REGINA — A simple swipe of a card could soon mean a packed restaurant, a busier boutique or an extra night booked in a Regina hotel.
Tourism Regina has officially launched a new city-wide promo card program designed to turn visitors into local explorers, encouraging conference guests, tournament attendees and tourists to discover more of the Queen City while directly supporting local businesses.
The initiative, unveiled during Saskatchewan Tourism Week, replaces traditional tourism giveaways like lanyards, notebooks and event décor kits with something more interactive: prepaid promo cards visitors can spend at more than 60 participating Regina businesses and attractions.
And early numbers suggest the idea could pay off in a major way.
“We wanted to come up with something that was more sustainable, really drive the visitor into the community and let them experience Regina the way they wanted to,” explained Jennifer Johnson, deputy city manager of communications, service Regina and Tourism for the City of Regina.
“The vision behind the card is simple. Give visitors a physical incentive to visit businesses and let them choose their own adventure.”
The card works much like a prepaid credit card and can be redeemed at participating restaurants, retailers, attractions and services across Regina. Visitors cannot purchase the cards themselves. Instead, Tourism Regina distributes them through conferences, sporting events and tourism activations as part of its marketing strategy.
The concept was born after Tourism Regina began rethinking how tourism dollars were being spent.
“When I first took on the tourism portfolio, the team was purchasing décor kits for major events,” Johnson recalled. “They were spending hundreds of dollars on posters, decals and giveaways, then driving around asking businesses to put them up. After the event, most of it ended up in the landfill.”
That realization sparked a complete rethink.
Instead of disposable swag, Tourism Regina decided to put spending power directly into visitors’ hands, creating an incentive that supports Regina businesses while giving tourists freedom to build their own experience.
“Instead of giving conference attendees a pen or a lanyard they maybe don’t want, this gives them the opportunity to create memories,” Johnson expressed. “Maybe it’s a great meal, maybe it’s a souvenir, maybe it’s discovering an attraction they never would have visited otherwise.”
The strategy is already generating momentum.
At the historic Hotel Saskatchewan, officials say the promo card campaign is helping convince conference guests to extend their stays beyond scheduled events.
“With conferences taking place right now, we’re already seeing early momentum,” stated Ashley Pelechytik, director of sales and marketing at the hotel. “Guests are staying longer beyond their conference dates and really having the opportunity to experience all that Regina has to offer.”
She added the initiative creates benefits far beyond hotels.
“This program not only enhances the visitor experience, but it provides a positive economic benefit for our hotel as well as local businesses and attractions here in Regina.”
Tourism Regina says the cards are loaded with different dollar amounts depending on the size and economic impact of an event. Some visitors may receive $10 cards, while larger tourism activations tied to extended hotel stays could see significantly higher values.
What makes the initiative particularly unique is its city-wide reach.
Unlike some downtown-only programs, the Tourism Regina promo card includes businesses from across the city, from neighbourhood coffee shops to major attractions.
One of those participating businesses is Everyday Kitchen with one location on the east end and one in Regina’s Warehouse District.
Co-owner Mark Shmelinski believes the program could shine a spotlight on Regina’s hidden gems.
“People get to choose their own adventure,” he said. “They get to try the best of what we have to offer as a city.”
Shmelinski believes the impact could stretch across Regina’s entire business community.
“You might not know a business exists until you see it on the list,” he explained. “I think every business on the list is going to see an impact from it.”
Tourism Regina says the program is also fully measurable, allowing officials to track how much spending is generated after the cards are redeemed.
Early data suggests visitors are spending roughly 2 1/2 times more than the original card value once they enter local businesses.
“So in theory, if that trend continues, it becomes a pretty strong investment into the local economy,” Johnson said.
Tourism Regina currently budgets roughly $20,000-$25,000 annually toward the initiative, replacing previous spending on physical tourism swag and décor materials.
Johnson believes the program reflects a broader shift in how Regina wants visitors to experience the city.
“Regina has incredible businesses, incredible restaurants and incredible attractions,” she said. “This program lets visitors discover them naturally while creating memories that actually last.”
And for the businesses welcoming those visitors through their doors, that may be the biggest win of all.
“I think Regina is one of the best-kept secrets in Canada,” Shmelinski said. “Programs like this help people discover that for themselves.”
