2 0 1 4 - 2 0 1 6

Otter Lake

2Tourismisoneoftheworldslargestandmostrapidlygrowingsectors.itisapowerfuleconomicgenerator.competitionforapieceoftheexpandingglobaltravelmarketisbecomingexceedinglyfierce.

insaskatchewan,tourismcontributessignificantlytotheeconomyandisamajorsourceofemployment.Theprovinces4,000tourism-relatedbusinessesprovidefull-andpart-timejobstomorethan57,000citizens,approximately11percentoftheworkingpopulation.

atatimewhenanumberofglobalfactors,suchaseconomicstrife,securityconcernsandahighcanadiandollar,hadanegativeimpactontourisminsomeprovinces,saskatchewanwithstoodthechallengesandrecordedsteadytourismgrowthfrom2007onward.in2012,travelexpendituresreached$2.12billion.over12.5millionvisitsweremadetoandwithintheprovincethatyear.

saskatchewanismakingheadlinesforitsthrivingeconomy,wealthofnaturalresourcesandopportunitiesforemployment.itstourismresourcesaresubstantial,too,rangingfrom100,000pristinelakestoanenviableparkssystemtonumerousfestivalsandattractionsthatshowcasetalentandcelebratehistoryandculture.

Thesectorsmostvaluableasset,however,isthepeoplewhoaretheheartandsouloftourismbusinessesandorganizationsdedicatedambassadorsfortheircommunitiesandfortheprovince.aspiritofinnovation,anappreciationofthelandandnatureanddeepprideofplacearecharacteristicscommontosaskatchewanandmakethisprovinceadestinationthatoersremarkablehospitalityandexperiencestolastalifetime.

3overview.................................................................................................2

messagefromthechair.....................................................................4

messagefromtheceo.......................................................................5

Tourismsaskatchewan ......................................................................6

Tourisminsaskatchewan..................................................................7

strategicPlanningProcess.............................................................11

operatingcontext ............................................................................15

strategicPlan ......................................................................................19

measures...............................................................................................23

Castle Butte

Cover: Athabasca Sand Dunes

4likesomanysaskatchewanresidents,myboardcolleaguesandienjoywelcominggueststoourprovinceandweareproudofthereputationthatsaskatchewanhasearnedforitssuperbbrandofhospitalityanditssuccessinhostingvisitorsandevents.

weareequallypleasedthattourismgrowthhaskeptasteadypacemeasuring$2.12billionintravelexpendituresandover12.5millionvisitstoandwithinsaskatchewan

in2012.Tourismiscertainlyamajorfactorinsaskatchewansthrivingeconomyandiskeytoapositiveimagefortheprovince.asectorthatemploysover57,000citizens,itsroleinprovidingjobsandentrepreneurialopportunitiesandcontributingtoqualityoflifeissubstantial.

ithasbeenagratifyingexperiencetobeinvolvedinthisstrategicplanningexercise,motivatedbysaskatchewanspotentialfortourismexpansionandclearlyfocusedonavisionforthefuture.

TourismsaskatchewansboardofDirectorsispleasedtoendorsethenewvisionA vibrant entrepreneurial tourismindustry oering year-round compelling and memorableSaskatchewan experiences;andnewmissionConnect peoplewith quality Saskatchewan experiences and advance thedevelopment of successful tourism operations.

withgreatconfidence,welookforwardtobeingapartoftheactionrequiredtofulfilstrategicprioritiesandachievethegoalssetforth.

normbeugchair,boardofDirectors

5ithasbeenaprivilegeformeandmycolleaguestobeengagedintheprocessofplanningforthefutureofsaskatchewansdynamictourismsector.

