A frequently overlooked Canadian province is seeing a surge in tourism interest thanks to America’s favorite Midwest Princess.
Chappell Roan, the pop star known for her drag queen-inspired aesthetic, referenced Saskatchewan — known for its sunsets and wheat production — in her latest hit single, “The Subway.” On the track, she vows to move to the prairie province in central Canada if she can’t get over her heartbreak in New York City.
After Roan released the song and the subsequent music video on July 31, not only did Saskatchewan see its first spike in the US Google Trends in two years, but the province’s tourism board has since seen around 50,000 interactions with its social media accounts and webpage.
“We don’t normally get this kind of publicity from an artist that’s at the peak of their popularity,” Jonathan Potts, CEO of Tourism Saskatchewan, told Business Insider. “This is like a gift from heaven.”
Potts said that in any given year, about 10% of the province’s visitors come from the US, mostly for opportunities to fish, hunt, and stargaze, thanks to the rising demand in astrotourism.
“I can see why we could be a cure for heartbreak,” Potts added. “We only have a population of around 1.2 million people, we have sunshine and plenty of wide open space, and we have the darkest sky preserve just across the Montana border, free from any sound and light pollution.”
It’s certainly not the first time a pop culture reference has put a tourism destination on the map. Montana and Wyoming experienced a surge in tourism thanks to the popularity of the TV show “Yellowstone,” while HBO’s “Game of Thrones” caused a tourism boost in Northern Ireland and Croatia, with fans visiting filming locations.
Amir Eylon, president and CEO of Longwoods International, a market research consultancy specializing in the travel tourism industry, said music references can have the same effect.
“Travel is an emotional thing,” Eylon said, adding that if fans “feel a connection to that song or that piece of art, they’re going to want to explore that place and see if they can feel that same connection within the destination.”
Saskatchewan embraces itself as a cure for heartbreak
The sudden interest in Saskatchewan comes at a time when the relationship between the US and Canada is strained by the Trump administration’s tariffs and the president’s repeated comments about making the US’s northern neighbor the 51st state of the US.
Since March, Canadians have boycotted US-made products and canceled trips to the States in favor of Central American and European destinations. According to Statistics Canada, return flights of Canadian residents from the US saw a 22% decline year-over-year in June, while resident return trips by automobile from the US also fell by 33% in the same month.
The decline doesn’t seem to be caused by a lack of interest in traveling. In June, Statistics Canada, the national statistical office of Canada, reported a 7% increase in international travel compared to the same month in 2024.
If you are an American in need of a cure for heartbreak, or just someone living in Montana and North Dakota seeking a quick escape, Saskatchewan welcomes everyone with open arms, Potts said.
Tourism Saskatchewan’s page now has a list of travel recommendations based on Chappell Roan songs, ranging from the cheerleader-vibe “HOT TO GO!” for the Mosaic Stadium, to “Red Wine Supernova” for Cypress Hills Interprovincial Park, where you are guaranteed a sky full of stars.
Eylon said Saskatchewan was smart to capitalize on the moment, calling it a “fun, unique opportunity” to introduce the destination to Americans who may not be familiar with the province.
“Travel is transformational,” he said. “Showing that Saskatchewan can be a transformational destination for those who are seeking change could be a great vein to tap into with their marketing.”
If you are visiting Saskatchewan, whether you are a fan of Roan or not, Potts offers the biggest travel tip: dress appropriately for the season.
“We’re warm, welcoming people, and we are a very diverse place, with very clear seasons,” said Potts. “From the biggest skies to the largest collection of Picasso linocuts, we will help you find something fantastic to do.”
Fans online also drew a connection between Roan’s breakout 2023 album, “The Rise and Fall of a Midwest Princess,” to Saskatchewan’s similarities with the American Midwest.
Apparently, “Midwest Princesses know no borders,” as one comment on a Tourism Saskatchewan post read.
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