What Tourism Regina does

Tourism Regina is the official destination marketing organization for the City of Regina, Saskatchewan, operating as a branch within the City of Regina's municipal administration following its transition to City Administration on January 1, 2024. Its functional mandate is to market Regina as a tourism destination, attract day and overnight visitors, support event hosting, and drive visitor spending that benefits local hotels, restaurants, breweries, retailers, and attractions. The organization does not sell a discrete product to end-users; instead it provides free public services including a comprehensive tourism website (tourismregina.com), event calendars, neighborhood guides, dining listings, a travel media program, content creator partnerships, and physical Visitor Information Kiosks at Regina City Hall and Regina International Airport. The firm has 1-10 employees and is funded through municipal public resources rather than commercial revenue generation, with indirect economic return measured by partner-reported economic impact ($135M+ in 2025).

The core technology footprint is non-proprietary: a WordPress-class content website, social media accounts across Facebook, Instagram, X, LinkedIn, and TikTok under the #SeeYQR brand, a Mailchimp-managed email newsletter, and a vendor-agnostic visitor kiosk operation. There are no patents, no proprietary software products, no disclosed APIs, and no AI/ML capabilities identified. Recent product additions include the Regina Promo Card program (merchant partner discount card), 3D Location Pins for major events, and Tourism Regina / I Love Regina merchandise sold through the City Hall and airport kiosks.

The business model is government-funded destination marketing with a stakeholder-partner revenue-adjacent layer. While the organization does not bill visitors (the service is free), it generates measurable indirect economic activity via partnerships with Tourism Saskatchewan, the Regina Hotel Association, event organizers, local tourism businesses, content creators (e.g., Raymond Cua), and peer destination marketing organizations (Discover Saskatoon). Customer-facing segments are day and overnight visitors; partner-facing segments are event organizers and the local tourism industry, with the City of Regina functioning as the funding parent.

Name

Tourism Regina

Legal name

Tourism Regina

Website

https://tourismregina.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Advertising (7310)

akta.pro primary industry

Tours, Activities & Experiences Booking Platforms (BPAMAIAJ)

Keywords

• Destination marketing
• Tourism promotion
• Visitor information
• Event marketing
• Travel media services

Headquarters

HQ city

Regina

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Government / Public Funding: Tourism Regina operates as a branch within the City of Regina administration and is funded through municipal public resources rather than commercial revenue generation.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Tourism Regina is the official municipal destination marketing organization for Regina, Saskatchewan, operating as a branch of the City of Regina. It markets Regina as a tourism destination by maintaining a comprehensive website with event calendars, attraction guides, dining listings, and trip planning content; operating two physical Visitor Information Kiosks; running the Regina Promo Card partner program; coordinating major event bids and promotion; and delivering travel media and content creator outreach. The organization does not sell to end users but drives visitor traffic into the local tourism economy on behalf of the City of Regina.

Product overview

Tourism Regina operates as a tourism marketing organization and branch within the City of Regina administration. The core product is its comprehensive website platform that markets Regina as a destination and promotes the development of the city's tourism industry. The product portfolio includes the main Tourism Regina website with event calendars, blog content, and trip planning resources; the Regina Promo Card program offering special offers at partner businesses; 3D Location Pins for major events; and I Love Regina branded merchandise. Supporting services include Visitor Information Kiosks at City Hall and Regina International Airport, Travel Media services for press and media professionals, and an extensive event calendar system. The organization focuses on attracting day and overnight visitors by promoting family-friendly attractions and positioning Regina as the best event host in Canada.

Differentiator

Problem solved

Functional benefit

Brands

• #SeeYQR: Official hashtag campaign for Tourism Regina used across social media platforms.

Products and services

• Tourism Regina Website Platform The official tourism marketing platform for Regina, Saskatchewan, providing visitor information, event calendars, blog content, trip planning guides, and promotional materials to attract day and overnight visitors to the city.
• Regina Promo Card A promotional card program partnered with local businesses and event organizers that provides special offers and deals to encourage visitors to explore Regina.
• 3D Location Pins Physical 3D location markers designed to support major events and create shareable, playful moments across the city, officially launched at Canadian Western Agribition.
• I Love Regina Branded Merchandise Branded merchandise collection including apparel and souvenirs celebrating Regina, sold at the Regina City Hall Visitor Information Kiosk and Regina International Airport.
• Visitor Information Kiosks Two physical information kiosks located at Regina City Hall (2476 Victoria Ave, Mon-Fri 10am-4:45pm CST) and Regina International Airport (Arrivals Area, Wed-Sun 10am-6pm CST) providing visitor guidance and Tourism Regina materials.
• Regina Event Calendar Comprehensive online event listing service featuring upcoming events, festivals, concerts, and activities in Regina with dates, locations, and event details.
• Travel Media Services Services for media professionals including press trips, photo requests, media visits, and itinerary suggestions to showcase Regina experiences to travel writers and journalists.

