Increase in Museum Visits by 15 Percent Attributed to Implementation of Strong Pass in Canada
In the summer of 2025, the Canada Strong Pass promotion has brought a significant surge in attendance to museums and national parks across the country. The initiative, which offers free or discounted access to cultural and natural heritage sites, has been a resounding success.
The programme, which took effect on June 20 and will last until September 2, provides free entry for all visitors at Parks Canada sites, including national parks, historic sites, and marine conservation areas. Additionally, it offers a 25% discount on camping fees and overnight accommodations such as tents, cabins, and historic stays, excluding mooring, firewood, permits, parking, and some third-party services.
Museums and galleries have also seen an increase in attendance, with free admission for children 17 and under, and a 50% discount for youth aged 18 to 24 at participating locations. Notable mentions include the Plains of Abraham Museum and multiple provincial and territorial museums and galleries participating within their regions.
The Canada Strong Pass is available to children 17 and under for free, and offers a 50% discount to those aged 18 to 24. This initiative is supported by both federal and provincial partnerships, ensuring broad accessibility across cultural and natural sites nationwide.
Hermine Landry, spokesperson for the office of the minister of Canadian identity and culture, has reported a 16% increase in attendance at the Canadian Museum of History and the Canadian War Museum in July. Additionally, attendance at national galleries and museums across the country has increased by 15% this summer.
However, no specific details were provided about the attendance increase at other national galleries and museums, or the impact of the Canada Strong Pass on the revenue of national galleries and museums. Furthermore, no information was given about the number of visitors taking advantage of the Canada Strong Pass at provincial and territorial museums and galleries.
Meanwhile, the trade war between Canada and the United States has led more Canadians to avoid U.S. travel, according to StatCan. Other events, such as wildfires in New Brunswick and evacuations around a Halifax business park due to a wildfire approaching the area, may have also impacted travel and tourism in certain regions.
In summary, the Canada Strong Pass has substantially increased visitor numbers by removing or reducing cost barriers to Canada's cultural and natural heritage sites nationwide during the summer 2025 campaign. Visitors are encouraged to check individual museum and gallery websites for specific participation and any additional conditions.
The abundance of tourists this summer can be attributed, in part, to the Canada Strong Pass initiative, offering an outdoor lifestyle experience through discounted access to home-and-garden sites such as national parks and camping grounds. The unpredictable weather this season, however, may have influenced some visitors' choices to explore indoor attractions like museums and galleries, take advantage of the reduced rates, and immerse themselves in our country's rich history and culture.
