Resource Documents
Explore downloadable documents that provide valuable insights and takeaways for tourism professionals. If you are interested in learning more on a specific topic, visit the Recorded Webinar section of the Business Hub.
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Attracting and Retaining Talent
The employment landscape is evolving, making recruitment an increasing challenge for the tourism and hospitality sector. Attracting and retaining talent can no longer follow traditional methods. Instead, tourism businesses must recognize the key factors that drive employee retention and contribute to long-term industry success.
By Laurie Ballantyne, Founder, CoHR Solutions

A Guide to Search Engine Optimization (SEO)
Over 63% of people use search engines to learn more about products and services they consider buying. Less than 1% of those people check past the first page. So if your business isn't found on the first page, you are missing out on a huge number of potential customers.
By Dylan Borstmayer, Marketing Consultant, Stealth Media

Out of the Box Recruitment
A fresh perspective on recruitment within the tourism and hospitality sector is pivotal. The focus of employers is to harness innovative strategies to attract and retain top talent in a challenging and competitive market.
By Hughes Recruitment & Strategy Collective

Identifying Your Target Customers and Why It Matters
Understanding and identifying target customer sis essential for effective marketing, as it ensures that messaging and tourism experiences align with the right audience.
By Jeanette Lye, Director of Planning and Research, Tourism Saskatchewan

Mastering Customer Interactions: De-Escalating and Problem Solving for Tourism Professionals
In the fast-paced world of tourism, managing difficult customers is an inevitable part of delivering exceptional service. Today's travelers have high expectations, and when those aren't met, dissatisfaction can quickly escalate.
By Rachel Glover, Director of Diversity & Inclusion Programming, STEM Consulting Inc.

‘Shoot to Thrill’ - Getting the Most Out of Your Photography
In the digital world, it is critical for brands to create photos that pack a punch and engage your audience: technically sound photos that command attention, stand to, tell a story, target your desired market are rolled out strategically.
By Chris Sikorsky, Owner and Creative Director, Sikpics Productions

Social Media Algorithms 101: What You Really Need to Know to Maximize Your Social Media Presence
Creating algorithm-friendly content helps businesses engage their target audience, boosting reach, followers, product awareness, and bottom-line growth.
By Ashley Drummond, CEO, WOW Factor Media

Accelerate Your Business Growth in 2025 with Cutting-Edge Social Media Trends
Discover how short video formats, augmented and virtual reality, and AI innovations can transform your marketing strategy. Learna bout the impact of micro-influencers, advancements in e-commerce, and the power of user-generated content in community building.
By Sarah March, Founder, Grey Dove Design House

Successful Employee Onboarding
Onboarding is a critical process that shapes an employee's first impression, engagement, and long-term success within an organization. This resource explores the distinctions between onboarding and orientation, key onboarding best practices, and practical strategies for fostering a strong company culture to retain and empower employees.
By Tracy Arno, CEO, Essence Recruitment

Five Steps to Building a Cohesive Team
In the fast-paced world of hospitality, seamless teamwork is the key to delivering outstanding guest experiences. Whether in hotels, restaurants, or other service industries, a well-coordinated team ensures that operations run smoothly, communication flows effortlessly, and challenges are tackled efficiently.
By Stephen Eger, Managing Partner, Knibbs HR Consulting

Coaching 101: Motivate Your Team Through Coaching
The modern leader's role is no longer about solving problems or giving instructions- it's about unlocking potential. Coaching builds trust, develops capabilities, and fosters a culture of accountability and growth.
By Marielle Gaulthier, Founder, Redworks Communications and Coaching

The Power of Storytelling
Storytelling is a powerful tool that helps businesses stand out in the tourism industry. It creates intangible value, increases visitor loyalty, and builds cultural connections. Visitors who share their experiences with others act as organic word-of-mouth marketers, further amplifying a destination’s appeal.
By Sam Cowan, Tourism & Event Coordinator, Meewasin Valley Authority

Navigating Change
Change can be exhilarating and energizing, at times. We may embrace it with enthusiasm, ready to jump in and contribute. Other times, however, we resist change and feel negative or fearful. There is a very real relationship between how we ‘ride’ the rollercoaster of change and how strong our resilience is.
By Jenn Minor Johannson, Founder, JMJ Coaching

Succession Planning
One of the biggest misconceptions among business owners is that the most challenging barrier to selling a business is finding a buyer. In reality, the true challenge is being fully prepared to engage with potential buyers.
By Alison Anderson, CEO, SuccessionMatching

Essential Communications Skills
In today’s competitive market, retaining clients and fostering growth are essential to sustaining and expanding any business. Powerful communication strategies and practical tools can elevate client relationships and ensure that clients remain engaged, satisfied, and loyal over the long term.
By Blaine Arnold, President of Sandler by Pinnacle

Google Business Profiles
Google is the largest driver of traffic to websites by a huge proportion. People spend more time on social media but they turn to Google when looking
for products and services.
By Harley Rivet, President, Deep Dish Digital

Hiring Right
Hiring the right people is one of the most critical
factors in building a strong and successful team. But how do you ensure you’re attracting and selecting the best talent for your business?
By Hughes Recruitment & Strategy Collective

How to Cross Post Like a Pro
Social media is a powerful tool that connects us with audiences like never before, offering businesses and individuals alike the chance to
share, engage, and grow.
By Jeph Maystruck, CEO, StratLab

The Growing Popularity of Experiential Travel
Experiential travel is gaining momentum as today’s
travelers seek more than just sightseeing, they’re
looking for deeper connections, hands-on activities,
and meaningful encounters with people and places.
By Eva Gutsche, Founder, STEM Consulting

The Power of Connecting with Local Community Partners
Strong local partnerships are the backbone
of vibrant, sustainable tourism. When tourism
operators collaborate with nearby businesses,
cultural groups, and organizations, they create
richer, more authentic experiences for visitors while
supporting the local economy.
By Eva Gutsche, Founder, STEM Consulting

Turning Social Media Likes into Customers
You need proven strategies to transform your
social media efforts into tangible results. Learn
how to guide your followers through every stage
of the customer journey with actionable tactics
to maximize engagement, website traffic, and
conversions.
By Harley Rivet, President, Deep Dish Digital

Strategies for Recruiting and Retaining Great Volunteers
This resource document is based on insights shared by Bernadette McIntyre during Tourism Saskatchewan’s webinar held on March 20, 2025, titled “Strategies for Recruiting and Retaining Great Volunteers.”
By Your Honour Lieutenant Governor Bernadette McIntyre