Chappell Roan’s ‘The Subway’ Boosts Tourism in Saskatchewan

Chappell Roan’s latest single, “The Subway,” has significantly increased tourism interest in Saskatchewan, Canada. Released on July 31, 2025, the song features themes of heartbreak and relocation, with Roan contemplating moving to Saskatchewan as a way to heal from her past relationship. This unexpected connection has brought the often-overlooked province into the spotlight.

The 27-year-old pop artist’s ballad resonates with listeners, especially as she reflects on the emotional repercussions of seeing an ex-lover in a New York subway. Lines such as, “I made a promise, if in four months this feeling ain’t gone, well, f**k this city, I’m movin’ to Saskatchewan,” encapsulate her feelings of longing and determination.

The song quickly climbed the charts, becoming the top female track on global Spotify chart and reaching number three on the Billboard Hot 100. According to Tourism Saskatchewan CEO Jonathan Potts, this surge in popularity has had a tangible impact on the province’s tourism.

“We don’t normally get this kind of publicity from an artist that’s at the peak of their popularity,” Potts stated in an interview with Business Insider. He described the exposure as “like a gift from heaven.” Since the song’s release, Saskatchewan has experienced its first spike in U.S. Google searches in two years, alongside approximately 50,000 interactions on its tourism website and social media platforms.

The province’s tourism board is capitalizing on this newfound interest. Its website now offers visitors a unique way to explore Saskatchewan based on their favorite Chappell Roan songs. Potts noted, “I can see why we could be a cure for heartbreak. We have a population of around 1.2 million people, sunshine, plenty of wide open space, and the darkest sky preserve just across the Montana border, free from any sound and light pollution.”

Despite the excitement surrounding “The Subway,” Roan has indicated that her next album may not be forthcoming for some time. In a conversation with Vogue, she mentioned that it could take up to five years before her sophomore album is released.

For now, “The Subway” continues to resonate with fans and has placed Saskatchewan firmly on the map for those seeking a unique travel experience. As listeners connect with Roan’s heartfelt lyrics, the province is ready to welcome those inspired to make their own journey.

This unexpected tourism boom highlights the influence of popular culture on regional economies, showcasing how a single song can draw attention to a lesser-known location. As the world tunes in to Roan’s work, Saskatchewan stands ready to embrace new visitors eager to explore its landscapes and offerings.