ThesearemomentoustimesatTourismsaskatchewan.ThechangetoaTreasuryboardcrowncorporationoperatingundertheministryoftheeconomy,anewmandateandfiscalyearandrenewedorganizationalstructureoerbothinterestingchallengesand

excitingopportunities.giventherealitiesofafiercelycompetitiveglobaltourismindustry,itiscriticalforustobeinformed,strategicandproactive.

saskatchewanistrulyaspecialplacevastinsizeandgeographicallystunningwithadiverseandenviablearrayoftourismresources.nearly100,000lakes,amassivestretchoflushborealforestandover130parksoerlimitlessopportunitiesforoutdoorrecreation.complementingthelistoftourismassetsarefascinatinghistoricsitesandattractions,colourfulfestivals,avibrantculturalcharacter,dynamicurbancentresandabrandofhospitalitythatissecond-to-none.ourprovinceisblessedwithfourdistinctandbeautifulseasonsarealitythathasshapedthecharacterofpeoplewholivehereandprovidesahostofopportunitiesandexperiences.

Tourismsaskatchewansfocuswillbeonconnectinggreaternumbersoftravellerswithexceptionalsaskatchewanexperiences.Thefollowingpagesplotacourseofactionthatweareconfidentwillleadtosuccess.

ThisisaplannotjustforTourismsaskatchewanbutfortourisminsaskatchewan.itwasguidedbyconsultationswithindustrythatmadeclearsomeofthebarrierstoovercomeandstrengthsonwhichtobuild.itsgoalswillbeachievedthroughcollaborationwithindustry,withgovernmentpartners,withorganizationscommittedtoadvancingtheprovincestourismsector.

Tourismsaskatchewanlooksforwardtotheadventuresahead.

Patfiaccoceo

neW ManDate

6

Tourismsaskatchewanisresponsibleforin-andout-of-provincemarketingofsaskatchewanasatourismdestinationandforprogramsandservicesthatpromotegrowthandadvancementofthetourismsector.itpartnersinindustry-governmentmarketingprograms,providesvisitorservices,undertakesmarketresearchandleadstourismproductdevelopment,includingprogramswithaparticularfocusonsupportingmajorsportingandculturalevents.

Theorganizationwasinitiallycreatedin1994thoughTheTourism Authority Act thatestablishedanindependentbodycommittedtoadvancingtourismintheprovince.

in2012,thegovernmentannouncedthatTourismsaskatchewanwouldbecomeaTreasuryboardcrowncorporation.influencingthisdecisionwerepointsidentifiedinareviewcommissionedbythegovernmentofsaskatchewanin2009.A Review of the Tourism System in Saskatchewan anditsfindingsweremadepublicinmarch2012.

fourspecificitemswereidentifiedbygovernmentthatwouldalignTourismsaskatchewansactivitiesandfocuswiththegovernmentsagenda:1.bettercoordinationoftheprovincialimage;2.lead,withinputfromthetourismindustryandstakeholders,along-termvisionfortourisminsaskatchewan;

3.Developaneventhostingstrategyforsaskatchewan;4.conductafunctionalreviewoftheorganizationwithintheguidelinesissuedtoallgovernmentministries.

onJuly1,2012The Tourism Saskatchewan Act wasproclaimedandanewskills-basedboardofDirectorsappointed.operatingundertheministryoftheeconomy,workandactivitiesarealignedwithgovernmentsvision,prioritiesandgoals.Thiscollaborationandalignmentaimsforgreaterecienciesinthedeliveryofservices,fosterseconomicgrowthandcontributestoqualityoflifeandopportunitiesforsaskatchewancitizens.additionally,thiseortestablishesconsistent,morewidespread,positivemessagingaboutsaskatchewanasagreatplacetolive,work,investandvisit.

