by Jen Mallia
Last updated: 10:30 AM ET, Wed September 3, 2025
The summer of 2025 was marked by strong domestic tourism, with increased visitation at Canadian national museums, historic sites and national parks. Some of the credit for that is going to the success of the Canada Strong Pass. The pass was introduced during the federal election as a way to encourage domestic travel, particularly as the Canadian travel boycott of U.S. destinations ramped up.
"The Canada Strong Pass helped Canadians come together, support local economies, and experience our rich country,” says the Honourable Rechie Valdez, Minister of Women and Gender Equality and Secretary of State (Small Business and Tourism) “From small businesses that welcomed new visitors to families creating memories at cultural and historic sites, this initiative showed how tourism strengthens local communities and deepens our sense of national pride. I'm proud that so many Canadians embraced this opportunity and I hope it inspires them to keep building their own Canadian bucket list."
The pass, which was in effect from June 20, 2025 until Sept. 2, 2025 allowed free entry to Parks Canada National Parks and Historic sites, discounted camping, and free (for children) and half-price (for 18-24 year olds) admission to national museums and participating provincial museums. VIA Rail also offered discounts for young people. It was available to everyone, not just Canadians.
Many families, including us at TravelPulse Canada, took full advantage of the pass. My teenagers and I travelled to Ottawa and Quebec City in August. While I am an impassioned museum-goer at the best of times, having free access for my sons freed up our travel budget, meaning we could visit other attractions that may have otherwise gone on our B-list, or places we could only visit quickly and at full price I would have had to consider the cost.
During our 10-day trip, we visited The Canadian Museum of History, Canadian Science and Technology Museum, Canadian War Museum, the National Gallery and the Plains of Abraham museum (as well as some other non-Canada Strong spots!) and travelled between Ottawa and Quebec City on VIA Rail. With two kids, I saved roughly $120 on museum admission (as the guests of their dad, a Canadian Forces veteran, we got free admission to the War Museum) and roughly $200 on train fare.
We could upgrade our tickets at some spots since I hadn’t spent the money on the kids’ admission. At the Plains of Abraham we “splurged” on a guided tour and I upgraded our train tickets from the basic “Escape” fare for a little more flexibility.
According to Heritage Canada, lots of families did similar things, with initial data showing a 10 percent increase in visitors to Parks Canada sites over 2024, a midsummer average of 15 percent increase at museums, and 50,000 Canada Strong bookings on VIA Rail over the summer.
"The success of the Canada Strong Pass shows just how much Canadians value our cultural, historical and natural treasures,” says the Honourable Steven Guilbeault, Minister of Canadian Identity and Culture and Minister responsible for Official Languages. “From all corners of the country, we explored and celebrated Canada together. I am particularly proud of the number of children who had the opportunity to discover their rich country and create memories. This is how we build Canada strong. This summer will be remembered as a powerful expression of Canadian pride and unity."
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