Montreal's tourism industry has defied the odds, emerging from a challenging start to 2025 with a remarkable comeback. The city welcomed a staggering 11.8 million visitors, marking a 7.3% increase compared to the previous year. This surge in tourism was largely driven by domestic travelers, who accounted for nearly 12 million visits to Montreal in 2025.
But here's where it gets interesting: the growth in domestic tourism was not evenly distributed across Canada. Visitors from Atlantic Canada took the lead, with a remarkable 17% increase in market share. However, the real surprise came from the Maritime provinces, as highlighted by Yves Lalumière, President and CEO of Tourisme Montréal.
"The first half of the year was tough due to geopolitical tensions," Lalumière explained. "But we managed to turn things around, and we're thrilled to have achieved a 7% growth in visitors to the city."
Lalumière attributed this success to an increased outreach effort targeting Canadians outside Quebec. An advertising campaign generated an impressive 15 million views, and the Tourisme Montréal website experienced a 15% spike in traffic.
"The strong appetite for Montreal as a destination is evident," Lalumière said. "This is a direct result of our continued investment in marketing campaigns."
While domestic tourism thrived, visits from the United States dipped by 5% over the year. However, overseas markets showed resilience, with a 2% growth led by a record-breaking 470,000 visitors from France.
Total tourism spending remained steady at $5.8 billion, with food and accommodation contributing nearly three-quarters of all revenue. Additionally, the city's hotel capacity grew by 4%, helping to accommodate over 90 days with occupancy rates exceeding 80%.
And this is the part most people miss: there's been a significant shift in traveler behavior. The average booking window has decreased to 50 days, a notable departure from the traditional 90-day lead time.
Looking ahead to 2026, Tourisme Montréal anticipates a busy year with major events like the UCI Road World Championships in September and the Formula 1 Grand Prix, which has been rescheduled for May.
However, the decline in Canadian travel to the United States is a cause for concern. Nearby destinations like Vermont have experienced a sharp decline in Canadian visitors, with only 13.3% of Canadians expressing an interest in visiting the U.S. in November 2025. This is a significant drop from the 24% average seen throughout 2024.
The 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 have also shown a significant decrease in spending in the U.S., with a 44% drop in November 2025 compared to the previous year.
Vermont's media outlets have expressed concerns over the plummeting Canadian tourism, attributing it to tensions between the two countries in the wake of President Donald Trump's threats to make Vermont the 51st state and his aggressive tariffs.
But is Trump's rhetoric the sole reason for the reduced spending in the U.S.? Domestic spending has been down overall, and the Canadian dollar 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 United States by automobile, with only 1.5 million trips in November 2025. Of these arrivals, 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, is the city ready to host major events like the Olympics again? And how will the decline in Canadian travel to the U.S. impact border states like Vermont? These are questions that deserve further exploration and discussion.
What are your thoughts on Montreal's tourism resurgence and the decline in Canadian travel to the U.S.? Feel free to share your opinions and insights in the comments below!