Quantifiable outcome

• Over $135 million in estimated economic impact generated for Regina in 2025
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Tourism SaskatchewancoreStrategic or Co-development Partner · 20 April 2025Tourism Saskatchewan is a key provincial tourism partner that collaborates with Tourism Regina on destination marketing, event support, and tourism growth initiatives. Tourism Saskatchewan provided funding and strategic support for the corporate strategy development and connects Tourism Regina with provincial tourism stakeholders.
• Regina Hotel AssociationcoreStrategic or Co-development Partner · 20 April 2025The Regina Hotel Association partners with Tourism Regina on major event hosting, visitor accommodation promotion, and tourism economic impact initiatives. They co-celebrate successful bids such as the 2028 Canada 55+ Games.
• Daar ConsultingminorImplementation/ SI/ Consulting Partner · 1 January 2024Daar Consulting was engaged by Tourism Regina to review all strategy documents, facilitate a half-day working session, and produce the Tourism Regina corporate strategy for 2024–2028/29, guiding the organization's next 3–5 years.
• City of ReginacoreStrategic or Co-development PartnerTourism Regina is a branch within the City of Regina administration. The City provides municipal funding, administrative support, and strategic alignment for the tourism organization's mandate to market Regina as a destination.
• Discover SaskatoonminorGTM or Marketing PartnerDiscover Saskatoon is partnering with Tourism Regina to leverage content creators to market their respective cities as tourism destinations, aiming to reach niche audiences and boost visitor numbers across Saskatchewan.
• Raymond Cua (Content Creator)minorGTM or Marketing PartnerToronto-based content creator Raymond Cua, with an audience of over 120,000, was partnered with Discover Saskatoon and Tourism Regina to highlight culinary experiences and inspire travel to the Prairies.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Destination Toronto: Municipal DMO for Toronto operating visitor information services, event bidding, and destination marketing campaigns. Comparable in mandate and operating structure to Tourism Regina, though at materially larger scale.
• Tourism Winnipeg: Prairie-city DMO focused on event hosting, cultural promotion, and visitor information. Comparable in geography, scale and emphasis on event-driven tourism marketing to Tourism Regina.
• Visit Calgary: Calgary's municipal DMO responsible for destination marketing, event attraction, and visitor information. Closely comparable in mandate, scale-tier, and Western-Canadian operating context to Tourism Regina.
• Tourism Vancouver: Municipal DMO for Vancouver running destination marketing, visitor information services, and event hosting programs. Comparable as a Canadian city-level tourism marketing organization with similar visitor-services mandate.
• Visit Edmonton: Edmonton's city-level DMO focused on event attraction, visitor engagement, and local tourism marketing. Comparable in operating model, scale and Prairie-Western Canada positioning to Tourism Regina.
• Banff & Lake Louise Tourism: Destination marketing organization for Banff & Lake Louise running visitor information, content marketing, and event/festival promotion. Comparable as a Canadian destination-focused DMO, though with a single-attraction focus rather than a full city.
• Discover Saskatoon: Saskatoon-based DMO explicitly named as a GTM and content-creator partner of Tourism Regina. Closely comparable as a Saskatchewan city-level tourism marketing organization with overlapping audience, event pipeline, and partnership model.
• Tourism Saskatchewan: Provincial destination marketing organization for Saskatchewan and a named core strategic partner of Tourism Regina. Directly comparable as a DMO operating in the same province and overlapping audiences, events, and stakeholder network.

Broad incumbents

• Destination Canada: National Canadian DMO responsible for country-level destination marketing and inbound travel demand generation. Operates as a broader incumbent above city-level DMOs like Tourism Regina, with overlapping mandate but vastly larger scope and budget.
• Travel Alberta: Provincial DMO for Alberta with substantially broader mandate and budget, operating marketing, research, and event attraction across the province. Comparable as a parent-tier tourism body that Tourism Regina partners with through its Tourism Saskatchewan relationship.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tourism_yqr
• Facebookfacebook.com/tourismyqr
• LinkedInlinkedin.com/company/tourismregina
• Instagraminstagram.com/tourism_yqr
• TikToktiktok.com/@tourism_yqr

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 Tourism Regina