Published on May 21, 2026
by Tourism Eastern Townships
Bolton-Est, May 21, 2026 – Tourisme Cantons-de-l’Est /Tourism Eastern Townships (TCE) is launching the summer season with close to 100 new attractions and activities. There are new (and renovated) accommodations, fun experiences and destinations for visitors to discover, not to mention the warm hospitality that is so characteristic of the region. Given those enhancements, local tourism enterprises are confident that this summer will be better than ever – a claim backed up a recent TCE survey in which more than 85% of respondents said that they were optimistic about the coming 2026 season.
At a time when travelers are looking to slow down, unwind, and enjoy more authentic experiences, the Eastern Townships are particularly well-suited to meeting visitors’ new expectations. The unstable geopolitical climate, rising travel costs and a growing interest in domestic tourism have reshaped consumer demand, resulting in travellers seeking destinations that are within driving distance – the Eastern Townships being an example.
The region offers a rich and diverse range of tourist attractions, where visitors can explore a wine route, cycle between villages, attend a festival, enjoy a rustic meal, or spend a few days in nature. Outdoor activities, cycling, culinary experiences, culture, unique accommodations, welcoming villages, and relaxing getaways all come together near the major cities of Quebec, Ontario, and the northeastern United States.
“The Eastern Townships is looking forward to a great summer,” says Isabelle Charlebois, General Manager of Tourisme Cantons-de-l’Est. “Our local businesses are offering a diverse choice of attractions geared to travellers looking for getaways that are not only close at hand, but offer flexible options, whether that be the great outdoors, cultural events, regional cuisine or opportunities to relax.”
Culinary experiences are playing an increasingly important role in the tourist appeal of the Eastern Townships. It is in this spirit that Tourisme Cantons-de-l’Est chose to hold its summer launch at the Jardins Bolton.
Country-style dining, meetings with producers, gourmet tours, vineyards, microbreweries, cheese shops, and experiences rooted in the local terroir are gaining increasing popularity among both visitors and locals.
The region boasts a vibrant culinary scene driven by passionate producers, talented chefs, and businesses that showcase local products with creativity and authenticity.
This excellence has, in fact, been recognized in recent weeks. Several establishments and artisans in the Eastern Townships have distinguished themselves in the second edition of the Michelin Guide in Quebec, in the Canada’s 100 Best rankings, and at the Lauriers de la gastronomie québécoise awards.
With a budget of close to $820,000, Tourisme Cantons-de-l’Est, in partnership with its members and regional communities, are continuing its marketing initiatives this summer, targeting visitors from Quebec, Ontario and the United States.
TCE is focusing on short stays, themed around attractions such as outdoor activities, culinary experiences, culture and relaxing getaways. Golf, festivals, astronomy and cycling will also be in the mix. The Eastern Townships is a hub for bike tourism with mountain biking, gravel backroads and the Véloroute Gourmande (a cycle route between Montreal and Sherbrooke) among the many attractions for fans of human-powered transportation!
To spread the word, TCE is also recruiting social media influencers. Anaïs Favron (@anaisfavron), Ève Lussier-Roy (@eve.on.the.road) and Valérie Sirois (@siroisvalerie) will serve as ambassadors for outdoor activities, food, family, and culture for the summer season, alongside several other contributors, including Guylaine Guay (guylou_guay), who will be touring the region this summer.
This approach to marketing reflects the rapidly changing manner in which people consume tourism content. Today, 58% of travellers look for information through short-form videos (such as Reels) that tell a story, according to this Leger DCTL 2026 study. TCE is now augmenting its other media initiatives with inspiring, authentic video content showcasing local businesses, experiences and new tourism offerings.
For further information : Regional Ambassadors | Eastern Townships
This summer, Tourisme Cantons-de-l’Est is continuing to target inbound visitors from the Northeastern United States. Around $150,000 will be spent on increasing the visibility of the region and strengthening brand awareness through highlighting the Townships’ reputation for hospitality, openness and sense of community.
Building on its effectiveness in 2025, TCE is once again using the slogan Close to you. Far from ordinaire on its destination platform. The catchy tagline, the tone and the messaging reflect the changing tourism landscape. TCE’s goal is to ensure that the Townships remains front of mind among U.S. travellers.
Also worthy of note is the wild success of the Come hug it out in the Eastern Townships campaign. Over the past few months, it has generated over 20 million views on social media and a 150% increase in U.S. visits to the TCE’s website! The economic impact of the campaign was also felt in actual visits to the region, accounting for a 7.3% increase in tourism spending by American tourists (between May and September) – proof that TCE is on the right track.
Earlier this year, Tourisme Cantons-de-l’Est was ranked 10th in the tourism and hospitality category of Fast Company magazine’s prestigious 2026 Most Innovative Companies list. The gala celebrating this recognition was held this week in New York. This distinction highlights the campaign’s international reach and impact.
The summer of 2026 will be marked by a major overhaul of the tourism offerings, with 92 new attractions and revamped experiences identified throughout the Eastern Townships.
These new offerings illustrate the dynamism of the tourism industry. Enterprises involved in the tourism sector are constantly refreshing the “visitor experience” by adding to their product offerings, tempting tourists to return to the Townships, year after year.
Some examples of what’s new this summer:
Photo credit: Mont-Orford
About Tourism Eastern Townships
Tourisme Cantons-de-l'Est (Tourism Eastern Townships) is one of Quebec's 21 regional tourism associations (ATR) and the official representative of Quebec's Ministry of Tourism in the region. Since 1978, TCE’s mission has been to foster the region's tourism development, promote, coordinate, support and represent the entire tourism sector, while focusing on the quality of the visitor experience. TCE brings together nearly 600 members representing more than 900 tourism offerings throughout the 9 regional county municipalities (MRCs) and in all sectors of the tourism industry: accommodation, restaurants, attractions, activities and events.
The Eastern Townships rank fifth in terms of overnight stays in Quebec with volumes reaching 10.7 million of overnight stays and tourism revenues of $1.3 billion per year. Tourism-related sectors account for approximately 1 in 10 jobs in the region, corresponding to more than 21,000 jobs.
Titouan Bussière
Media Relations Coordinator
819 820-2020
Mobile Phone : 819 238-9375
