Saskatchewan Tourism Board Cashes In on Chappell Roan Name Drop, Welcomes Queer Travelers

When Grammy-winning pop artist Chappell Roan released her latest single “The Subway” in early August, few could have predicted the ripple effect it would have on Canadian tourism. In the song, Roan — a celebrated LGBTQ+ icon — playfully references “movin’ to Saskatchewan” as a whimsical solution to heartbreak. This brief lyrical nod has proven powerful, transforming the prairie province into an unexpected viral destination almost overnight .

According to Tourism Saskatchewan, the initial response was immediate and pronounced, with more than 230 social media mentions and nearly 40,000 interactions tied to the region in the days following the song’s release. The influx of attention has been particularly strong among Roan’s LGBTQ+ fanbase, who have lauded both the artist’s visibility and Saskatchewan’s apparent openness .

Seizing on the momentum, the Saskatchewan Tourism Board quickly announced a new marketing campaign centered around the Chappell Roan name drop. The campaign aims to attract fans — and especially LGBTQ+ travelers — to the province’s vast landscapes, lively urban centers, and inclusive communities .

Jonathan Potts, CEO of Tourism Saskatchewan, emphasized the positive response: “People are reacting very positively. It's a very open, welcome province. Everybody is welcome here, and everybody belongs here,” Potts told ABC News, underscoring the region’s commitment to diversity and belonging .

The campaign features digital ads, social media content, and travel packages inspired by “The Subway,” including themed itineraries for fans and LGBTQ+ visitors. Saskatchewan’s tourism authority, recognizing Roan’s status as a queer pop icon, has highlighted local LGBTQ+ friendly spaces, events, and resources in its outreach .

Saskatchewan, located in the heart of the Canadian prairies and home to over 1.1 million people, is known for its wide-open spaces, 2,000 to 2,500 hours of annual sunshine, and more than 100,000 lakes . Its largest cities, Saskatoon and Regina, host vibrant arts communities and Pride events each year. Both cities have made strides toward greater LGBTQ+ inclusion, with dedicated Pride festivals, advocacy organizations, and visible support from local leaders .

For many LGBTQ+ travelers, safety and acceptance are crucial factors when choosing destinations. The Saskatchewan Tourism Board’s explicit messaging about belonging and openness is being seen as a positive step, particularly in a time when anti-LGBTQ+ rhetoric remains a concern in many parts of the world .

Chappell Roan’s influence cannot be understated. As an out queer artist, her fan base includes a significant LGBTQ+ audience, many of whom have taken to social media to share their excitement about visiting Saskatchewan. The singer’s vow to perform in the province — “I promise I will” — has further galvanized interest and given the province’s campaign an additional boost .

Local businesses, especially those owned by or serving LGBTQ+ people, have reported increased inquiries and bookings since the campaign launched. “We’ve had more calls in the past week from people asking about Pride events and queer-friendly spaces than in the previous two months,” said a Saskatoon café owner . Tourism Saskatchewan has also begun reaching out directly to LGBTQ+ organizations to ensure their platforms and campaigns are representative and supportive.

The Saskatchewan Tourism Board’s nimble response to an unexpected pop culture moment demonstrates both the power of representation and the economic benefits of embracing inclusivity. As more provinces and destinations recognize the potential of LGBTQ+ tourism — and as artists like Chappell Roan continue to challenge norms and champion visibility — the landscape of travel and community building is changing for the better.

For those inspired by “The Subway” to seek healing, adventure, or simply a welcoming space, Saskatchewan’s message is clear: “Everybody is welcome here, and everybody belongs here” .