Tourisme Montréal is launching its 2025 summer tourism campaign by doubling down on stability, international connectivity, and an added incentive for American visitors: The power of the U.S. dollar.
The organization has rolled out a targeted initiative in the northeastern United States to spotlight the favourable exchange rate, encouraging travellers to “stretch your dollar further in Montréal.”
“This stability in Montréal means that the city continues to attract visitors thanks to its cultural vibrancy, gastronomy, international connectivity, and ability to reinvent itself," said Yves Lalumière, President and CEO of Tourisme Montréal.
"We remain consistent in our foreign investment strategy — an approach that's proving successful and strengthening our global position. This summer promises to be true to Montréal's DNA: inclusive, creative, and deeply human."
Expanded Global Reach
The city is now directly connected to 156 destinations across nearly 50 countries. For 2025, new air routes include Naples, Valencia, Edinburgh, Cincinnati, and Bermuda. The French market remains a standout, with air seat capacity up 23% for Nantes and 3% for Bordeaux.
Packed Event Calendar
Tourisme Montréal forecasts hotel occupancy between June and September to average 80%, spiking to 85% during marquee events like the Formula 1 Grand Prix. Major summer highlights include:
- The arrival of the Michelin Guide, recognizing Montréal’s culinary excellence
- Bungee Montréal at Quai des Convoyeurs, Canada’s highest bungee jump
- LUZIA by Cirque du Soleil at the Old Port
- The F1 Academy, an all-female motorsport event during Grand Prix weekend
- Concerts at the Bell Centre featuring Shakira, Katy Perry, and Linkin Park
Invitation to Explore
The overarching campaign encourages visitors and locals to “unleash their inner fun,” connecting with Montréal’s blend of music, food, creativity, and spontaneity.
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