Quebec’s tourism industry confirms its dynamism with exceptional performances for the 2024 Christmas period.
According to data revealed by Destination Québec cited (DQc), the region has established itself as the leading destination in Canada for Christmas, surpassing Vancouver, Toronto and Montreal.
By Alexandre Morin
Christmas was successful for Quebec’s tourism industry this year. The average occupancy rate reached 77%, the highest in the country, while revenue generated increased by 11% compared to 2023 and 79% compared to 2019.
More than 54,000 units were rented, a result similar to 2023 and up 15% compared to pre-pandemic.
“We are the first destination in Canada for Christmas […] The revenue generated is almost 80% higher than before the pandemic. It’s a record year and a source of great pride for Quebec’s tourism industry,” underlined Robert Mercure, general director of DQc.
A well-targeted marketing strategy
These results demonstrate the attractiveness of Quebec and the sustained efforts of the tourism industry to stand out. A targeted marketing campaign, launched at the last minute in the northeastern United States, greatly contributed to these successes according to DQc.
“International charts like CNN Travel and Vogue helped attract attention. Our campaign amplified this interest, and the results speak for themselves. This is a direct benefit for the industry and the region,” added Robert Mercure.
Climate challenges to be met
Despite sometimes unfavorable weather, marked by mild spells and rain, the industry demonstrated its resilience. However, the challenges linked to climate change remain at the heart of concerns for the development of winter tourism.
A summit on sustainable tourism, entitled Les Grands Remous, will be held in Quebec on January 30 and 31. The objective: to think about solutions to adapt the tourist offer to climatic realities while strengthening its attractiveness.
Data for the New Year’s period, traditionally more active than Christmas, are still awaited, but these results already confirm the remarkable momentum of Quebec’s tourism industry.
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