REGINA — After years of rebuilding from the pandemic slowdown, Regina did more than recover in 2025. It roared back.
The city recorded a 20 per cent increase in tourism activity compared to previous years, generating more than $135 million in estimated economic impact. More than 170,000 event visitors came through Regina over the course of the year, pushing overall visitor spending beyond pre-2020 levels and marking a full recovery for the sector.
For a city long defined by agriculture, government and sport, it was a breakthrough year.
“We are thrilled with how tourism did in 2025,” said Jennifer Johnson, Deputy City Manager of Communications, Service Regina and Tourism for the City of Regina. “We track a number of metrics and saw increases across the board. Tourism is so good for a community. It drives economic activity, it energizes events and venues, and it supports local businesses. We’re just really happy to see it.”
A city built to host
Regina has quietly become one of Canada’s most competitive mid-sized event hosts.
In 2025, the city welcomed more than 80 national and regional events. Among them were the 60th Vanier Cup, Canadian university football’s national championship, the Skills Canada National Competition featuring more than 500 youth competitors, the Canoe Kayak Sprint National Championships, and record-breaking attendance at Canadian Western Agribition.
Each event brought athletes, families, delegates and spectators. Each filled hotel rooms, restaurants and taxis. Each helped change the perception of Regina from flyover stop to destination.
Johnson said the city’s event bidding strategy has been intentional and sustained.
“We’ve really focused on bidding on and winning events of all types, from conferences to sporting tournaments to youth sports,” she said. “We’ve been successful, and we’re seeing the results of that work. Winning events exposes new markets to Regina. People come here, experience the city, and many want to come back as leisure visitors later.”
That snowball effect is already visible.
Hotel occupancy climbed to 56 per cent in 2025, nearly matching the pre-pandemic high of 57 per cent. The Regina International Airport surpassed one million passengers for the year, a key benchmark for aviation growth. New and restored flight routes strengthened connections to western Canadian hubs.
On the ground, municipal golf courses including Murray, Goulet and Lakeview Par 3 recorded their strongest seasons on record. Visitors filled patios around Wascana Lake and streamed through landmarks like Wascana Centre, one of North America’s largest urban parks.
The visiting friends and family effect
Beyond major events, Tourism Regina targeted a powerful but often overlooked market: people returning to see friends and family.
“We know there are many people who once lived here who still have connections in Regina,” Johnson said. “We’ve marketed into Calgary, Edmonton and Winnipeg, and we’re seeing strong traction online. That awareness and inspiration is translating into visits.”
The strategy is rooted in the “visitor journey,” she explained.
“First you build awareness. Then you inspire people to want to visit. Eventually they take action and book the trip. All of those steps matter.”
Digital metrics reflected that push, with increased website traffic, social engagement and online searches feeding into higher in-person visitation.
Culture fuels the comeback
Tourism growth was not limited to sports and conventions.
The Globe Theatre became a downtown driver with its extended run of Frozen, drawing audiences from across Saskatchewan and beyond. The production’s success spilled into nearby restaurants, shops and hotels.
“Tourism really enriches the lives of both visitors and residents,” Johnson said. “When something like the Globe Theatre show keeps extending because of demand, that creates more opportunity for residents too. The economic spinoff supports the entire downtown.”
Major announcements for future years are amplifying that momentum. Regina secured the 2027 Grey Cup, one of the country’s largest sporting events, as well as the 2028 Can-Am Police Fire Games and the 2028 Jeux de la Francophonie.
Even large-scale concerts are contributing. The Foo Fighters are set to perform in Regina, reinforcing the city’s capacity to host world-class entertainment.
Room to grow
Unlike destinations grappling with over-tourism, Regina still has space to expand.
“We’re not at capacity,” Johnson said. “We have room for more visitors, and we’re happy to welcome them.”
That balance is key. Regina’s tourism model centres on sustainable growth, partnerships with the Regina Hotel Association, airport authority and major venues, and long-term event pipelines stretching into 2028 and beyond.
The 20 per cent surge in 2025 is significant for a mid-sized prairie city. It signals confidence from national organizers. It reflects renewed airline investment. And it shows visitors are choosing Regina not just for business, but for experience.
For decades, Regina has hosted gatherings that shape Canadian identity, from agriculture showcases to championship games. In 2025, it proved it can compete in a crowded tourism landscape and win.
Suitcases came. So did spending, energy and opportunity.
And if city leaders are right, this was just the beginning.
