Discover Saskatoon

What Discover Saskatoon does

Discover Saskatoon is a private, non-profit destination marketing organization (DMO) serving as the official visitor and convention bureau for Saskatoon, Saskatchewan, Canada. The organization operates a tourism portal at discoversaskatoon.com that aggregates the full inventory of local tourism supply into a unified content discovery platform covering accommodations (hotels, B&Bs, campgrounds, RV parks), activities (experiences, arts and culture, Indigenous cultures, outdoor recreation, family activities, dining, spa, shopping), an events calendar with community-submission capability, and trip-planning resources including itineraries and a downloadable visitor's guide. The platform is built on a content management system with partner-side listing and offer management delivered through a SimpleView CRM extranet (saskatoon.extranet.simpleviewcrm.com), enabling tourism industry partners to update their inventory and access leads.

The organization's customers span two primary groups. End consumers are tourists and group/meeting planners visiting Saskatoon who use the site for trip planning; the site also serves as the primary touchpoint for travel trade and media professionals via dedicated site sections (/meetings, /sports, /travel-trade, /media). On the supply side, local tourism partners — hotels, restaurants, attractions, event venues, and tour operators — derive marketing exposure and visitor referrals through paid membership and promotional placements such as the #Saskatooning Pass and the Prairie Ale Trail. Distribution channels include the global self-serve website, a domestic physical Visitor Centre, an e-commerce merchandise store (store.discoversaskatoon.com), and the partner-facing extranet.

Revenue is generated through partner membership fees, promotional partnerships (including FIFA World Cup 2026, Jazzfest, and other local festivals), potential content licensing, and merchandise sales; pricing is not publicly disclosed. Marketing is executed through a multi-channel digital presence across Instagram, Facebook, YouTube, LinkedIn, TikTok (@saskatooning), a blog, and email newsletter. Strategic positioning leverages the #Saskatooning brand to encourage user-generated content and community engagement around the city's South Saskatchewan River, Meewasin Valley, patio culture, and live music scene.

Name

Discover Saskatoon

Legal name

Discover Saskatoon

Website

https://tourismsaskatoon.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Discover Saskatoon is a non-profit destination marketing organization operating the official tourism portal for Saskatoon, Saskatchewan, aggregating accommodations, events, attractions, and trip-planning resources for visitors, while serving local tourism partners through membership, promotions, and extranet-powered lead referrals.

Ownership category

akta.pro rank

Product category

Destination Marketing and Convention Bureau Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Local & City Guide Content Aggregators (MPACAKAJ)

akta.pro secondary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

Keywords

• Destination marketing
• Visitor information
• Convention bureau
• Tourism promotion
• Event marketing

Headquarters

HQ city

Saskatoon

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Distribution channels4 records

Marketing channels9 records

Core offering

Discover Saskatoon is the official destination marketing organization and visitor and convention bureau for Saskatoon, Saskatchewan. It promotes the destination to leisure travellers, supports meetings and conventions, sports tourism, and travel trade activity, and runs a Tourism Industry Partner program that aggregates and markets local accommodations, attractions, events, restaurants, breweries, casinos and venues.

Product overview

Discover Saskatoon is a destination marketing platform operated by Saskatoon's official tourism organization. The platform operates as a unified content discovery system comprising multiple interconnected modules: Places to Stay (accommodation discovery), Things to Do (activity and experience discovery), Events Calendar (event listings), Offers & Deals (packages and the Saskatooning Pass), Plan Your Trip (itineraries and travel planning), About Saskatoon (neighborhood and community information), and a Blog for editorial content. The platform also includes an Online Store for merchandise. The core value proposition is providing visitors with a comprehensive, integrated resource for discovering and planning Saskatoon experiences, with all modules interconnected through the central navigation structure.

Differentiator

Problem solved

Functional benefit

Products and services

• Visitor Guide and Trip Planning Resources Official destination content, visitor guides and trip-planning resources that help individual leisure travellers research and plan visits to Saskatoon, including information on attractions, events, accommodations, dining and seasonal activities.
• Events Calendar and Event Listings Centralized calendar and directory of upcoming events, festivals and activities taking place in Saskatoon, used by visitors to plan around and by partner venues to promote their programming.
• Accommodations and Attractions Directory Online directory that lists and describes Saskatoon hotels, restaurants, breweries, casinos, attractions and venues to help visitors identify where to stay, eat and visit.
• Tourism Industry Partner Program Membership-based program for local tourism operators (hotels, restaurants, breweries, casinos, attractions and event venues) that grants them listing, exposure and inclusion in Discover Saskatoon's official destination marketing channels.
• Meetings and Conventions Bureau Services Convention bureau support for meeting and convention planners evaluating or booking Saskatoon as a host destination, including venue and accommodation coordination and event-support assistance.
• Sports Tourism Services Destination services targeted at sports event organizers, supporting sports tournament and event planners considering Saskatoon as a host city with venue, accommodation and logistics coordination.
• Travel Trade Services Bureau support for travel-trade professionals developing and packaging Saskatoon itineraries, including destination information, FAM support and partner coordination.
• Merchandise E-commerce Store Branded online storefront selling Discover Saskatoon merchandise to consumers as a complementary engagement and revenue channel.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves6 records

Expansion highlights6 records

Others

• Simpleview: CRM and content platform vendor used by hundreds of DMOs (Discover Saskatoon uses a Simpleview extranet). An enabling technology provider whose customer base is essentially the DMO industry, including Discover Saskatoon.

Broad incumbents

• Destination Canada: Canada's national tourism marketing agency; comparable as a destination marketing organization but operating at a country level. Provides strategic context for how Discover Saskatoon fits within national tourism promotion.
• Destination British Columbia: Provincial-level DMO for British Columbia with overlapping functions (consumer site, partner portal, content). Broader incumbent that demonstrates how a higher-tier destination marketing body operates alongside city-level DMOs.

Direct peers

• Visit Calgary: DMO for Calgary with comparable content platform covering places to stay, things to do, events, and trip planning. Calgary is a similarly sized Prairie Canadian city, making it a strong structural peer.
• Tourism Vancouver: City-level DMO for Vancouver operating a similar content, events, and partner-listing platform model. Most directly comparable Canadian city DMO peer given overlapping structure, mandate, and product mix.
• Destination Toronto: Official DMO for Toronto, with a website, events calendar, partner program, and convention bureau functions. Operates a similar member-based model promoting accommodations, dining, and attractions.
• Banff & Lake Louise Tourism: Destination marketing organization for Banff and Lake Louise with content, event, and partner programs. More tourism-mature peer serving as a benchmark for what scaled Canadian city DMO operations look like.
• Tourism Whistler: Resort-town DMO with a content, booking, and event platform. Comparable in mandate and in operating a destination portal for accommodations, activities, and events.
• Tourism Winnipeg: DMO for Winnipeg with a website, event listings, and partner membership structure. Another Prairie Canadian city DMO of comparable size and tourism profile.

Regional players

• Destination Canada (Meetings & Conventions): Canada's national DMO hosts convention and meetings bureaus that compete with Discover Saskatoon's meetings and sports tourism segment. Relevant peer for the meeting/convention bureau function of the business.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/c/DiscoverSaskatoon
• Facebookfacebook.com/DiscoverSaskatoon
• LinkedInlinkedin.com/company/discoversaskatoon
• Instagraminstagram.com/discoversaskatoon
• TikToktiktok.com/@saskatooning
• Xx.com/Saskatooning

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Discover Saskatoon