Montreal’s much-anticipated summer tourism season is officially in full swing, with hopes running high for another successful year. The city, famous for its vibrant culture, world-class festivals, and European charm, is preparing for an influx of visitors. However, with global political tensions and fluctuating currency values, particularly concerning the U.S. dollar, tourism officials are navigating a season that’s equal parts promising and unpredictable.
“We’re expecting a range between minus three and plus three,” said Yves Lalumière, head of Tourism Montreal, referring to the forecasted change in American tourist numbers. “We’ll know more after the [Montreal] Grand Prix.”
In an effort to attract more American travelers, Tourism Montreal has launched a targeted campaign titled ‘Stretch Your Dollar Further’ in Montreal.
“It’s not about the cheap destination it is just to tell the Americans that your value is good, and 37 per cent of them are not aware that their currency is actually providing so many benefits,” Lalumiere added.
While U.S. visitor numbers may fluctuate, domestic tourism is expected to play a crucial role this summer. With some Canadians boycotting travel to the United States, cities like Montreal are reaping the benefits. Clara Iturra, visiting from Vancouver, summed it up:
“I want to support Canadian businesses, support Canadian tourism. Canadians have a lot of money to spend. And I tell Canadians, stay in Canada.”
Glenn Castanheira, executive director of SDC Montréal centre-ville, echoed cautious optimism for the season, emphasizing the financial importance of tourism to the city.
“We’re talking about billions of dollars of foreign dollars entering the coffers of businesses, and to the city and our government,” he said.
One event that continues to anchor Montreal’s summer tourism is the Formula One Grand Prix. Despite previous uncertainty about the race’s long-term future in the city, officials remain confident.
“Very confident that we are going to have very good news for you very shortly in terms of extending and staying the Grand Prix for forever,” Lalumière noted.
As Montreal enters another lively summer season, the city is balancing global challenges with local opportunities.
