Moving the Canadian Grand Prix to May helped drive stronger hotel demand and tourism activity in Montréal while allowing June to maintain its performance without the Formula One race, according to Tourisme Montréal.
The tourism organization said hotel demand in May increased 12.9 per cent compared with June 2025, when the Canadian Grand Prix was still held that month. It said the increase was also supported by the Montréal Canadiens’ playoff run, which drew additional visitors to restaurants, hotels and retailers across the city.
The figures suggest the calendar shift created a stronger start to the tourism season while leaving room for other major events in June, according to the organization.
“The results show that we made the right decision in supporting the move of the Grand Prix to May. This change in the calendar allows us to attract more visitors at the very start of the season, while also freeing up space in June to host major conventions and other large-scale events. It’s a win-win for Montréal, for our members, and for the entire tourism industry,” said Yves Lalumière, President and CEO of Tourisme Montréal.
The organization said the Grand Prix continued to generate strong demand for hotels across the Montréal region during race weekend.
It reported hotel occupancy reached 94.8 per cent across Montréal, with demand increasing in both the downtown core and the airport area.
“The results recorded during the Grand Prix confirm how strategically important this event is for our industry. With a hotel occupancy rate of 94.8% across the island of Montréal and significant demand growth both downtown and near the airport, hotels enjoyed an exceptional level of activity,” added Dominique Villeneuve, President and CEO of the Greater Montréal Hotel Association (AHGM).
Tourisme Montréal said the economic benefits extended beyond the city itself.
Hotel demand in Laval increased 10 per cent during the 2026 race weekend compared with the same period a year earlier, while demand on Montréal’s South Shore rose five per cent.
The organization also pointed to the international exposure generated during the race weekend through Formula One drivers’ social media accounts.
It said several drivers shared content featuring Montréal, with their combined social media following approaching 200 million people worldwide. According to Tourisme Montréal, posts highlighting the city generated more than 10 million views. Among the most widely viewed was a post showing Charles Leclerc walking through Mount Royal and visiting several of Montréal’s landmarks.
Despite moving one of the city’s largest annual tourism events into May, Tourisme Montréal said June has maintained comparable hotel demand to the previous year.
It said hotel demand for June 2026 is tracking at the same level as June 2025, when the Grand Prix remained on the month’s calendar.
The organization said Montréal’s summer events calendar will continue following Les Francos de Montréal with the Festival International de Jazz de Montréal, Festival International Nuits d’Afrique de Montréal, Just for Laughs and other cultural, culinary and sporting events scheduled throughout the season.
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