Waterloo Region’s tourism numbers grow as Canadians explore closer to home

It seems that Explore Waterloo Region is succeeding in inspiring the curiosity of Canadian travellers, as it reports that the region’s tourism sector wrapped up 2025 on a strong note as those travellers demonstrated a growing appetite to explore closer to home.

Early indicators point to a rise in visitor spending, strong demand across local festivals and attractions, and a year of major organizational wins for Explore Waterloo Region (EWR).

In 2024, tourism revenue in Waterloo Region reached an estimated $829 million, providing a strong foundation for continued expansion.

And while final year-end figures are still being compiled, preliminary data suggests 2025 was a year of positive momentum.

From January through July 2025, visitor spending in Waterloo Region was up 2% over the same period in 2024, with summer months posting a 5% year-over-year increase.

There’s further good news as interest in the Waterloo Region continues to grow, with EWR’s website reaching record traffic levels in 2025 – a 50% year-over-year increase compared to 2024 – signaling increased destination awareness, trip planning, and visitor intent.

Michele Saran, CEO of Explore Waterloo Region, observed that: “Canadians are making thoughtful travel choices right now, and Waterloo Region is well positioned to benefit from that shift.”

And Saran continued: “We offer the kind of experiences people are actively seeking. Ones that are authentic, close-to-home, and inspire curiosity.”

Visitors are attracted by the diverse mix of year-round experiences Waterloo Region offers, with signature attractions including the St. Jacobs Farmers’ Market, the Village of St. Jacobs and Bingemans being major draws, and which are complemented by a full calendar of festivals and events including Kitchener-Waterloo Oktoberfest, the Elmira Maple Syrup Festival, Kitchener Blues Festival, Lumen, and the Christkindl Market.

In 2025, EWR also introduced new, experience-led products designed to spark curiosity and encourage longer stays.

The Fields & Flavours Trail highlights Waterloo Region’s unique agritourism experiences, while the Mistletoe Trail invites visitors to explore artist-designed mistletoe installations located throughout the region’s seven municipalities.

Saran points out that: “Whether it’s a weekend getaway, a festival visit, or a farm-to-table experience, we’re seeing visitors lean into what makes our region unique,” before adding that: “Our blend of urban vibrancy and rural charm is resonating with people more than ever.”

But there’s more, as 2025 marked a standout year for EWR’s business events and sport hosting sectors.

In the first quarter of the year, more than $90 million in future sport and esports events were secured for Waterloo Region including the 2026 Ontario Summer Games.

In June 2025, Waterloo Region successfully hosted the Call of Duty League Championship, marking the first time the tournament was held outside of the United States. Securing these types of events highlights the Region’s growing reputation as a top destination for large-scale sport and esports events.

Business Events also delivered strong results in 2025. Explore Waterloo Region welcomed the Canadian Society of Association Executives to Waterloo Region and worked with organizers to deliver their first carbon-neutral event.

EWR also secured OMCA Marketplace – Ontario’s premier group travel trade event – for 2026, marking the first time the conference will be hosted in Waterloo Region.

2025 also saw more than 100 one-on-one tour operator appointments conducted, continuing to target key domestic, cross-border, and international markets including Ontario, Quebec, the northeastern United States, and Europe.

As Saran sees it: “These wins reflect a strong, competitive destination that’s ready for what’s next. We’re not just responding to changes in travel behaviour, we’re actively shaping the future of tourism in Waterloo Region.”

Go to www.explorewaterloo.ca for more.