Product and Visitor Experience Development Strategy for Saskatchewan 2019-2029

Project Overview

This beautiful and vast land draws us together … where time slows – and as you relax, you connect with the people around you.  The existing brand captures the essence of Saskatchewan.  The challenge was to animate the brand pillars: ‘land and sky’, ‘time and space’; and ‘community’ through innovative product and experience development to make Saskatchewan experiences stand out and to increase the value of tourism.  As our discussions progressed across the province, a narrative emerged that captured the richness and diversity of landscape and culture through four experiential themes:

• Embracing Saskatchewan life
• Pursuing the Saskatchewan adventure
• Savouring Saskatchewan flavours, and
• Experiencing Saskatchewan creativity    

Through developing this deeper understanding of place, our team had a stronger basis to assess Saskatchewan as a destination, to appraise growth potential in existing and new markets, and to identify priorities that would stimulate experience development and address all aspects of the value chain that impact on the delivery of memorable Saskatchewan experiences.  The final output is a ten-year strategy that will guide Tourism Saskatchewan’s experience development initiative, provide a common vision for growth and investment with tourism industry partners, and position Saskatchewan as a premier tourist destination.