Tourismsaskatchewansceoisresponsibleforalloperationalactivitiesandexecutiveoceservesasthemaininterfacebetweenthecorporation,theboardofDirectorsandgovernment.Threedivisionsmanagetheworkundertakentoachievethegoalssetforthinthestrategicplan.Thesedivisionsare1)marketingandcommunications,2)industryandcommunityDevelopment,and3)corporateservices.

to market saskatchewanasatourismdestinationindomestic,nationalandinternationalmarkets;

The Tourism Saskatchewan Act,proclaimedin2012,identifiesthecorporationsprescribedmandate.Tourismsaskatchewansfunctionsare:

to provide visitorinformationservices;and

to develop and promote thequalityoftourismproductsandservicesinsaskatchewan;

to assist saskatchewanstourismindustryoperatorstomarkettheirproducts;

to undertake anyotheractivitiesorfunctionsassignedbythelieutenantgovernorincouncil.

Tobin Lake

8ThevalueofsaskaTchewansTourismsecTorTourismcontributessignificantlytothesaskatchewaneconomy,generatingover$2.12billion intravelexpendituresin2012.over12.5million visitsweremadetoandwithintheprovincethatyear.

Theconferenceboardofcanadaspreliminaryfindingsfor2013(JanuaryJune)indicatesaskatchewanstourismsectortobeamongthetopthreeperformersincanada.overall,sectorgrowthforsaskatchewanisestimatedat5.3percentoverthesameperiodin2012(slightlybehindnewfoundland/labradors5.5percentgrowthrateandaheadofalbertas4.9percent).averagetourismsectorgrowthforcanadaisanestimated3percent.

saskatchewanhadthesecondlargesthoteloccupancyrate(afternewfoundland/labrador),recordedat66.2percent.Therewas4.1percentgrowthinroomsupply,a4.8percentincreaseinroomratesandrevPar(revenueperavailableroom)increasedby3.8percent.

DirectborderentriesforoneormorenightsfromtheunitedstatestotheendofJunewereupslightly(1.6percent)aheadoftheoverallcanadianaverage(0.5percent).Thisisaftergrowthof6.9percentinunitedstatesdirectentriesforoneormorenightsin2012.

enhancingcommuniTiesThroughemPloymenTanDoPPorTuniTiesTourismisasectoroffiveindustries:accommodation;foodandbeverage;recreationandentertainment;Transportation;andTravelservices.

virtuallyallotherareasofbusinessorcommerceareinfluencedbyactivitiesintourism.

avibranttourismsector,onecommittedtoproductandserviceexcellence,reflectsapositiveimageforadestinationandcontributestothesuccessofotherbusinesses.

saskatchewanhasapproximately4,000tourism-relatedbusinessesthatprovidefull-andpart-timeemploymenttoover57,000citizens,11percentoftheworkingpopulation.Therearetwiceasmanypeopleemployedintourism-relatedjobsthanintheminingandoilandgassectorscombined.

saskatchewanstourismsectoris95percentsmall-ormedium-sizedbusinesses,withalargesegmentofthoselocatedoutsideoftheprovincestwomajorcities.seventy-ninepercentoftourismbusinessesandeventsaresituatedincommunitiesotherthanreginaandsaskatoon,and51percentoftourism-relatedemploymentisintheseareas.

TourismbenefiTsQualiTyoflifeastrong,healthytourismsectorbenefitssaskatchewancitizensonmanylevels.itcontributestothequalityoflifethroughpublicinvestmentsininfrastructure,transportation,provincialandregionalparks,culturalactivities,attractions,events,recreationalfacilitiesandotherareas.

Tourismisavaluablesourceoftaxrevenueforalllevelsofgovernment.in2012,tourisminsaskatchewangenerated$579million intotaltaxes.

federaltaxes ...................................................$280millionProvincialtaxes...............................................$264millionmunicipaltaxes ..............................................$34.5million

Total....................................................................$579million

Tourismisanimportantexportindustry.exportrevenuefor2012totalled$576.6million.Thisisnewmoneycomingintoourprovince,stayinginourprovince,andbenefittingcitiesandtowns,municipalities,communitiesandthepeoplewholiveandworkinsaskatchewan.

