Laval, September 28, 2021 – After a particularly difficult year for the tourism sector, the industry is slowly regaining momentum. The easing of public health restrictions has allowed attractions to reopen and events and festivals to take place in time for the summer season. Marketing campaigns by Tourisme Laval local customers, as well as those by the Alliance de l’industrie touristique du Québec across the province, have supported businesses by promoting their activities and stays in Laval.

Although hotel occupancy rates and visitor numbers at paid attractions have not yet returned to the same levels as in the summer of 2019, a clear recovery was observed in July and August, which is excellent news.

There is still some hesitation when it comes to booking business or sporting events, but demand is clearly on the rise. Although these events are generating fewer overnight stays than in 2019, the situation is nonetheless encouraging.

Summer Highlights:

The number of visitors to paid tourist attractions* has more than doubled compared to 2020, when many businesses were closed. This summer’s visitor numbers are 80% of the total recorded in 2019.
The occupancy rate* for hotels was 44% for the period from June to August, representing an increase of 18 percentage points compared to the summer of 2020.
Business travelers, who typically account for 48% of our summer tourists, have made up only 31% in recent months.
This summer, the sales team worked on about 20 bids to secure events in Laval. Of those, 10 were successful.

Excitement for the coming seasons

Although uncertainty remains regarding the course of the pandemic and health regulations for the fall and winter seasons, the tourism industry is experiencing a favorable trend. Thanks to vaccination, the reopening of businesses appears to be permanent, and we hope to see restrictions eased with regard to business events. In addition, marketing campaigns are being revamped, and the outlook for 2022 looks promising. Marketing initiatives targeting the Ontario market are planned for next winter.

“The 2021 summer season is clearly better than the previous one. Laval’s tourism industry is gradually beginning to recover. I would like to highlight the quality of the work and the determination of our tourism businesses and their teams. Support from the federal, provincial, and municipal levels of government has also been a key factor in our improved performance this summer,” concludes Geneviève Roy, President and CEO of Tourisme Laval.

*The statistics were compiled for the months of June, July, and August by Tourisme Laval the methodology outlined in the March 2017 report *Tourism Performance Indicators*, developed by Raymond Chabot Grant Thornton.

About Tourisme Laval

As a leader in a rapidly growing industry, Tourisme Laval to the development of Laval as a tourist destination, provides leadership in welcoming visitors and promoting attractions, and serves as a unifying force among its members and partners, with a focus on sustainable development.

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Source: Hélène Vézina
Director of Communications, 514-261-9893
[email protected]