2024 YEAR IN REVIEW
January 2025 marks one year since Tourism Regina moved into the City of Regina. Over the past year, Tourism Regina has restarted its promotional efforts, enhanced its event activations, and expanded its visitor interactions. This document highlights some key achievements of the Regina tourism industry and Tourism Regina in 2024.
MANDATE
Tourism Regina, a branch within the City of Regina administration, leads the marketing of Regina as a tourist destination and promotes the development and growth of the City’s tourism industry.
We are focused on attracting day and overnight visitors to the City, by promoting our family friendly attractions, and being the best event hosts in Canada We will increase tourism revenues by supporting industry in the development and delivery of remarkable experiences.
INDUSTRY PERFORMANCE
Industry performance is analyzed through key metrics from the tourism sector to highlight trends and growth areas. This includes data on flight arrivals, hotel occupancy rates, and insights from the Canadian Tourism Data Collective.
Flight Demand Hotel Occupancy
681,998 PASSENGERS ARRIVED +16% vs. 2023
Visitor Spend
56% AVERAGE OCCUPANCY vs. 54% in 2023
Regina is currently forecasting to surpass $625M in estimated visitor spending for 2024. This is the first time that tourism spending would exceed pre-pandemic levels. From January to October 2024, this represents a 24% increase compared to the previous timeframe in 2023.
24%
INCREASE IN ESTIMATED VISITOR SPENDING
EVENTS & ACTIVATIONS
Events and activations showcase the key activities and major events hosted. This includes 2025 events to look forward to, as well as visitor interactions and inquiries.
Events Hosted
Regina proudly hosted numerous events in 2024, inviting guests to experience the city’s vibrant culture and community spirit.
2024 Montana's Brier
Queen City Marathon
Canadian Western Agribition
Looking Forward
In 2024, efforts were focused on securing future events to bring even more excitement and vibrancy to Regina. Major events coming to Regina in 2025 include the Vanier Cup, Skills Canada Competition, Futsal Canadian Championship, CFL Combine, and Spo Ho Xperience.
Visitor Interactions
In July of 2024, Tourism Regina opened two Visitor Kiosks, at City Hall and the Regina International Airport. Over the course of six months, the kiosks saw a total of 408 interactions (phone & inperson).
76% INCREASE IN VISITOR INTERACTIONS
231 total interactions in 2023
49% OF INTERACTIONS WERE OUT-OF-TOWN VISITORS
MARKETING & COMMUNICATIONS
Marketing and communications focuses on the effectiveness of campaigns and engagement efforts across various platforms. This includes performance data from seasonal campaigns, organic social media growth, advertising results, and email marketing performance, all providing insights into the reach and impact of promotional efforts.
Social Media Overview
Tourism Regina’s social media plan highlighted key attractions, events, and food & drink. Follower growth reflects the full year, while reach and impressions are 2024 totals with percentage increase from Jul-Dec.
Campaign Results
Tourism Regina conducted a spring-summer campaign and a fall-winter campaign, that focused on multiple unique Regina visits, aimed at four audience personas: Event visitors, pleasure visitors, business visitors, visiting friends and family.
45,020
TOTAL FOLLOWERS
+7% vs. 2023
867,587
TOTAL REACH
+9%
1,253,266
TOTAL IMPRESSIONS
+18%
10.4million
TOTAL IMPRESSIONS
48,000
TOTAL CLICKS
2.6million TOTAL REACH
27,000
TOTAL WEB PAGE VIEWS
Email Marketing
Tourism Regina started an email marketing program in spring of 2024. Subscribers receive insider tips on Regina’s must-see attractions and hidden gems, updates on upcoming events / festivals / cultural happenings, and exclusive offers and discounts at attractions and activities. Subscribers have grown to over 2,500 subscribers by the end of 2024.
2,581 1,749 1,209 1,159 1,049 629 342
Website Results
Significant changes were made to Tourism Regina’s website, including updated branding, directing paid campaigns to curated landing pages, and an updated and expanded events calendar.
314,774
TOTAL VIEWS
+60% in last six months
166,130 TOTAL USERS +60% in last six months