9whaTareThebenefiTsofavibranTTourismsecTor?

increasedprofilePositiveimageemploymentopportunitiesincreasedtaxrevenuesgreaterresidentprideincreasedvolunteerismgreatercommitmenttoserviceexcellencegreaterdiversificationoftourisminfrastructuregreaterselectionofexperiencesimprovedservicesandamenitiesshopping,recreationalfacilities,accommodations,restaurants,culturalfacilities,healthfacilities

improvedtransportationandcommunicationsservicesfavourablelifestylechanges

whobenefiTs?

hotelsbedandbreakfastsParkscampgroundsrestaurantsandclubslocalshopsandretailerswinerieswineandspiritprovidersfarmersmarketslocalfoodproducersTheatresgalleriesartistsandentertainersculturalinstitutionsandattractionshealthclubsandservicesrecreationalfacilitiesTaxidriverscarrentalsTravelagentsairportsair,busandraillinesTruckingcompaniesgasstations,automotiveservicesTradesconstructioncompaniesandemployees,electricians,plumbers

architectsandbuildersmanufacturersmediaadvertisingandcommunicationsfirmsbanksandcreditunions

howDoesTheinDusTryconTribuTeToThelocaleconomy?

Taxescollectedonservicesandproductswagesandsalarieslocalbusinessessupportedutilities,servicesusedgoodspurchasedcapitalinvestmentsTransportationofgoodscommissionstoagentslegalandprofessionalservicesmarketingandadvertisingpurchasedinvestmentsininfrastructurecommunityrevitalizationandimprovement

whaTgooDsanDservicesDoTravellersPurchase?

accommodationsmealsTransportationToursentertainmentrecreationattractionandeventticketsshoppingandlocalproductsadditionalservices

10

saskaTchewansTourismmarkeTssaskatchewansprimarytravelmarketisitsownresidents,whoaccountedfor86percentofvisitstotourismbusinesses,attractionsandeventsin2012and71percentofovernightorlongervisits.ofthe10.8millionresidentvisits,7.3millionweresame-daytrips,whilestaysforoneormorenightsnumberedover3.5million.

Totaltravelexpendituresfortheresidentmarketwere$1.4billionwithanaverageperpersonspendof$129.23.residentspendingonovernightorlongervisitswas$712.9millionwithanaveragespendof$200.60.

albertaisthesecond-largestmarket,withresidentsofthatprovincemaking811,000visitsherein2012for6percentoftotalsaskatchewanvisits.Theyaccountfor14percentofovernightorlongervisitsand$206millionor10percentofexpenditures.ofthosevisits,104,000weresamedayand707,000foroneormorenights.albertansspendanaverageof$278.07onovernightorlongervisits.

forbothmarketssaskatchewanresidentsandalbertanstheprimaryreasonforovernightorlongervisitsisvisitingfamilyorfriends,followedbypleasureorvacationtrips.

Travellersfromtheunitedstates(overnightorlonger)numbered147,000in2012,for3percentofovernightorlongervisits.Travelexpendituresfromthismarkettotalled$86.1million,withanaverageperpersonspendof$573.98.

huntingandfishingweretheprimaryattractionsfor57percentofthesevisitors.Theremainderwerelargelypass-throughvisitors,crossingsaskatchewanontheirwaytootherdestinationsinwesterncanadaortoalaska.

measuring58,800overnightorlongervisitsin2012,theoverseasmarketaccountedfor1.1percentoftraveltosaskatchewanand$80.2millioninexpenditures.europeans,primarilyfromtheunitedkingdomorgermanytravellingforvacation/pleasureortovisitfriendsandfamily,arethelargestsegment.Thirty-sixpercentoftravelisfromasiaandthePacificregionthePhilippines,australiaandchina.motivationtotraveltosaskatchewanincludesuniversitystudy,visitingfamily,businesstravelorshort-termwork.Theaveragespendbyinternationalvisitorsis$1,363.83.

