Tourism Saskatchewan Logo
Success Story

Tourism Saskatchewan

Developing and promoting tourism in Saskatchewan.

A content strategy and website redevelopment for Tourism Saskatchewan’s industry site to support tourism businesses and operators.

Meet Tourism Saskatchewan

Tourism Saskatchewan is a Treasury Board Crown Corporation that promotes Saskatchewan as a tourism destination through marketing and the development of sustainable and culturally diverse tourism experiences.

While Tourism Saskatchewan focuses mainly on promoting the province to visitors, they also provide education and training, support and other resources to the five industries that make up the Saskatchewan tourism sector: Accommodation, food and beverage, travel services, transportation, and recreation and entertainment.

Operators of those industries can receive business support, training, resources and tools on the Tourism Saskatchewan industry website, all of which are designed to train, upskill and support industry operators to push the Saskatchewan Tourism industry forward.


  • Tourism
  • Government

Supporting  Pandemic Recovery

After steady growth for a decade, Tourism Saskatchewan experienced a catastrophic decline of visitor spending due to the COVID-19 pandemic. Businesses, events, tourist attractions and destination management organizations (DMOs) were facing significant challenges during the recovery stages and required additional support and resources to keep up with their consumers’ rapidly evolving expectations.


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Coveo Cloud

Coveo Cloud for Sitecore implementation

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Complete website redevelopment on Sitecore 9

Tourism Saskatchewan Industry Site Mockups

A Content Strategy To Support Recovery

To support recovery from the pandemic, Fishtank created a comprehensive content strategy for Tourism Saskatchewan’s industry audiences. The strategy included market research, the creation of personas, persona journeys and recommended content for each audience segment to ensure they have the information and support they need.

Tourism Saskatchewan Business Hub Covid Resources mockup on iPad

Support Hub For Businesses & Tourism Operators

A business hub website was developed by Fishtank to be a one-stop resource for growing your tourism business and recovering from the COVID-19 pandemic with business support content, advice, training, resources and workshops designed to make Saskatchewan tourism businesses more competitive, sustainable and profitable across any stage.

Tourism Saskatchewan Business Hub mockup on an iPhone

Choose Your Site Journey

Fishtank took the personas discovered in the content strategy and created a smart content serving engine using Coveo. Visitors can choose their persona from a ‘Show me information for’ dropdown, that only displays content for that persona.

Tourism Saskatchewan Business Hub mockup on multiple iPads

Tourism Saskatchewan Business Hub homepage mockup on iPad

Machine Learning Relevant & Related Content

Fishtank implemented Coveo’s Machine Learning to analyze visitor behaviour patterns and learn which content and search results are the most relevant to each visitor. Results are displayed in search results and ‘related’ and ‘popular’ content sections on each page, which ensure visitors receive content they’re likely to be interested in, while also saving the Tourism Saskatchewan team time that they’d spend tagging and authoring content.

Tourism Saskatchewan Business Hub navigation mockup on iMac

Intuitive Navigation

An intuitive site navigation that splits business resources content into the content needed by each persona, improving the business hub’s user experience and ensuring visitors can find what they’re after quickly.

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