Montreal, Canada – Montreal’s tourism sector demonstrated remarkable resilience in , welcoming 11.8 million visitors – a 7.3 percent increase over the previous year, according to a year-end report from Tourisme Montréal. The rebound was particularly notable given early-season uncertainties linked to the global geopolitical climate.
The surge in tourism was largely driven by a 10 percent increase in domestic travel, a trend that surprised industry analysts. Yves Lalumière, president and CEO of Tourisme Montréal, noted the positive outcome. “The first six months were a bit tough due to the geopolitical situation,” he said. “We climbed back and we finished with plus seven per cent visitors in the city so we’re quite happy with that.”
A significant contributor to the domestic boom came from Canada’s Maritime provinces, which saw a 17 percent increase in visitors to Montreal. Lalumière attributed this to increased outreach efforts targeting Canadian travelers outside of Quebec. An advertising campaign reportedly generated 15 million views and traffic to the Tourisme Montréal website increased by nearly 15 percent.
While domestic tourism fueled the overall growth, Montreal also saw a rise in international visitors. Notably, the city welcomed a record 470,000 tourists from France in . However, visits from the United States experienced a 5 percent decline over the year.
Total tourism spending remained stable at $5.8 billion, with food and accommodation accounting for approximately three-quarters of all revenue. Hotel capacity also increased by 4 percent, allowing the city to maintain occupancy rates above 80 percent for over 90 days throughout the year.
The report also highlighted a shift in traveler behavior, with the average booking window shortening to 50 days from the traditional 90 days. This suggests a trend towards more spontaneous travel planning.
Looking ahead to , Tourisme Montréal anticipates another strong year, bolstered by major events such as the UCI Road World Championships in September and the Formula 1 Grand Prix, which has been rescheduled to May.
Canadian Travelers Reconsider U.S. Destinations
The positive tourism figures for Montreal contrast with a notable decline in Canadian travel to the United States. Data indicates a significant shift in Canadian travel patterns, with a growing preference for alternative destinations.
In Vermont, a state heavily reliant on Canadian tourism, visitor intent plummeted in , with only 13.3 percent of Canadians reporting a likelihood of visiting, compared to an average of 24 percent throughout . Passenger crossings into Vermont via land ports of entry fell by nearly 30 percent during the first 11 months of , compared to the same period in the previous year.
Canadian spending in the U.S. Also experienced a substantial decrease. In , Canadian spending was down 44 percent compared to . Nationally, Statistics Canada data shows Canadian resident return trips from the United States by automobile declined 28 percent to 1.5 million in .
The downturn in Canadian travel to the U.S. Is attributed to a complex interplay of factors. Tensions between the two countries, stemming from political rhetoric – including references to the potential for adding states to the U.S. And the imposition of tariffs – are considered a significant contributor. However, broader economic factors, such as decreased domestic spending in Canada and the relative weakness of the Canadian dollar against the U.S. Dollar, also play a role.
The shift in travel patterns suggests a potential long-term realignment of tourism flows, with destinations like Montreal and Mexico benefiting from the changing preferences of Canadian travelers. The impact on the U.S. Travel sector, particularly in border states, remains a concern for industry stakeholders.