overnightorlongervisitstosaskatchewanbyorigin2012

overseas:58,800-1%

unitedstates:147,400-3%

othercanada:517,000-10%

alberta:707,000-14%

saskatchewan:3,554,000-71%

expendituresonovernightorlongervisitsbyorigin2012

overseas:$80,193,000-6%

unitedstates:$84,604,000-7%

othercanada:$213,674,000-17%

alberta:$196,596,000-15%

saskatchewan:$712,937,000-55%

SaskTel Saskatchewan Jazz Festival

withthepassingofThe Tourism Saskatchewan Act onJuly1,2012,TourismsaskatchewansnewlyappointedboardofDirectorswasestablished.bymid-november,anewchiefexecutiveocerwasnamed.

aneworganizationalstructurewasputinplace.Threedivisionsreporttotheceo:1)marketingandcommunications,2)industryandcommunityDevelopmentand3)corporateservices.executiveoce,alongwiththeexecutiveDirectorsofeachdivisionformtheexecutiveleadershipTeam(elT).

achangetoTourismsaskatchewansfiscalyear,fromoctober1-september30toapril1-march31,furthercomplementedthealignmentwithgovernment.

strategicplanningwasatoppriorityfortheboardofDirectorsandtheelT.arequestforProposalswasissuedandtheTourismPlanninggroupwascontractedtoleadtheprocess.Theworkwouldentailestablishingadirectionandstrategicprioritieswithavisionto2020asmotivationavisionnotjustfortheorganizationbutfortourisminsaskatchewan.

outofthishigh-levelplanningprocesswouldemergeaframeworkfordevelopingarollingbusinessplan.focusingonservingthebestinterestsofthetourismsector,theprocesswasdesignedto:gainaclearerunderstandingofthebiggerpicture;Developacorporatestrategyresponsivetotodayschallengesandopportunities;

engagestakeholdersandconsultwithindustry;andrepositiontourismasacriticalcomponentoftheeconomy.

12

fromtheonset,consultationwithindustrywasapriority.infebruary,asurveywasemailedto2,543Tourismsaskatchewancontacts.Thesurveyreceivedastrongresponse,14to19percentdependingonthequestion.

itspurposewastogatherinformationonmarketingactivities,plansforcapitalinvestment,currentchallenges,awarenessofTourismsaskatchewansresponsibilitiesandservicesandothertimelyissues.

Theinformationcollectedwascriticaltothefirststrategicplanningmeeting.TheboardofDirectors,elTandconsultantgatheredinfebruaryforatwo-dayretreat.Theagendainvolveddraftingapreliminaryvisionstatement,discussingmissionandcorporatevaluesinrelationtothisvisionandidentifyingstrategicprioritiesandacourseofactionforachievingtheaspiredgoals.

industryconsultationstookplacethroughoutthespring.Telephoneinterviewswereconductedbytheconsultantwith41individualsrepresentingarangeoftourismbusinessesandassociations,andanumberofsaskatchewancommunities.Theywereprovided,inadvance,withanoverviewofthedraftstrategicframework,vision/missionstatementsandcorporatevalues.Thesessionsyieldedvaluableinformationandgavestakeholdersachancetosharetheirviewsonwhereeortsshouldfocusinordertostrengthenandgrowtheindustryandachievethedraftvision.

inmay,twoworkshopsfacilitatedbytheconsultantwereheldinsaskatoon.bothinvolvedparticipationbytheelT.representativesofdestinationmarketingorganizationsinreginaandsaskatoonandkeyindustryassociationswereinvitedtothefirstworkshop.Theywereprovidedwitha

13

La Reata Ranch

14

backgroundpaperinadvance.Topicsfordiscussionincludedthecurrentoperatingcontextandindustrychallenges,thedraftstrategicframeworkandstepsnecessarytomovetourismintheprovincetothenextlevel.

