How content creators are boosting Saskatchewan tourism

As advertising has evolved, tourism destinations are increasingly turning to influencers to showcase their cities and experiences to potential travelers. In Saskatchewan, both Saskatoon and Regina are placing significant emphasis on partnering with content creators to promote their destinations.

Darby Sutherland, the earned media manager for Discover Saskatoon, explains that the city collaborates with both local and international creators to showcase what makes Saskatoon unique. Sutherland mentions that Discover Saskatoon has a content creator program, carefully selecting influencers to fill gaps in the existing content.

Meanwhile, Tourism Regina employs a similar strategy, aiming to position Regina as a top travel destination. Brad Gore, the destination marketing director for Regina, notes that the approach allows the city to reach diverse audiences and highlight the various attractions and experiences it offers.

While some might view influencer marketing as a non-traditional form of advertising, Monica Sarghie, an associate professor of marketing at the Edwards School of Business, argues that such content aids in building a distinctive identity for a destination. Sarghie provides the example of well-known cities like Paris and Amsterdam, emphasizing that these places have their own brand, and travelers seek specific information about them to decide whether to visit.

However, simply getting clicks does not guarantee that creators have effectively transformed viewers into actual tourists. Monica Sarghie raises the question of whether the audience member who watches the content will ultimately become a customer, and if so, how much they will spend and within what timeframe. Will it be an immediate conversion, a long-term engagement, a one-time customer, or a repeat customer?

Recently, Discover Saskatoon put this marketing approach to the test by collaborating with Toronto-based travel and food creator Raymond Cua. While visiting Saskatoon, Cua engaged with locals to discover their favorite dining spots. After receiving hundreds of suggestions, he visited several top recommendations and shared his culinary experiences online.

Cua explains that one of the best ways to learn about a destination is through its food scene, as it allows travelers to connect with locals and gain a deeper understanding of the overall destination. By reaching an audience of over 120,000, Discover Saskatoon hopes that Cua's unique perspective on the local food culture will inspire more Canadians to consider the Prairies for their travel plans.