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Saskatoon is celebrating a notable increase to its “visitor economy” during National Tourism Week.
According to Discover Saskatoon, the city is leading the province in tourism growth thanks to its visitor economy – a figure that adds up the total impact of tourism on a region – reaching $897.5 million, a 12.5 per cent year-over-year increase and about 14 per cent of the province’s total.
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Discover Saskatoon said the numbers reinforce Saskatoon’s place as “a key economic driver in Saskatchewan.”
“The results, released by Discover Saskatoon, highlight strong performance across business events, sport and major events, travel trade, and destination marketing,” the organization said in a statement.
Stephanie Pocha, CEO of Discover Saskatoon, called tourism a “major force” in both the local and provincial economies.
“This growth reflects the coordinated efforts of Saskatoon Destination Marketing Hotels, Discover Saskatoon, the City of Saskatoon and Tourism Saskatchewan to attract visitors, secure high-value events, and position Saskatoon as a competitive destination on both the national and international stage,” Pocha said.
According to Discover Saskatoon, the city hosted 36 conferences in 2025, with a 50 per cent bid-win rate – higher than the industry average of 30 per cent. One of the most significant bids won was for the 2028 IFAMA World Conference, which is expected to bring global food and agribusiness leaders to the city.
Other high-value business events welcomed to Saskatoon included the Midwestern Legislative Conference, which was estimated to have garnered around $500,000 in economic impact. Saskatoon is also set to host the 2026 Canadian Country Music Awards and the 2027 Montana’s Brier.
Discover Saskatoon said the city secured 11 sport and major events last year, leading to 6,420 nights booked in hotel rooms and a 125 per cent bid-conversion rate. About 10,000 spectators attended a Skate Canada International event on each day it was held in November, leading to $1.3 million in economic impact, the organization added.
Group travel programs confirmed through 2028 are also bringing visitors to Saskatoon from as far as Brazil, Japan and Europe, with visitors booking multi-day packages with itineraries. That international travel growth could generate close to $3 million in economic impact through just 280 confirmed international tourists, Discover Saskatoon noted, saying that impact “translates into economic growth, job support, and global positioning for our city.”
The organization also shared its marketing results from 2025, calling its performance “strong” with an audience reach last year of 38.7 million and 847,600 visitors to its website. Discover Saskatoon said its campaigns are meant to “convert interest into visitation” in order to directly benefit local businesses and attractions.
Discover Saskatoon said tourism revenue tied to travel trade programs increased by close to 300 per cent, with funds being reinvested into conservation, education and river-valley infrastructure thanks to Discover Saskatoon’s relationship with the Meewasin Valley Authority.
“With strong momentum across all sectors, Saskatoon continues to position itself as a destination that can compete, host, and deliver measurable economic impact,” Discover Saskatoon’s release read.
National Tourism Week runs from Monday through Friday, while Saskatchewan Tourism Week will be recognized next month, from May 25-29.