Thesecondmeetingbroughttogetherrepresentativesofanumberofdestinationmarketingorganizationsanddestinationareas.inadditiontoreviewingthedraftdocumentsanddiscussingcurrentchallenges,thisgroupsharedinsightsonsaskatchewansuniqueattributesandsellingtheseexperiencestotravellers.TheworkshopwasalsoanopportunitytodiscussTourismsaskatchewansroleinfacilitatingthegrowthofcommunityanddestinationareatourism.

TourismsaskatchewanselTandseniormanagementparticipatedinatwo-dayfacilitatedsessiontoreviewtheinformationgatheredduringpreviousworkshopsanddraftkeyactionsforthenextthreeyears.

inJune,theTourismPlanninggroupsubmitteditsdraftreport.furtherdiscussionofthedraftstatementsfollowedand,inJuly,theboardofDirectorsgavefinalapprovaltoanewvisionandmissionandtocorporatevaluesandguidingPrinciplesthatchartacourseforTourismsaskatchewanonethatwillleadtotourismgrowthandgreaterawarenessofsaskatchewanasadestination.

conT e x T

PawsnPaddles Wilderness Tours

16

Thereareanumberoffactors,onaglobalscale,thathaveanimpactonsaskatchewanstourismsector.

globalfacTors

economic uncertainty recoveryfromtheglobal

recessionisuneven.Thisfact,coupledwith

fluctuationsinexchangeratesincreaseschallengesin

buildinginternationaldemand.astrongprovincial

economyisplayingakeyroleinmaintainingthe

domesticvisitornumbers.atthesametime,greater

wealthintheprovinceseesresidentslookingbeyond

ourbordersandcontributestogrowthinoutbound

travel.

global competition Thechoiceofcompelling

destinationstovisitisexpanding.increasedmarketing

investmentsbyothercountriesandheightened

emphasisonestablishingstrongandemotive

destinationbrandsisreducinginboundtravelto

saskatchewanandincreasingoutboundtravelfrom

theprovince.

traveller expectations Thereisagrowingdemand

forengagingexperiences,authenticityandquality.

visitorsareseekingexperiencesthatarememorable

andenablethemtoconnectemotionallywitha

destination.giventhisreality,destinationsthatdeliver

theseexperiencesandareinvestinginproductand

servicestomatchexpectationsarecapturinga

considerableshareofthetravelmarket.

Demographics awarenessandunderstandingof

currentsocialandculturaltrendsarecriticalto

developingtourismproductsandexperiencesand

beingcompetitive.Thetravelpatternsofretiringbaby-

boomers,theshiftinlifestylevaluestowardagreater

consumerfocusonsustainability,immigrationtrends

andthegrowingnumberofnewcanadians,along

withtherelativeyouthfulnessoftheprovinces

populationareallfactorsthatneedtobegiven

consideration.

technology newtechnologiesandrapidlychanging

trendsdemandaproactiveapproach.astheconsumer

continuestoinfluencethemessage,itisbecoming

criticaltofocusonallexistingandpotential

technologicaltouch-pointswiththevisitorduringthe

pathtopurchase.

17

consultations with industry identified a number

of barriers:

agingproductandinfrastructure(roadconditions,

tourismsignage,publicreststops/washrooms)

limitedmarketingbudgetsforsmalloperators/businesses

limitedbudgetformarketingtheprovinceand

competitionfromneighbouringprovinces(alberta,

britishcolumbia)

misunderstandingoftourismsomebusinesses/

communitiesfailtoseethemselvesaspartofthesector

Deficitofoperatorswhoaremarket/exportready

undevelopedexperientialtourismopportunities,lack

ofdiversityinexperientialoerings

shortageofskilledandunskilledlabour

lackofsaskatchewaninboundtouroperators

limitedcapacitytoaccommodatehighernumbers

ofvisitors

inconsistentstandardsandqualityofservice

lackofsuccessionplanning

airaccessandtransportationissues

Declineinamericanhuntandfishmarkets

ongoinggrowthinresidentoutboundtravel

federalpoliciesaectingnationalParks

challengesTogrowThinadditiontoglobalissues,therearerecognizablechallengesthatcompromisesaskatchewansabilitytocompeteandcaptureafairshareofthelucrativeglobaltravelmarket.

