Montreal's tourism industry bounced back with a bang in 2025, defying early-season doubts to welcome a whopping 11.8 million visitors - a remarkable 7.3% increase year-on-year! But here's where it gets interesting: the city's tourism boom was largely driven by domestic travelers, with nearly 12 million Canadians choosing Montreal as their vacation destination.
Yves Lalumière, president and CEO of Tourisme Montréal, sheds light on the matter: "The first half of the year was challenging due to geopolitical tensions. But we rallied and finished the year with a 7% visitor increase, which is fantastic!"
One of the key contributors to this success was the surge in visitors from Atlantic Canada, with a notable 17% growth in this market. However, the real surprise came from the Maritime provinces, as Lalumière explains. "We've been actively reaching out to Canadians outside Quebec, and it's paying off. Our advertising campaign generated a massive 15 million views, and our website traffic spiked by nearly 15%."
So, what's the secret sauce? Lalumière attributes the success to sustained investment in marketing campaigns, which has created a strong appetite for Montreal as a destination.
But it's not just domestic tourism that's thriving. While visits from the U.S. dipped by 5% over the year, overseas markets saw a 2% growth, with a record-breaking 470,000 visitors from France leading the charge. Total tourism spending remained steady at $5.8 billion, with food and accommodation generating nearly three-quarters of the revenue.
Montreal's hotel capacity also expanded by 4%, helping the city accommodate more than 90 days with occupancy rates exceeding 80%.
Looking ahead to 2026, Tourisme Montréal is gearing up for a busy year, with major events like the UCI Road World Championships in September and the Formula 1 Grand Prix, now moved to May, on the horizon.
However, it's not all smooth sailing. Canadian travel to the U.S. has taken a hit, with nearby destinations like Vermont experiencing a sharp decline in Canadian visitors. According to data from the Vermont Agency of Commerce and Community Development, only 13.3% of Canadians reported a likelihood of visiting the U.S. in November 2025, a significant drop from the 24% average seen in 2024.
This downturn is further reflected in border crossing volumes, with passenger crossings into Vermont via land ports of entry falling by nearly 30% in the first 11 months of 2025 compared to the same period in 2024.
Canadian cardholders' spending in the U.S. has also decreased significantly, with a 44% drop in November 2025 compared to the previous year.
Vermont's media outlets have been reporting concerns over the plummeting Canadian tourism, largely attributing it to tensions between the two countries in the wake of President Donald Trump's 51st state threats and aggressive tariffs.
But is Trump's rhetoric the sole reason for the reduced spending in the U.S.? Domestic spending in Canada has been down overall, and the loonie has remained weak against the U.S. dollar throughout the year.
Nationally, Statistics Canada data shows a 28% decline in Canadian resident return trips from the U.S. by automobile, with only 1.5 million trips in November 2025. Of these, 68% were same-day trips.
Overall, Canadian residents returned from 3.3 million trips abroad in November, a 14.4% decrease compared to November 2024.
So, what does this all mean for Montreal's tourism industry? With a successful 2025 behind them and a busy 2026 ahead, it seems the city is well-positioned to continue thriving. But will the trend of reduced Canadian travel to the U.S. persist? And how will this impact border states like Vermont? These are questions worth pondering.
What are your thoughts on Montreal's tourism boom and the decline in Canadian travel to the U.S.? Feel free to share your insights and opinions in the comments below!
