Tourism Saskatchewan - IndustryMatters.com

One of Tourism Saskatchewan’s Ends Policies states that
the organization will lead through corporate stewardship
by maintaining internal and external support structures
that ensure financial stewardship, a healthy corporate
environment, and positive relationships. In 2010-2011,
Tourism Saskatchewan embarked on a number of
initiatives to achieve this goal.
Three-Year Business Plan 2009-2012
Tourism Saskatchewan’s Three-Year Business Plan was
the result of an intensive strategic planning process in
2008. Taken into account were current challenges, as well
as opportunities for advancement of the sector that would
lead to economic growth. Corporate goals were aligned
with the organization’s Ends Policies: Promote, Develop,
Advocate, and Lead. They set the broad direction for
operational activities, with overall objectives of growing
capacity with the sector, increasing the profile of the
province as a tourism destination, and providing the
required educational support and tools required.
The Three-Year goals are as follows:
1. Defined provincial brand for tourism;
2. Three recognized destination areas with a strong
product/market match;
3. Implementation of a Quality Assurance Program;
4. Strengthen the industry though collaboration with
partners;
5. Build impressive gateways;
6. Encourage sustainable practices; and
7. Double Tourism Saskatchewan’s 2008-2009 budget.
Corporate Reorganization
During the past two years, several adjustments in Tourism
Saskatchewan’s management structure have occurred in
response to sector growth, changing consumer trends,
and to align with the goals set out in the organization’s
Three-Year Business Plan 2009-2012.
In spring 2010, Candace Phelps assumed an enhanced
role as Vice-President to focus on strategic planning.
Jonathan Potts moved from his position as Director of
Industry Development to Director of Marketing. In July,
Ian McGilp was named Director of Industry Development.
Early in the 2010-2011 fiscal year, a decision was made
to merge the Communications Branch, formerly Industry
Relations, with the Marketing Department. Given that a
key part of the work, such as the travel literature series, is
tied closely to marketing and promotional activities, the
move has resulted in efficiencies on several levels.
Membership responsibilities were assigned to the
Industry Development Department, and event planning
was moved to Executive Office.
Another change was the creation of a new department
comprising the Online Marketing and Information
Technology group, previously in the Marketing
Department. Grant McDonald leads this department as
Director of eBusiness and Technology.
To remain “on track” with the goals for a province-wide
Quality Assurance Program, it was necessary to dedicate
staff resources to this project. Tracy Breher assumed the
responsibilities of Program Director for Quality
Assurance, working out of the Saskatoon office,
alongside STEC and Industry Development colleagues.
The Government of Saskatchewan’s generous
investment in the initiative has allowed for additional staff
members to assist with managing the work.
In May 2011, Tourism Saskatchewan welcomed Veronica
Gelowitz as its new Chief Financial Officer. The results at
year end are evidence of an adept team managing the
organization’s finances.
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