18

Unique selling propositions:

four-seasondestinationwithpotentialtodevelop

winterproduct,expandhuntingandfishing

opportunities

geographicdiversity,impressivelandscapes,wondrous

naturalfeatures

vastopenspaces,magnificentlivingskies

Pristineenvironmentcleanair,abundanceoffresh

water,senseoftranquility

firstnationsandmtisculture/history

settlementhistorycolourfultapestryofcultures

andtraditions

agriculturalstorymajorworldfoodprovider

locallygrownproducts,culinaryexperiences

scienceandinnovation,resource-richprovince

exceptionalreputationforhospitalityandsuccessin

hostingeventsoutstandingvolunteercore

bestofbothworldsimpressiveurbancentresagainst

abackdropofnature

uniquefestivalsandeventsyear-roundactivities

enviablequalityoflife

oPPorTuniTiesThereisnodenyingthatsaskatchewanisaspecialplaceonethathasmanyoftheattributesthattravellersseekinadestination.giventheprovinceslistoftourismassetsandopportunities,thereisgreatpotentialforbuildingonthesectorsstrongfoundationanddevelopingtourismproductsandnewmarkets.

Bualo Pound Lake Selwyn Lake Lodge Craven Country Jamboree

Cypress Hills Eco-Adventures

20

guidedbyitsnewvision,missionandvalues,alongwith

currentresearchandtheknowledgegatheredfromindustry,

TourismsaskatchewanhasidentifiedthreestrategicPriorities.

successandgrowthofthesectorwillbeachievedby

dedicatingresourcesandeortstothefollowing:

sTraTegicPrioriTies vision:avibrantentrepreneurialtourismindustryoeringyear-roundcompellingandmemorablesaskatchewanexperiences

mission:connectpeoplewithqualitysaskatchewanexperiencesandadvancethedevelopmentofsuccessfultourismoperations

guiDingPrinciPles:alignmentalignouractivities,internallyandwithstakeholders

collaborationcollaborateforthemutualbenefitoftheorganizationandourstakeholders

market-drivenensureinitiativesaremarket-driven

accountabletoindustry,publictaxpayersandgovernment

corPoraTevalues:nurtureavibrantandcreativeorganizationdedicatedtoservingtheindustryandthevisitor

empowereachotherandourstakeholderstobeinnovativeandtotakerisks

workcollaborativelytobuildeective,respectfulrelationshipsandaninclusiveapproachforthepurposeofdeliveringexcellentresults

markeTingsaskaTchewanexPeriences

Key actions:

createandimplementastrongtourismidentity

forsaskatchewanthatinstilsprideinresidents

andresonateswithvisitors

generateexcitementaboutsaskatchewanstourism

experiencesinkeymarketstoincreaseawareness,

visitationandexpendituresthroughthefollowing

tactics:

-reviewgeographicandproduct/experience

marketstoidentifyandprioritizekeymarkets

-Developamarketreadinessprogram

-Developacomprehensivemarketplanthatisin

fullalignmentwiththetourismidentity

leadandengagetourismstakeholderstopromote

alignmentinmarketingstrategies

21

DeveloPingsaskaTchewanexPeriences

Key actions:

championindustryexcellencetobuilduniqueand

memorablesaskatchewanexperiencesthrough

developingandimplementingthefollowing:

-Qualityexperiencestrategy

-Tourismhumanresourcestrategy

-majoreventhostingstrategy

buildasupportiveenvironmentthroughpartnershipsthat

enablethesectortofullyrealizeitspotentialthrough:

