2025 confirms the strength of Quebec’s tourism sector, with sustained growth momentum across the province. According to data from the Quebec Ministry of Tourism, the sector continues to expand in 2025, driven by strong domestic demand and solid overall performance throughout the province.

In this context, Quebec’s tourism industry continues to demonstrate resilience and strategic importance for the local economy, particularly for the hospitality, restaurant, and event sectors, which directly benefit from this ongoing activity.

Source : Bilan touristique 2025 : des recettes records pour un secteur qui poursuit sa croissance

Quebec Travellers in 2026: Key Behavioural Trends

Data from the Chaire de tourisme Transat. Tendances et comportements des voyageurs québécois : étude 2026, mars highlights highly active and stable travel habits among Quebecers.

Highly mobile travellers with strong attachment to travel

Quebec travellers show a strong level of mobility:

• 93% of Quebecers travel at least once per year
• Among those who travelled in the past 12 months, 77% chose Quebec as one of their destinations

These figures confirm the strength of intra-provincial tourism, which plays a key role in building loyalty and repeat visitation across Quebec regions.

Source: Chaire de tourisme Transat. Tendances et comportements des voyageurs québécois : étude 2026, March

Travel as a well-being priority and financial choice

Travel plays an increasingly important role in quality of life for Quebecers:

• 62% of respondents say travel significantly contributes to their mental health
• The share of people who consider travel a priority expense increased from 33% to 38%

Photo credit: Charlevoix © GouvQc Dominique Lafond

This evolution shows that travel is no longer viewed only as a leisure activity, but as an essential part of personal well-being and lifestyle priorities.

Source: Chaire de tourisme Transat. Tendances et comportements des voyageurs québécois : étude 2026, March

Changing spending habits and accommodation choices

Consumer behaviour is also evolving:

• 41% of travellers planned to choose more affordable accommodation or dining options in 2024
• This proportion dropped to 29% in 2026

This suggests a gradual shift toward more experience-driven choices rather than purely price-focused decisions.

Source: Chaire de tourisme Transat. Tendances et comportements des voyageurs québécois : étude 2026, March

What These Trends Mean for Hospitality and Restaurants

For industry stakeholders, these findings highlight several strategic insights:

• Strong local demand supporting year-round activity
• High loyalty among Quebec travellers to visited destinations
• A growing role of travel in lifestyle and well-being priorities
• A shift toward more balanced consumer decision-making between price and experience

In this context, hospitality and restaurant businesses should focus on customer experience, personalization, and regional value propositions to remain competitive.

Quebec’s 2025 tourism performance confirms a growing industry supported by strong domestic demand and evolving traveller behaviours. With regional loyalty, well-being-driven travel, and more nuanced spending decisions, the sector continues to transform and create new opportunities for hospitality and restaurant businesses across the province.