Montreal tourism rose 7% with surprise spike in visitors from the Maritimes
CBC
Montreal’s tourism industry overcame a period of early-season uncertainty in 2025 to welcome 11.8 million visitors, a 7.3 per cent increase over the previous year.
That’s according to a year-end report from Tourisme Montréal that shows the recovery was led by a 10 per cent surge in domestic travel.
“The first six months were a bit tough due to the geopolitical situation,” said Yves Lalumière, president and CEO of Tourisme Montréal.
“We climbed back and we finished with plus seven per cent visitors in the city so we’re quite happy with that.”
Visitors from Atlantic Canada were particularly active, with that market growing by 17 per cent.
The surprise came from domestic tourism, in particular from Maritime provinces, Lalumière said. There has been an increased outreach effort to attract Canadians from outside of Quebec in recent years, he added.
Lalumière said an advertising campaign generated 15 million views, and the Tourisme Montréal website saw a nearly 15 per cent spike in traffic.
“What you can see is a strong appetite for the destination,” he said. “This is due to continued investment in marketing campaigns.”
While U.S. visits dipped five per cent over the year, overseas markets grew by two per cent, led by a record-breaking 470,000 visitors from France, the report says.
Total tourism spending held steady at $5.8 billion, with food and accommodation accounting for nearly three-quarters of all revenue.
The city also saw hotel capacity grow by four per cent, helping accommodate more than 90 days where occupancy rates topped 80 per cent, the report says.
Tourisme Montréal noted a significant shift in traveller behaviour, as the average booking window dropped to 50 days from the traditional 90.
Tourisme Montréal says it is looking toward a busy 2026, highlighted by the UCI Road World Championships in September and the Formula 1 Grand Prix, which has been moved to May.
As far as Canadians going to the United States, nearby travel destinations like Vermont saw a sharp decline in 2025, with data from the Vermont Agency of Commerce and Community Development showing that visitor intent has plummeted compared to previous years.
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