-identifyingopportunitiestoalignactivitieswithnon-

traditionalpartners

-strengtheningtourismopportunitiesinstrategic

destinationareasandproductclusters

saskaTchewanevenThosTingsTraTegy

Vision: saskatchewanwillbeanenticingdestinationthatattractsandsuccessfullyhostsnationalandinternationalevents.TheeventhostingProgramwillsupporteventsthatcontributetotheprovincialeconomyandenhancequalityoflifeforresidents

Mission: Toassiststakeholdersinattractingandhostingeventsthroughpromotion,collaboration,adviceandfinancialsupport

Tourismsaskatchewansrole:awarenesscollaborationandcommunicationaccountability

100QualiTyexPeriences

forsaskatchewantobecompetitiveasatraveldestination,commitmentandinvestmentarerequiredtoexpandtheinventoryofuniqueandmemorableexperiences.agoalof100QualityTourismexperiencesispartofthevisionfortourismintheprovinceby2020.

22

fosTeringoPeraTionalexcellence

Key actions:

Developandutilizesystemsandprocessestosupport

eectivecommunicationandknowledgesharing

identifyandintegrateinnovativeandcreativesolutionsto

achievecontinuousimprovement

supportaninternalculturethatencouragescontinuous

employeedevelopmenttoensureacommittedand

engagedworkforce

Standing Bualo Powwow

Programreview

Toensureprogramsandservicesarerelevant,eectiveandappropriatetotheneedsofindustryandstakeholders,aswellasalignedwithgovernmentpriorities,TourismsaskatchewanwillengageinProgramreview.eightprogramstreamswillbeexaminedoverarevolvingthree-yearschedule.

Flip Eatery & Drink, Regina

24

Deliverable Performance Measure Unit Benchmark (2011-12)

1.marketingresults Totalimpressionsgenerated # 732million

2.marketingresults Directeconomicimpact $ 41.84million

3.marketingresults roiforevery$1spentonadvertising $ 40

4.marketingresults Totalconsumercontactsmadetoand # 2.4millionwithTourismsaskatchewan

5.marketingresults Totalindustrypartnersinvolvedin # 1,329marketingactivities

6.marketingresults Totalexpenditureofindustrypartners $ 904,752involvedinmarketingactivities

7.events Totaleventssupportedby # 16Tourismsaskatchewan

8.events Totalexpenditureofeventssupported $ 1.2millionbyTourismsaskatchewan

10.TrainingDelivery Participantsintrainingprograms # 3,329

11.QualityassuranceProgram* accreditedtourismoperators # na

12.ProductDevelopment* QualityTourismexperiences # na

industry Outcomes** Performance Measure Unit 2011-12

a.Tourismrevenues Totalexpendituresbytravellers $ 2billioninsaskatchewan

b.visits visitsbothsamedayandovernight # 11.9millioninsaskatchewan

c.events economicimpactgeneratedbymajor $ naeventssupportedbyTourismsaskatchewan

D.employment numberofindividualsemployedina # 57,300tourism-relatedprofession

*newprogramstobeginimplementationin2014-15

**Tourismsaskatchewancontributestotheachievementofbroadertourismindustryoutcomessuchasincreasesintourismrevenueandvisits.Theeortsofotherdestinationmarketingorganizations,aswellassmall-andmedium-sizedenterprisesalsohaveanimpactontheperformanceofthesector.giventhatitisdiculttolinktheresultsinthetourismsectordirectlytotheeortsofTourismsaskatchewan,targetsforindustryperformanceindicatorshavenotbeenset.

Lake Diefenbaker

26189 - 1621 Albert StreetRegina, SK S4P 2S5Phone: 306-787-9600Fax: 306-787-6293

102, 202 - 4th Avenue NSaskatoon, SK S7K 0K1Phone: 306-933-5900Fax: 306-933-6250

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