Chappell Roan’s ‘The Subway’ Fuels Tourism Surge in Saskatchewan

Chappell Roan’s latest single, “The Subway,” has unexpectedly ignited a tourism boom in Saskatchewan, Canada. The song, released on July 31, 2025, features lyrics reflecting on heartbreak and the desire to leave a painful past behind, with Roan specifically mentioning the province as a potential refuge. Since its release, interest in Saskatchewan has surged, prompting a significant increase in tourism inquiries.

In “The Subway,” the 27-year-old pop artist expresses feelings of longing and heartache, pondering a move to Saskatchewan to escape reminders of a former lover. The poignant line, “I made a promise, if in four months this feeling ain’t gone, well, f**k this city, I’m movin’ to Saskatchewan,” resonated with listeners and contributed to the song reaching the top of the charts. It became the highest-charting single by a female artist on the global Spotify chart in 2025 and peaked at number three on the Billboard Hot 100 in the United States.

The impact of Roan’s song on Saskatchewan’s tourism is notable. According to Jonathan Potts, CEO of Tourism Saskatchewan, the province has experienced a surge in visibility. “We don’t normally get this kind of publicity from an artist that’s at the peak of their popularity,” he told Business Insider. “This is like a gift from heaven.” Following the song’s release, Google searches for “Saskatchewan” spiked for the first time in nearly two years, and the province’s tourism board recorded around 50,000 interactions across its social media platforms and website.

The tourism board has capitalized on this newfound attention by launching initiatives that encourage fans to explore Saskatchewan through the lens of Roan’s music. Potts highlighted the province’s serene landscapes and small population of about 1.2 million residents, suggesting that it could be a perfect antidote for heartbreak. “We have sunshine, plenty of wide open space, and the darkest sky preserve just across the Montana border, free from any sound and light pollution,” he stated.

Roan’s music has not only propelled her career but also brought unexpected benefits to locations she mentions. While it remains uncertain whether other rural areas might receive similar boosts from her future projects, Roan has indicated that her next album may take some time, potentially up to five years. For now, “The Subway” continues to resonate with audiences, and Saskatchewan stands ready to welcome any new visitors inspired by the song.

As tourism interest in Saskatchewan grows, the unique connection between music and travel is more evident than ever, showcasing the power of popular culture in driving economic activity and bringing attention to lesser-known destinations.