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 i
730,677 PASSENGERS ARRIVED +7% vs. 2024
57%
ii
AVERAGE OCCUPANCY
+2% vs. 2024
Visitor Spend Regina is forecasting to exceed $620M in visitor spending in 2025, representing an 8% increase from the previous year.
8%
iii
INCREASE IN ESTIMATED VISITOR SPENDING
i. Regina Airport Authority - 2025 Total Passenger Numbers ii. Hotel Association of Canada - 2025 Forecasted Hotel Occupancy Rates iii. Canadian Tourism Data Collective
EVENTS
& Activations Events and activations showcase major hosted activities, spotlight upcoming 2026, 2027 and 2028 events, and capture visitor engagement and inquiries.
Events Hosted In 2025, Regina welcomed guests to a wide array of events, showcasing the city’s vibrant culture and community spirit. Tourism Regina played an active role in 41 events, providing marketing support, resources, and services to encourage attendees to visit local attractions, stores and restaurants during their stay. Of these, several events received funding through the Events, Conventions, and Tradeshow (ECT) Fund, resulting in 171,900 delegates, 17,839 room nights, and an estimated economic impact of over $135 million. Some notable events include Skills Canada Competition, Canoe-Kayak Sprint National Championship, and Vanier Cup.
171,900 TOTAL DELEGATES
17,839 TOTAL ROOM NIGHTS
$135M TOTAL ESTIMATED ECONOMIC IMPACT
Looking Forward Regina is preparing to host several significant events in the coming years, including Gymnaestrada in 2026, the Grey Cup in 2027, and the Can-Am Police-Fire Games and Jeux de la francophonie canadienne in 2028. These events will further highlight the city’s culture, community, and capacity to host major national and international gatherings.
Visitor Interactions Tourism Regina operates two Visitor Information Kiosks, at City Hall and the Regina International Airport. These kiosks had 1,341 visitor interactions (phone and in-person) and distributed 2,686 pieces of collateral in 2025.
1,341
2,686
VISITOR INTERACTIONS
PIECES OF COLLATERAL DISTRIBUTED
Merchandise Program Tourism Regina launched its merchandise program in the spring of 2025, offering Tourism Regina and City of Regina merchandise for sale at Tourism Regina’s Visitor Information Kiosks. These kiosks sold 360 items in 2025, with Charlie the Chickadee Squishmallow ending up as the top-selling product.
360 MERCHANDISE ITEMS SOLD
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
Campaign Results
In 2025, social media efforts were focused primarily on highlighting Regina’s unique neighbourhoods and things to do around the city, including key attractions, events, and food & drink.
Tourism Regina conducted two seasonal campaigns: spring-summer and fall-winter. Both campaigns promoted unique Regina visits, aimed at four audience personas: Event visitors, pleasure visitors, business visitors, visiting friends and family.
61,148 TOTAL FOLLOWERS
+10.4% vs. 2024
2,440,078
29 million
76,936
TOTAL IMPRESSIONS
TOTAL CLICKS
7 million
95,433
TOTAL REACH
TOTAL WEB PAGE VIEWS
TOTAL REACH
+181% vs. 2024
3,426,614 TOTAL IMPRESSIONS
+173% vs. 2024
Email Marketing Tourism Regina’s email marketing program provides subscribers with insider tips, event and festival updates, and exclusive offers for local attractions and activities. The program has grown to 8,025 subscribers in 2025.
8,025 TOTAL EMAIL SUBSCRIBERS +221% vs. 2024
Website Results In 2025, Tourism Regina expanded its website by adding neighbourhood-specific webpages, enhancing content under Things to Do, launching seasonal campaign landing pages, and expanding the events calendar to achieve a 58% increase in page views.
496,566
266,460
TOTAL VIEWS
TOTAL USERS
+58% vs. 2024
+60% vs. 2024