and paddling on iconic lakes.
To capitalise on the momentum from the song, Tourism Saskatchewan has launched a marketing campaign focusing primarily on the peak visitor months of June through September. The campaign highlights immersive itineraries curated in partnership with hospitality businesses, campgrounds, and cultural tour guides. It promotes the province’s natural beauty and sincere hospitality, expands wellness and outdoor experience tourism, and showcases Saskatchewan as a destination for both adventure seekers and those seeking peace and quiet.
In addition to the marketing campaign, programs like the Tourism Development Program (TDP) provide financial support to local tourism businesses for expansion, new experiences, and infrastructure improvements, facilitating growth stimulated by increased visitor interest.
Before the official release of "The Subway," Tourism Saskatchewan reported over 230 social media mentions and nearly 40,000 interactions related to the region. In "The Subway," Roan suggests moving to Saskatchewan as a cure for heartbreak. Potts highlighted the abundance of space and opportunities in Saskatwan, stating that half of the province is covered by forests and lakes, with approximately 100,000 lakes in total.
Saskatchewan is known for its peace and quiet, and is also known for having some of the best freshwater fishing in the world. The province boasts approximately 2,000 to 2,500 hours of annual sunshine, making it an ideal destination for outdoor enthusiasts and those seeking a serene getaway.
With its unique natural landscapes, outdoor and wellness activities, and its inclusive, welcoming community, Saskatchewan is poised to transform into a prominent global destination.
- The international community is recognizing Saskatchewan, Canada's fourth-largest province, as a desirable destination, following the viral success of Grammy winner Chappell Roan's song, "The Subway."
- The music video for "The Subway" showcases Saskatchewan's sunny landscapes, lakes, and welcoming atmosphere, which has sparked a significant surge in travel interest.
- To capitalize on this newfound attention, Tourism Saskatchewan has launched a marketing campaign focusing on fashion-and-beauty, lifestyle, home-and-garden, travel, entertainment, and music, promoting the province as a destination for diverse experiences.
- In the future, with its unique natural landscapes, outdoor and wellness activities, and an inclusive, welcoming community, Saskatchewan aims to transform into a prominent global destination for international tourists.
