Ask the Alumni Expert: Jonathan Potts (BComm’92)

University of Saskatchewan (USask) graduate Jonathan Potts (BComm’92) earned a Bachelor of Commerce degree in the College of Commerce—now the Edwards School of Business—before embarking on a successful career in the tourism industry.

On July 1, 2021, Potts became the CEO of Tourism Saskatchewan, which has a mandate that includes marketing, visitor services, education and training, and product and industry development. 

The Green&White asked Potts about what makes the tourism industry unique in Saskatchewan, some of the newest trends in the province, and how tourism contributes to the economy.

Actually, it was the other way around. I pursued a marketing degree because I wanted to get into the tourism industry. Every summer growing up, my family took epic, Griswold-esque vacations in my parents’ LTD II station wagon. I loved it. Every trip, I would pore over maps, as well as accommodation and visitor guides, to learn more about where we could go and where we could stay along the way. I also grew up loving the backroads and hidden gems across Saskatchewan. A few years after receiving my degree, I began working with a consulting firm in Saskatoon, where I got to work on a lot of tourism-related projects and continued to foster my love for the industry. Thankfully, everything came together to form a nice career path.

I’ll answer this from a market perspective. Saskatchewan has strengths that make it uniquely appealing to different markets around the globe. To our American visitors, northern Saskatchewan is the best freshwater fishing destination in North America and the province is also highly regarded for whitetail deer and waterfowl hunting. To European visitors, Saskatchewan’s expansive landscapes, expansive skies, and unhurried pace stand in sharp contrast to where they live. They are attracted to ranch vacations, Indigenous tourism experiences, and RV trips to our parks, where they can enjoy nature and view the wildlife. Saskatchewan is also becoming known in niche markets, such as with dark-sky enthusiasts (we have two of the largest Dark-Sky preserves in North America), birders, and people seeking authentic agritourism and culinary experiences. 

That’s a tricky question to ask someone in my position! Saskatchewan has a tremendous variety of great destinations. I have a few that are special to me, such as Cypress Hills and both blocks of Grasslands National Park. The landscapes and diversity of flora and fauna are outstanding. I also love the North.  I’ve had some amazing experiences on northern lakes and the Churchill River system. The people up there are great, too. Lastly, I would be remiss if I didn’t mention other attractions, like many of our music festivals and dining experiences. I love to chill out to great music, and I can’t keep up with all the wonderful new restaurants constantly appearing in the culinary landscape.

Saskatchewan summers are synonymous with outdoor recreation. Visitors love to bike, boat, camp, fish, hike, paddle—you name it. We’ve got over 100,000 lakes and great summer weather, so it’s easy to find something to do outside. Saskatchewan also has incredible national, provincial, and regional parks.  Some of the best-known ones—like Prince Albert National Park, as well as Cypress Hills, Duck Mountain, Meadow Lake, and Moose Mountain Provincial Parks—each attract hundreds of thousands of visitors each year, yet they don’t feel overrun with people and development like parks in many other places.  Regina, Saskatoon, and many other parts of the province are well-known for putting on fantastic events.  Whether it’s a Saskatchewan Roughrider game or going to one of the many awesome music and cultural attractions and festivals our province is known for, there’s plenty to do. 

If I can make a little pitch here, TourismSaskatchewan.com has an event page that provides a comprehensive listing of festivals and events happening around the province, which is searchable by date, location, and type.

Camping and outdoor recreation are always popular in Saskatchewan, but we are seeing growth in several areas. Demand for Indigenous tourism, for one, has really increased over the past several years.  People from across the country are seeking to better understand Indigenous culture and traditions, as well as our shared history. Our overseas markets, especially in Europe, also have a desire to include Indigenous experiences in their travel to Saskatchewan. This has led to the development of some amazing new and enhanced attractions and experiences at places like Dakota Dunes Resort, Wanuskewin Heritage Park, and Pemiska Tourism at Beardy’s and Okemasis. There are also several locations around the province where people can take part in immersive cultural experiences over a multi-day trip. 

Tourism Saskatchewan is also laser-focused on helping the industry develop several niche markets, such as astrotourism (night sky viewing and photography), birding, culinary/agritourism, wildlife and landscape photography, and snowmobiling, among others. Research drives our marketing strategies, and the numbers show that not only are these activities growing rapidly, but also that Saskatchewan is very well perceived and positioned to capitalize on these opportunities. Although not necessarily large in numbers, niche markets like these tend to be very loyal and motivated, and they are often long-haul travellers who tend to stay longer and spend more money when visiting our province.

Saskatchewan’s tourism industry is on a growth trajectory. According to Statistics Canada, travel spending in the province reached almost $2.85 billion in 2023, outpacing the $2.4 billion in spending that was generated in 2022. Similarly, hotel occupancy rates and revenue for 2023 showed significant growth over the previous year.

Domestic travel is also showing strong numbers. Saskatchewan experienced 21 per cent growth in overnight visitation in 2023, the most out of all Canadian provinces. The Conference Board of Canada predicts that tourism revenues will continue to increase. Long-term, the Conference Board of Canada estimates that Saskatchewan will reach approximately $3.57 billion in annual visitor expenditures in 2028, which puts us ahead of our goal to reach $3.6 billion by 2030.

Most people don’t know that Saskatchewan’s tourism industry employes over 60,000 people, which means that its effect is felt right across the province. Total visits to and within Saskatchewan reached 11.3 million in 2023, which is an increase of 1.5 million visits over 2022.  

Saskatchewan’s tourism industry is very entrepreneurial. Over 95 per cent of all tourism attractions, businesses, and events in the province are small-to-medium-sized enterprises. There is a strong “can-do” work ethic that drives industry operators to be creative and successful. That is reflected in the large number of amazing experiences that can be had right across Saskatchewan. 

Yes, I would encourage everyone reading this, whether they live in Saskatchewan or elsewhere, to discover something new or unexpected on their next trip in the province. There are endless opportunities to have some fun, learn something new, and fill your belly with some fantastic food.