Îles de la Madeleine, November 6, 2024 - The destination recorded a slight 3% decrease for the period from May to October 2024, compared to 2023.

According to data provided by all carriers, this decline is primarily felt in the air travel sector, which, with 19,900 passengers, shows a 5% decrease. Several tourism operators reported being affected by the end of the Explore Québec air program.

There remains a certain stability in maritime transport, used by 68% of visitors to access the destination. With 41,900 passengers, this shows a negligible variation of -1%. International cruises allowed 5,570 cruise passengers to disembark (5,920 in 2023) with 26 ships (33 in 2023). 
It's worth mentioning that in 2024, 14 ships were canceled due to strong winds.

The decrease in destination traffic mainly affects May and the end of the season (September-October), while June and the high season (July-August) remain stable.

Thus, 61,800 visitors frequented the Îles de la Madeleine from May to October 2024 (63,500 in 2023).

This relative stability is corroborated by a survey conducted among around 90 businesses from various tourism sectors. These businesses reported an increase in traffic for 32% of respondents, stability for 37%, and a decrease for 30% of them. In terms of revenue, respondents reported an increase for 42%, stability for 25%, and a decrease for 33%.

The results of an end-of-stay survey conducted with 338 visitors from May to September also align with this trend. More than one in two respondents visited the Îles de la Madeleine for the first time in 2024 (54% versus 48% in 2023). The average stay length remains stable at 10 nights, and spending per respondent has increased by 17% to $1,492 (excluding transportation costs). The campaign “In the Îles, I Commit” was seen or heard by 76% of respondents, and the tourist guide remains a reference, consulted by 82% of them.

Finally, the hospitality of the Madelinots is the aspect that generated the most satisfaction among visitors who completed the end-of-stay survey. The NPS (Net Promoter Score), which measures the likelihood of visitors recommending a stay in the Îles de la Madeleine to others, rose to 83% (74% in 2023). Unsurprisingly, 79% of respondents stated they intend to return to Les Îles.

A new project for analyzing clientele, developed in collaboration with CTMA, will allow for even more precise targeting of the origin, booking date, length of stay, and profile of visitors. This data will help refine the destination's promotional actions year-round while excluding the peak season. This project confirms that 87% of travelers come from Quebec.

Tourisme Îles de la Madeleine hopes that the exceptional weather conditions of the summer of 2024 will remain in visitors' holiday memories and be a promise of a superb 2025 tourist season.

* This text was partly drafted and translated with the assistance of artificial intelligence and has been reviewed and approved by a human team to ensure quality and relevance.