With tariff tensions and cost of living uncertainties threatening to put a crimp in an industry that contributed more than $134 million to its economy last year, Moose Jaw is ramping up its tourism promotion.

“Forget about annexation. Come for relaxation,” Moose Jaw Mayor James Murdock says in a new online video launched March 4. “Take some time and chill out in Canada’s Most Notorious City.”

Notorious for underground tunnels used for rum-running, gambling and prostitution in the 1920s, Moose Jaw also attracts tourists with a mineral spa, casino, museums and galleries, giant murals and its historic downtown that features trolley tours.

When it comes to affordability, Americans can get a deal in Canada at a time when they might need one, Murdock added. No one knows what tariffs will do to everyone’s cost of living, and the U.S. dollar is severely trumping the Canadian loonie, allowing Americans to stretch their money further in Moose Jaw, he said.

Stephanie Schoenrock

The tourism video appears to be effective, having drawn tens of thousands of views so far, Murdock said. Many of the individuals watching are those who have never clicked on a link for the City of Moose Jaw previously, he said.

“It’s something that’s gotten people’s attention,” he said. It’s the simple humor aspect of it that is making it appealing and maybe refreshing. I think people need a break from all the – let’s say – ‘negativity’ that’s been happening here the last few months. People need to remember that there’s always positives and good times. So let’s get people focusing on that a bit.”

The video specifically mentions Minot in its invite.

Stephanie Schoenrock, executive director at Visit Minot, said she recently spoke with city staff members from Moose Jaw about reaffirming the longstanding ties between the communities.

“Historically, Moose Jaw and Minot have shared a strong connection as sister cities, and whether officially recognized or not, that relationship remains important,” Schoenrock said. “If we truly embrace our role as neighbors, it makes perfect sense for Canada and North Dakota to encourage travel in both directions, building on the decades of relationships between our regions. Every summer, we see visitors in our center eager to explore Canada, and we’re always happy to provide them with the information they need. In challenging times, strengthening our bonds is even more important. Visit Minot is proud to support our friends to the north however we can. After all, strong relationships are built in both good times and bad.”

James Murdock

Murdock said his family has traveled often to Minot for competitive softball events and has enjoyed a hospitality there that is similar to the hospitality Moose Jaw extends to its visitors.

“We appreciate the strong connection that we have with the city of MInot,” Murdock said. “Out of the gate, that relationship was really being promoted, but I think we need to get back to that.”

Moose Jaw hopes Americans generally will maintain a positive view of Canada as a tourism destination despite the environment the two countries are facing.

“We’ve always prided ourselves in having a strong relationship with the United States of America. It just seems to be a little bit of uncertain times right now,” Murdock said. “We’ll leave it to our higher elected officials, provincially and nationally, to navigate through this time, but we’re also wanting to communicate the message to our American friends to put Moose Jaw on your radar, on your map, because we’re a warm, welcoming community. Let’s remain positive throughout all of this, and let’s appreciate the friendships that we’ve had for centuries.”

Calling all curling fans

Moose Jaw invites curling fans to the BKT Tires World Men’s Curling Championships in Moose Jaw March 29-April 6.

Team USA is one of 13 participating teams. Flags from all 13 countries are being flown currently on Moose Jaw’s Main Street.