MONTREAL — A surge in corporate gatherings, athletic tournaments, and cultural festivals is driving Montreal’s tourism figures to new heights this season.
Data compiled for the May-to-July timeframe by the non-profit group Tourisme Montréal indicates that the metropolis is positioned to achieve historically high visitor numbers.
The chief executive of the association attributes this success to the wide array of summer attractions enticing travelers, ranging from gastronomy and historical landmarks to athletic events and music festivals.
“While Toronto might be viewed as the country’s business core, Montreal serves as its ultimate recreation spot. Visitors travel here seeking entertainment,” remarked Yves Lalumière, the head and chief executive of Tourisme Montréal.
He highlighted the massive appeal of this season’s international jazz festival, which drew unprecedented crowds, alongside the highly popular Osheaga music festival. Additionally, the convention sector experienced a significant surge, bringing in more than 50,000 delegates during June and July.
Strolling through the historic stone-paved pathways of Old Montreal on Wednesday, vacationers gathered to capture memories on camera and purchase keepsakes from storefronts showcasing sports jerseys and local memorabilia.
First-time visitors Kha Nguyen and Connor Brunton, traveling from New Jersey, posed for a group snapshot directly opposite the Notre-Dame Basilica.
“The atmosphere stands apart from our typical surroundings back in the States. The architecture has a wonderful historical, colonial charm… It feels like we have traveled to a distant destination, despite being relatively close by,” Nguyen explained.
Tourism from American visitors surged by seven percent, while domestic travel within Canada grew by five percent year-over-year, as reported by Tourisme Montréal. Concurrently, overseas arrivals saw an increase of approximately five percent.
Lodging accommodation rates climbed to 82 percent over those months, representing a seven percent growth compared to 2025.
“These statistics are highly encouraging. Achieving this level of success amidst global challenges demonstrates the outstanding strength of the hospitality sector in Montreal and across Canada,” Lalumière stated.
According to Sana Srivastava, an employee at her family’s gift shop located in the historic district, this year’s peak season has seen an exceptional volume of customers.
“There seems to be an unprecedented eagerness among travelers to explore Canada this year, which has greatly benefited our business, and we are incredibly thankful,” she remarked from inside her boutique, surrounded by merchandise sporting the Montreal Canadiens’ tri-color emblem and the iconic Canadian maple leaf.
“It is also incredibly enjoyable to interact with visitors hailing from all corners of the globe,” she added.
Srivastava observed that major athletic tournaments have acted as a magnet for vacationers, noting that this was true even for the World Cup, despite the city not serving as an official match venue.
“We did not anticipate such a massive influx of visitors because the games weren’t happening here, yet we saw supporters from all over arriving clad in their respective national team jerseys,” she explained.
Lalumière contends that passing on hosting duties for the World Cup ultimately proved advantageous for the municipality, arguing that the massive tournament would have excessively overshadowed and disrupted other scheduled local events.
“It turned out to be a very sensible choice on our part,” he noted.
He anticipates that the city’s upward trend will persist throughout August and September, driven by upcoming highlights such as the National Bank Open tennis championships and the Lasso country music festival.
This article, compiled by The Canadian Press, was originally issued on August 12, 2026.
Marieke Glorieux-Stryckman, writing for The Canadian Press
