Montreal seeing decline in American tourists, but continues strong appeal for other visitors

As Bon Jovi sung: “We’re half way there!”

Halfway through the summer season that is, and Tourisme Montréal is reporting a stable performance compared to the same period last year – but a slight decline in American tourists.

The organization said in a news release Tuesday that compared to last year, they estimate a seven per cent decrease in U.S. travellers to the city. While in Quebec City, the decline is more pronounced, with La Presse reporting an estimated drop of between eight and 10 per cent.

In a survey of potential American tourists, Tourisme Montréal noted around 25 per cent of them fear they won’t be well received, given the current trade war between the U.S. and Canada.

As for visitors coming to Montreal from across the country, they showed up in strong numbers – a 15 per cent increase of Canadian travellers for this first half of the summer season, particularly from the Atlantic provinces.

“Maintaining a stable performance is already a strong result given the current global economic context,” said Yves Lalumière, President and CEO of Tourisme Montréal. “The year 2025 continues the momentum of 2024—our best year on record—and we are very pleased.” 

“This is the result of thoughtful diversification and consistent investment in marketing efforts,” he added.

What makes Montreal summers successful?

The role of major events and festivals in driving Montreal’s appeal has once again been confirmed, Tourisme Montréal explained.

Adding that Osheaga celebrated one of its strongest editions in 18 years, with 60 per cent of attendees coming from outside of Quebec.

“The Montréal International Jazz Festival set a new attendance record, welcoming over 700,000 festivalgoers,” they explained. “The Formula 1 Canadian Grand Prix and the National Bank Open also saw notable increases in attendance, further reinforcing the importance of large-scale sporting events in the summer calendar.”

Major concerts, like performances by The Weeknd and Katy Perry, was also said to have contributed to Montreal’s “ongoing status as a top-tier music destination.”

Summer 2025, Far from Over

For the second half of the summer season, Tourisme Montréal said that the city is maintaining a strong momentum, with a 2 per cent increase in total visitors projected.

“Montreal’s tourism accommodation sector continues to show resilience and growth,” they explained.

The hotel inventory grew by nearly 5 per cent, with an average occupancy rate of 73 per cent.

“Outlooks remain optimistic for the remainder of the summer,” they added. “With a 3.5 per cent increase in demand anticipated for August and September.”

Tens of thousands of cruise passengers and crew members are expected to arrive in the city during the fall cruise peak season, the organization explained.

While several major international conferences and sporting events are coming up, including:

• International Joint Conferences on Artificial Intelligence (August 16–22 – 3,000 delegates)
• Grand Prix Cycliste de Montréal (September 14 – 115,000 spectators)
• Beneva Montreal Marathon (September 21 – 140,000 spectators)
• Conference on Language Modeling (October 6–10 – 2,500 delegates)